MusicMagpie had ambitious growth targets for 2013 and planned to raise awareness of its cash-for-CDs, DVDs, games and tech service through marketing and PR techniques. The target audience was 18-45 year olds. MusicMagpie utilized advertising including radio, TV, online and social media ads targeted at this demographic as well as magazine ads targeting similar interests to promote its brand and service. It also partnered with charities to raise money and awareness, helping to manage its public image positively.

1. Task 2 – musicMagpie Case Study
Aby Jones

2. • MusicMagpie.co.uk had rather challenging
targets for growth for 2013.
• In order to achieve this, they planned to raise
awareness for it’s ‘cash for CDs, DVDs, games
and tech’ service
• The audience was made up of 18-45 year olds
• It needed an increase in visits to it’s website
and more importantly, an increase in
conversions.

3. Here we can see that BOTTLE have been involved with getting musicMagpie’s business out
there, they use a range of marketing and PR techniques to help them do this.
By doing this, they are doing market research – they’re
beginning to look in to the target market and the
motivation of the actual company.
This is borderline market strategy as they are beginning to look at ways on how to get the
product/service out to the consumers, as stated, they’re making sure the consumers trust
the service before they actually use it – and that is the aim.

4. “We wanted to get influential personal finance experts on board with
musicMagpie and to utilize success stories of existing customers.”
This is also market strategy as it’s beginning to explain it’s plans on how to get it’s
market across to people – utilizing it’s success stories will appeal to consumers
because it shows that it effectively does it’s job and thus provides trust and
security.
This clearly shows the use of advertising to get their products out there, they put up
advertisements that targeted national broadcast, this included their own radio ad during
the breaks, they also got a TV commercial to get their product out there – not only that
but they went in to online media, social networking sites such as, ‘Facebook‘ now offer the
chance to use musicMagpie as an app on their website. They also targeted specific
magazines that followed a similar demographic as them – which then relates to market
analysis/market research.

5. Thanks to their market research/market analysis they were able to aim at a direct
demographic, choosing to target specific magazines and websites to attract the likes of
gamers, music lovers, clothing enthusiasts and so on. This is also a form of brand promotion,
it’s getting the company out there, making sure it gets consumers, making sure it’s making
money and reaching the targets.
Not only was this brand promotion but it was also positive publicity and managing
the message altogether, it’s brand promotion because it’s ensuring that the product is
sold and the service is used, it’s positive publicity because they’ve teamed up with a
charity to show that they have their charity partnerships and this will have a very
positive effect on the company both for the way consumers view it and the influx of
consumers that should be brought with it. And because it’s positive, it’s managing the
message to ensure that the company is seen in a positive light; this actually also links
in to damage limitation because part of it is ensuring that there is always a positive
climate, which is what they’re doing here.

6. In a way, this is
musicmagpie’s way of
organizing an event –
they teamed up with
one of their charity
partnership's, Ben’s
Music Foundation to
raise money and
awareness – they do
this by collecting CD’s,
DVD’s and games and
donating 50p to the
charity for every
purchase they make.