Marketing Plan: 5 Seconds of Summer 2022 Tour

5 Seconds of Summer’s No Shame Tour – North America

Tour Dates: May 18, 2022 – July 24, 2022
Marketing Plan by Camila R. Reyes Rivera of Sounds Loud Marketing
Table of Contents
Executive Summary 3
Situation Analysis 4
Internal Environment 4
External Environment 5
Advanced SWOT Analysis 6
Products 7
Pricing 7
Promotion 8
Supply Chain 8
Competitors 9
Marketing Goals and Objectives 10
Value Proposition and Differentiation 12
Market Segments and Target Segments 12
Product/Branding/Service 13
Pricing Strategies 14
IMC/Promotion 14
Supply Chain 15
Action Plan: The Keep CALM Plan 16
Conclusion 20
Executive Summary
This is a marketing plan for 5 Seconds of Summer’s No Shame tour. The tour will begin on May
18, 2022 and run until July 24, 2022. It will take place in North America, specifically in several
cities in the United States, Mexico, and Canada. This marketing plan heavily emphasizes the
importance of social media in today's marketing landscape. For bands with young followings like
5 Seconds of Summer, it is imperative that both the band account and each of its members uses
their social media to promote their music. The No Shame tour’s marketing plan will revisit the
“CALM” album and push it back into the public eye through the release of a new single, as well
as the arrangement for important interviews, appearances, and live performances by the band.
The release of exclusive merchandise will also play a key factor in the promotion of the tour. It is
important that a marketing plan like this one is put into practice before the start of the tour
because of the fact that the concert industry is increasingly becoming more competitive as live
event venues reopen for business. The COVID-19 pandemic prevented concepts from happening
until now, so it is crucial that 5SOS has a marketing plan that makes them stand out among the
countless of other artists who will be going on tour in the year 2022. Ultimately this tour is
about 5 Seconds of Summer showcasing their talents on a stage once again, and sharing their
energy and love with their fans. The purpose of this marketing plan is to help 5SOS achieve this
by filling up their concerts and having fans present.
Situation Analysis
The goal of 5 Seconds of Summer’s 2022 No Shame Tour is to bring live entertainment to 5SOS
fans and pop rock fans across the United States. This tour is in promotion of 5SOS’s “CALM”
album that released in 2020, and the band will also play popular music from their previous
albums. To analyze how marketing will promote the goal of the No Shame Tour, one must
observe the context that the band finds itself in.
Internal Environment
5 Seconds of Summer originally announced their No Shame tour in North America in January of
2020, with tour dates for later in 2020. However, the COVID-19 pandemic forced the band to
postpone the tour twice, once for 2021, and now for 2022. This has caused fans who bought
their tickets back in 2020 to become anxious from having to wait so long to see the band
perform. However, the confirmed set of summer 2022 dates has brought back excitement
among fans and listeners who are ready to hear music from 5SOS’s music catalog. Ticket prices
range from around $30 to $90[1] and were sold on LiveNation and Ticketmaster. Besides the $90
Platinum tickets, VIP tickets are also available for purchase. The marketing for the No Shame
tour will support the band by building up excitement for this long-awaited tour, as well as
highlighting what the band has to offer and appealing to their target audience.
5 Seconds of Summer is its own unique entity in the modern music industry because of their
blend of sounds and their courage to push against the limits of genres. While their music can be
described as pop rock, they are unafraid of blending genres and diving into unexplored areas
with every album release. 5SOS’s fanbase is teenagers and young adults, predominantly female,
but they have been obtaining more male followers as their sound has matured. To appeal to
their target audience, they have done extensive promotion through social media, one of the
most effective outlets to reach young people. Social media algorithms and sharing tools also
allow for the band to receive promotion beyond their own social media posts or paid
advertising. This is thanks to the power of word of mouth on social media: if a fan posts or
shares something in support of 5 Seconds of Summer, their followers and friends will see the
post and be more inclined to learn about the artist and their music.
A notable strength for the band and the promotion of this tour is how well established 5
Seconds of Summer is. The band has had 14 songs in The Billboard Top 100, including one Top
10 Hit, “Youngblood”.[2] 5SOS is on its tenth year as an active band, and a big part of the band’s
success can be attributed to previous strategic touring decisions. Particularly, their decisions to
go on tour with other artists, such as being the opening act for mega-hit boyband One Direction
from 2013-2015 and their joint “World War Joy” tour with The Chainsmokers, have exposed
new potential fans to 5SOS. Collaborating and touring with other artists have been significant
sources of fans and listeners who contribute to the attendance and ticket sales at 5 Seconds of
Summer’s own tour, as is expected for the No Shame tour.

External Environment
Most musical artists have found themselves waiting to get back on stage to perform in front of
live audiences due to the effects of the COVID-19 pandemic, and 5 Seconds of Summer is no
exception. As previously described, 5 Seconds of Summer has had to reschedule their No Shame
tour twice from when it was originally announced. This has been a decision that countless of
other live performers made when the pandemic forced live events to be shut down. While many
of the tickets for the No Shame tour have been sold back in 2020, the competition that arises
from the vast number of artists that are finally going back on tour after the pandemic makes it
challenging to appeal to potential ticket buyers. This is because there is a significant increase of
options for live music entertainment events in the same timeframe of 2022. Now, competition
stems from direct and indirect competitors. Direct competitors are those in the same music
genre, like the Jonas Brothers, Harry Styles, and Olivia Rodrigo, while indirect competitors
include every musical artist from any genre who is going on tour in 2022. 5 Seconds of Summer
will be competing against artists in and out of the pop rock genre to get the attention of
consumers looking for live music entertainment.
The COVID-19 pandemic has also brought on cultural phenomena that must be taken into
account when considering the marketing for the No Shame tour. People have been unable to
attend all kinds of live events for an extended period of time, with live events slowly making a
comeback. This has instilled a desire to “make up for lost time” in society, for many individuals
miss going to entertainment events like they did before. From a social and cultural perspective,
the pandemic has strengthened the desire for people to go to live events like concerts, since
people feel yearn for a return to normalcy. On the other hand, the pandemic has made shifts in
technology and safety of live events. To ensure that the health of the band, staff, crew, and
guests remains a priority, the tour must use COVID-19 safety and screening protocols. A close
monitoring of the pandemic and installation of health protocols have been trends in the
regulatory environment of many industries, especially that of concerts and live events. While
these can vary by venue, the No Shame tour’s marketing materials should promote that there
will be COVID-19 protocols in place for the safety and wellbeing of all guests, especially anxious
fans who may be unsure of going to a crowded live event. These can include mask
requirements, temperature screenings, proof of vaccination, or negative COVID-19 test.
Advanced SWOT Analysis[3]
Internal Factors

Strengths Importance Rating Score

Vast catalog of original music to perform 0.125 3 0.375

Large and dedicated fanbase 0.175 3 0.525

Well-established in the modern pop rock genre 0.0375 2 0.075

Numerous notable and recognizable hit singles 0.125 3 0.375

Strong branding across merchandise 0.0375 2 0.075

Weaknesses Importance Rating Score

Differing sounds per album may turn away 0.0375 1 0.0375

some fans
 Solo music from certain members shows 0.125 1 0.125
instability within group

Recent absence from the radio and the charts 0.175 3 0.525
due to lack of new singles

Being a foreign band (Australian) makes it 0.0375 1 0.0375

harder to compete in the American market

Predominantly young female fanbase may turn 0.125 2 0.25

away other potential listeners

External Factors

Opportunities Importance Probability Score

New music releases 0.175 3 0.525

Gain popularity from social media platforms, 0.0375 2 0.075

like trending TikTok sounds

Release and sell new merchandise for the 0.125 3 0.375

upcoming tour

Possibility of TV and award show 0.125 1 0.125

performances thanks to the return of live
events

Return of popularity of rock-based music 0.0375 2 0.075

Threats Importance Probability Score

Postponements or cancellations due to 0.0375 1 0.0375

COVID-19
 Increased competition due to return of 0.175 3 0.525
concerts

Variance in health and safety protocols 0.0375 2 0.075

depending on venue and state

Ticket scalpers reselling tour tickets and 0.125 3 0.375

distorting their value

Unauthorized merchandise creators and 0.125 3 0.375

sellers

Products

5 Seconds of Summer’s focus in selling products has been selling music. In their 10-year
run, they have released four studio albums and seven EPs, along with two live albums.[4] This
has given them a strong repertoire of music to select for their tour setlist. Besides music, they
sell merchandise in promotion of their band, new albums, singles, and tours. As many other
artists, 5 Seconds of Summer does not only sell merchandise online, but they also sell tour
exclusive merchandise at each concert. This exclusive merchandise has high marketing and
promotional value for the tour.

Pricing

When it comes to pricing, 5 Seconds of Summer’s prices for their concerts is cheaper
than the current trends in the music industry of increasingly expensive concert tickets. For their
last headlining tour, the Meet You There tour (the World War Joy tour was a collaboration with
The Chainsmokers), tickets ranged from around $30 to $70.[5] These ticket prices are far more
accessible than the current trend of expensive tickets in the live concert scene. Concert tickets
are sold on online platforms like Ticketmaster and LiveNation. Their merchandise comes in the
form of clothing, accessories, mugs, posters, and keychains, all ranging from $5 to $80, which
can be considered typical artist merchandise prices.[6]
Promotion

Promotion of 5 Seconds of Summer’s products and tours usually relies heavily on social
media. The band members promote new music releases and tour announcements on their own
social media pages, as well as on the 5SOS band account. Furthermore, the band does live and
televised performances, interviews, visits to radio shows and talk shows, music video releases,
engagement with fans online, and more in order to promote their products. There is an increase
in the amount of press and public media activity when the band is promoting an upcoming or
recently released single or album.

Supply Chain

The supply chain for 5 Seconds of Summer products depends on the product at hand.
When it comes to their music releases, 5SOS’s music is available to stream across many music
streaming platforms, like Spotify, Apple Music, and Amazon Prime Music. Music can also be
purchased virtually through stores like iTunes. Their music is also released on physical formats,
like CDs, vinyl, and cassettes. Their music videos are available for watching on YouTube and their
social media platforms. The sale of merchandise is fulfilled through their online store, where
customers can get their merchandise shipped to their homes. They also sell exclusive tour
merchandise while on tour, usually inside the venue in a traditional format. When it comes to
tickets, these are sold on online platforms like Ticketmaster and LiveNation months in advance
of the concerts. These are delivered in a digital format, a printable copy, or tickets received by
mail. They are also sometimes sold in the box office, depending on the venue.
Competitors

Direct Competitors

5 Seconds of Summer’s direct competitors are those artists who release music that is
classified as pop rock, since this is the type of music 5SOS releases. Popular artists who are in
the pop rock genre and thus are 5SOS’s direct competition include Jonas Brothers, Harry Styles,
Olivia Rodrigo, The Driver Era, Shawn Mendes, and Louis Tomlinson. It is also important to note
that two of 5 Seconds of Summer’s members have released music independently from the
band: Luke Hemmings and Ashton Irwin. These individuals can also act as direct competition for
5SOS, especially when it comes to the sale of merchandise and music.

Indirect Competitors

Any musical artist, regardless of genre, classifies as an indirect competitor for 5 Seconds
of Summer. The music industry is diverse and has something to offer for every consumer, but
that entails that all artists are in competition with one another to get the attention of potential
listeners. Besides musical artists, live entertainment events as indirect competitors for 5
Seconds of Summer and their tour. This is especially true considering the hiatus that live events
have suffered through due to the COVID-19 pandemic. Hosts of live entertainment events also
compete against each other for the consumers’ time and money.
Marketing Goals and Objectives

The implementation of a successful marketing plan cannot be accomplished without a

clear and defined set of goals and objectives. The goal of this marketing plan is to successfully
increase customer awareness of 5 Seconds of Summer’s No Shame 2022 North American tour
and increase ticket sales for the tour. To accomplish this goal, the marketing plan must clearly
communicate the value that the band has, especially when considering their music and their
live performances. Their music encompasses live instruments, songwriting from the band
members themselves, and a disregard for genre constraints. Their live performances are highly
energetic, as the band members come alive on stage and set a high energy that is felt by all
concertgoers. Their strong fanbase makes the energy at these concerts even stronger, as it is
clear that the band and the fans are connected. In order to successful market the No Shame
tour and communicate 5 Seconds of Summer’s value, the following must be accomplished:

1. Promotion of “CALM”: “CALM” is 5 Seconds of Summer’s latest studio album, released

in March 27, 2020.[7] The No Shame tour was originally meant to start in August 2020
and would have served as a direct promotion of their latest album. However, the two
tour postponements have meant that consumers may have forgotten about “CALM” and
about how the No Shame tour is meant to promote this album. As more time between
the album’s release and the start of the No Shame tour passes, the more forgetful
consumers will become. For this reason, promotion for the album “CALM” should be
relaunched and restrengthened. This can be done through social media, listening
parties, and TV show and radio show appearances.

2. Release of a new single: 5 Seconds of Summer is familiar with being played on the
radio, with “Youngblood” reaching the Top 10 of The Billboard 100. Other notable singles
include “She Looks So Perfect,” “Amnesia,” and “Teeth.” 5 Seconds of Summer and
promotion for the No Shame tour can certainly benefit from the release of a new single.
If the song that the band chooses to release as a single is from the “CALM” album, this
would also serve as additional promotion for their 2020 album. Doing this would remind
listeners of this album and would also draw in new listeners who enjoy the new single. If
the band decides to release a brand-new single that is not from an existing album, this
would also be effective in promoting the No Shame tour because recent singles are
typically included in the setlist. This kind of single would also create excitement for new
music, and thus, would boost ticket sales for 5SOS’s tour. The release of a new single
would lead to radio plays, a music video, band interviews on television and radio
stations, and live/televised performances of that song, all of which would attract new
and existing listeners to the No Shame tour.

3. Capitalize on nostalgia: 5 Seconds of Summer is lucky enough to have just celebrated

10 years of being a band. The Australian band has grown massively in popularity on a
worldwide scale over the course of these 10 years. Many of their loyal fanbase is
comprised of young adults who became fans of them while they were touring with hit
pop boyband One Direction from 2013 to 2015. A lot of their fanbase discovered the
band when they were teenagers, which brings in a value of nostalgia into the equation. 5
Seconds of Summer should capitalize on this nostalgia through their promotional
materials. They have already begun to do so through the release of their song “2011,”
which is representative of the year that the band formed. the release of this song and its
music video are an example of how 5 Seconds of Summer can capitalize from this
nostalgic feeling that can get older fans, who might have forgotten about their love for
the band, to return and purchase tickets for the No Shame tour.
Marketing Strategies
Value Proposition and Differentiation
The No Shame tour’s value proposition is based on the album “CALM.” 5 Seconds of Summer’s
“CALM” is a melodic collection of music that showcases the band's growth and maturity.
Themes in this album relate to self-discovery, fame, relationships, journeys, and personal
struggles. The “CALM” album is valuable because it is a distinct release by the band that
demonstrates their uniqueness and their journey to where they are now. The No Shame tour’s
differentiation takes form in the band’s uniqueness and their live performance. In the modern
pop-centric environment that popular culture currently values, it is hard to come by a group of
musicians who all play their own instruments, write their own songs, gather influence from
many different genres, are unafraid to be themselves on stage, and put on a show that connects
the performers and the audience so closely to one another. The No Shame tour will be different
to other tours in the live music market because of the uniqueness of the performers
themselves. While many of today's pop artists arguably sound similar to one another, 5 Seconds
of Summer brings in a new sound with every album release that appeals to many and is
uniquely distinct from other music playing on the radio.
Market Segments and Target Segments
When considering the targeted segments for the No Shame tour, it is important to account for
the different segments of consumers that can be found enjoying 5 Seconds of Summer's music.
The relevant market for this tour should be based on the consumer, as fans and people who
enjoy live music are the ones who would be purchasing tickets for the tour and merchandise.
Consumers can purchase the product by buying tickets via online platforms like Ticketmaster
and LiveNation, as well as through their local venue's box office. They would use their tickets,
whether virtual or physical copies, to enter the venue the day of their concert and attend the
live performance. The market segments for the No Shame tour marketing plan are:
· Demographic: The majority of 5 Seconds of Summer's fanbase are teenagers and
young adults ranging from ages 14-29. Most of these fans are female, but there is a
growing male presence in the fanbase thanks to their more mature sound.
 · Geographic: While the No Shame tour is an international tour, this marketing
plan focuses on the North American leg of the tour. The tour stops mainly focus on
major cities in varying states across the country, as well as Mexico and Canada.
· Psychographic: The target market for 5 Seconds of Summer's music is young
people who enjoy pop rock music. These people value high energy live music in the form
of traditional instruments. These people also value innovation as the band is known to
change their sound with each maturing album.
· Behavioral: The targeted attendees of this tour are existing fans of the band, who
are familiar with the band’s performance style and music. Most attendees will be
existing fans because of the prolonged length between when tickets were originally on
sale and the start of the tour in 2022. Besides buying tickets, it is expected that these
fans will also purchase merchandise, as loyal fans tend to want to commemorate the
concerts that they attend. Another type of attendee that is expected is the casual or new
fan which will most likely be familiar with the bands singles and would potentially be
interested in buying merchandise.
Positioning – Marketing Mix Strategies
Product/Branding/Service
The core product at hand is the No Shame tour, which is in promotion of 5 Seconds of Summer's
latest album “CALM.” The selected target markets would have access to the promotional
materials of this tour through social media. Promotion through social media is one of the most
effective ways of reaching young music fans, especially existing fans of the band. It is likely that
existing fans would already follow the band on social media, therefore it is crucial that the band
and its members continuously post promotional content for this tour on their social media
platforms. This should be taken one step further by having the band members interact with fans
on social media in promotion of this album. This can be achieved through live streams, replying
to tweets and comments, participating in tick tock trends, making playlists on music streaming
platforms, etc. Celebrity interactions with fans on social media help fans feel more connected to
the artist that they like, as well as boosts the artist’s public image by demonstrating that they
truly care about their fans. The current branding for the No Shame tour is comprised of dark
backgrounds with bright colors fonts and images the band members. The promotional materials
give an edgy feel that corresponds to the mood of some of the band’s songs. Having this
consistent look to the promotional materials is crucial to make the product memorable in the
marketplace. Tickets to attend the core product, the tour, would be purchased online or at the
box office and delivered on a digital or physical medium. New ticket sales would also include a
digital download of their new song “2011,” which serves as the promotion of the band's new
music and brings in the nostalgic value that the band should capitalize on.
Pricing Strategies
When it comes to the prices of the No Shame tour tickets, prices should not be
extremely different from those of previous tours. This is because 5SOS fans truly value the
band's focus on making the concerts attainable for fans without breaking the bank, in
comparison to other artists and current industry tendencies towards expensive ticket prices in
the concert field. Ticket prices for the No Shame tour range from $30 to $100, which is
determined based on the type of seat that one purchases. General admission seats would be
sold at a base price of $50, while lawn tickets would lean towards the $30 side of the price
range. The higher side of the price range would be reserved for platinum seats and VIP tickets. It
is important that the band is aware of the potential for ticket scalpers who buy tickets at their
original price and resell them at incredible list prices. While this is usually up to the ticket sale
platforms to control, the band should prioritize real fans getting tickets. This can be done by
offering a presale option to fans who are following the band on social media or subscribed to
their newsletter. This would entail that only people who are truly interested in attending the
event would have access to this presale option before scalpers can get their hands on tickets.
IMC/Promotion
Consistent messaging for the No Shame tour should begin with the consistent use of
visual design in promotional materials. As previously described, the promotional materials for
this tour are edgy and combine bright and dark elements to encapsulate the band’s image.
Consistent visual elements in promotional materials are the first step in ensuring that the
messaging for this tour is consistent, reliable, and visually appealing to consumers. Graphics
should include close-up grainy pictures of the band members, as well as bold lettering with dark
backgrounds and bright but muted accents. Buzz can be created for this tour through
promotional materials on social media. It is evident that social media is an effective way of
spreading news and word of mouth quickly, so posting promotional materials on social media
would be the best way to ensure that these get shared and seen by people across the nation.
The band should be involved in creating buzz by once again interacting with fans on social
media and by creating promotional content themselves, whether it be through TikTok trends,
music videos, or performances of their songs. Besides social media, the best way to take
advantage of advertising, public relations, and sales promotion for the No Shame tour would be
by setting up interviews and performances in televised platforms, such as daytime talk shows
and late-night shows. These appearances would expose the band to new potential consumers
who would then listen to more music from the band and purchase tickets for the tour. Arranging
these televised visits would guarantee that the tour is being promoted on a national level
thanks to the wide outreach that many of these programs have on television and on their social
media channels. Another way to promote the tour is by utilizing music streaming platforms as
marketing tools. Many of these platforms, like Spotify and Apple Music, work with artists to
create customizes playlists in promotion of their recent releases. Doing this would put 5
Seconds of Summer on many people’s music platform home pages, thus encouraging them to
discover more about the band and potentially see them on tour.
Supply Chain
The most effective way for consumers to have access to the No Shame tour is through the sale
of concert tickets, which begins months before tour begins through authorized ticket sellers,
Live Nation and Ticketmaster. The tickets sold by these retailers will be delivered to the buyer
via digital downloads, mail, or pick-up. Each individual venue’s box office will also sell tickets,
and they would be responsible for giving the buyer the ticket in person. Merchandise is also a
big component of the tour, usually taking the form of clothing, accessories, and posters.
Merchandise for the tour will be sold at each venue in the form of pop-up shops inside of the
arena or amphitheater. While this applies to exclusive tour merchandise, general merchandise
will also be sold online via the 5SOS store website.
Action Plan: The Keep CALM Plan
· Purpose: This action plan supports the promotion of 5 Seconds of Summer’s No
Shame tour through the increase in ticket sales for the 2022 tour. The No Shame tour is
named after their single “No Shame” from their latest album “CALM,” which inspired the
name of this action plan.
· Description:
o Marketing for the No Shame tour will rely strongly on social media. The band
members and the band’s social media accounts will all be posting promotional
materials for the tour. This includes graphics, images and videos of the band
rehearsing for tour, creating music in the studio, or just hanging out as friends.
This is increasingly valuable because of the true fans who follow each member’s
social media platforms.
o Social media posts and interactions with fans through social media are one of
the main marketing tools because of the power that these fans have in
promotion. Fans and listeners can share these posts and interactions on their
own social media platforms and have their friends and followers see what they
are. This means that advertising and promotion for the No Shame tour will be
seen by an increasing number of social media users, granting the band with
increased exposure.
o The next step in the marketing plan is for the band to release a new single.
This new single can be taken from the column album to revitalize the promotion
efforts for this album. The single could alternative alternatively be a brand new
song that does not correspond to any of the band's existing albums. This would
launch the band into a new era of music right before the tour starts, meaning
that fans and potential listeners can become more excited to hear the band's
new music and see them perform this new music live on tour. The release of a
new single, regardless of weather it is an existing song or not, would push 5
Seconds of Summer back into the public eye. The song will hopefully be played
on radio stations and be promoted on streaming platforms.
 o The following step is to arrange interviews and live performances on
television and radio stations. Examples of these include late night TV shows like
the Late Late Show with James Corden, or daytime talk shows like Ellen. This
would allow the band to talk on music and there are coming tour which would
generate buzz and get viewers to buy tickets.
o An essential step in our marketing plan is to release new merchandise in
promotion of the No Shame tour. This merchandise should first be sold online so
that fans across the nation can buy them each venue should also sell exclusive
merchandise at the event. Pictures of this exclusive merchandise should be
posted on the band's social media platforms in order to generate excitement
over this exclusive merchandise and to convince fans to attend the tour so that
they can purchase this limited-edition merchandise.
o An additional move would be to arrange for 5 Seconds of Summer to perform
at a music festival. Music festivals like Coachella and Lollapalooza draw in
audiences who enjoy all genres of music. Having the band perform at one of
these music festivals would expose potential new fans to the band and would
give the performers the chance to showcase any new music on a renowned
stage. Since festival goers will see the band perform live, they would hopefully be
compelled to buy tickets to their tour so they can see their whole live act and
enjoy more of what they have already seen.
· Responsibility: Since this marketing plan was created by the Sounds Loud marketing
firm, the firm will be held accountable for the completion and success of the plan. The
firm will also be in charge of modifying it as it sees fit in order to meet the goal of the
plan.
o Sounds Loud Marketing Firm: The marketing firm is responsible for creating
and developing the promotional materials used in the keep calm plan. The
promotional materials range from graphics and social media posts to
collaborating with merchandise retailers to create No Shame tour merchandise.
 o 5 Seconds of Summer: The band will be in charge of selecting a new single to
be released in anticipation of the no shame tour. the band was also be
collaborative in the promotion of the tour, specifically through their use of social
media.
o Band agents and managers: These people will be responsible for arranging
live performances, interviews, and public appearances. These are all crucial in
gaining exposure for the band and the tour.
o Accounting department: The accounting department will ensure that all
expenses remain within the budget.
o Business and legal department: This department will negotiate and create
contracts with the venues, ensuring that all components of the contract are
being met and that the band will be able to perform at each designated venue.
o Tour production crew: This crew will be responsible for arranging the set
designs, audiovisual displays, outfits, and more that will be utilized during the No
Shame tour.
· Timeline:
o December 1, 2021: Launch of social media marketing campaign to remind
people of the “No Shame” tour and of tickets being sold online and at their local
box office.
o December 10, 2021: Announce new single on social media platforms.
o December 20, 2021: Release new single
o December 2021 – January 2022: Arrange for radio and television interviews in
promotion of their new single. Heavy discussion of the “No Shame” tour must be
present at these interviews.
o December 2021 – January 2022: Arrange for televised performances of their
new single.
o February 2022 – April 2022 (Award Show Season): Arrange for 5 Seconds of
Summer to perform their new single at various televised award shows.
 o March 2022: Release “No Shame” tour and general 5SOS merchandise on the
5SOS online merchandise store and promote this merchandise on social media.
o May 18, 2022: Tour begins
o July 24, 2022: Tour ends
· Measurement and Control:
o In order to measure the success of the action plan, data must be collected
and interpreted. Specifically, data on ticket sales is of extreme value to the
marketing plan, as it is a direct representation of how successful the marketing
plan is in achieving its purpose of increasing ticket sales for the No Shame tour.
Data on these sales will be collected through the ticket seller platforms that are
in use, Ticketmaster and LiveNation, as well as data reported by each hosting
venue’s box office. Members of the Sounds Loud marketing firm will be the ones
analyzing this data and turning it into valuable information that would guide the
firm in adjusting its marketing plan.
o Another measure of the marketing plan’s success is an increase in streams
and music downloads from the 5SOS’s music, as well as increases in merchandise
sales. This is because marketing of the tour also serves as marketing for the
band's music. An increase in average monthly listeners, songs and albums
purchased, downloaded, or streamed, and even an increase in merchandise sold,
are all strong indicators of a successful marketing plan.
Conclusion
This concludes the marketing plan for the 2022 North American No Shame tour, which is
in promotion of 5 Seconds of Summer's “CALM” album. The marketing firm recommends that
this plan be followed in a timely manner, seeing as the tour begins in summer of next year. Since
the tour had to be postponed twice, marketing for the No Shame tour is more important than
ever. This is because in this post COVID-19 world, the entertainment environment is currently
saturated by countless of musical artists who are returning to the stage. The increased
competition makes it imperative that marketing for 5 Seconds of Summer’s tour truly highlights
the value that the band can bring to attendees. Through an evaluation of the current
atmosphere and market conditions, as well an assessment of the band’s strengths and
weaknesses, this marketing plan was developed with the intention of bringing enthusiastic
audiences to the No Shame tour. If this plan is successful, the band will be able to meet and
interact with thousands of excited fans, both older and new, all across North America.

Endnotes

[1]
5 Seconds of Summer Tickets:
https://buy.amptickets.com/23047?queueittoken=e_safetynet~q_934d2c33-be02-4166-b268-3
4282b2b180a~ts_1638568668~ce_true~rt_safetynet~h_8d90b0658e838638050183b6f5d1411
36032ab67519bbf3b557cff78f6b0a3c7
[2]
5 Seconds of Summer Chart History:
https://www.billboard.com/artist/5-seconds-of-summer/chart-history/asi/
[3]
SWOT Analysis – How To Do It Properly:
https://strategicmanagementinsight.com/tools/swot-analysis-how-to-do-it/
[4]
5 Seconds of Summer Discography: https://5sos.fandom.com/wiki/Discography
[5]
5 Seconds of Summer Bring Summer North American “Meet You There Tour” to Meadow
Brook Amphitheatre September 11:
https://www.313presents.com/news/detail/5-seconds-of-summer-bring-summer-north-americ
an-meet-you-there-tour-to-meadow-brook-amphitheatre-september-11
[6]
5SOS Merchandise Store: https://www.5sosstore.com/
[7]
CALM – 5 Seconds of Summer: https://genius.com/albums/5-seconds-of-summer/Calm