Marketing Activity Report

CONTENTS
TITLE.........................................................................................................................................1
EXECUTIVE CONTENT..........................................................................................................1
BODY CONTENT.....................................................................................................................1
Overview of the Banksy pop-up show “Banksy bunker”.......................................................1
SWOT analysis.......................................................................................................................1
Brand and value preposition...................................................................................................2
Marketing goals and objectives..............................................................................................2
Market segmentation..............................................................................................................2
Target audience......................................................................................................................3
Positioning..............................................................................................................................4
Key performance indicators...................................................................................................4
Communication strategies and marketing tools.....................................................................4
Budget overview.....................................................................................................................6
Timeline for marketing and promotion activities...................................................................7
Monitoring and Evaluation.....................................................................................................8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................10
TITLE
The title of the current project is “Marketing activity report for the promotion of a Banksy
pop-up show Banksy Bunker”.

EXECUTIVE CONTENT
A marketing activity report is being referred as an analytical tool which syndicates
multiple sources of marketing information coming from advertisement, social media,
websites and so forth. It is being used by the marketers for tracking the success of their
strategies along with optimizing them through using professional key performance indicators.
Based on this, the main aim of the current report is to write up a marketing activity report for
the promotion of a Banksy pop-up show called “Banksy Bunker” being organized by Opal
Gallery London (OGL). This show will extend for a month starting from 1 st to 31st March
2023 at the Vault speakeasy in London’s SoHo. Concerning this, the report will focus on
development of a promotion and marketing plan through applying different marketing
concepts, theories as well as frameworks. Further, it will also focus on the ways of
maximizing return on investment, purchase enquiries and event RSVPs through using
marketing tactics and strategies.

BODY CONTENT
Overview of the Banksy pop-up show “Banksy bunker”
Opal Gallery London (OGL) is organizing a one-month pop-up event where they will
be displaying 20 Banksy prints. This event will be held from 1 st to 31st March 2023 at the
Vault speakeasy in London’s SoHo. Banksy is one of the most popular and eminent street
artists in the globe who is a provocative British graffitist as well as film director. His
personality is still uncovered and his real name is not known to anyone. Further, the first
exhibition was organized by Banksy in the year 2001 (Street Art Bio, 2021). Further, most of
the messages of the Banksy’s work are anti-capitalist and anti-war. The OGL required its
marketing team to plan as well as organize the promotion of this event and maximize the
return on investment emphasizing on the obtaining of RSVPs along with the artwork
purchase enquires.

SWOT analysis
Strengths Weaknesses
 Potential to attract major  Limited marketing resources

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 international artists  Small team of staff
 Established reputation  Financial resources are limited and
 Few competitors committed towards the exiting
 Committed staff members programme

Opportunities
 Growth of interest of people towards
street artwork
 Funding opportunities for engaging
young people with artwork
 Arts council policy emphasizing on
young people (Meewisse, 2018)
Threats
 Local authority priorities are moving
from other art forms
 Health and safety legislations due to
covid19 might impact the one-month
pop-up show

Brand and value preposition

Opal Gallery London (OGL) will be providing unique value preposition to its customers such
as:
 Welcoming as well as non-pretentious employees who are willingly accessible for
offering information of the art and answer any questions.
 Reasonable membership pricing.
 Frequent art gallery events for showcasing street art, artwork and designs of local
artists
 Educational as well as engaging art classes and seminars for broadening all artistic
minds.
 Partnering with local universities along with the high schools (Vaux Halliday and
Astafyeva, 2018).

Marketing goals and objectives

The main goals and objectives of the Banksy Bunker event are as follows:
 To obtain event RSVPs who are interested in attending the event
 To generate new leads that is product enquires from new customers
 To promote the event across the target market for maximizing the sales
 To attract at least 3000 people to the event from London

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Market segmentation
Talking in relation with the market segmentation, it is being referred as a technique
which the firms utilized for dividing their base of customers into sub-groups on the basis of
shared features like hobbies, income level, age and location. Thus, the main aim of
segmentation of marketing team of Opal Gallery London (OGL) is to tailor their marketing
efforts to the ideal customer profile that is the clients which are most likely to purchase their
artworks and paintings (Barbour, 2019). There are different types of methods of segmentation
such as behavioural, demographic, psychographic and geographic. Market segmentation
method being selected by the marketing team for promotion of Banksy Bunker event is being
elaborated in the subsequent paragraph:
 Demographic segmentation – It is being referred as the method of segmenting the
audience on the basis of gender, level of education, income, religion and profession. It
also presumes that people with shared features will same kind of lifestyle, interest
level, taste as well as preferences. The marketing team of OGL makes use of
demographic segmentation method for segmenting the market for promotion of an
event on the basis of age and income.
 Geographic segmentation – It is being referred as the segmentation which enables the
marketers to group people on the basis of where they live, travel as well as work
(Lopatin and et.al., 2019). OGL will make use of this segmentation approach for
targeting their audience as location has an important impact on purchasing habits
which can be used by the marketing team for developing their marketing messages.
Within this, the marketing team will make use of different variables such as country,
town and state.
 Psychographic segmentation – It is being referred as the segmentation in which the
groups are being segregated on the basis of their personality, opinions, interest levels,
attituded and social status. The marketing team of OGL will make use of this
segmentation approach for targeting their suitable audience by considering the
variable of interest levels.

Target audience
This being referred as the process of selection of the anticipated consumers. On the
basis of the demands of the selected customer, the firm creates a service along with the
product and the whole procedure is called as the targeting within the business. there are four
types targeting that is mass marketing, segmented marketing, concentrated or niche

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marketing and micro-marketing (Athanasopoulo and et.al., 2018). All these types of targeting
support in implementing marketing strategies effectively. As far as the current event of
Banksy Bunker is concerned, OGL is planning to make use of segmented marketing as they
effectively taking into account segmentation in the market planning for attaining the
anticipated success in the event.
The marketing team of Opal Gallery London is targeting the local customer base of
London belonging to medium to high net worth individual. Further, they are also targeting
people falling in the age group of 25 to 55 years and having interest in contemporary arts,
street art as well as Banksy Collectors. This strategy will support the galley to have a
strategic alignment amid the assets along with the capabilities on the basis of the capability of
the galley and will also help the gallery to attain a competitive advantage in the market.

Positioning
This is being referred as the marketing terms which is being utilized for describing the
manner in which OGL is presenting what they are providing to the general public (Bellin,
2016). With the help of these event, the young people of London along with those who have
some or the other interests in the contemporary art and street art will be inspired and
motivated to work in this area. Further, it will also inspire young generation to do something
revolutionary like Banksy. This Banksy Bunker event will also be going to help in bringing
the essence along with the emotions of art to the people who will admire as well as
understand it. In addition to this, it will be one-off opportunity for people to see something
unique, exciting as well as powerful. It will include 20 Banksy prints which will be displayed
during 1st to 31st March 2023. This will be top-quality artwork event and a great time for
introducing yourself to the street art wherein societal issues impacting many people will be
explored by Banksy.

Key performance indicators

The key performance indicators (KPI) will support OGL in evaluating the
performance of the job related to the marketing department. The KPI will be aligned with the
functioning of the department so that the employees and marketing team strive for attaining
the same. Some of the important KPIs which are essential for OGL are being illustrated
below:
 Measuring the weekly event RSVPs
 Tracking the social media mentions through Hootsuite
 Number of ticket sales of the Banksy Bunker event weekly

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  Measurement of return on investment (Kotler and et.al., 2019)
 Generation of new lead or purchase enquiries from new customers

Communication strategies and marketing tools

Marketing mix
 Product – This is being regarded as the most crucial component of the marketing mix
that computes the output of the organisation being distributed to the target audience.
In this way, the firm can attain its growth through accepting the alterations in its
marketing mix, for example investing good amount for developing an innovative art
work of Banksy for the client so that the number of clients along with the overall sales
and revenue can be augmented. Additionally, for capturing the market of London,
OGL will introduce 20 Banksy prints and other street art work by Banksy into the
event. This will be an innovative and new design of art for the people of London.
 Price – Speaking about price, it supports the Opal Gallery London to determine the
prices which are applied for maximizing the profits and revenue (Merrill, 2018). The
art work and other paintings of Banksy will be offered at the premium. In this way,
gallery will make use of valued-based pricing strategy encompassing a premium
pricing strategy.
 Place – It is being regarded as the most vital component of the marketing mix strategy
and it emphasize on the venue at which the firm will introduce, distribute and access
its products. OGL is offering the Banksy Art work at Vault speakeasy in London’s
SoHo. Talking about the atmosphere in the Vault, it is quite vibrant as well as chilled.
Along with this, it also includes a live music every Monday which will entice the
interest of people towards Banksy bunker event.
 Promotion – It is also being referred as the marketing communication mix for the
organization and it involves different strategies which can be adopted by the
marketing team for promoting the Banksy Bunker event in London. As a promotional
tools, the marketing team will emphasize on social media channels, direct marketing
and advertisement.

Marketing strategies
 Social media marketing – It is being referred as an important digital marketing
strategy of leveraging the power of the social media platforms for attaining the
marketing objectives (Voorveld and et.al., 2018). OGL’s marketing team will make

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 use of social media platforms such as Facebook, Instagram and YouTube for
prompting the Banksy Bunker pop-up show. This marketing is being selected as most
of the people make use these platforms and secondly, it will help the gallery in
improving the level of trust and loyalty between the target audience in regards with
the quality of event.
 Email and direct marketing – It is a form of direct marketing and digital marketing
that makes use of electronic mails for promoting the event or business (Hudák,
Kianičková and Madleňák, 2017). Opal Gallery London will make use of this
marketing strategy for sending personalized emails to their target audience for seeking
their attention and sending invitation for the Banksy event planned to be organised at
Vault speakeasy in London’s SoHo. This will help in augmenting the event RSPVs.
 Website and SEO marketing – The marketing team of OGL will hire a local graphic
designer for developing an attractive website for Banksy pop-up show called “Banksy
Bunker”. The website will be easy to navigate and will encompass features of the
artists, tickets price, membership, location of the event, contact information, products
to be displayed and so forth (Goldenberg, 2016). Further, search engine optimization
will also be managed for making sure that anyone searching for Banksy art event near
me or OGL event will see Banksy Bunker listed at the top of the Bing or Goole search
engine.
 Advertisement – Other than the above strategies, the marketing team will also make
use of advertisement strategy for promoting the event among the target group. In this,
OGL will make use of print advertisement method wherein ads will be published in
newspapers and magazine and leaflets/posters will be distributed for raising
awareness of the event in the market.

Marketing tools
 Direct mail and print distribution
 Poster and leaflets
 Website
 Internet
 Media release, promotions and activity

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Budget overview
Budget plan is being needed to be prepared in advance with a view to have effective
allocation of finance and fulfillment of all the requirements on timely manner. Further,
budgeting will make the evacuation of finance present in the firm so that strategies and tools
to be used in marketing can be planned accurately within the required budget and funds.

Activity Cost
Website and online activity $10,000
Advertisement cost $30,000
Designing and printing $ 5,000
Digital marketing (Facebook ads, $20,000
YouTube video and Instagram posts)
Market research cost $5000
Total $70000

Timeline for marketing and promotion activities

Month Activity area Week one Week two Week three Week four
Posters and Posters and Posters and Posters and Posters and
leaflets leaflets in leaflets leaflets in leaflets in
the city outside the the city
centres such universities designated centres such
as bars and postcodes as bars and
shops shops
Social media - Mocking up Mocking up Mocking up
marketing artwork and artwork and artwork and
(Facebook, content content content
January Instagram and
2023 YouTube)
Website Posting Posting Posting Posting
event related event related event related event related
content content content content
Advertisemen - - - Posting text
t (newspaper information
and magazine) of the

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 Banksy
Bunker
event
Emails Sending out - - Sending out
emails to emails to
mailing lists mailing lists
Posters and Posters and Posters and Posters and Posters and
leaflets leaflets in leaflets leaflets in leaflets in
the city outside the the city
centres such universities designated centres such
as bars and postcodes as bars and
shops shops
Social media Launching Launching Posting Posting
marketing the the pictures of pictures of
(Facebook, Facebook Facebook the event and the event and
Instagram and event event and artwork of artwork of
February YouTube) mocking up Banksy Banksy
2023 artwork and
content
Website Posting Posting Started Started
event related event related producing producing
content content promotional promotional
video video
Advertisemen Posting text Posting text Posting text Posting text
t (newspaper information information information information
and magazine) of the of the of the of the
Banksy Banksy Banksy Banksy
Bunker Bunker Bunker Bunker
event event event event
Emails Sending out - - Sending out
emails to emails to
mailing lists mailing lists

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Monitoring and Evaluation
Monitoring as well as evaluation of the marketing and promotion plan for the art work
event is necessary with a view to ascertain any sort of deviation that might have taken place
at the time of execution and accurate actions can be taken up effortlessly (Wang and et.al.,
2019). The marketing team will evaluate the marketing plan by using social media analytics,
feedbacks, surveys, phone calls, return on investment, email enquiries and website traffic.

CONCLUSION
Thus, from the above evaluation it can be stated that marketing plays a very crucial
role for the success of any event or pop-up shows like Banksy Bunker. It has been evaluated
from the above report that for the promotion of the event there are different elements which
needs to be emphasized on and considered. Further, there are number of things which have
included in the marketing plan for promotion of Banksy Bunker event organized by OGL
such as SWOT analysis, marketing strategy, budget, evaluation and monitoring, segmentation
and positioning. All these elements are quite important for the OGL for promoting this event
and for maximizing the return on investment, purchase inquires and event RSVPs.
Furthermore, with the effective utilization of digital marketing tools and channels, the
objectives can be attained more successfully.

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REFERENCES
Books and journals
Athanasopoulo, A., de Reuver, M., Kosman, R. and Roelfsema, M., 2018. Understanding
business model innovation: Recommendations for future business model tooling by
action research. In R&D Management Conference Proceedings, Milano, Italy.
Barbour, K., 2019. Hiding in Plain Sight: Street Artists Online. PLATFORM: Journal of
Media and Communication. 5(1). pp.86-96.
Bellin, H., 2016. Branding and marketing channel strategies: Some effects on channel
partners. Journal of Marketing Channels. 23(4). pp.255-257.
Goldenberg, B., 2016. The Definitive Guide to social media CRM: Maximizing Customer
Relationships with social media to Gain Market Insights, Customers, and Profits.
Pearson Education.
Hudák, M., Kianičková, E. and Madleňák, R., 2017. The importance of e-mail marketing in
e-commerce. Procedia engineering. 192. pp.342-347.
Kotler, P., Manrai, L.A., Lascu, D.N. and Manrai, A.K., 2019. Influence of country and
company characteristics on international business decisions: A review, conceptual
model, and propositions. International Business Review. 28(3). pp.482-498.
Lopatin, V.A., Mukhin, K.Y., Seryshev, R.V., Trifonov, P.V. and Smirnov, V.V., 2019.
Increasing the level of STP in information processing. International Journal of
Engineering and Technology Innovation. 8(7). pp.583-588.
Meewisse, H., 2018. Art: An analysis of Banksy. The Find Mag.
Merrill, S., 2018. Keeping It Real? Subcultural Graffiti, Street Art, Heritage and Authenticity.
International Journal of Heritage Studies. 21(4). pp.369-389.
Street Art Bio. 2021. Banksy Biography & Artwork. Artists.
Vaux Halliday, S. and Astafyeva, A., 2018. Millennial cultural consumers: Co-creating value
through brand communities. Arts Marketing: An International Journal. 4(1/2). pp.
119–135.
Voorveld, H.A., Van Noort, G., Muntinga, D.G. and Bronner, F., 2018. Engagement with
social media and social media advertising: The differentiating role of platform type.
Journal of advertising. 47(1). pp.38-54.
Wang, W.L., Malthouse, E.C., Calder, B. and Uzunoglu, E., 2019. B2B content marketing for
professional services: In-person versus digital contacts. Industrial marketing
management. 81. pp.160-168.

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