Through the process of obtaining feedback we established that our concept didn't reflect the clients needs appropriately, as at the end of the day it still needs to be commercial and engage the audience to shop at Jumbo. Based on this we chose to redirect the campaign to focus more holistically on Jumbo Records as a store, this would represent the client more effectively and encourage the target audience to not only engage with Record Store Day but celebrate it at Jumbo Records as opposed to another independent music store in Leeds. Taking on board feedback from group critiques we established a grid was needed to ensure this concept can work over a range of promotional forms and establish this concept is far more effectively to engage both the client, audience and event.
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