Harton And Westoe Project Evaluation

Promotional Video Evaluation

For my marketing of the Harton And Westoe Boxing Gym, I produced a video showcasing the gym, the people who attend, and what is done in it. I had many people give me feedback. My friend Jack said that:

 "The video was a decent length, and showed a-lot of relevant content, but I feel like the time lapse was slightly overdone."

After reviewing this feedback, I have decided that I must agree slightly. The use of time-lapse in my promotional video certainly may seem like a bit much, as if it was over edited. While this was the intentions, from an aesthetic standpoint, I can see how it could possibly be irritating or nauseating to some due to the speed that the clips making up the video are moving at. Next time I make a promotional video, I will keep things more simple and know when to take a break from big, hard effects. Another friend, Michael, had this to say:

"The video was fine, but I think that a more popular or well known song would've been effective as they'd then associate that popular song, with this advert."

This feedback is also true, as a well known song is more likely to end up staying with the viewer, and staying in their mind. Them associating the song with the trailer will make them associate it with the club as-well, which would inevitably cause people to be thinking about Harton and Westoe Boing Club. Next time I make a video like this, I will likely use a mainstream and popular song to achieve this.

Instagram Page Evaluation

For my social media page advertising Harton And Westoe Boxing Club, my friend Jack said that:

"The posts you've uploaded are good, but there aren't enough posts. you should have posted more in order to show more things and reach more people."

This feedback is very fair, ads I only posted three images to the page. While these images showcased very important parts of the gym, there was room for more to be shown. Also, more posts will mean more people reached, so a small amount of posts isn't nearly as effective as making many posts. Next time, I'll post more and also more often in order to give more information and also grow the page. My friend Michael had this to say:

"The images posted are quite boring, and would likely look better under a filter or after being edited."

Here, I agree fully as the images were very lightly edited. While this was done to give a sort of "raw" feel from the images, it could also make them less visually interesting and therefore less likely yo catch peoples eyes when they see the posts. To fix this, next time I would use more exciting editing techniques on the images to make them more visually interesting and therefore more eye-catching, which would lead top a larger audience seeing them.

Harton And Westoe Project

Promotional Video

To help with reaching people, I have decided that I will create a promotional video for the boxing club. This is because a video would be a very accessible product and it would be very easy to understand and get the message across well. To do this, I would have to go directly to the source. I would be required to travel to the Harton and Westoe boxing gym. In a group of three, I travelled to the gym with a tripod and a camera, set out to get footage for my video advertisement. I received footage of many different things within the gym. In my video, I shot numerous shots of people sparring, exercising and the gym equipment. This footage is appropriate to my purpose and also very informative, showing people what they need to be shown. Shooting the footage went quite well, except a few of the shots for people doing drill exercises came out quite blurry due to the speed they were moving at. Nonetheless, I was happy with my footage, specifically the footage of people using the boxing pads and throwing punches. This is because it shows both the people who use the gym (people who attend and the coach) but it also shows off the equipment that can be used while you are in said gym and what you will be doing while you are here.

After I had shot the footage, I had to then piece it together. I did all of the editing using Premiere Pro. At the end of the video, I decided that I would include text presenting information about prices, times and dates of the gym. This is useful as this information is only available on the Harton And Westoe Boxing Club Facebook page, and people without Facebook can now find it on this video. In the video, I used many more effective editing techniques, such as these:

Here, you can see that I time lapsed many of the clips in the video. This was done for many reasons. One reason is that it allows me to show a lot more in the clip than if I used slow footage, as i don't want the video to last too long and lose the attention of viewers, but I also want to make sure that I get as much footage in as I can. It also works entirely as an aesthetic choice as-well. 

This shows the part in the clip where I transition from one clip to another with a fade in/fade out following the camera drifting to the right and fading into a different shot. This was chosen as it fit the way the camera swayed to the side, and gave it an interesting look that would catch people's eyes. 

Here I show that I made both the music track and the video fade out together at the same time. This is to prevent there from being a cut out when the video ends, which would look unprofessional and awkward.

Instagram Page

With my video finished, I began work on my Instagram page. On the page, I chose to make three posts. One post of someone sparring, one post of equipment, and one post of information regarding Harton And Westoe Boxing Club. On all of these posts I used very popular hashtags relating to fitness and exercise. This was supposed to reach more people, yet it had varied results. My most liked image had 6 likes, whereas the least liked image had only 1 like. Also, my page only managed to reach 3 followers. Overall, I would say that my Instagram wasn't particularly successful.

Conclusion

To conclude, Harton And Westoe's own promotional content is rather successful and reaches many people. In my created content, I was rather unsuccessful. While not all bad, I didn't get anywhere near the numbers of Harton And Westoe Boxing Club's original content. This leads me to conclude that their methods are more effective than I may have originally perceived, and that my methods would likely not be effective ways for them to increase how well known they are.

Harton And Westoe Promotional Video

Planning Promotional Content

The Harton And Westoe boxing club's official Facebook page was doing moderately well. The page has had 2,561 views in the last 28 days alone. In this time there was also 1,695 page likes and 393 new followers. This brings the page up to a total of 1,189 members. However, one weak point is the fact that, through the Facebook page, they only had one person click the link to their website. the page is also very active, with the coaches posting updates on upcoming boxing/fitness sessions and events regularly.  The people who attend also interact with these updates, leaving likes and comments. From all of this this, I can see that Harton And Westoe boxing club have a somewhat effective online presence (Even if there is one notable weak spot). However, they still don't reach everyone since not everyone uses Facebook, and they need a way to reach people outside of this page.

To help with this, I will create an Instagram page. Instagram will be a new way to introduce people to the boxing club, and will hopefully entice people to go along and sign up. This is because many people who don't use Facebook, and therefore won't see the information regarding Harton And Westoe Boxing Club, might have an Instagram account his will allow them to find out when the club has sessions, where they are, how much they cost and much more. People can also really easily share posts on Instagram, so people could use the new page to recommend the boxing club to their friends. Another advantage of Instagram is the use of hashtags. With use of popular boxing and fitness pages, I could easily reach many people who would potentially be interested in the gym.

Secondly, I will be creating a promotional video for the gym. This video will show many things, including equipment, drill exercises, and hopefully sparring. This is an effective idea as videos are easy to link across all social media platforms and they can be posted almost anywhere, making it easy to spread around. It is also one of the clearest ways to showcase what it's like to be apart of the Boxing Club and what activities you will take part in/what equipment you will use. It also helps that the club haven't made any videos showcasing themselves, so this will be something new and different for their marketing. 

Boxing Survey Results

Media Campaigns Research

In 2018, Marvel released their biggest movie yet, "Avengers:Infinity War". Due to this, they invested a lot of time and money into advertising for the movie. The very first teaser for the movie was revealed in 2014, 4 years before release, at a Marvel event. The trailer was made up of clips from all the Marvel movies so far, with the ending showing the movies main villain, Thanos, and then the reveal of the movie title, Infinity War. This was just a small teaser, but it created a large amount of hype after fan recordings from the crowd were leaked to youtube and other social media sites. Many articles were written about the trailer, but besides from the reveal of a fan-favourite villain, there wasn't anything else to go off.

In July 2017, Marvel revealed more teaser footage for Avengers:Infinity War, far in advance to the release date. Before Infinity War, Marvel were releasing Thor:Ragnarok and Guardians Of The Galaxy Volume 2. Due to this, they featured the main characters of these movies together in the trailer in a very prominent scene, implying you need to see all three upcoming movies for certain things to make sense, and making them all seem important and monumental. This ensure fans of the other movies will see Infinity war, and people planning on just seeing Infinity War will feel the need to watch the other movies for context.

Things for Infinity War went quiet for a while, as Marvel focused on marketing their other movies to be released before it. When all those movies were out of the way, people were expecting a new trailer. On November 28th 2017, Marvel released a very simple yet very effective teaser poster, done similarly in style to the previous teasers for the other 2 Avengers movies.

This alone started a lot of media coverage and online buzz, as the release date to the film had now been made official. Then a day after, Marvel released their first International trailer for Infinity War to YouTube and television. In its first 24 hours online, across all sites, the trailer was viewed 230 million times an the YouTube upload of the trailer currently sits a 219 million views.The trailer was posted on Marvel's site, YouTube, Facebook, Twitter and more, ensuring that many people saw it. Marvel took advantage of their massive online presence to really push the trailer, and it worked. Then theres the fact that it was also shown on different popular TV spots. Regardless, the trailer was a success and was one of the top trends worldwide on twitter upon its release, with the majority of people talking about this specific scene shown in the trailer:

https://www.youtube.com/watch?v=6ZfuNTqbHE8

Shortly after the release of the trailer, Marvel decided to release many individual character posters. This was done to show the cast members in an effective and unique way. It showed the sheer size and spectacle of the movie, since there was 22 main character posters released. Each poster shared a similar layout and aesthetic style to make it obvious that they shared a link, and it also made them mesh well when put together.

To go with this, Marvel went on to release the official movie poster for the release of Infinity War, featuring all main characters from the individual posters and more. The poster was stacked with many recognisable actors and characters, yet presented cleanly. This allowed it to be clear for children, adults, and older people, making it accessible to everyone. In the centre of the poster is Robert Downey Jr as Iron Man, arguably both the biggest actor and biggest character in the movie. Him being front and centre is due to his recognisability, so people will know what the poster is for simply from a glance, and they will be attracted to it if they are interested. 

In the lead up to release, Marvel released a lot of merchandise for Infinity War. One of the most notable things they released was a line of Pop Vinyl figurines. This was effective since pop Vinyls are very popular items, and are always featuring different figures from all around pop culture. This is aimed well to a specific part of the audience, who will likely be pop culture fanatics. The figurines also appeal to children due to their cartoonish nature and resemblance to toys. Main characters were used for the figurines, once again showing off the roster and ensuring people will purchase the merchandise by making it feature recognizable properties.

Another type of merchandise released to generate hype for the movie were clothes, most commonly T-Shirts. T-Shirts are effective for marketing since they feature recognisable characters, therefore attracting fans to the shirt design. People wearing these outside is also good advertising for Marvel as they are keeping the film in peoples minds when they see it.

Overall, I would say that the marketing for this film was immensely successful. This is due to the fact that the film made $2.048 billion at the box office. While the budget was estimated to be a whopping $350 million, the box office still absolutely blows it out of the water and brings in a huge profit. The film was also a massive critical success, with an 8.5/10 on IMDB and an 85% on Rotten Tomatoes. These scores would't have been possible if not as many people had been to see it, which is a direct result from the media campaigns and advertising leading up to the films release.