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His original thesis was "a website is a good marketing tool for a local band" which got shot down because we couldn't prove it is a good marketing tool. I just couldn't think of a good way to measure the success - and I feel like I let him down even though marketing isn't my expertise. So he's modified his thesis to be "a website could be a good marketing tool for a band". But I think that's just too wishy washy.
The band is a small garage band that plays weddings, pubs, etc... Small local following.
So, I'm calling on all you marketing types. If we go with the first thesis - stronger in my opinion, what could we do to measure the success of the website? There's no selling on the site though I did think of offering coupons for a buck off the cover price at the band's next pub gig as a direct measure of folks who visited the site and acted on the offer. Other ideas?
If we go with the second thesis, we still need to show how the website could be used effectively as a marketing tool. I'm hitting a brick wall as this market is not my forte. Surely the webmaster community can come up with some ideas to help poor Johnny get his liver transplant and mummy back... oh wait - that's a different story. ;)
But seriously, your thoughts would be appreciated.
Well if you have access to the log files you could see how many unique visitors there were in a period of time.
You could also upload tracks or samples of tracks for people to download or have money off a CD or concert...
"Developing, and measuring the effectiveness of, a website as a marketing tool for a local band"
I would set the following broad activities for the student:-
1) set the current benchmarks for the band itself, following, numbers at concerts, CDs sold, gigs booked, etc and formulate a starting point. Some of these, eg following, will be hard to quantify, but s/he should be able to set the starting point.
2) develop and promote a site for the purpose of marketing the band, which would entail a lot of reading here of course.
3) in 6 months time or so, test the benchmarks again and compare against the starting point.
4) write it all up.
Onya
Woz
I think the only thesis that can be made is one that declares a website a part of a successful marketing campaign for a garage band.
rcjordan, I've looked through those sites and found some stats that might help him - they're well over his head since he hasn't learned how to learn fast.
Woz, that's an interesting thought re:thesis change.
If the site is cooler than the band, then it can influence its success, otherwise visits to the site will depend on the success of the band.
A band's site may provide useful and needed information on road tours and stuff. Fresh content, regular updates may bring in bookmarkers and establish the site.
Growth of bookmarkers may be one measure that indicates you are moving in the right direction. The more interactive the site, the greater the loyalty. Level of interaction can be used to measure participation and in a way 'success' of the site.
By trying to work only at a local level you may be falling short on what the real potential of a website is...
Is it a good tool? Its clear that neither he nor you even know if the site will have any impact on the band at all. I'd make that the focus.
"Gauging the impact of a web site on a regionally focused band"
or
"Measuring effects on Internet exposure for a small local band"
A small band website should be used to promote the band to music companies / record producers / etc. Ideally the band's goal is to get more business / record deal is it not?
Perhaps entitling the thesis, "Using a website to promote a band to music companies", or something like that.
It's a less broad scope for the thesis to focus on and you should be able to measure success fairly easily.
The website could be used to as a secondary device to a mailshot, or even some more creative marketing activity? I saw an item about a band in the UK a while back that converted a bus to look like a huge ghetto blaster (stage on top) and took it outside record companies in London and played full volume! :)
I dont know if they got a record deal, but they certainly got a lot of prime time mass media coverage.
A website can really only be used to support a small band's marketing campaign and cant really form the basis of it.
Personally, I would setup a great website for the band - background info, gig list, photos, contact info, downloadable tracks, lyrics, reviews, and any other less standard features you can think of.
Artists need an angle - something unique.
Then mailshot record companies, with a CD demo (i think 3 tracks is standard to send, but im not sure) and state that more info / tracks / etc can be found on the website.
The focus of the thesis could be around feedback from the website (have a message board for producers, etc).
But, I don't really think a website can be that great a marketing tool for bands (especially small bands). They really are only useful if people are looking for them. You need to create that initial interest in the first place.
So................
A different angle would be to instead of setting up a new website to promote the band, try to get a few dedicated pages about the band on a local information site or a national music related site.
Promote it as a study into the effectiveness of web marketing for small bands.
Personally.................
I would be inclined to go the route of trying to promote the band to music companies (using the website to support other activities) and getting feedback from them. I think the success or failure would be easier to measure. :)
Scott
The general view was that a website isnt going to be a good tool to market a small band (assuming the aim is to get the band recognised and a record deal).
There is just too much competition - basically a publicity stunt of some sorts is the way to go. (she said, "preferably illegal", but I really cant condone that and wouldnt recommending it to a student! ;)).
In terms of using a website for local marketing there may be more success (at least more measurable success), as Woz detailed above.
But I would have to agree with Mat - there is no control and any study of success cant necessarily be attributed to the website.
I would recommend a different topic for the thesis - the local band angle is too limited for the web.
Perhaps, "Using a website to increase local interest in music events"?
The site could be a general information forum type site, with local venues and bands all participating. Success could be measured by unique visitors, and possibly sales / attendance figures.
Scott
