Final Analysis

I personally tried to create additional interest from outside of Fields' target market (16-24 year olds). I emailed friends and family and I also posted a link to the video on the puppet designer's Facebook page (i.e. "Return of the Stupid Sock Creatures") to see if this would create more interest.

After one week my viral video has had over 660 viewings. On a personal level this is a very satisfying result as it is now the band's most viewed video (their previous most-watched video has had 600 viewings over a timespan of one year). Several hundred people have watched and listened to the video and this must have increased awareness of the band to some extent. However, on further analysis, my promotional item is probably not as successful as it could have been.

Thirteen people have shared the video link on the band's Facebook page. This will have helped increase the number of viewings, but thirteen shares is still a relatively small number compared to their Facebook fan base of 400. The band did ask for fans to share the link on their Facebook page but provided no further incentive to do so (e.g. win a t-shirt etc).

The  number of people who 'liked' their band page on Facebook has only gone up from 407 to 428. To maximise exposure on Facebook this is a critical measure and I think that this is disappointing. The band needs to really work hard at getting more people to like their Facebook page. They need to supply incentives that their fans would respond to (e.g. get a friend to sign up for the chance to win the puppet).

I think the band needs to encourage more interaction with their fans. The number of postings on their Facebook page is relatively low, and they probably need to tease their fans to create interest and create a sense of momentum (e.g. we have a fantastic new video about to be released, get your friends to like our page and when we hit 450 likes we will release it). I originally included opening and closing captions on the video to promote the band's Facebook page. The band asked me to remove them, I explained the reasons for including them but they still preferred them removed. I think that this was a mistake.

Finally they have chosen to remove the ability for viewers to comment on the YouTube "Troublemaker" video. I do not know why they chose to do this. Maybe they were afraid of negative comments. I think that this was a mistake as it prevents the sort of interaction which encourages a loyal following and relationship with their fans.

Overall I am very pleased with my publicity item. Although I seem to be critical of the band, it is only because I think they are personally unaware of how creating and running a successful marketing campaign is much more than just simply posting random items on Facebook. I would like to take this opportunity to wish the band every success for the future because they are a great bunch of guys, and have a distinctive and refreshing musical style.