Music Marketing for the Diy Musician · Creating and Executing a Plan of Attack on a Low Budget (9781495002007) by Borg, Bobby -- Read -- Imperial Library of Trantor

Index

Contents Preface Acknowledgments 1. An Overview of the Complete DIY Marketing Process

Describe Your Company’s Vision and Set Your Career on Course Identify Opportunities or “Needs” by Conducting a SWOT Analysis Analyze Your Most Likely Customers and Target Your Market Learn from Your Competitors by Conducting a Competitor Analysis Demo Your Products and Services and Get Invaluable Feedback Set Your Marketing Plan Goals by Using the SMART Model Find the Right Blend of “Marketing Mix” Strategies to Achieve Your Goals Assemble a Marketing Plan of Attack™ and Present Your Ideas Effectively Execute Your Marketing Plan Effectively and Get Results Keep Learning About Marketing and Strengthen Your Marketing Muscles Consider These Overall Thoughts Before Diving into the Text

2. Describe Your Company’s Vision

Identify the Type of Company You Envision Becoming

Put Together a Band Be a Solo Artist and Employer Envision Yourself as a Songwriter/Composer Picture Yourself as a Producer/Artist Imagine Yourself as a Contract Employee or Self-Employed Performer

Indicate What Products and Services You’ll Provide Determine Your Genre or Style Decide What Level of Success You Wish to Achieve Consider What Kind of Industry You’re In Know What Identity You Want to Project into the Marketplace Write Your Vision Statement Paragraph Marketing Plan Template and Example

3. Identify Profitable Opportunities or “Needs”

Scan the Marketplace for Potential Opportunities

Identify Opportunities Examine the Opportunities on Which Others Have Capitalized

Match Opportunities with Strengths

Uncover Your Strengths Inspect and Evaluate the Strengths of Others

Uncover Your Weaknesses

Single Out Your Weaknesses Turn Your Weaknesses into Strengths

Spot Potential Threats

Identify Your Threats Minimize Your Threats

Write a SWOT (or OSWT) Conclusion In Their Own Words: Q&A with Ira Kalb, Business Consultant Marketing Plan Template and Example

4. Analyze Your Customers

Identify, Segment, and Target Your Audience

Examine Demographic Dimensions Think About Technographic Dimensions Look at Psychographic Dimensions Evaluate Behavioral Dimensions Consider Geographic Dimensions

Consider Your Data and Write a Customer Conclusion In Their Own Words: Q&A with Nance Rosen, Business Consultant at Sandler Training Marketing Plan Template and Example

5. Learn from Your Competitors

Identify Your Competitors

Know Who’s Getting the Best Bookings Seek Them Out in the Press Hear Them on Local Radio Discover Who’s on Store Shelves Locate Them Online

Analyze Your Competitors’ Strategies

Examine Your Competitors’ Company Branding Study Their Product/Service Branding Look at Their Product Development and Innovation Ponder Your Competitors’ Pricing Evaluate Their Distribution Methods Assess Their Promotional Efforts Include Other Relevant Issues

Interpret Your Competitor Data and Write a Conclusion

Determine How You’ll Use the Data Sum Up Your Thoughts in a Competitor Conclusion Paragraph

Marketing Plan Template and Example

6. Demo Your Products and Services

Develop and Demo Your Products and Services

Be Patient, Be Thorough, and Be Brilliant Decide on the Recipe and How Many Cooks You Really Need in the Kitchen Develop and Demo Efficiently and Do It Effectively

Test Your Products and Services Out on Your Most Likely Fans

Utilize the Internet Demonstrate Before a Private and Controlled Audience

Interpret the Data

Convert the Data into Readable Form Consider the Quality of Your Data

Write Your R&D Conclusion Paragraph In Their Own Words: Q&A with Bianca Philippi, Founder of Creative Insights Marketing Plan Template and Example

7. Set Your Marketing Plan Goals

Make Your Goals Specific Make Your Goals Measurable (or Countable)

Forecast Your Sales Determine Fan Awareness

Determine Whether Your Goals Are Attainable

Assess Your People Power Consider Your Available Financial Resources

Consider a Road Map for Achieving Your Goals Set Your Goals in the Context of Time Complete Your SMART Goals Paragraph Marketing Plan Template and Example

8. Develop Your Company’s Brand Strategy

Review Your Research and Goals and Examine How They Relate to Branding

Don’t Lose Sight of Your Vision Don’t Forget About Your SWOT Analysis: Need and Opportunity Be Sure You Really Know Your Target Audience Reinvestigate Your Competitors Reexamine Your Feedback Stick to Your Goals

Choose a Company Brand Name

Reflect the Right Mood and Imagery Be Original and in Good Legal Standing Invent a Name Create a Nickname Describe Your Company Use a Unique Spelling Form an Abbreviation

Design a Company Brand Logo That Pops

Use a Wordmark (Typographic Symbol) Consider a Lettermark Try a Brandmark (a.k.a. Symbol) Use a Combinedmark

Create a Company Brand Slogan or Tagline

Convey the Right Personality Appeal to Your Audience Be Believable Offer an Explanation Ask Your Fans What They Think

Create a Company Spokescreature or Mascot Consider Your Company’s Brand Personality

Identify Your Brand Attitude and Vibe Consider the Look of Your Brand Associate with Other Brands

Realize Your Position: Know Your Point of Differentiation and Plan to Exploit It

Define Your Company’s Position and Exploit It

Marketing Plan Template and Example

9. Develop a Brand Strategy for Your Products/Services

Decide on Your Brand Structure

Choose a Company Dominant (or Combined) Brand Structure Employ the Company Endorsed Brand Structure Apply the Company Silent (or Separated) Brand Structure

Envision the Best Names/Titles Use a Product/Service Brand Slogan or Tagline Conceptualize the Right Design/Look/Mood

Consider the Appropriate Colors Think About Which Fonts You’ll Use Use the Right Graphics Use the Right Materials Create Unique Designs

Define Your Product’s Position and Exploit It

Position Your Product/Service Based on Your Identified Need (or Unfilled Need) Position Your Product/Service Based on Its Target Audience Position Yourself Based on a Competitive Advantage Position Yourself Based on a Strength and Unique Benefit You Can Offer

In Their Own Words: Q&A with Robert Liljenwall, Owner of the Liljenwall Group Marketing Plan Template and Example

10. Finalize Your Products and Services for the Marketplace

Create a Product and Service Development Plan

Decide on How You’ll Finalize Your Music Determine How You’ll Prepare Recorded Product Determine How You’ll Produce Video Product Choose How You’ll Manufacture Your Albums and Video Products Determine How You’ll Get Your Act (Live Show) Together Think About How You’ll Develop Your Web Real Estate Decide on How You’ll Manufacture Your Merch

Finalize a Customer Service Policy: The “Other” Part of Product

Decide on Your Commitment to Quality Think About How Much Effort You’ll Put Forth Consider a Delivery Commitment Determine How Accessible You’ll Be Simplify the Buyer’s Experience Contemplate a Satisfaction Guarantee Draw Up a Problem Resolution Strategy Contemplate a Monitoring and Measuring Strategy Determine Your Commitment to Company Training Commit to a Level of Customer Personalization Consider Whether You’ll Put Your Best Fans First Reflect on How You’ll Create Customer “Loyalty” Through “Ownership” Determine How You’ll Build a Customer Culture or Community Create a Database Management Plan

Analyze the Features and Benefits of Your Products and Services

Be Clear on the Difference Between Features and Benefits Format Your Product Features and Benefits (PFB) Chart

Marketing Plan Template and Example

11. Devise a Pricing Strategy

Examine How Your Research, Goals, and Other Strategies Are Connected to Price

Reflect on Your SWOT Analysis Review Your Target Customer’s Profile Take a Look at Your Competitor Analysis Revisit Important Testing/Feedback Data Reference Your SMART Goals Consider What Type of Branding and Positioning You Are Putting Forth Revisit Your Product and Service Strategies Consider Other Strategies

Choose the Pricing Strategies That Are Right for You

Price Within Consumer Boundaries Consider Your Bottom-Line Cost, and Profit and Loss Price Your Products and Services for Free Allow Donation Pricing Try Disguised Pricing (Make It Feel Free) Consider Pledge Pricing Utilize Bundle Pricing Price Above the Competition Use a Percent Occupancy Method Consider the “End in 9 or 5” Psychological Approach Offer Quantity, Cash, and Special-Event Discounts Use Loss Leader Pricing Offer a Money-Back Guarantee Price Use Zone Pricing (for Shipping/Handling) Price over the Product’s Life Flow with the Establishment: Retailing, Booking, Publishing, and More

In Their Own Words: Q&A with Jeff Hinkle, Business Manager at GSO Business Management Marketing Plan Template and Example

12. Establish a Place Strategy, Part 1

Consider How Distribution, Research, and Other Strategies Are Related

Revisit Your SWOT Analysis and Consider Your Strengths and Weaknesses Consider Your Customer Analysis Analyze the Competition Execute Consistent Branding Consider Product and Service “Life Cycles” Match Your Place and Pricing Strategies

Create a Live-Performance Place Strategy

Target Local Bars and Clubs Consider Alternative Venues and Events Think About Touring: Consider “Viable Places” to Perform Look Ahead Toward Hiring a Talent Agent

Develop a Place Strategy for Selling Your Recorded Albums

Distribute Your Recorded Music via Live-Performance Venues Place Your Recorded Music Guerrilla Marketing Style via the Streets Get Your Recorded Music Online Place Your Recorded Music with “Brick and Mortar” Retailers

Marketing Plan Template and Example

13. Establish a Place Strategy, Part 2

Place Your Merch Effectively for Healthy Sales

Distribute Merch at Your Live Performances Distribute Your Merch Online Contract with a Traditional Merchandising Company

Place Your Songs and Instrumentals in Film/TV/Games and More

Shoot for Placements in Student Films and Video Games Place Directly with Directors and Producers by Networking at Festivals Think “Outside the Box” and Uncover Alternative Placement Opportunities Get Local Businesses to Use Your Music in Advertisements and Jingles Allow Others to Use Your Music via Creative Commons Try to Place Your Music in Trailers via Trailer Houses Utilize a Music Placement Service or Songplugger Place Your Music via a Music Library Sign with an Established Music Publishing Company

Marketing Plan Template and Example

14. Formulate a Promotion Strategy, Part 1

Create a Publicity and Public Relations Plan and Stimulate Free Promotion

Prepare a Press Kit (Physical and Electronic) for Submission Strengthen Media Relationships with an Outreach Strategy Decide on Your Press Objectives and Prepare for Them Submit Press Releases Submit Photo Stories and Impromptu Photos Know Where to Network and Generate PR Design Publicity Stunts Plan a Record Release Party or Press Conference Organize a Charity Event Prepare to Expand into New Territories That Make Sense Consider Hiring a Professional Publicist, or Not!

Develop a Paid Advertising Campaign

Use Internet Advertising Utilize Print Media Advertising Know About Broadcast Media Advertising

Marketing Plan Template and Example

15. Formulate a Promotion Strategy, Part 2

Put Together an Online Marketing Plan

Use a Personal Website as an Effective Promotional Hub Create Your Own Personal Blog Create Profiles on Social Networks to Attract Fans Generate Online Publicity via E-zines, Blogs, and More Post Content on Video Sharing Sites Build, Create, and Service Direct E-mail Lists Start a Direct Online Newsletter Use Podcasts to Get Exposure Create Online Viral Goodies Such as Screensavers, Wallpapers, and More Leave Announcements on Event Calendars, Message Boards, Groups, and Directories

Use Word-of-Mouth Marketing (WOMM)

Create Products and Services That Are Naturally Contagious Make Your Communications Special, Scarce, and Memorable Spot Customer Hubs and Opinion Leaders Seed Journalists and Other Industry Folk Provide Product and Service Samples and Ask People to “Tell a Friend”

Utilize Guerrilla (or “Street Commando”) Tactics

Make Your Mark with Street Stencils Stick Up Your City with Stickers Tack Up Your Town with Fliers and Posters Hit the Streets with Glossy Postcards Hand Out Three-Song CD-R Samplers Give Away CD-R Fliers Organize Guerrilla Performances (a.k.a. “Smart Mob” Events)

Marketing Plan Template and Example

16. Formulate a Promotion Strategy, Part 3

Develop a Radio Promotion Campaign

Choose the Appropriate Mediums Prepare the Proper Materials for Your Campaign Consider How You Will “Service” Stations Strategize Your Follow-Up Look Ahead Toward Hiring an Independent Radio Promoter

Align with Local and National Sponsors

List the Products Associated with Your Fans Form Strategic Alliances with Local Sellers via In-Store and Cross-Promotions Be on the Lookout for Corporate Contests, Campaigns, and Opportunities Build Credibility and Exposure via Equipment Endorsements Get Promoted via Corporate Music Compilations

Marketing Plan Template and Example

17. Formulate a Promotion Strategy, Part 4

Develop a Direct Marketing Plan

Decide on the Direct Marketing Methods Create Persuasive Content That Sells

Think About Face-to-Face Selling (a.k.a. Personal Selling)

Decide on Whom You Intend to Pitch Face-to-Face Get the Right Tools Together Get Your Sales Look Together Prepare a Tight “Elevator Pitch” or Opener Prepare a Full Business Overview Be Prepared to Meet Sales Objections Have Several Closing Techniques on Hand Prepare a “Follow-Up”

Employ Sales Promotions (Short-Term Incentives)

Utilize Coupons Offer a Limited-Time Prize with Each Purchase Offer Promotional Products (Specialty Advertising) Hold a Special-Event Raffle Use Sweepstakes Execute a Customer Loyalty Program Implement One-Time Exclusive Offers (While They Last)

Marketing Plan Template and Example

18. Prepare a Measuring Strategy

Know What to Measure

Opportunities, Strengths, Weaknesses, and Threats Customer Markets and Dimensions Competitive Variables Company and Product Brand Image Products and Services Pricing Strategies Place Decisions Promotion Effectiveness

Consider Your Sources and Methods of Measuring

Examine Your Company’s Sales Records Count Inventory Use Bar Codes and SoundScan Reports Count People/Fans/Friends Take Advantage of Internet Services and Tools Use a Marketing Information System Code (MISC) Create Promotional Effectiveness Forms Conduct Primary Research: Surveys, Focus Groups, and More Utilize Secondary Research: Media Sources, Industry Charts, and More Utilize the Help of Consultants and/or Professional Organizations

Convert, Analyze, and Take Action

Convert Your Data into Readable Form Analyze Your Data’s Quality Take Action

Marketing Plan Template and Example

19. Assemble Your Marketing Plan of Attack™

Present a Front Cover Provide an Executive Summary

Lead Off with a Company Biography Add a Brief and Personal Story Summarize Your Vision Offer Your Market Need Summarize Your Key Revenue Generators State Your SMART Goals Provide an Overview of Your General Strategies Briefly List Your Resources Provide Your Costs Identify the Challenges

Insert a Table of Contents (TOC) Complete and Format All of the Templates

Fill In All of Your Information Format Your Templates Correctly

Build an Allocation of Costs Table

Identify How You Expect to Fund Your Project List All of Your Marketing Activities Research and List Approximate Costs

Incorporate a Timeline or Schedule

Outline All of Your Marketing Strategies Organize Your Tasks into the Most Logical Sequence of Steps Add Some Finishing Touches

Add an Appendix

20. Execute Your Marketing Plan Effectively

Make Sure Your Plan Passes the Bullshit Test Secure the Needed Funds Now Remember Not to Wait Around for Others to Help You: Do-It-Yourself (DIY) or Die Be Ready and Willing to Go the Distance with Persistence Burn, but Don’t Burn Out: Nutrition, Sleep, Exercise, and More Choose Employees and Band Members Wisely Delegate the Workload Within Your Organization Link Rewards to Performance Execution Communicate the Sense of Urgency to Get Things Done Now, Before It’s Too Late! Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly Embrace Industry Types, Movers and Shakers, and Company Deals Carefully Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude Remember That Life Is Not Just a Box of Chocolates

21. Continue to Learn About Marketing

Study the Life Stories of Successful and Innovative Artists You Admire Analyze the Careers of Artists Who Have Failed Study the Histories of Companies Outside the Music Industry That You Respect Examine and Learn from the Marketing That Is Around You Each and Every Day Consider How Companies Handle Themselves in the Face of Adversity Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away Study the Lives of Great Leaders Throughout History Read the Greatest and Latest Business and Marketing Books Follow a Variety of Marketing Experts on Their Social Networks Subscribe to a Variety of Blogs for the Latest Business and Marketing Information Become a Member of a Popular Marketing and Business Organization Take a Continuing Education Class in Marketing Take Advantage of “Open Course” Materials from Major Institutions Get an Internship in a Marketing Company Find a Mentor Teach Others What You Know, and Thus Grow Listen to Educational Radio Programs While You Drive Read the Local Trades Just Get Out There and Do It Hire a Consultant

Complete Marketing Plan Sample Glossary of Terms Found in This Book Directory of This Book’s Resources and Beyond

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