Week 4 Discussion Marketing 3001

Week 4 Discussion
Marketing 3001-2
Donald A. Lucki, Jr.
The Marketing Plan, Integrated Marketing, and Marketing Strategy
Discuss how the concept of Total Quality Management (TQM) includes;
Continuous Improvement, Empowerment, and Quality Function Deployment.
Personally, (and I speak as an audio professional and performer as trade) I have taken and applied
many Eastern business QFP philosophies into my craft and really anything that I do. I appreciate the
concept of continuous improvement, and I will go on to write much about the nature of sound,
challenging its very nature at the same time. In order to do that, and to discover new applications,
horizons, tools and techniques, I must constantly be in the discovery, research and development
process. This is actually much easier to hear than it is to describe, and even easier to trained ears, if
only as music listeners or audiophiles.
The concepts of 'never being perfect' yet finding achievement and empowerment through failings are
among my core mantras. It is through the failing that lets me find. Make no doubt, I am looking for
perfection; but had I not gone into the performance level with the mindset of a no-holds barred
performance, I would never be making the discoveries that I do. It is a very unique paradigm in that I
seek very high production levels and consistency, but at the same time cherish the knowledge base that
is freestyle experimental performance.
Use relevant, real-life examples to illustrate your points
Real-world wise, this is very interesting as since being here at Walden, I have attempted at all times to
apply my learnings to the real world as I study it. Looking back at my performances, through planning
and cognition, I have always thought to be able to return to the broadcast to write or talk about them.
There is after all a lot going on at any one time in the broadcast, I can't do it all at once, but each of the
performances will be a lecture in themselves for my future and current classes.
If that's the case, then what possible further intent could this paper have? Hmm....
I'll give you the short version;
The videos you are about to see are deliberate marketing attempts which unify many different themes,
realms, concepts and corporate initiatives.
I want to share this personally. Contextually, educationally...in step, still telling my story quickly. All
marketing is communication, and all communication is marketing.
I am marketing now, including all of the above.
So embedded into my marketing plan are these efforts, that their movements begin to satisfy the
description set forth in my 1023 form to be sent to the IRS, along with a check for $850 so that the nonfor profit can take in donations over $10,000 in one calendar year.
I guess I went a little crazy
taking the descriptions
from that form and turning
them into action steps for
my marketing plan. Saves
a lot of time right? I
thought so. Still do.
All of this I learned at
Walden. It has helped me
to focus my efforts and
achieve what I set to do.
Is that not the intent of any
marketing plan, along with
“...bring them to your
door...make them want
some more?”
There is so much in any
one broadcast, that I myself
am astounded. I always
remember that this is about
the archiving and
documentation process
inasmuch as it is about
breakthrough techniques
through experimental
sound performance/s. In
any and all cases however,
please note as I state this
publicly that; it is indeed
about me as the artist,
engineer, arranger,
producer, performer,
explorer, teacher....and not
me as '...hey, look at
Illustration 1: from One Road Many Paths, Inc NFP 501c3 IRS 1023 form
me...how cool, or am I
response
sexy' I don't care. I am not
prepping for these performances appearance wise....It's about the application of instant inspiration; so
that I can find, follow and furnish that in and through others.
There is so much other subtext that it becomes algorithmic and very difficult to speak about briefly,
which is why I tend to 'just do it' as it is always easier to speak about it afterwards. That is why I am
doing this with the video performances. I am not thinking about myself, and that is a good thing. Was
Jane Goodall thinking about her khaki shorts when she was writing her studies? Probably not. Same
thing. Except, I do have a point, touching on the contemporary usage of the 'personal persona' in
performance as visual marketing in a social media environment; please see the following videos from
John Mayer, and it should be pretty clear what I am referring to in terms of style;
http://www.youtube.com/watch?v=c2QRCXNYmpU for a current behind the scenes as main footage,
then a very innovative video style which ties in that same type of POV marketing;
http://www.youtube.com/watch?v=565tXd1UyYI
When you think about the time (hours) spent doing this paper, you begin to see that I am not doing for
the point of the papers alone; rather to take the knowledge contained within them, applying it and using
it for best purpose to my needs. When else am I going to take the time to do this..? It can bring
together many elements.
That is why I am doing this in a contemporary marketing setting (social media), saving much time and
expense AND while applying it against the real world application of my marketing plan in progress in
real life and in real time. This, by design is my marketing plan in action, with hyper-charged
“Continuous Improvement, Empowerment, and Quality Function Deployment” tasks around every
breathtaking turn..
Explain why it is important to have a marketing plan and include what you think are the most
important parts of the marketing plan.
Considering the sources, the person I am publicly announcing (through social media) a request for
sponsorship of an entertainment stage for my 501C(3) Not-For Profit soon open Performing Arts and
Cultural Center with the stage named after their business. This is a key component in my marketing
plan and has been. So right there, without a marketing plan, I would not be right here, right now, doing
this as an objective. It is make or break for me, and it will be make. No one denies my efforts or any
of the levels, and again and always, its not about me. It is about a constant, measured, increasable
tangible products that can be further enhanced, shared and measured.
I need to do all of what I am doing for others who are waiting for the Performing Arts and Cultural
Center to open.
That is where the marketing plan has led. To my intentionally frustrating, perhaps even annoying
viewers to see it happen, to see it expand having me apply all of these theories and techniques to other
people and their performances. Everyone wants to see these things and now it is up to me. Can I not
have a little fun along the way? It's not only fun, it is by design and to me all about business,
education..and of course marketing.
Here is what Ron did...
In both his business social media profile, as well as in a marketing newsletter email Mr. Ron Onesti
(who owns a wonderful theater, the Arcada, and is also a very active concert promoter), inspired me
with the following events from those outlets;
“A note from Ron...
Another MAGICAL moment at The Arcada Theatre last night...My friend Tony wanted to give his wife
Sandi a very special birthday celebration so he called me to see what I could do. He told her they were
coming to the Arcada to be a part of a tasting for my "new restaurant" (which doesn't exist). She
opened the doors and was welcomed to 200 of her family and friends! I prepared some of my favorite
recipes as she thought that was the big surprise. I spoke about her inner strength and winning attitude,
much like Rocky himself, and that I knew her favorite song is "Eye Of The Tiger." At that moment, the
curtains opened to Jim Peterik and The Ides of March live on stage, (the guy who wrote the song) and
performed it and his other hits for her! The crowd went nuts. Then as the band took a break, I brought
her and Tony on stage and spoke about their undying love for each other, much like the song
"Faithfully" by Journey. Knowing her favorite band IS Journey, I suggested my sound guy play the
song from a CD while the band "rested." When he said over the sound system that the CD wasn't
working, the audience and Sandi became a bit disappointed. I stuck my head behind the curtains and
asked the band if they knew the song. Actually, the Ides had left the stage and was replaced with The
Steve Augeri Band, the former lead singer of Journey! I opened the curtains and Steve walked out and
sang "Faithfully" to Tony and Sandi as they danced together on stage...the crowd LOST IT!
One of the most romantic moments ever!
Happy Birthday Sandi! “
Retrieved from Arcada Theater email
How cool is this guy and is it any wonder why he is such a business success?
This is why I am seeking him to name as the 'Onesti Entertainment Stage' in honor of, filling it with
acts that become double-booked at both venues. Business wise, to me this is smart as the groups and
performers are already in the area and will benefit all around through added media exposure,
performance and payment.
I have never known such pride, which I realize is a vice, but can also be a useful measuring device.
Here is why I did what I did...
Well FaceBook is not allowed (truly astounding and merits a dissertation alone as to why this topic is
not allowed at on-line campuses World-wide, especially marketing, when it is one of the most sought
after electronic communication delivery venues on the planet at the moment from businesses
everywhere, don't worry professors, it's not you!), but is cited personal content from YouTube
applicable? I have other references in this document so...
In the spirit of his now famous fake restaurant opening...I have set out a fake breakfast to lure the
attention of Mr. Ron Onesti in the spirit of the same...”
Illustration 2: retrieved from: Personal Social Media Post as Photo Album
So I created the Tiny Phone concerts for Ron Onesti in the spirit of the quality levels of the NPR
(National Public Radio) Tiny 'Desk' concerts (also very cool, and contemporary) to make for marketing
(as I am calling out to him through these electronic devices), go for audio benchmark levels the same or
better than those, also doing things artistically and musically; at the same time working off elements of
my businesses marketing plan.
ORMP:TinyPhoneConcert Breakfast With Ron Onesti
http://www.youtube.com/watch?v=kpiw9mM6PjA
This led to a second inspired broadcast for all of the same reasons and to further inspire with the
authors/directors business pun-intended taken from the songs title, “Gotta Move” ('People Gotta Move'
by Gino Vannelli)
http://www.youtube.com/watch?v=4zJAzavlflY
Also, to continue the efforts of my quest for quality, leading to the recorded sound levels from a phone
being equal to or beyond the studio level sounds of the NPR Tiny Desk Concerts (, but doing that to
prove another point; being creating an organic listening audio environment that is both comfortable for
the performer as well as to allow for instant and immediate recording of extreme simultaneous HD
audio quality recording.
Plane. NO thank you, not yet...
but Concert seating
to match put forth marketing measures
for empowerment of business objectives
yes, Please...
knowing that it serves the efforts of many beyond our internal plan
by design
with passion
and care for craft
and that which sustains businesses
also as public display for my current 'Scholars of Change' submission showcasing my efforts...
There is always time for the Guinness World Record people
(please see: http://youtu.be/Yx3yEOCiwLQ )
Always look after your clients
especially your top ones
and if you have a new marketing plan that you are working on
'you kick that thing out there the best way you know how...'
Go to school
drop out
no, Don't
achieve
achieve more
try harder
try less
try to fail
fix it
try again
fail some more
talk about that
think about that
think about that again
what?
yes
sale
huh
?
Oops. Look...I defined my marketing strategy. As applied.
There.
Then...
There is crowd sourcing (I've got that covered too http://oneroad.wix.com/oneroadmanypaths thanks to
learnings from another class here at Walden. I just need to change the dates, and the performer lineup,
and we're off to the crowdsource cloud...if I want to. Consider 'AMANDA PALMER” who raised a lot
of money that way, then got a bad rap, as she went for more... )
then there are my marketing variations thereof;
hahahahaha
LoL
;)
The most important part of my marketing plan is...that it is in action....
This has been me talking about my “Marketing Plan, Integrated Marketing, and Marketing Strategy...”
References
as personal references
applied directly with and of the skills obtained through this course
and by reading the course text of;
Perreault, Jr., William D., Cannon, Joseph P., and McCarthy, E. J (2008). Basic Marketing: A GlobalManagerial Approach, 16th Edition. Boston: McGraw-Hill/Irwin