Running head: PROMOTIONAL PRODUCTS 1

Promotional Products

Kristal M. Vargas Fonrodona

Full Sail University

Portfolio VI
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Class suggestions:

Phillip Rivera will release his latest EP titled “Pilot Test.” To create awareness and to

promote the product, I have created two promotional products. Before diving into the details

concerning the promotional products, I want to discuss some suggestions given by my

classmates. My initial product plays off the word “pilot”; it is a bundle that includes a flight-

carry case for LP records, the vinyl release and a Flexi disc with an exclusive track. My

classmates suggested a variety of products related to travel. For example, luggage tags, earplugs,

neck pillows, and flasks. Although neck pillows and flasks seem like a good option that would

relate to the name of the EP, these items would have a greater cost to manufacture them. For that

reason, I did not choose them. Lastly, I decided to disregard the luggage tags over the earplugs

because I want Phillip’s audience to relate him with music rather than with travel.

Promotional Products:

The two products I have chosen are branded earplugs and USB cards. The USB cards are

round and they will resemble a white colored vinyl with the artist’s name, the EP’s title, and
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album cover art. Within the USB audiences will find the artist’s EPK, a sizzle video, a 30%

coupon for the bundle package and a free download. The earplugs will come in a small

aluminum package that will also have the artist’s name, the EP’s title, and the album art.

Phillip’s target market is males, 25-35, millennials who enjoy live music events and festivals,

collecting vinyl, among other things. (Nielsen, Nielsen, 2014; Symphonic Blog, 2015) Given that

Phillip’s audience considers themselves audiophiles and music connoisseurs who attend to many

live events, ear plugs as the promotional product was a logical fit. According to Neal, millennials

are taking better care of themselves than any other generation. (Neal, 2017) Meaning that our

product could appeal to this generation’s cautious tendencies. However, the average music

festival attendee faces the risk of damaging their ears. As a response events like Coachella, Ultra

and the Electric Daisy Carnival (Insomniac Events) began including earplugs in their ticket

boxes. (Grant, 2016) Considering that Insomniac Events and Phillip Rivera share a similar target

market reiterates why earplugs are a fit product for promotional purposes. Additionally, earplugs

are something that people bring if they are going to take a flight, thus connecting to the whole

theme of “Pilot Test.”

The cost per unit for each set of earplugs with packaging is $1.30. The minimum order

for a customized logo is 500 units. We have decided to order the minimum which is 500 units for

a total cost of $745.00 dollars. (Alibaba, 2019) This includes a customized logo over the metal

plain packaging which will have the artist’s name, the name of EP and the aesthetic of the album

cover. (Jiangyin Sian Plastic Pro-Tech, 2019) Jiangyin is located in China and the shipping cost

ranges from $100 to $480 or more depending on weight and size. (China Importal, 2019)
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In 2017, studies showed that 91% of millennials listen to audio via streaming services.

(Lister, 2017) This means that this audience is used to music being free and the reasons behind

their purchasing behavior in music are rooted in the experience or the emotional connection

rather than a need. Phillip’s target market places value on experience, while they also appreciate

brands that are relevant to them and their identity. (Woo, 2018) In order to connect with Phillip’s

audience in a relatable and compelling way, the USB card is the logical fit. The aesthetic of the

USB card resembles a vinyl, it is round shaped and it includes the name of the artist, the title of

the EP and the “speaker-doll” from the album cover. With this product, we have the ability to

share audiovisual content, an EPK, a free download and most importantly give the audience a

30% discount coupon for the bundle package. This coupon not only incentivizes those customers

with a free product (the USB card itself) and a free download, but also it encourages them to visit

the artist’s website and increases traffic. According to Woo, millennials are 13% more likely

than Gen Xers to share their purchases on social media. (Woo, 2018) Our goal is to engage those

who have been given the USB card by giving them content that motivates them to go on social

media and share their experience with their friends.

The cost per unit for the USB cards is $3.67. This cost includes two-sided customization

and the USB holds up to 2GB of information. (Logo Tech, 2019) There is no shipping cost if

they have free standard shipping in the U. S. We have decided to manufacture 500 units which

give us a total of $1,835.00 dollars. They have a one year warranty, and the products are

delivered between 1-7 business days. (Logo Tech, 2019)

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Promotional Strategies:

The artist will perform at the brick and mortar record shop Remix Records, as well as

venues like Vinyl Arts Bar, Celine, and Iron Cow. To circulate Phillip’s promotional products,

we will acquire a street team that will be present at the different venues where the artist is

performing to create awareness of the artist and his products. Vinyl Arts Bar, Iron Cow and

Celine host weekly electronic music events. (Iron Cow, 2019; Celine Orlando, 2019; Vinyl Arts

Bar, 2019) Our artist has already performed at these venues, and he has created a fan base within

Orlando that we should take advantage of. Phillip’s website and social media platforms will

inform the audience of all upcoming events announcing all the free swag that will be available

for attendees.

Bacteria Records is the label in charge of distributing our artist’s products. They will

have a booth at the Winter Music Conference at Miami Beach from March 25-28. They will be

distributed with a street team and the booth our artist’s merchandise and promotional products.

This is one of the biggest music conferences in Florida and a great way of building awareness of

Phillip’s brand within the music industry people. Through social media, we will have product

giveaways. Those who sing up to the mailing list, follow Phillip’s Instagram page and Facebook

page a week before the release will receive the USB card which contains the 30% discount

coupon for the bundle package. Additionally, promotional products will be given to select radio

stations, publicists, local retailers, sponsors, and anyone who might be involved with the process

of the release.
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Promotional Products Package Bundle

Corver Art
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References:

Alibaba (2019). Ear Plugs. Retrieved from, https://www.alibaba.com/product-detail/musicians-

ear-plugs-earplugs-music

clear_60479950045.html?spm=a2700.details.maylikeexp.3.6a2ca75eOa5DKz

Logo Tech (2019). Round Card Flash Drive. Retrieved from, https://www.logotech.com/round-

card-usb-flash-drive-fdpl463.html

Lister, M. (August 31, 2017). Music consumption: Millennials and Gen Z disrupt the Industry.

Retrieved from, https://www.fluentco.com/resources/disrupting-music-consumption/

Woo, A. (June 4, 2018). Understanding the research on Millennial shopping behaviors. Retrieved

from, https://www.forbes.com/sites/forbesagencycouncil/2018/06/04/understanding-the-

research-on-millennial-shopping-behaviors/#4b6637fe5f7a

Grant, G. (April 7, 2016). Don’t forget your earplugs! Retrieved from,

https://edmidentity.com/2016/04/07/dont-forget-earplugs/

Nielsen (June 10, 2014). Who is the Electronic Music listener? Retrieved from,

https://www.nielsen.com/us/en/insights/news/2014/who-is-the-electronic-music-

listener.html

Symphonic Blog (May 28, 2015). Who is the Electronic Music listener? Retrieved from,

http://blog.symphonicdistribution.com/2015/05/who-is-the-electronic-music-listener/

China Importal (2019). Shipping Costs. Retrieved from,

https://www.chinaimportal.com/blog/shipping-costs-when-importing-from-china-a-

complete-guide/
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Jiangyin Sian Plastic Pro-Tech (2019). About. Retrieved from,

https://sian.en.alibaba.com/?spm=a2700.details.cordpanyb.1.35ca31cfqmrW97

Iron Cow (2019). Facebook page. Retrieved from,

https://www.facebook.com/IronCowCafe/?ref=br_rs

Celine Orlando (2019). Facebook page. Retrieved from, https://www.facebook.com/Celineorl/

Vinyl Arts Bar (2019). Facebook page. Retrieved from, https://www.facebook.com/vinylartsbar/