Evaluation Unit 4,7

Factual Product 

My factual product was an advertisement for Katies Vinyl Bar and Kitchen. In this advertisement, I show off the fresh breakfasts, coffee, and alcoholic drinks that the bar has to offer in a stylistic and visually pleasing way. The advertisement is in the style of a poetic documentary as it includes cinematic and stylistic shots of Katies; even though my factual product is not a documentary, it still utilises features of a poetic documentary such as the emotive music to create tone and using this tone to influence the viewer’s intake of the information. The use of warm browns as a colour palette whilst you are being shown the bar and the tables shows the warm and welcoming atmosphere of Katies and when you are shown the food being made in the kitchen, the colour turns to bright white indicating to the audience that their kitchen is clean, and the food is fresh.

The structure of my advert is similar to some advertisements that I identified in my essay. One advert that I had identified was “Drop the Needle” directed by Ollie Costello. Much like my factual product, it does an excellent job in portraying the atmosphere of the establishment and showing the many customers that are there. I had also been influenced by this documentary to film some of my opening scenes like the big close up of the record player. One of my influences was the cinematic advertisement for “Salute Cafe and Bar.” In their ad, they used many stylistic shots of drinks being poured and meals being plated up. I have used some of these same techniques in my ad by showing a breakfast being made and a pint of Guinness being poured; there are also some very pretty shots of the bar taps and the whole building which replicate this influence.

I believe that I have applied technical and symbolic codes to my product. I have utilised colours to influence the audience’s mood whilst in the bar and kitchen and I have used focusing with the Canon 250D camera in a way that increases the cinematic and quality aspect of the advertisement. Ethically, I have not lied about Katies Vinyl Bar and the products that they serve in my advertisement, and the customers/workers who did not give permission for they likeness to be used were not featured in the advertisement. 

My factual product is in the style of a TV advertisement which is appropriate for my target audience. As the audience of Katies is middle aged to elderly, the place where most ads will be seen for them is Facebook and the television. This is why my social media strategy is effective as the different images and videos can be displayed on all social media websites such as Instagram, Facebook and even news websites and papers like the Sun which is where many members of my target audience receive their news and see what's happening in the world today. One way I can improve my use of digital technology is by doing further research on what types of technology my target audience use on a day-to-day basis. Using this information, I could push my social media strategy to these technology sites and apps to reach my target audience. 

Overall, I believe that my advertisement is effective and will get people coming to Kaites Vinyl Bar. I also believe that my social media strategy is effective as it uses the colours of the business and incorporates the main features of the establishment such as vinyl discs and beer taps as well as listing off the many products and experiences that Katies has to offer. 

Pitch Bible 

I believe that my pitch bible was effective and that it could get real investors to fund the proposed idea. My pitch bible was “CADDY,” an all-in-one golfing app in which you can check out the latest in golf news, watch golf, shop clubs and all things golf, book tee times at your favourite courses and much more. It includes lots of features and abilities that are clear to the user and will improve their overall experience playing golf. 

I think that something that went well was the design of the app. I had created artistic and visually pleasing pages and icons for the different tabs of my app, and this really made it eye-catching and professional. Another thing that went well was the wide selection of tabs and things to do on the app. The tabs that I had created all could have a good impact on the user’s golf experience, including; The Bag, Profile and Courses. In these tabs, users can fully customise their experience and have an enjoyable game. 

Feedback and Improvements 

One thing that could have been improved was that the digital technology may not be suitable for everyone in my target audience. I identified that the majority of golfers are of the older generation and may not be able to easily navigate an “all in one” app as well as a younger fan of golf might be able to. Another thing that could have been improved is the watch tab. After I had presented my app, Lee told me that running a whole social media-like part of the website would take a lot of money and development of algorithms and safeguarding. He suggested linking my app to YouTube or another premade service like that to make this section of the app more advanced and cheaper to run. 

I think that the premium subscription could have had a few more features to further persuade users to subscribe. The free tee times and discounts on the shop are particularly good features of my premium subscription and have a lot of use for the user, but for ten pounds a year, there should be a few more premium features that paying users can access. 

I received some feedback from classmates on my pitch and some improvements that they suggested that I could make. One person said that my app had “a good layout, easy to understand” This is good as the older users of the app should be able to easily navigate my app. They also said how “interactive” it is and how you are always engaged. 

One other person said that “I wouldn’t download, but golfers would” showing that my app does not have a massive audience unless you are a fan of golf and play the game. They did also say that “it makes golf a more enjoyable sport” This could mean that if non-golfers decide to download the app, they might start playing and getting interested in the game and make the fanbase for not only my app, but the whole of golf bigger. 

Another point that one of my classmates had made is “Are golf tournaments bot already covered?” I addressed this by linking the “watch tab” to a site like YouTube where these tournaments are being shown so it does not become just another app to watch sports on. The fact that you can watch these tournaments and use all the other tabs to improve your golfing experience in the same app makes Caddy something different to just YouTube. 

One thing that Lee suggested as an improvement was creating a ranking system for golfers globally and in the same area as a user. So, you would be able to see who the number one golfer in Gosport is and see your rank with it. There can also be a global ranking system which would cover all users of Caddy around the world and put them into a global leaderboard in real time. 

Although users can fully customise their bag and play with friends in the courses tab, I believe that my app could have had more user generated content. The proposed watch tab did not have an option for users to upload their own golfing clips and videos, I manly chose to not do this as it would take a lot of time and money to create a suitable system to check for non-golf videos and inappropriate videos for the app. In the future of the app, this could be an improvement that can be made as it will increase user collaboration and will be a way for users to connect to show off their golfing skills. 

Overall, I think that my pitch bible was investable and had the potential to be used by millions of golfers around the world. It has the ability to customise and be interactive whilst still making a good revenue stream from data collection and premium subscribers.