Developing a Media Mix Strategy for a New Music App Startup

This report presents a detailed media mix strategy for the launch of a new music app aiming for 60,000 downloads within 60 days with a budget of $100,000. The strategy incorporates several key components, including an email marketing program targeting an existing subscriber base of 50,000, SMS marketing to a similar audience, a referral program incentivizing existing users, influencer marketing to increase visibility, and a search advertising campaign. The report provides a cost analysis and projected download figures for each component, demonstrating how these tools can be combined to achieve the download target. It leverages various marketing tools to create a comprehensive plan for achieving the app's download goals.

Marketing
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Media Mix for a start-up
A media mix is a combination of a communication channel of the business that can meet the
marketing objective for the business through its different tools. These tools include the
following websites, Emails campaigning, SMS marketing, Referral programmes, Social
media and many more (Akar and Topçu, 2011). By combining these channels in a media mix
it would enable the firm to communicate in a most effectual way which will enhance the
working of company and would generate maximum sales.
As it is known that a new age Music app is being developed which has a potential of reaching
5Mn downloads is to be promoted through these media mix tools. The company aims to
achieve the target of 60,000 App download in 60 days. That means the company is
considering 1000 downloads per day. For this the company has to use media mix tools that
will help them in promoting the app in positive manner. Company has a budget of around
$100,000 which is enough so as to promote its app on the different platforms (Livingstone
and Bovill, 2013). This new generation app has the capability to stream UHD quality music
with 3d sound effect which will help the company to gain the advantage of first mover in the
market.
About the App: The app is designed to provide the customers experience that they get in
theatres. The sound quality of the music would be UHD with stereo 3D technology that will
make it first app to provide in the global market. It will play different music in different
languages according to the preference and locality of the user. They will be able to choose
from all the music albums available in the world. Also the app has the capability to suggest
the song using the Artificial intelligence based on the emotions of the user of the app. It will
generate a playlist that will relax the mood of the user (Parikka, 2013). Also the app would be
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able to integrate with google assistant so that most of the data can be loaded by the voice
search.
For making the app to be successfully installed in most of the smartphones an
optimum media plan is developed. Which is targeted to young generation people as well as
teenagers who spent maximum time in listening and streaming to online music. So the driver
that company uses to promote its app through media mix are:
E Mail marketing programme: It is considered as most of the targets that are already the
customers of the company would be eager to download the app. As they will consider it as
the first and foremost pass that would be given to only existing clients. The email would have
the link that will drive the traffic to the website of the company which would help in
downloading the app (Pavel, 2013). As the company already has the email ids of around
50,000 customers it will help them in achieving the targeted download figure. The cost and
the number of estimated downloads are figured out below:
Cost per email: $0.01*50,000 customers= $500
Open rate: 20% which means out of 50,000 emails only 10,000 would be opened.
Click rate: 20% of open emails. That gives around 2,000 clicks.
Conversion rates: 50% of clicks. Which would generate around 1000 downloads in a
day. And if carried for 60 days would lead to 60,000 downloads in 60 days.
As and when more and more emails are generated with the help of third party
this would enable more downloads at a less cost.
SMS Marketing programme: The Company is already having mobile number of 50,000
customers which are authentic. They can send SMS to around 10,000 customers as a pilot so
that the outcome can be seen (Pugh, and Otts, 2011). Company can send them early access
link so that they are able to achieve the targeted downloads. The cost is calculated below:
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Conversion cost/SMS- $4.75 per SMS*10,000SMS= &47,500.
This would give 10,000 downloads in a day.
 Referral programme: In this programme the joined members are given a reward
that amounts to around $5 per app downloads and sign up for 30-day stay on app. As
there would be already 50,000 app users according to the companies’ emails sending
and SMS sending procedures (Stead and Hastings, (2018). Only ten percent of the
registered user refers the app. And 80% of the referrals gets to download. This is
calculated as under.
For app referred and download cost: $5*8,000=40,000
This would give around 8000 downloads which would there be for around 30 days.
Using the work of Influencers: this involves the work done by influencer who will influence
the customers through their post and will make them download the app by visiting the site
(Naik and Silverman, 2012). Each influencer cost $500 and gives around an average of 5000
visits within 7 days and after this they gets 500 visits within 7 days. The cost that involves in
this process is calculated below:
Cost that involves in this process: $500*8 post in each week= $4,000.
This would give 5000 site visits in 7 days and then would give 500 visits every week
which means around (5000+3500) 8500 downloads in 60 days with the average cost
of $4,000.
Search advertising: this campaign includes a search advertising that would generate a good
amount of downloads with less cost. The in app cost for this campaign includes $3 for every
conversion (Verhoeven, and et. al., 2012). Users stay on the app for 45 days. And after 1000
downloads the cost would decrease to $0.25 per conversion. The cost is calculated below:
Actual cost: $3*1000 conversion= $3000, after this $3.25*1538 downloads= $5,000.
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This would give around 2,538 downloads at a cost of $8,000.
This campaign would give maximum downloads to the company. These all
campaign would result in achieving minimum 60,000 downloads.
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REFRENCES
Books and journals
Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers'
attitudes toward social media marketing. Journal of Internet Commerce. 10(1). 35-
67.
Livingstone, S., & Bovill, M. (2013). Children and their changing media environment: A
European comparative study. Routledge.
Parikka, J. (2013). What is media archaeology?. John Wiley & Sons.
Pavel, C. (2013). Social Media-An Important Part of the Promotional Mix. Quaestus
Multidisciplinary Research Journal. 1(3). 7-12.
Pugh, R. B., & Otts, D. B. (2011). U.S. Patent No. 7,931,832. Washington, DC: U.S. Patent
and Trademark Office.
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing(pp. 29-43). Psychology Press.
Naik, D. K., & Silverman, K. E. (2012). U.S. Patent No. 8,269,093. Washington, DC: U.S.
Patent and Trademark Office.
Verhoeven, P., Tench, R., Zerfass, A., Moreno, A. and Verčič, D., 2012. How European PR
practitioners handle digital and social media. Public Relations Review. 38(1).
pp.162-164.
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