Brief Profile of the Company.
Rock-tech is a small media Christian company based in Yorkshire England. that deals with sound installation, video and stage lightening. They are headquartered in Yorkshire England. Rock-tech brings together a passion for high production values and a commitment to serving the vision of the churches and events across the UK. Most of their activities can be found in event, churches, touring rigs, outdoors and indoors programmes, repairs and consultancy. They also provide digital sound equipment, lightening and video equipment. Recently the company began installation of LED screens across England and Wales. More information regarding the company can be found their website www.rock-tech.co.uk
Other Competitors
The company is a private limited company, there are limited information online regarding the current sales and shares. current sales and market share statistics are not confirmed via the literature search of this company. There are competitors such as Highway media services, Rooted visuals, RCB Logic and Gear house broadcasting.
International Recognition: Rocktech has only be active and operational within the UK. However, a good market advertisement and a solid online presence about their product will be a good platform for a recognition and expansion even within the EU.
Situation Analysis
Rocktech media has been in operation for over 15 years. They first came into operation in 2003. Though they are a Christian company which makes most of their operational activities are in churches across the UK. This unpopularity within the global markets requires them to engage in an extensive showcase and marketing of their products to other targeted clients or customers apart from the church.
Markets include:
Religious Churches
Roadshow events
Live concerts
Clubs and studios.
Rocktech services summarised
Sound installations systems
Consultancy
Repairs and maintenance
Online and in-house training.
Live shows
Sales and hiring
Stage lightening installation.
Video camera sales, hire and maintenance
LED installations and sales.
Touring rigs
CLIENTS insights
Most Christian and Muslim religious organisations in the UK uses sound systems in their place of worship. Churches however uses video cameras with lightening facilities. Most of them stream to most online platforms such as YouTube, Facebook and so on. Live events such as political campaigns make use of stage lights, sound and videos. Recently the use of LED screen is becoming more in demand.
Figure 1: One Event – Lincolnshire Showground – Full Production – Sound, Light, LED Screen, Cameras, Stage, Power Distro, Trussing, Crew
Most open events use these rigs for concert shows and shooting of movies. The use of stage lightening installations is also significant and unique in video productions. Rocktech clients request for a digital lighten in terms of brighter stage to enhance audience attraction. This give a good customer satisfaction. In addition, the use of LED in recent events has not been so much popular and will require a more social media awareness or showcase which will help the company to be known. Lot of churches, mosque still use normal TV screens for their display due to non-awareness of recent technology. The same issue can be found in lightening. People are not properly informed or aware of the beauty of good lightening on most event stage.
Figure 2: Philippa Hannah UK Tour – compact sound + lighting rig, Crew, pre-production (Rocktech, 2018).
Figure 2 shows a rig where LED is been used and lightening the stage for better camera production. Having a look on Rocktech websites there are areas that needs to be redesigned or configured for better understanding and client’s satisfaction. The objective of a website is to convey vital information’s such as product specifications, address, locations, about the companies and other technical information. Furthermore, an online communication and video clips will catch the attention of event planners, churches, show gigs, producers, DJs and media experts that requires such related services. A lot of users of multimedia services are been contacted through online services (websites, Instagram, Facebook, twitter and so on. People go as far as checking reviews and recommendations. They watch previous events, do a lot of background consultations before they can contact the company. Research has shown that 60% – 80% of clients use various social media platforms to communicate with Rocktech.
Event promoters believes creativity is the key strategy that attracts viewers. To this effect, Rocktech needs to be onto on their game on creating 3Ds images and pictures on most of their live events or shows.
A good stage lightening produces a good video quality production – Rocktech digital marketing strategies will enhance and probably encourage clients to share the beauty of enhanced stage lights for concerts such as in X factor.
In recent technologies, projectors are been fade away and the use of LEDs are replacing projectors. LEDs are a sure way of serving electricity compared to the old-fashioned projectors or TVs. Rocktech main simple objective is to create a platform on their website that explains and educate their clients and customers on the use of LED displays. SWOT (Brand + digital capabilities).
In addition, Rocktech also provides training and support for their clients and customers when they need technical support on some of their products such speakers, cameras, mixers, pics, lightening and so on. Similarly, this support saves a lot of money for the customers instead of going through the worries of paying an extra cost for call out charge.
Roctech strong Links
Weakest Links
Opportunities
Treats (Challenges)
Tech support
Customized set designs
for clients
Qualified and experienced technicians
Variety of multimedia services
Partners with high brand companies
Not pupularly known
Limited service area
High cost of materials
Relies on third parties for delivery of product
Family owned
Diversify operations across the EU
Create channels for consultations across Africa
Future partnerships
Contebt Refresh on Instagram
Known competitors (Highway media)
Compliance to new EU laws on Luminaires
Limited online presence
Figure 3: Roctech SWOT Analysis.
ROCKTEC Digital Marketing Activities
Digital marketing strategy:
The digital marketing strategy is a platform created for activities in the future. That is 10 to 20 years plan for the company. This is also being modified and reviewed at all times for better operation and performance.
Online content marketing: This will be done via the social media platform by sending post to event planners, churches, cinemas, halls etc. Rocktech has a social medial such as Facebook, Instagram and their website. All these avenues are to create awareness, communicate with clients and customers, manufactures and event planners.This platform also showcases any new product being in the market maybe video clips or animation.
Content engagement value:
Most of these contents discussed above might not yield a positive response from client. This would me a constant review and monitorisation of the online contents. This will help the managements to decide which of the contents catches the attention of their customers. The content must be useful, simple, likable and can be shared to other users.
Rocktech Online content participation: A welcome feedback is to make sure that the company website allows customers to drop review of any products, installation and equipment. This will also help to examine other products or competitors in the industries. The reviews will also be a platform for any fault or complains regarding a particular product or installation.
Rocktech content access platform: Different digital platforms, i.e. desktop, laptop, Mac and mobile requires different specifications and screen resolutions for an effective operation.
Seasonal content posts, This are very important expecially during festive season where live events, shows are organised daily.
Digital experience management:
Online platforms which includes social media via email, free online quotes and consultation, Instagram and perhaps Facebook page will be constantly reviewed monitored. It will help to deal with customers query, complain, support, troubleshoot any equipment or device. In other words, it will enhance customer relationship and feedback. Doing this will create serious awareness of the company and also attract more others from client which brings revenue to the company. Like other media competitors, Rocktech gives a close one to consultation to their customers.
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These gives them a sense of confidence in buying their products bearing in mind that there is always a free technical support. (Kapferer, 2012) While Rocktech website and majority of social media accounts have a good look and design but other platform such as Instagram does not attract more followers. This is because there are no much explanations on most of the images and video that is being posted.
SEO:
Moreover, to create an attractive website which will attract more customers, there must be need for a well-designed colourful website for the company. It will be user friendly and will allow clients to navigate freely around different product services and designs. Google search or explorers are the basic way to find information online (Moz, 2018). Detailed information such as design specification, quotes, installation guide and training should be easy to access via the website. There will also be needed to advertise other product using different design, background, images in animation. Information should also be updated on a regular basis to keep up to date to recent technology and competitors. A more modified and attractive content, Rocktech will be able to maintain high standard and customers friendly approach to the client.
Paid search:
Rocktech management team embark on adverts, displays on most event websites, churches, mosque political platforms. The use of google Adwords will also be a significant boast.
Social Media Marketing (Followers)
Rocktech will take advantage of a lot of social media platforms to display their product content, information, previous work, specifications, customer relationship and so on. This will be an opportunity to advertise their product brand lightening structures, showbiz and consultancy. Facebook, Instagram are the chosen platform for this brand display most event planners, churches, showbiz, live events are all on this platform.
There will be a regular reviews and analysis of these platforms. Research will also be carried out on other online avenues that will also be vital for the display of brand products evaluation of these platforms, to see if other platforms should be added such as Twitter, YouTube. Modifications will also need to be done to enhance the use of these platforms. That is making them user friendly for targeted customers.
Twitter: Most of their online activities are not really achieving the aim of catching customers attention and advertising brand design. This will be a major area of development by the management team of the company. However, it is believed that Twitter followers share some characteristics to its Instagram community. Majority are mainly business accounts; others are young professionals within the age of 20 – 40.
Communication via Email Marketing:
In today’s communication systems, emails are used on daily bases to pass information and share files such as image and videos. Sending mails to customers such as religious organisations, event planners, show gigs, schools, political parties targeted emails to customers and future customers. In addition, personalized emails tend to establish a more satisfactory relationship with clients and the company.
Rocktech Multichannel Analytics: The use of Google Analytics is applied to examine the online data, statistics, bounce rate, dwell duration, landing sites.
Delivery Geographical Locations
Central London: All across London (Excel and Wembley stadium)
Dartford Kent: Including Gravends.
Yorkshire All cities
Manchester MFN, KICC:
Partnership with other companies
RJR Corporation: (www.rjrcorp.com)
The RJR Corporation is the construction company that constructs churches across the UK. Rocktech partners with them in a case of new church building that will need the services of Rocktech such as video, sound, lightening graphics designs.
iKnow (www.iknowchurch.co.uk).
iKnow is a UK based Christian Company that is passionate in using technology service in the church. They work for over 1,500 churches in the UK since 2002. Most of the software such as easy worship, Pro presenter are all the type of software used in most recent day Christian churches.
Competitors
Blackmagic design: (https://www.blackmagicdesign.com/uk)
Is one of the leading players in the multimedia industry today. In 2018, they growth level was up to 20.5 due to the type of design they produce in cameras, mixers and another media equipment. They are headquartered in the US and are established across Europe. There presence frustrates the efforts Roctech makes to become global.
Figure 3: Blackmagic design
Rooted visuals. http://rooted-visuals.co.uk/audio-visual
They are also into delivering services similar to that of Rocktech. The company are integrators of audio, video, and broadcast technologies that equips organizations to better communicate with their audience in a creative and dynamic way. Rooted visuals help is also into consulting, designing, installing, and supporting solutions that improve communications, they collaborate, and content creation.
Figure 4: Rooted Visuals Sound mixer
Highway media services UK: http://www.highwayavs.com
Highway Audio Visual Communication started in 1997 as a small reseller of audio/video and recording equipment. The have steadily grown and expanded into one of the leading multimedia companies in the UK in broadcast and professional equipment. They are an authorized NewTek Elite Partner reseller as well as a Certified TriCaster™ Operator.
Figure 5: Highway Audio and visuals
Most of the products from highways are not ordered online with no much technical support just like Rocktech. However, their digital presence is excellent. Rocktech should try to also establish a more welcoming presence online to be able to compete with other competitors. With the following of 307K on Instagram, an effort should be made to make it more attractive, discuss interact with follows on recent design and technology regarding a particular product. Comparing these other product design on social media platform. A major way to beat competition is to closely monitor other competitors online, see what they do, how they do it and improve on it. Rocktech approach to online digital marketing of their product is almost similar to other competitors discussed. Moreover, there are slight difference in areas such as technical support in case of any emergency of any of their product. In conclusion, constant monitoring of online activities making it more attractive increases the growth of a company. In addition to monitoring of the online activities, giving out most of the product design, in a way of show casing them in churches, clubs, schools, gigs will also attract more followers online making the fall in love with Rocktech product.
Market Trends
The multimedia industry experiences a boast in its demand from 2016 till now due to a lot of outdoors activities such as live shows, gigs events, political campaigns and all that. The use of LED screens in religious churches also experience a surge. Many worship centres now use LED screen instead of projectors.
Facebook trends:
Roctech has little online presence on Facebook which does not give details of their products. Customers struggle to communicate and navigate on their Facebook page. Currently it is only few pictures and previous work they did that can be found on their Facebook page. They should implement and advertise more of their brand in cameras, LED screens, lightening and showcase more of their designs. More of real live shows lightened up using LED screens attracts and sticks to the brain than still pictures or images. (Brown, 2012).
Rocktech VG trends:
Mobile apps such as VG apps allow customers especially even planners to book and select rig designs, lightening stage, cameras and other equipment before they can order. The app should include a platform for a live chart with a technical member of the Rocktech team. Almost 80 percent of people living in the UK or other part of the world uses smartphone and apps, so it will be a very good idea to develop a more user-friendly app. (Javornik, 2016).
Demo testing trends:
Roctech should develop and app that customers can book a free demo of their kits. This will give a taste of what is expected and how the design looks. Currently they are giving out demo kits, but a lot of people do not know much about it. It will go a long way to attract customers interest.
Online support Trend.
Many customers will appreciate the use of support to manage their equipment. Having a online presence for dedicated only for technical support will be a boast for Rocktech whereby users who have already order a product can get direct support and assistance from the company direct whenever they need it.
In addition, the above discussed trends still depend on the entire societal changes andtechnologies. A lot of laws are been introduced by government and the European union which will significantly affect business. For instance, the use of PESTEL in entire business has a great influence on business. This is briefly explained.
P – Political situations which includes (Taxation, inflation, Brexit uncertainties (Gov.uk; 2019).
E – Economical situations which involves (Values of goods and services with the EU and after Brexit).
S – Socio cultural situations (Rocktech being a Christian company, should attempt to maintain standard and honesty in dealing with customers.
Technological – The new GDPR which came into force by the EU in 2018 will be applicable to Rocktech operations
Environmental – The use of LEDs in the environments for renewable energy is a concern.
Legal – Data protection and privacy laws and brand and trademark protection and Online advertising law to avoid misleading customers.
5Ds of Digital
Ds Current operational status
Digital Platforms
The only platform currently in use with limited information is Facebook, twitter.
Digital media
Offline advert like visiting events, churches to showcase brand and products
Limited use of Adwords to optimise SEO
Digital devices
Orders and quotes are currently being made on Rocktech website which is not really yielding a good result and needs to me upgraded and user friendly to customers.
Digital data
Due to the data protection, currently there are no much active information on their data handling
Digital technology
Rocktech websites does not have a functional interactive platform or live chat that enables customers to communicate with the company.
Smart Objectives
Rocktech management team needs to bear in mind that very year there are new multimedia companies and existing once that are flooding the market. There will be urgent need to up their game, build trust, maintain standard, customer relationship modifies designs. This will help them to gait more targeted customers in all fields not only in the religious settings.
They should modify all their existing graphic design to compel people towards their website.
Advertise more on recent use of LED screens and rigs. People will want to know more by visiting there website frequently.
Smart KPl
Adopting a CRR strategy will yield a positive brand reputation (Uche, 2017).
Review customer and client retention rate which will help improve any aspect of the business. (Uche, 2017).
Maintain an optimize cost effective to gain an advantage over others. the profits (Chaffey et al., 2017).
Rocktech 5s of Digital Marketing (Sell, Serve, Speak, Save, Sizzle) Summarised.
SELL
Sales increase at yearly intervals, allow orders via a direct link for quicker processing.
SERVE
Increase in the use of multimedia devices in different sectors by 20%, create an online training and introduce an immediate response team in case of technical issues, this will attract more customers within a year.
SPEAK
Increase in the number of FBK users, welcome feedbacks from customers and clients
SAVE
Reduce and optimise serve cost for all products and introduce and exchange policy for all products. Partner with earned media publications, Utilise FBK and Instagram ads.
Sizzle
Improve brand and product awareness by increasing more live videos on websites
Time frames for 5S Objectives:
Short period within a year.
Sell: increase market share to gain 8000 additional repeat users by targeting online followers through Facebook and Instagram business links. (Brown, 2012; York, 2018).
Serve: Perform a review specifically on organisations, events planners or one to one interview that will help make changes to current business plans. (Saunders et al, 2016). Add a quarterly onsite visit to clients to help troubleshoot any technical issue. This will help compete with other providers.
Speak: Create new blog to enhance SEO performance in search method. (Muller, 2018). Improve on paid digital media to via cookies.
Save: Partner with earned media in real-time events that can increase awareness.
Sizzle: Add more live videos on website and also review on yearly bases the publication of e newsletters.
Mid-Term (3 – 5 years)
Sizzle: Incorporate VG apps for customers for interactive mixed reality
Long-Term (Years 4-6):
Sell: Attempt to increase regular user base to 100 000 and above.
STRATEGY
Target market
Rocktech services are mostly within the multimedia sectors such as live events, churches, schools, shows rigs and mosque. There main priority is to maintain high quality, high standard technical support, good customer service and quick delivery services to their clients. The profile of the typical YM customer consists of the following geographic, demographic, and behaviour factors:
Geographic’s:
The target geographic area the UK and the EU is in the initial 12 months.
Behaviour Factors:
Customer enjoys an onsite visit for assistance.
Customer insist on training support.
Communication strategy
Good communication includes advertising, personal selling, sales promotion, and direct marketing. Useful online tools include social Media, opt-in e-mail, display ads,
Earned media: Rocktech is recommended to invest on their Facebook and Instagram account to engage more to their customers and clients.
Paid media: More partnership with big brand names such as Blackmagic. This will attract more followers.
Rocktech to invest on public display adverts in more location’s celebrity websites for their shows.
Owned media: Enhance and modify Rocktech website, quick email response and social presence.
CUSTOMER JOURNEY
The Rocktech website, email marketing, Instagram and Facebook page should be the main priority for the company. This will enhance customers experience, onsite and online support and better relationship with customers. In addition, the customers journey is directly associated with the 5s digital marketing earlier discussed.
Tactics
Communication Mix
Source: Roctech Marketing Communications Mix (Fill et al., 2016).
Public Relation: Collaborations and partnership with media sites.
Packaging:
Roctech packaging and brand modification
Engage: Interact with clients and pay attention to feedback.
Equipment: Provide customers with standard service and video post
Empower: Customers should be respected and appreciated.
PLAN A RACES
Roctech strategies will enhance the implementation of the company goal
PLAN B REACH:
Product and brand awareness will be facilitated through online presence on the website.
PLAN C ACT:
Content development attracts customers and encourage them to take a step.
PLAN D CONVERT:By establishing an attractive and interesting product on the website which will draw customers attention.
PLANE E ENGAGE:
Enhance customer relationship at all times
ACTION
The time frame for achieving each targeted goal has been discussed, However, the analytical tactics can be implemented in the initial stage with the available company resource. It will also be needful to employ an external agency that will help advertise the products. Similarly constant monitoring of all metrics and analyse them to appreciate the importance of email marketing (Camps, 2017).
CONTROL
In conclusion, the analytics proposal of the 5S earlier discussed in this report will help the management team to analyse the digital metrics and other key objectives. It is also recommended to regularly test run the blogs, app, and any other digital marketing means to help address any urgent issues affecting their operation Constant reviews on all social media platforms such as Facebook, twitter, Instagram will help monitor performance and reactions of targeted customers.
References
Javornik, A. (2016) ‘Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour’, Journal of Retailing and Consumer Services, 30, pp: 252–258.
Muller 2018, How to target future Snippet opportunities. Whiteboard Friday.
Saunders, M., Lewis, P. and Thornbill, A. (2016) Research Methods for Business Students. Seventh Edition. Essex: Pearson.
Statista (2017) UK: Smartphone ownership by age from 2012-2017. Available from:
https://www.statista.com/statistics/271851/smartphone-owners-in-the-united-kingdom-uk-by-age/ [Accessed 17 May2019].
Uche, O. (2017) 5 Key KPI’s every startup should track. Available from: https://techpoint.ng/2017/05/04/startup-kpis/ [Accessed 17 May 2019].
York 2018, 5 Instagram trends changing the industry 2018.
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