Music Marketing for the DIY Musician

Bobby Borg

doi:10.5771/9781538134634

Keywords

Search publication

Bibliographic data

Copyright year: 2020
ISBN-Print: 978-1-5381-3320-0
ISBN-Online: 978-1-5381-3463-4
Publisher: Rowman & Littlefield, Lanham
Language: English
Pages: 423
Product type: Book Titles

1. Contents No access
2. Foreword by Tony van Veen No access
3. Welcome New and Old Readers! Here's What's New No access
4. Preface No access
5. Acknowledgments No access
1. Describe Your Company’s Vision and Set Your Career on Course No access
2. Identify Opportunities or “Needs” by Conducting a SWOT Analysis No access
3. Analyze Your Most Likely Customers and Target Your Market No access
4. Learn from Your Competitors by Conducting a Competitor Analysis No access
5. Demo Your Products and Services and Get Invaluable Feedback No access
6. Set Your Marketing Plan Goals by Using the SMART Model No access
7. Find the Right Blend of “Marketing Mix” Strategies to Achieve Your Goals No access
8. Assemble a Marketing Plan of Attack™ and Present Your Ideas Effectively No access
9. Execute Your Marketing Plan Effectively and Get Results No access
10. Keep Learning About Marketing and Strengthen Your Marketing Muscles No access
11. Consider These Overall Thoughts Before Diving into the Text No access
1. 1. Put Together a Band No access
  2. Be a Solo Artist and Employer No access
  3. Envision Yourself as a Songwriter/Composer No access
  4. Picture Yourself as a Producer/Artist No access
  5. Imagine Yourself as a Contract Employee or Self-Employed Performer No access
2. Indicate What Products and Services You’ll Provide No access
3. Determine Your Genre or Style No access
4. Decide What Level of Success You Wish to Achieve No access
5. Consider What Kind of Industry You’re In No access
6. Know What Identity You Want to Project into the Marketplace No access
7. Write Your Vision Statement Paragraph No access
8. Marketing Plan Template No access
9. Marketing Plan Example No access
1. 1. Identify Opportunities No access
  2. Examine the Opportunities on Which Others Have Capitalized No access
2. 1. Uncover Your Strengths No access
  2. Inspect and Evaluate the Strengths of Others No access
3. 1. Single Out Your Weaknesses No access
  2. Turn Your Weaknesses into Strengths No access
4. 1. Identify Your Threats No access
  2. Minimize Your Threats No access
5. Write a SWOT (or OSWT) Conclusion No access
6. In Their Own Words: Q&A with Ira Kalb, Business Consultant No access
7. Marketing Plan Template No access
8. Marketing Plan Example No access
1. 1. Examine Demographic Dimensions No access
  2. Think About Technographic Dimensions No access
  3. Look at Psychographic Dimensions No access
  4. Evaluate Behavioral Dimensions No access
  5. Consider Geographic Dimensions No access
2. Consider Your Data and Write a Customer Conclusion No access
3. In Their Own Words: Q&A with Nance Rosen, Business Consultant at Sandler Training No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. 1. Know Who’s Getting the Best Bookings No access
  2. Seek Them Out in the Press No access
  3. Hear Them on Local Radio No access
  4. Discover Who’s on Store Shelves No access
  5. Locate Them Online No access
2. 1. Examine Your Competitors’ Company Branding No access
  2. Study Their Product/Service Branding No access
  3. Look at Their Product Development and Innovation No access
  4. Ponder Your Competitors’ Pricing No access
  5. Evaluate Their Distribution Methods No access
  6. Assess Their Promotional Efforts No access
  7. Include Other Relevant Issues No access
3. 1. Determine How You’ll Use the Data No access
  2. Sum Up Your Thoughts in a Competitor Conclusion Paragraph No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. 1. Be Patient, Be Thorough, and Be Brilliant No access
  2. Decide on the Recipe and How Many Cooks You Really Need in the Kitchen No access
  3. Develop and Demo Efficiently and Do It Effectively No access
2. 1. Utilize the Internet No access
  2. Demonstrate Before a Private and Controlled Audience No access
3. 1. Convert the Data into Readable Form No access
  2. Consider the Quality of Your Data No access
4. Write Your R&D Conclusion Paragraph No access
5. In Their Own Words: Q&A with Bianca Philippi, Founder of Creative Insights No access
6. Marketing Plan Template No access
7. Marketing Plan Example No access
1. Make Your Goals Specific No access
2. 1. Forecast Your Sales No access
  2. Determine Fan Awareness No access
3. 1. Assess Your People Power No access
  2. Consider Your Available Financial Resources No access
4. Consider a Road Map for Achieving Your Goals No access
5. Set Your Goals in the Context of Time No access
6. Complete Your SMART Goals Paragraph No access
7. Marketing Plan Template No access
8. Marketing Plan Example No access
1. 1. Don’t Lose Sight of Your Vision No access
  2. Don’t Forget About Your SWOT Analysis: Need and Opportunity No access
  3. Be Sure You Really Know Your Target Audience No access
  4. Reinvestigate Your Competitors No access
  5. Reexamine Your Feedback No access
  6. Stick to Your Goals No access
2. 1. Reflect the Right Mood and Imagery No access
  2. Be Original and in Good Legal Standing No access
  3. Invent a Name No access
  4. Create a Nickname No access
  5. Describe Your Company No access
  6. Use a Unique Spelling No access
  7. Form an Abbreviation No access
3. 1. Use a Wordmark (Typographic Symbol) No access
  2. Consider a Lettermark No access
  3. Try a Brandmark (a.k.a. Symbol) No access
  4. Use a Combinedmark No access
4. 1. Convey the Right Personality No access
  2. Appeal to Your Audience No access
  3. Be Believable No access
  4. Offer an Explanation No access
  5. Ask Your Fans What They Think No access
5. Create a Company Spokescreature or Mascot No access
6. 1. Identify Your Brand Attitude and Vibe No access
  2. Consider the Look of Your Brand No access
  3. Associate with Other Brands No access
7. 1. Define Your Company’s Position and Exploit It No access
8. Marketing Plan Template No access
9. Marketing Plan Example No access
1. 1. Choose a Company Dominant (or Combined) Brand Structure No access
  2. Employ the Company Endorsed Brand Structure No access
  3. Apply the Company Silent (or Separated) Brand Structure No access
2. Envision the Best Names/Titles No access
3. Use a Product/Service Brand Slogan or Tagline No access
4. 1. Consider the Appropriate Colors No access
  2. Think About Which Fonts You’ll Use No access
  3. Use the Right Graphics No access
  4. Use the Right Materials No access
  5. Create Unique Designs No access
5. 1. Position Your Product/Service Based on Your Identified Need (or Unfilled Need) No access
  2. Position Your Product/Service Based on Its Target Audience No access
  3. Position Yourself Based on a Competitive Advantage No access
  4. Position Yourself Based on a Strength and Unique Benefit You Can Offer No access
6. In Their Own Words: Q&A with Robert Liljenwall, Owner of the Liljenwall Group No access
7. Marketing Plan Template No access
8. Marketing Plan Example No access
1. 1. Decide on How You’ll Finalize Your Music No access
  2. Determine How You’ll Prepare Recorded Product No access
  3. Determine How You’ll Produce Video Product No access
  4. Choose How You’ll Manufacture Your Albums and Video Products No access
  5. Determine How You’ll Get Your Act (Live Show) Together No access
  6. Think About How You’ll Develop Your Web Real Estate No access
  7. Decide on How You’ll Manufacture Your Merch No access
2. 1. Decide on Your Commitment to Quality No access
  2. Think About How Much Effort You’ll Put Forth No access
  3. Consider a Delivery Commitment No access
  4. Determine How Accessible You’ll Be No access
  5. Simplify the Buyer’s Experience No access
  6. Contemplate a Satisfaction Guarantee No access
  7. Draw Up a Problem Resolution Strategy No access
  8. Contemplate a Monitoring and Measuring Strategy No access
  9. Determine Your Commitment to Company Training No access
  10. Commit to a Level of Customer Personalization No access
  11. Consider Whether You’ll Put Your Best Fans First No access
  12. Reflect on How You’ll Create Customer “Loyalty” Through “Ownership” No access
  13. Determine How You’ll Build a Customer Culture or Community No access
  14. Create a Database Management Plan No access
3. 1. Be Clear on the Difference Between Features and Benefits No access
  2. Format Your Product Features and Benefits (PFB) Chart No access
4. In Their Own Words: Interview With Maurizio OTTO De Togni, Owner SuperOtto No access
5. Marketing Plan Template No access
6. Marketing Plan Example No access
1. 1. Reflect on Your SWOT Analysis No access
  2. Review Your Target Customer’s Profile No access
  3. Take a Look at Your Competitor Analysis No access
  4. Revisit Important Testing/Feedback Data No access
  5. Reference Your SMART Goals No access
  6. Consider What Type of Branding and Positioning You Are Putting Forth No access
  7. Revisit Your Product and Service Strategies No access
  8. Consider Other Strategies No access
2. 1. Price Within Consumer Boundaries No access
  2. Consider Your Bottom-Line Cost, and Profit and Loss No access
  3. Price Your Products and Services for Free No access
  4. Allow Donation Pricing No access
  5. Try Disguised Pricing (Make It Feel Free) No access
  6. Consider Pledge Pricing No access
  7. Utilize Bundle Pricing No access
  8. Price Above the Competition No access
  9. Use a Percent Occupancy Method No access
  10. Consider the “End in 9 or 5” Psychological Approach No access
  11. Offer Quantity, Cash, and Special-Event Discounts No access
  12. Use Loss Leader Pricing No access
  13. Offer a Money-Back Guarantee Price No access
  14. Use Zone Pricing (for Shipping/Handling) No access
  15. Price over the Product’s Life No access
  16. Flow with the Establishment: Retailing, Booking, Publishing, and More No access
3. In Their Own Words: Q&A with Jeff Hinkle, Business Manager at GSO Business Management No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. 1. Revisit Your SWOT Analysis and Consider Your Strengths and Weaknesses No access
  2. Consider Your Customer Analysis No access
  3. Analyze the Competition No access
  4. Execute Consistent Branding No access
  5. Consider Product and Service “Life Cycles” No access
  6. Match Your Place and Pricing Strategies No access
2. 1. Target Local Bars and Clubs No access
  2. Consider Alternative Venues and Events No access
  3. Think About Touring: Consider “Viable Places” to Perform No access
  4. Look Ahead Toward Hiring a Talent Agent No access
3. 1. Distribute Your Recorded Music via Live-Performance Venues No access
  2. Place Your Recorded Music Guerrilla Marketing Style via the Streets No access
  3. Get Your Recorded Music Online No access
  4. Place Your Recorded Music with “Brick and Mortar” Retailers No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. 1. Distribute Merch at Your Live Performances No access
  2. Distribute Your Merch Online No access
  3. Contract with a Traditional Merchandising Company No access
2. 1. Shoot for Placements in Student Films and Video Games No access
  2. Place Directly with Directors and Producers by Networking at Festivals No access
  3. Think “Outside the Box” and Uncover Alternative Placement Opportunities No access
  4. Get Local Businesses to Use Your Music in Advertisements and Jingles No access
  5. Allow Others to Use Your Music via Creative Commons No access
  6. Try to Place Your Music in Trailers via Trailer Houses No access
  7. Utilize a Music Placement Service or Songplugger No access
  8. Place Your Music via a Music Library No access
  9. Sign with an Established Music Publishing Company No access
3. In Their Own Words: Interview With Michael Laskow, CEO of Taxi No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. 1. Prepare a Press Kit (Physical and Electronic) for Submission No access
  2. Strengthen Media Relationships with an Outreach Strategy No access
  3. Decide on Your Press Objectives and Prepare for Them No access
  4. Submit Press Releases No access
  5. Submit Photo Stories and Impromptu Photos No access
  6. Know Where to Network and Generate PR No access
  7. Design Publicity Stunts No access
  8. Plan a Record Release Party or Press Conference No access
  9. Organize a Charity Event No access
  10. Prepare to Expand into New Territories That Make Sense No access
  11. Consider Hiring a Professional Publicist, or Not! No access
2. 1. Use Internet Advertising No access
  2. Utilize Print Media Advertising No access
  3. Know About Broadcast Media Advertising No access
3. Marketing Plan Template No access
4. Marketing Plan Example No access
1. 1. Use a Personal Website as an Effective Promotional Hub No access
  2. Create Your Own Personal Blog No access
  3. Create Profiles on Social Networks to Attract Fans No access
  4. Generate Online Publicity via E-zines, Blogs, and Playlists No access
  5. Post Content on Video Sharing Sites No access
  6. Build, Create, and Service Direct E-mail Lists No access
  7. Start a Direct Online Newsletter No access
  8. Use Podcasts to Get Exposure No access
  9. Create Online Viral Goodies Such as Screensavers, Wallpapers, and More No access
  10. Leave Announcements on Event Calendars, Message Boards, Groups, and Directories No access
2. 1. Create Products and Services That Are Naturally Contagious No access
  2. Make Your Communications Special, Scarce, and Memorable No access
  3. Spot Customer Hubs and Opinion Leaders No access
  4. Seed Journalists and Other Industry Folk (aka “Influencers”) No access
  5. Provide Product and Service Samples and Ask People to “Tell a Friend” No access
3. 1. Make Your Mark with Street Stencils No access
  2. Stick Up Your City with Stickers No access
  3. Tack Up Your Town with Fliers and Posters No access
  4. Hit the Streets with Glossy Postcards No access
  5. Hand Out Three-Song CD-R Samplers No access
  6. Give Away CD-R Fliers No access
  7. Organize Guerrilla Performances (a.k.a. “Smart Mob” Events) No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. 1. Choose the Appropriate Mediums No access
  2. Prepare the Proper Materials for Your Campaign No access
  3. Consider How You Will “Service” Stations No access
  4. Strategize Your Follow-Up No access
  5. Look Ahead Toward Hiring an Independent Radio Promoter No access
2. 1. List the Products Associated with Your Fans No access
  2. Form Strategic Alliances with Local Sellers via In-Store and Cross-Promotions No access
  3. Be on the Lookout for Corporate Contests, Campaigns, and Opportunities No access
  4. Build Credibility and Exposure via Equipment Endorsements No access
  5. Get Promoted via Corporate Music Compilations and Streaming Playlists No access
3. Marketing Plan Template No access
4. Marketing Plan Example No access
1. 1. Decide on the Direct Marketing Methods No access
  2. Create Persuasive Content That Sells No access
2. 1. Decide on Whom You Intend to Pitch Face-to-Face No access
  2. Get the Right Tools Together No access
  3. Get Your Sales Look Together No access
  4. Prepare a Tight “Elevator Pitch” or Opener No access
  5. Prepare a Full Business Overview No access
  6. Be Prepared to Meet Sales Objections No access
  7. Have Several Closing Techniques on Hand No access
  8. Prepare a “Follow-Up” No access
3. 1. Utilize Coupons No access
  2. Offer a Limited-Time Prize with Each Purchase No access
  3. Offer Promotional Products (Specialty Advertising) No access
  4. Hold a Special-Event Raffle No access
  5. Use Sweepstakes No access
  6. Execute a Customer Loyalty Program No access
  7. Implement One-Time Exclusive Offers (While They Last) No access
4. In Their Own Words: Q&A With Dave Wimble, Indie Bible No access
5. Marketing Plan Template No access
6. Marketing Plan Example No access
1. 1. Opportunities, Strengths, Weaknesses, and Threats No access
  2. Customer Markets and Dimensions No access
  3. Competitive Variables No access
  4. Company and Product Brand Image No access
  5. Products and Services No access
  6. Pricing Strategies No access
  7. Place Decisions No access
  8. Promotion Effectiveness No access
2. 1. Examine Your Company’s Sales Records No access
  2. Count Inventory No access
  3. Use Bar Codes and SoundScan Reports No access
  4. Count People/Fans/Friends No access
  5. Take Advantage of Internet Services and Tools No access
  6. Use a Marketing Information System Code (MISC) No access
  7. Create Promotional Effectiveness Forms No access
  8. Conduct Primary Research: Surveys, Focus Groups, and More No access
  9. Utilize Secondary Research: Media Sources, Industry Charts, and More No access
  10. Utilize the Help of Consultants and/or Professional Organizations No access
3. 1. Convert Your Data into Readable Form No access
  2. Analyze Your Data’s Quality No access
  3. Take Action No access
4. Marketing Plan Template No access
5. Marketing Plan Example No access
1. Present a Front Cover No access
2. 1. Lead Off with a Company Biography No access
  2. Add a Brief and Personal Story No access
  3. Summarize Your Vision No access
  4. Offer Your Market Need No access
  5. Summarize Your Key Revenue Generators No access
  6. State Your SMART Goals No access
  7. Provide an Overview of Your General Strategies No access
  8. Briefly List Your Resources No access
  9. Provide Your Costs No access
  10. Identify the Challenges No access
3. Insert a Table of Contents (TOC) No access
4. 1. Fill In All of Your Information No access
  2. Format Your Templates Correctly No access
5. 1. Identify How You Expect to Fund Your Project No access
  2. List All of Your Marketing Activities No access
  3. Research and List Approximate Costs No access
6. 1. Outline All of Your Marketing Strategies No access
  2. Organize Your Tasks into the Most Logical Sequence of Steps No access
  3. Add Some Finishing Touches No access
7. Add an Appendix No access
1. Make Sure Your Plan Passes the Bullshit Test No access
2. Secure the Needed Funds Now No access
3. Remember Not to Wait Around for Others to Help You: Do-It-Yourself (DIY) or Die No access
4. Be Ready and Willing to Go the Distance with Persistence No access
5. Burn, but Don’t Burn Out: Nutrition, Sleep, Exercise, and More No access
6. Choose Employees and Band Members Wisely No access
7. Delegate the Workload Within Your Organization No access
8. Link Rewards to Performance Execution No access
9. Communicate the Sense of Urgency to Get Things Done Now, Before It’s Too Late! No access
10. Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly No access
11. Embrace Industry Types, Movers and Shakers, and Company Deals Carefully No access
12. Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude No access
13. Remember That Life Is Not Just a Box of Chocolates No access
1. Study the Life Stories of Successful and Innovative Artists You Admire No access
2. Analyze the Careers of Artists Who Have Failed No access
3. Study the Histories of Companies Outside the Music Industry That You Respect No access
4. Examine and Learn from the Marketing That Is Around You Each and Every Day No access
5. Consider How Companies Handle Themselves in the Face of Adversity No access
6. Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away No access
7. Study the Lives of Great Leaders Throughout History No access
8. Read the Greatest and Latest Business and Marketing Books No access
9. Follow a Variety of Marketing Experts on Their Social Networks No access
10. Subscribe to a Variety of Blogs for the Latest Business and Marketing Information No access
11. Become a Member of a Popular Marketing and Business Organization No access
12. Take a Continuing Education Class in Marketing No access
13. Take Advantage of “Open Course” Materials from Major Institutions No access
14. Get an Internship in a Marketing Company No access
15. Find a Mentor No access
16. Teach Others What You Know, and Thus Grow No access
17. Listen to Educational Radio Programs While You Drive No access
18. Read the Local Trades No access
19. Just Get Out There and Do It No access
20. Hire a Consultant No access
21. In Their Own Words: Q&A with Rebecca Weintraub, Director MCM, USC No access
1. Playlists Remain the New Radio No access
2. Optimizing Your Songs and Albums for the Future of Music No access
3. Voice and Curation Increase Exposure/Data and Relationships Rule No access
4. Influencers Continue to Have Powerful Influence No access
5. Authentic Music and Direct-to-Fan Communication Continue to Live On No access
6. Artificial Intelligence Amplifies Concert Tour Promotion No access
7. Digital T-shirt Printing Increases Profits/Social E-Commerce Moves Sales No access
8. Music Licensing Thrives On via New Platforms and Out-of-Box Placements No access
9. Streaming TV Services Provide New Placement Opportunities No access
10. Metadata Increases in Importance No access
11. Data Tracking Will Lead Marketing, But Culture Must Be Taken Into Account No access
12. Digging Deeper into Their Own Words: Q &A with Jay Gilbert, Label Logic No access
13. Complete Marketing Plan Sample (Band) No access
14. Complete Marketing Plan Sample (Solo Artist) No access
15. Complete Marketing Plan Sample (Songwriter/Production Studio) No access
16. Complete Marketing Plan Sample (Session Player) No access
17. Chapter Question Sets: Quizzes and Tests No access
Glossary of Terms Found in This Book No access Pages 377 - 394
Directory of This Book’s Resources and Beyond No access Pages 395 - 410
Index No access Pages 411 - 423