Mkting and Promo Spring 2012 BizStruct

8/2/2019 Mkting and Promo Spring 2012 BizStruct

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Marketing

Marketing-a social and managerial process bywhich individuals and groups obtain what theyneed and want through creating and exchanging

products and value with others The Marketing Plan- is a master plan or set of

steps used to take a product and position thatproduct so that it sells. In the music industry

beside selling the musical product you are alsotrying to create an awareness of your product,and establish brand loyalty.


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Questions ?

What markets are we trying to serve? What are their needs?

What product are we trying to sell?

At what price do I need to sell the product tomake a profit?

Where do I need to place the products soableto purchase it.

How do I inform, motivate and remind thecustomer about the product.-promote


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4 Ps

Product- good or services designed tosatisfy a customers need

Price- what customers will exchange forthe product

Promotion-informing and motivating thecustomer

Place-how to deliver and distribute theproduct.


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Product

Defined historically in the music businessaccording to Music Genre-(Rap, Rock,Pop) Configuration (Records, CDs, Vinyl,Cassettes, Digital Singles)

Or

The artist- Lady Gaga, Usher

The song- copyright


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Record Company Promotion

Methods used to encourage the

consumer to buy a particularrelease


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Promotion

Goals :

Inform

Motivate Remind the consumer to purchase the

product


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Record Promotion

Record promotion- at the recordlabel

means "getting airplay" primarily

on radio or through video shows toget the public aware of the record


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Marketing Plan

A strategy on how the recording will bepromoted to various targets (outlets)including radio, press, retail, advertising,

television, and streets/grassrootsinitiatives. People involved at recordcompany include:

Marketing People, Radio Promoters,Publicists, Advertising Managers.


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Marketing Plan Objectives:

Raise Awareness of your Artist/Product

Sell units- generate revenue

*Establish Brand Loyalty Create a fan base

Maintain that fan base

Expand the fan base


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Common Target Outlets today:

Publicity

Advertising

Radio Promotion

Music videos Grassroots marketing

New media marketing

Tour Support Special markets and products


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Marketing Plan- Targets

1. Radio Purpose-to obtain radio airplay for your product

Radio airplay is as essential to commercialpopular music as is record sales and liveperformance.

Radio airplay-one of the hardest promotional

areas to crack. The effectiveness of a recordpromotion person hinges on the strength of therelationships she has with radio programmers.


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Radio

The barriers to entry are enormous.

1. enormous amount of product in marketplace-even at college level.

2. major market radio stations dominated byproduct from the big 4.

3. radio syndication

4. cost- independent promotion, promotional

tours 5. legal restrictions imposed by governmental

regulations-payola, language


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Radio

Radio includes- Terrestrial- ex- Kiss FM, WCBS, NPR Internet-ex- Spotify, Emusic, Satellite-Sirius

Reporting Stations Mailing, Telephone Follow-ups

Purpose- to try to obtain radio airplay at thosestations where the record label has anestablished relationship.


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2. Publicity

Purpose

(1) to get the most possible coverage for yourartist/product in a broad range of media

Centered around creating press (print) opportunitiesand television (broadcast media) appearances.

Includes letting the public know when artist is touring ;when the artist's next release is expected; obtaining TV

appearances- from talk shows or sitcom appearances toarranging award presentation opportunities.


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3. Retail

Purpose- to encourage sales, provide incentivesto keep prices down, or draw attention to theproduct.

Two types- 1-Programs aimed at members of the distribution

channel, such as wholesale distributorsand retailoutlets,- reduction in price for an order of recordingsin return for prominent display in the store, or co-opadvertising- (Push Strategy)

2) Programs aimed directly at consumers

-street marketing, snipes, in-store displays, retail visits,listening booths or stations, create your own musicstations- (Pull Strategy)


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Retail

One Sheet

gives both the distributors and retailers aquick read or overview on all the pertinent

information about your recording. Purpose isto convince retailers that this is a release topush because it has good planning andmarketing behind it.

Also can be used for radio promotion.


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4. Advertising

Purpose-to purchase time (radio, tv, internet) orspace (press) to create an awareness of the productand a sense of urgency in your target audience to buyyour product.

- Effect of combining music and ads has beenoverwhelmingly positive.

- Considered to be expensive and sometimes of lesscredible value because the public might perceive it ashype

- Not easy to measure its effectiveness- but Soundscanand radio charts help.


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Advertising (cont)

Two major types- trade vs consumer Radio, television, billboards, direct

mail,magazines, newspapers, the Internetand mobile media.

Trends

New Media Advertising-Mobile Phones,

Computers

- positives-it is interactive, dynamicinstead of static, highly targeted andspecialized, and multimedia.


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Advertising

Internet Advertising

sponsored links and banner ads

appears on targeted content sites, such as onlineversions of magazines, to pitch products available on e-commerce sites.

Payment Methods- CPC (Charge per click)

or PPC (Pay Per Click).Advertisers pay the websiteowner only when someone clicks on the ad andthen goes to advertisers web page.


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Mobile Advertising

Advantages- interactivity, its personal andpersonalized, omnipresence or availability,multimedia- ability to engage sight, sound

and motion.

Disadvantages- omnipresence, cost toconsumer-depends on type of plan, size of

screen, already too much going on.


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5. Video and Television

Purpose- to provide a visual image of the artist that complementsthe musical product and thus creates a mental picture of the artistin the minds of the consumer.

A. Video Promotion -a direct correlation of video airplay to sales of your

product. -Record company - the three functions of music video are: 1) provide programming for video channels, 2) promotional vehicle for new records, 3) To create products to sell in the record store or to

consumer directly- DVD compilations, Live Performances


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Video and Television-cont

1) Regional Video Shows 2) Streaming performances to your cellphone- Verizon,

etc. 3) Internet-you.tube.com, Yahoo! Video, VEVO

Itunes- downloading of music videos to your IPOD. 4) local public access channels, college TV station,

streaming webcast shows. 5) Viral Videos- less expensive video format that is edgy,

and alternative to high production costs videos on cable

tv. (Blair Witch Project, OK Go, )


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Video and Television (cont)

B. Television Promotion- -Television appearances directly affects record sales. (Oprah

Effect) -Method works well for a new artist and artists:

1) who dont obtain a lot of record airplay but who are known

to have great live performances or 2) who have crossover appeal & endorsed by a major star-Ellen,

Jay Leno, Jimmy Fallon Additional opportunities to promote your artist: -guest appearances as themselves -actors portraying someone else-Eve, Will Smith, . - who provide the music to a television show- theme song, perform

the theme song, write all the music for the show including itsbackground music.

- have their own Holiday specials, and musical specialty shows,reality series, concert performances, behind the scenes


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6.Live Performances & Touring

Purpose- translate the music on the recordedproduct into a live presentation that is directly orindirectly in front of your target audience.Method can also be used :

1) For the artist to earn money- Touring 2) Promote product the artist presently has on

the market, as well as other products the artisthas on the market- prior releases, videos, t-

shirts, etc. 3) Promotional tool to introduce a new artist

to the public, i.e. showcasing.


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Live Performances & Touring

4) As a means for record company or outsidecompanies to show support for artist byproviding dollars or in-kind support-sponsorship, merchandising.

5) as a news event, which can then serve as the

basis for a publicity campaign. (an upcoming liveappearances in a region or locale is an ideal

story for a publicist to pitch to editors andproducers of local newspapers and electronicmedia)

6) to introduce new product to the public by anestablished artist .


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7. Internet or New Media

Purpose- to exploit the opportunities availablevia the internet to promote your artist or yourproduct. Includes:

creating a website Email connecting your fans via social networking sites (facebook, twitter, tumblr) sell product

Provide services


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Internet

Caveats: 1. Dont make the Internet your entire

marketing strategy. Internet marketing should

not be a substitute for traditional promotion.Two should work together, creating synergy.

2. Build a good website, but remember mustmaintain your website,

3. Social media- may have to hire social mediastrategist, or companies that can assist you

4. Incorporate the artists website address into

everything you do online and offline.


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8. Grass Roots Marketing

Purpose-To assist you in marketing yourproduct at the street or grassroots level in acost-effective manner.

Three types: a. Street Teams

A marketing or street team is a group of people(team people or marketing representatives) located

in different areas who assist you in executing yourmarketing plan and expanding its reach to otherterritories.


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Grass Roots (cont)

1. Street Teams

A marketing or street team is a group ofpeople (team people or marketingrepresentatives) located in different areaswho assist you in executing yourmarketing plan and expanding its reach to

other territories . One-to-One personalrelationship is the key.


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Grass Roots Marketing (cont)

2. Guerilla Marketing

means using nontraditional marketing tools andideas on limited budget to reach a target

market. Application to the record industry- streetteams and e-teams.

Includes:

Posting in chat rooms, handing out musicsamplers, and giving promotion buttons andbumper stickers at the competitions concerts.


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Guerilla Social Media Marketing

Extends guerilla marketing to the newmedia landscape.

Understand that social media is a tool tohelp you connect and communicatedirectly with your customers andprospects in real time.


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Guerilla Social Media MarketingTools

Includes any of these activities

Social Networking- Facebook, Twitter, Linked In,

Nano-Blogging- Twitter, Status Updates,

Friendfeed, URL Shorteners

Third-Party Social Networking Applications-Tweetdeck, HootSuite,Ping FM

Photo Sharing-Flickr,


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Guerilla Social Media Tools (cont)

Document Sharing- Slideshare, ScribdAudio and Video- Podcasts,YouTube,Vimeo, Famecast-Music Only site for

emerging artist) Real Time Social Media- Skype, Ustream,

Justin.tv, webcasting and web

conferencing, Screencasting Website and Blog tools-Your website,

forums, Wordpress


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Guerilla Marketing

Third type:

3. Word of Mouth- Use of Buzz Agents,Independent Promotion Companies ,SocialNetworking Sites (myspace, purevolume,youtubes. ,facebook,etc.)


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9. Lifestyle Marketing Purpose- to introduce your music into other areas of a

persons life-marketing that appeals to that personsactivities, interests, and opinions.

-- Objective- If you can connect your music withsomeones day-to-day activities and interests, then you

will accordingly have a fan for life.

- Primarily involves creative and unique promotions atnon-music outlets known as lifestyle accounts


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Lifestyle Marketing (cont)

Examples include: sale of music atcoffeeshops, skateshops, clothing stores,smokeshops, tattoo parlors, nature shops,

health clubs, dance clubs, bars, etc.

Two examples- Starbucks- MusicCompilations, genre specific -New Age

Music at Starbucks , Chefs Store-Putamayo Music


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10. Sponsorships

Purpose-to obtain monetary or in-kind promotional helpto support your band, CD Release, Tour.

Whether you are a band, organizing an event orfundraising for an organization, sponsors can offer you

crucial financial and/or promotional support. The key isif you have people coming out to your shows or to yourevent you are attracting people that someone (asponsor) might want to market and promote to as well.

Music fans are a market segment that offer value to awide range of companies.

Ex- Bad Rabbits, The Benjamins


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Sponsorships Cont

Popular sponsors for musicians include:

Liquor and Soft Drink Companies

Fragrance and Cosmetic Companies Music Instrument Companies

Clothing Companies-Vans, RoccaWear,

Ralph Lauren, Radio Stations

Concert Promoters/Venue Operators


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11. Cross Promotion, Special Products,Special Markets

Purpose- To partner with another artist orbusiness entity to simultaneously promote eachothers products to each others target audience.

Costs are shared by both partners and eachbenefits by having access to each otherscustomer base. A successful cross-promotion isone where the partners cater to the same

demographic, but reach different segments.


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Cross Promotion, SpecialProducts, etc

Type of opportunities include:

artist to artist- special appearances on otherartists projects

product endorsement- 50 Cent-Vitamin Water,Rihanna-Cover Girl, Diddy-Ciroc Vodka

Cross-media- artist in a film, artist on a TV Show,

artist on Broadway product created to appeal to a specific sub-target

market-Razor & Tie Kidz Pop Series

Documents

Mkting and Promo Spring 2012 BizStruct