Magic Breakfast Show

Running head: BRAND MANAGEMENT BRAND MANAGEMENT Name of the University Name of the Student Author note BRAND MANAGEMENT 1 BRAND MANAGEMENT 2 Table of Contents BRAND MANAGEMENT ................................ ................................ ................................ ........ 0 Magic Radio ................................ ................................ ............. Error! Bookmark not defined. Magic Breakfast ................................ ................................ ................................ ......................... 3 Target Audience Cultural Likes and Dislikes and Media Consumption ................................ ... 4 Digital Marketing of Magic Breakfast ................................ ................................ ....................... 4 References ................................ ................................ ................................ ................................ .. 8 BRAND MANAGEMENT 3 Magic Radio Background Magic Radio has been the ultimate stop for feel -good moments for over several years now. It is an adult contemporary independent lo cal and national radio station, headquartered in London. Magic Radio has often been acknowledge d for playing songs that are most loved and revered by their listeners ( Elliott et al., 2015 ). Perhaps, without a doubt, Magic Radio remains an und isputed upbeat and cult radio station of the United Kingdom. Magic Radio has predominantly remained one of the most prominent radio station s when it comes down to looking for optimistic and upbeat music. Besides, the cult radio station has been regarded as the 12 th most popular radio station in the whole of the United Kingdom. The r adio station is mostly followed by women of generation X, each listening for approximately 5 hours every week. Magi c Radio is simply attributed to ensuring euphoria for the people o f the Uni ted Kingdom in the midst of their chaotic life. The Magic Breakfast Show Listeners of the Magic Radio often begin their day by tunin g in to the Magic Breakfast, with Ronan Keating and Harriet Scott. Regular and loyal followers of the Magic Breakfast wake up and commence their day with the culminating mixture of upbeat music, laughs, frolic, magic radio competitions, and sometimes listening to interviews of A -listeners, such as the likes of Justin Timberlake and Jennifer Lawrence. Ronan Keat ing and Harriet Scott also travel for several magical radio live affairs, most recently following the farewell Boyzone Tour with a broadcast truck, which they co -ordinated from H yde Park for British Summertime (Crawford et al., 2019). The show was also introduced to Universal Orlando. The Magic Breakfast is a confident, c olourful and authentic show that effortlessly reflects the aspirations, likes, and interests of its listeners by broadcasting entertaining content every BRAND MANAGEMENT 4 morning. It plays out the most dema nded sing -out -loud songs, particularly from the 80s and the 90s for all of its listeners. Target Audience ; Cultural Likes and Dislikes an d Media Consumption of the Magic Radio Show Magic Breakfast loya lists are usually around 34 to 54 years of age. The target audience of Magic Radio is a positive, confident, and fun -loving section of the populace that doesn't align to the concept of being regarded as middle -aged. They are assertive of their attitudes, instead of their age. The audien ce comes across as ad venturous and passionate way beyond tha t of the ir past generations. More often than not, Magic Radio’s target audience imparts a sense of surprise with their candid and candour. Loyalists and regular followers of the Magic Breakfast show cannot be boxed wi thin the vicinity of stereotypes. This section of the United Kingdom population simply hate s to be filtered and stereotyped. They are more likely to curate their respective choices, opinions, likes, dislikes, and experiences. Magic Radio listeners connect with the radio station through several advancing ways, ranging from DVD to Radio TV, to Facebook Competitions, Twitter, tablet, and mobile. Listeners of the Magic Radio often connect to the radio station on platforms like Freeview 715, Digital Radio, Sky 0 180, and the Virgin Media 928 all across the United Kingdom. On the other hand , audiences are connected to the radio station via 105.4 FM in London. Moreover, listeners and followers of the Magic Radio foster their connection with the cult radio station, r anging from multiple other mega -platforms like Magic Chilled, Mellow Magic, Magic at th e Musicals, and Magic Soul, being made available Online, on the D igital Radio, via its App Store (2021). Digital Marketing of the Magic Breakfast Show Considering the target audience of the Magic Breakfast, 80 % of th e budgetary allocation, surrounding the promotion and advertisement of the Ronan Keating and Harriet Scott hosted show must be considered and given substantial and adequate social media expo sure. Since the major chunk of their target audience is more likely to stay active on their BRAND MANAGEMENT 5 social media handles throughout the day, thereby advertising on online platforms shall be the most suitable. Magic Breakfast could be promoted vi a zip codes ( Deepak & Jeyakumar, 2019 ). Geotargeted advertising would enable the radio station to deliver attractive advertisements to the zip -codes, specifically to their target market. Zip -cod es will facilitate and maximize the reach of the advertisements to the Magic Brea kfast’s pertinent demographic. Advertisement through zip -codes will hel p the radio station not to waste its significant portion of the allocated budget , by displaying to the audiences who might not turn up to their Magic Breakfast Show in the first go . Bes ides, interactive session s with the show listeners build a strong emotional r elationship with its audience. Formulating giveaways an d contests online will expand the show's reach to its target audiences. Establishing competitions by offering trivia surrounding classic a lbums, creating lists of Top 20 90s songs for each day will have new content to digest and explore (Todor, 2016). Offering explicit perks to the target listeners, cultivating assoc iations to the playlists of all classic songs will enga ge i ts listeners throughout the run of the Magic Break fast Show, and start their day on a vibrant and positive note. Moreover, undertaking a well -structured survey will help the radio station understand and comprehend the kind of activities and establishme nts its target audience would willingly wish to take part in (Atshaya & Rungta, 2016 ). By analysing and evaluating the behaviour, likes, and dislikes of its basic demographic or their target listeners, Magic Breakfast weekly columns, hosting contests, and publishing the transcripts of on -air interviews will fasten the creation of a structured emotional bridge between the show, its hosts, its active listeners, and possible future listeners. Moreover, email marketing can be equally implemented for the marketi ng of the Magic Breakfast, especially in terms of organizing personalized events, running online and on -air competitions will increase and elevate the personal quotient between the radio show and its target listeners. The creation of well -structured softwa re will ensure that emails are configured to relevant email addresses BRAND MANAGEMENT 6 and individual recipients. Personalized email marketing will enable Magic Rad io to bolster its brand loyalty both in terms of the Magic Breakfast Show and the radio station as a whole. Addition ally, email marketing would lead to word -of-mo uth -referrals in order to spiral positiv e perceptions ( Opreana & Vinerean, 2015) Ronan Keating and Harriet Scott might cater to the niche audience of the Magic Breakfast Show by conducting quiz sessions surrounding popular and classical music/ musicians. Curating questions and pairing liste ners to any cult singer in alignment to their personalities would elevate the excitement quotient amongst its listeners and evoke a sense of increased interest and devotion towards both the radio statio n and the Magic Breakfast Show (Satria, 2018). Furthermore, creating a ballot , matching and aligning to famous classical musicia ns would provide and provide an opportunity for the target listeners to take active part icipation in the aesthetic element s and feature s of such activities ( López Romero, 2018). Moreover , the Magic Breakfast Show will be promoted on -air throughout the day, being advertised on all the other shows aired on the Magic Radio Station. All the hosts must curate a segment from their respective shows for promoting and giving insights about the Magic Breakfast Show to their listeners. The continuous and consistent h ammering would undoubtedly fasten the process of extension and expansion of the sho w’s listener base. This segment will be placed right at the beginning, during the end of the show , and in -between the commercial breaks. Continuous repetition of insights and inputs pertaining to the Magic Breakfast Show can help the radio station create a nd cultivate awareness about the Magic Breakfast , through practices of continuity. In addition, increasing memorability rate will ingrain and impart significant and relevant information about the show, having ensured that the information remains adhesive i n the minds of t he listeners of the Magic Radio Station (Yasmin, Tasneem & Fatema, 2015). Additionally, promoting and advertising the Magic BRAND MANAGEMENT 7 Breakfast Show throughout the day by all the hosts of the Magic Radio Station during their respective show run will potentially enha nce and elevate the reach to all the more listeners, particularly those who are likely to tune out or switch stations in -between and in the middle of the commercial breaks. Furthermore, podcast marketi ng will also be included in the digital marketing policy, by effectively pairing with the techniques of re -targeting campaigns and email marketing. Conclusion The efficacy of includi ng a jingle ad inevitably builds a strong emotional connection between b oth music and memory. An informative, thoughtful, and classical jingle will help foster a connection and association in the minds of the listeners with regards to the Magic Breakfast Show. Including and incorporating an appeal and endorsement featuring bot h the hosts of the show, Ronan Keating and Harriet Scott will help cultivate their loyal fan base and their brand value. Announcement undertaken by both the hosts would be more casual rather the commercial. Also, the hosts of the Magic Breakfast Show, Rona n Keating, and Harriet Scott must continually promote their show on the ir personal social media channels (Chaffey & Ellis -Chadwick, 2019). Lastly, 20% of the budget allocation might consider promoting and advertising by musicians and singers like Justin Beiber, Justin Timberlake, and Ed Sheeran on their respective social media handles; Instagram stories; and through Facebook posts. Loyalists of these world -class musicians w ill mark the show as relatable to their followers, thereby getting them hooked to t he consistent advertisement campaigns. BRAND MANAGEMENT 8 References Atshaya, S., & Rungta, S. (2016). Digital Marketing vs. Internet Marketing: A Detailed Study. International Journal of Novel Research in Marketing Management and Economics , 3(1), 29 -33. Chaffey, D., & Ellis -Chadwick, F. (2019). Digital marketing . Pearson UK. Crawford, C., Edwards, A., Farquharson, C., Greaves, E., Trevelyan, G., Wallace, E., & White, C. (2019). Magic Breakfast: Evaluation report and executive summary. Deepak, R. K. A., & Jeyakumar, S. ( 2019). Marketing management . Educreation Publishing. Elliott, R. H., Rosenbaum -Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management . Oxford University Press, USA. López Romero, Á. D. (2018). Plan de marketing digital para la empresa radio superk 800 (Bachelor's thesis, Guayaquil: ULVR, 2018.). Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing digital inbound marketing. Expert Journal of Marketing , 3(1). Planetradio.co.uk . N.p., 2021. Web. 26 Mar. 2021. Satria, H. W. (2018). Brand marketing communications micro, small and medium enterprises (SMEs) in Indonesia (resonance pyramid brand implementation study on radio magno). KnE Social Sciences , 433 -451. Todor, R. D. (2016). Blending traditional and di gital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V , 9(1), 51. BRAND MANAGEMENT 9 Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration , 1(5), 69 -80.