While the Ad Memorial articles is where I talk about my past in Marketing, Ad Genesis will display me exercising my marketing muscles by creating fake products and creating ads and campaigns strategies for the product.
Today's Fictitious Product is Albagan.com (the domain doesn't exist)
Before I tell you what Albagan is hear is the ad to see what you can get from it.
From this ad I was hoping to communicate that Albagan.com has to do with music albums, and then do an individuality appeal. Now the question is what is Albagan.com.
It's a social networking site built around Music Albums, the idea would be that music labels make profiles for their new releases and back catalogs and that instead of like more general use social networking sites like myspace or facebook, you add albums instead of friends. This takes into consideration that in order to succeed in establishing a new Social Networking site it must be based in a niche cause myspace and facebook already fill the general social networking demand. The appeal of these sites is individuality and community, so a product must not only establish a niche but establish new ways for consumers to establish individuality and join communities. Thus the message is that at Albagan.com you establish individuality by showing which music albums define you, and by adding these albums to your profile you are joining communities built around each album.
I came up with this idea based around two interesting and successful sites, technorati.com and spout.com. Technorati and blog directory where users can have profiles and add their favorite blogs to their profile, and then theres spout.com a independent film focused site with some social networking aspects. They both base themselves in niches, and within these niches the consumer becomes an individual, that's the sign of a successful online community.
As far as marketing goes, I'd probably take a page out of Spout.com's genius campaign with Four Eyed Monster where by consumers appreciating the product @ spout.com the the makers of the product get paid. More specifically the more people who enjoyed indie film Four Eyed Monsters that join Spout.com the more money towards the films debt that gets paid. So I would venture to find a awesome musical act and do the same thing, everytime someone adds their album by signing up for albagan.com, we'll give them a dollar to record their next album.
Other things to note is the slogan, Hear Yourself, which in two words expresses most of what albagan is:
- Music Related
- serving the individual
Why is it called albagan - 2 Reasons
- The flow of the word is kind of fun to say, and odd made up words tend to stick to memory if it flows right. Although I did start out this made up word with alba which is similar to album, just to make it seem loosely connected.
- Also names like this are usually available, which is great as far copyright and trademarking issues are concerned.
Well that's all for Ad Genesis today, keep on checking for more stuff!
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