Music marketing for the DIY musician: creating and executing a plan of attack on a low budget
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Milwaukee
Hal Leonhard
2014
|
| Schriftenreihe: | Music Pro guides
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index An overview of the complete DIY marketing process : creating and executing a plan of attack in a nutshell -- Describe your company's vision : identifying your musical purpose and setting your career on course -- Identifying profitable opportunities or "needs" : conducting a SWOT analysis -- Analyze your customers : Identifying, segmenting, and targeting your market -- Learn from your competitors : conducting a competitor analysis -- Demo your products and services : getting feedback before committing your valuable resources -- Set your marketing plan goals : using the SMART model -- Develop your company's brand strategy : creating the right identity for your company and its people -- Develop a brand strategy for your products/services : achieving the desired image for your tours, records, merch, and more -- Finalize your products and services for the marketplace : delivering on the promise of your brand --Devise a pricing strategy : reinforcing your brand image and generating revenue and awareness -- Establish a place strategy, part 1 : booking live-performance sets and distributing records -- Establish a place strategy, part 2 : distributing your merch and songs effectively for sale and/or license -- Formulate a promotion strategy, part 1 : winning over fans via publicity and paid advertising -- Formulate a promotion strategy, part 2 : using Internet, word-of-mouth, and guerrilla marketing to get customers -- Formulate a promotion strategy, part 3 : winning over fans via radio play and creative sponsorships -- Formulate a promotion strategy, part 4 : uitilizing direct marketing, personal selling, and sales promotions to get fans -- Prepare a measuring strategy : tracking, analyzing, and adjusting your market campaign -- Assemble your Marketing Plan of Attack : presenting your business and marketing ideas effectively -- Execute your marketing plan effectively : adopting the right policies that get your company result |
| Beschreibung: | XXII, 343 S. Ill. 26 cm |
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| 490 | 0 | |a Music Pro guides | |
| 500 | |a Includes bibliographical references and index | ||
| 500 | |a An overview of the complete DIY marketing process : creating and executing a plan of attack in a nutshell -- Describe your company's vision : identifying your musical purpose and setting your career on course -- Identifying profitable opportunities or "needs" : conducting a SWOT analysis -- Analyze your customers : Identifying, segmenting, and targeting your market -- Learn from your competitors : conducting a competitor analysis -- Demo your products and services : getting feedback before committing your valuable resources -- Set your marketing plan goals : using the SMART model -- Develop your company's brand strategy : creating the right identity for your company and its people -- Develop a brand strategy for your products/services : achieving the desired image for your tours, records, merch, and more -- Finalize your products and services for the marketplace : delivering on the promise of your brand --Devise a pricing strategy : reinforcing your brand image and generating revenue and awareness -- Establish a place strategy, part 1 : booking live-performance sets and distributing records -- Establish a place strategy, part 2 : distributing your merch and songs effectively for sale and/or license -- Formulate a promotion strategy, part 1 : winning over fans via publicity and paid advertising -- Formulate a promotion strategy, part 2 : using Internet, word-of-mouth, and guerrilla marketing to get customers -- Formulate a promotion strategy, part 3 : winning over fans via radio play and creative sponsorships -- Formulate a promotion strategy, part 4 : uitilizing direct marketing, personal selling, and sales promotions to get fans -- Prepare a measuring strategy : tracking, analyzing, and adjusting your market campaign -- Assemble your Marketing Plan of Attack : presenting your business and marketing ideas effectively -- Execute your marketing plan effectively : adopting the right policies that get your company result | ||
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Datensatz im Suchindex
| _version_ | 1804152728289542144 |
|---|---|
| adam_text | Contents
Preface
xvii
Acknowledgments
xxi
1.
AN OVERVIEW OF THE COMPLETE
DIY
MARKETING PROCESS:
Creating and Executing a Plan of Attack in a Nutshell
1
Describe Your Company s Vision and Set Your Career on Course
1
Identify Opportunities or Needs by Conducting a SWOT Analysis
2
Analyze Your Most Likely Customers and Target Your Market
2
Learn from Your Competitors by Conducting a Competitor Analysis
3
Demo Your Products and Services and Get Invaluable Feedback
3
Set Your Marketing Plan Goals by Using the SMART Model
4
Find the Right Blend of Marketing Mix Strategies to Achieve Your Goals
4
Assemble a Marketing Plan of Attack™ and Present Your Ideas Effectively
5
Execute Your Marketing Plan Effectively and Get Results
6
Keep Learning About Marketing and Strengthen Your Marketing Muscles
7
Consider These Overall Thoughts Before Diving into the Text
7
2.
DESCRIBE YOUR COMPANY S VISION:
Identifying Your Musical Purpose and Setting Your Career on Course
11
Identify the Type of Company You Envision Becoming
12
Put Together a Band
12
Be a Solo Artist and Employer
12
Envision Yourself as a Songwriter/Composer
13
Picture Yourself as a Producer/Artist
13
Imagine Yourself as a Contract Employee or Self-Employed Performer
13
Indicate What Products and Services You ll Provide
13
Determine Your Genre or Style
14
Decide What Level of Success You Wish to Achieve
15
Consider What Kind of Industry You re In
16
Know What Identity You Want to Project into the Marketplace
16
Write Your Vision Statement Paragraph
17
Marketing Plan Template
18
Marketing Plan Example
19
3.
IDENTIFY PROFITABLE OPPORTUNITIES OR NEEDS :
Conducting a SWOT Analysis
21
Scan the Marketplace for Potential Opportunities
21
Identify Opportunities
22
vi
I CONTENTS
Examine the Opportunities on Which Others Have Capitalized
22
Match Opportunities with Strengths
24
Uncover Your Strengths
24
Inspect and Evaluate the Strengths of Others
24
Uncover Your Weaknesses
25
Single Out Your Weaknesses
25
Turn Your Weaknesses into Strengths
25
Spot Potential Threats
26
Identify Your Threats
26
Minimize Your Threats
26
Write a SWOT (or OSWT) Conclusion
27
In Their Own Words: Q&A with Ira
Kalb,
Business Consultant
27
Marketing Plan Template
29
Marketing Plan Example
30
4.
ANALYZE YOUR CUSTOMERS:
Identifying, Segmenting, and Targeting Your Market
31
Identify, Segment, and Target Your Audience
31
Examine Demographic Dimensions
32
Think About
Technographic
Dimensions
33
Look at Psychographic Dimensions
33
Evaluate Behavioral Dimensions
34
Consider Geographic Dimensions
35
Consider Your Data and Write a Customer Conclusion
36
In Their Own Words: Q&A with Nance Rosen, Business Consultant at Sandier Training
37
Marketing Plan Template
39
Marketing Plan Example
40
5.
LEARN FROM YOUR COMPETITORS:
Conducting a Competitor Analysis
41
Identify Your Competitors
42
Know Who s Getting the Best Bookings
42
Seek Them Out in the Press
42
Hear Them on Local Radio
42
Discover Who s on Store Shelves
42
Locate Them Online
43
Analyze Your Competitors Strategies
43
Examine Your Competitors Company Branding
43
Study Their Product/Service Branding
44
Look at Their Product Development and Innovation
44
Ponder Your Competitors Pricing
44
Evaluate Their Distribution Methods
44
Assess Their Promotional Efforts
44
Include Other Relevant Issues
44
Interpret Your Competitor Data and Write a Conclusion
45
CONTENTS
I
Vii
Determine How You ll Use the Data
45
Sum Up Your Thoughts in a Competitor Conclusion Paragraph
46
Marketing Plan Template
47
Marketing Plan Example
48
6.
DEMO YOUR PRODUCTS AND SERVICES:
Getting Feedback Before Committing Your Valuable Resources
51
Develop and Demo Your Products and Services
52
Be Patient, Be Thorough, and Be Brilliant
52
Decide on the Recipe and How Many Cooks You Really Need in the Kitchen
52
Develop and Demo Efficiently and Do It Effectively
52
Test Your Products and Services Out on Your Most Likely Fans
53
Utilize the Internet
53
Demonstrate Before a Private and Controlled Audience
54
Interpret the Data
56
Convert the Data into Readable Form
56
Consider the Quality of Your Data
57
Write Your R&D Conclusion Paragraph
58
In Their Own Words: Q&A with
Bianca Philippi,
Founder of Creative Insights
60
Marketing Plan Template
62
Marketing Plan Example
63
7.
SET YOUR MARKETING PLAN GOALS:
Using the SMART Model
65
Make Your Goals Specific
65
Make Your Goals Measurable (or Countable)
66
Forecast Your Sales
66
Determine Fan Awareness
67
Determine Whether Your Goals Are Attainable
67
Assess Your People Power
68
Consider Your Available Financial Resources
68
Consider a Road Map for Achieving Your Goals
68
Set Your Goals in the Context of Time
69
Complete Your SMART Goals Paragraph
70
Marketing Plan Template
71
Marketing Plan Example
71
8.
DEVELOP YOUR COMPANY S BRAND STRATEGY:
Creating the Right Identity for Your Company and Its People
73
Review Your Research and Goals and Examine How They Relate to Branding
74
Don t Lose Sight of Your Vision
74
Don t Forget About Your SWOT Analysis: Need and Opportunity
75
Be Sure You Really Know Your Target Audience
75
Reinvestigate
Your Competitors
75
Reexamine
Your Feedback
75
Viii
I CONTENTS
Stick to Your Goals
75
Choose a Company Brand Name
75
Reflect the Right Mood and Imagery
76
Be Original and in Good Legal Standing
76
Invent a Name
76
Create a Nickname
76
Describe Your Company
76
Use a Unique Spelling
76
Form an Abbreviation
76
Design a Company Brand Logo That Pops
77
Use
a
Wordmark
(Typographic Symbol)
11
Consider
a
Lettermark
77
Try
a
Brandmark (a.k.a.
Symbol)
77
Use
a
Combinedmark 77
Create a Company Brand Slogan or
Tagline
78
Convey the Right Personality
78
Appeal to Your Audience
79
Be Believable
79
Offer an Explanation
79
Ask Your Fans What They Think
79
Create a Company Spokescreature or Mascot
80
Consider Your Company s Brand Personality
80
Identify Your Brand Attitude and Vibe
80
Consider the Look of Your Brand
81
Associate with Other Brands
81
Realize Your Position: Know Your Point of Differentiation and Plan to Exploit It
82
Define Your Company s Position and Exploit It
83
Marketing Plan Template
85
Marketing Plan Example
85
9.
DEVELOP A BRAND STRATEGY FOR YOUR PRODUCTS/SERVICES:
Achieving the Desired Image for Your Tours, Records, Merch, and More
87
Decide on Your Brand Structure
88
Choose a Company Dominant (or Combined) Brand Structure
88
Employ the Company Endorsed Brand Structure
88
Apply the Company Silent (or Separated) Brand Structure
89
Envision the Best Names/Titles
89
Use a Product/Service Brand Slogan or
Tagline
90
Conceptualize the Right Design/Look/Mood
91
Consider the Appropriate Colors
91
Think About Which Fonts You ll Use
91
Use the Right Graphics
92
Use the Right Materials
93
Create Unique Designs
93
Define Your Product s Position and Exploit It
94
Position Your Product/Service Based on Your Identified Need (or Unfilled Need)
95
CONTENTS
I
ix
Position
Your Product/Service Based on Its Target Audience
95
Position Yourself Based on a Competitive Advantage
95
Position Yourself Based on a Strength and Unique Benefit You Can Offer
95
In Their Own Words: Q&A with Robert Liljenwall, Owner of the Liljenwall Group
96
Marketing Plan Template
98
Marketing Plan Example
99
10.
FINALIZE YOUR PRODUCTS AND SERVICES FOR THE MARKETPLACE:
Delivering on the Promise of Your Brand
101
Create a Product and Service Development Plan
102
Decide on How You ll Finalize Your Music
102
Determine How You ll Prepare Recorded Product
103
Determine How You ll Produce Video Product
104
Choose How You ll Manufacture Your Albums and Video Products
105
Determine How You ll Get Your Act (Live Show) Together
106
Think About How You ll Develop Your Web Real Estate
108
Decide on How You ll Manufacture Your Merch
109
Finalize a Customer Service Policy: The Other Part of Product
111
Decide on Your Commitment to Quality
112
Think About How Much Effort You ll Put Forth
112
Consider a Delivery Commitment
112
Determine How Accessible You ll Be
112
Simplify the Buyer s Experience
113
Contemplate a Satisfaction Guarantee
113
Draw Up a Problem Resolution Strategy
113
Contemplate a Monitoring and Measuring Strategy
113
Determine Your Commitment to Company Training
113
Commit to a Level of Customer Personalization
114
Consider Whether You ll Put Your Best Fans First
114
Reflect on How You ll Create Customer Loyalty Through Ownership
114
Determine How You ll Build a Customer Culture or Community
114
Create a Database Management Plan
115
Analyze the Features and Benefits of Your Products and Services
115
Be Clear on the Difference Between Features and Benefits
115
Format Your Product Features and Benefits (PFB) Chart
116
Marketing Plan Template
117
Marketing Plan Example
118
11.
DEVISE A PRICING STRATEGY:
Reinforcing Your Brand Image and Generating Revenue and Awareness
121
Examine How Your Research, Goals, and Other Strategies Are Connected to Price
122
Ref
lect on Your SWOT Analysis
122
Review Your Target Customer s Profile
122
Take a Look at Your Competitor Analysis
122
Revisit Important Testing/Feedback Data
122
CONTENTS
Reference Your SMART Goals
123
Consider What Type of Branding and Positioning You Are Putting Forth
123
Revisit Your Product and Service Strategies
123
Consider Other Strategies
123
Choose the Pricing Strategies That Are Right for You
123
Price Within Consumer Boundaries
124
Consider Your Bottom-Line Cost, and Profit and Loss
124
Price Your Products and Services for Free
125
Allow Donation Pricing
126
Try Disguised Pricing (Make It Feel Free)
126
Consider Pledge Pricing
126
Utilize Bundle Pricing
127
Price Above the Competition
127
Use a Percent Occupancy Method
127
Consider the End in
9
or
5
Psychological Approach
128
Offer Quantity, Cash, and Special-Event Discounts
128
Use Loss Leader Pricing
128
Offer a Money-Back Guarantee Price
129
Use Zone Pricing (for Shipping/Handling)
129
Price over the Product s Life
129
Flow with the Establishment: Retailing, Booking, Publishing, and More
130
In Their Own Words: Q&A with Jeff Hinkle, Business Manager at GSO Business Management
131
Marketing Plan Template
134
Marketing Plan Example
135
12.
ESTABLISH A PLACE STRATEGY, PART
1:
Booking Live-Performance Sets and Distributing Records
137
Consider How Distribution, Research, and Other Strategies Are Related
138
Revisit Your SWOT Analysis and Consider Your Strengths and Weaknesses
138
Consider Your Customer Analysis
138
Analyze the Competition
139
Execute Consistent Branding
139
Consider Product and Service Life Cycles
139
Match Your Place and Pricing Strategies
139
Create a Live-Performance Place Strategy
139
Target Local Bars and Clubs I40
Consider Alternative Venues and Events
141
Think About Touring: Consider Viable Places to Perform
142
Look Ahead Toward Hiring a Talent Agent
143
Develop a Place Strategy for Selling Your Recorded Albums
144
Distribute Your Recorded Music via Live-Performance Venues
144
Place Your Recorded Music Guerrilla Marketing Style via the Streets
145
Get Your Recorded Music Online
146
Place Your Recorded Music with Brick and Mortar Retailers
148
Marketing Plan Template
151
Marketing Plan Example
151
CONTENTS
I
xi
13.
ESTABLISH A PLACE STRATEGY, PART
2:
Distributing Your Merch and Songs Effectively for Sale and/or License
153
Place Your Merch Effectively for Healthy Sales
153
Distribute Merch at Your Live Performances
154
Distribute Your Merch Online
154
Contract with a Traditional Merchandising Company
154
Place Your Songs and
Instrumentals in
Film/TV/Games and More
155
Shoot for Placements in Student Films and Video Games
155
Place Directly with Directors and Producers by Networking at Festivals
156
Think Outside the Box and Uncover Alternative Placement Opportunities
156
Get Local Businesses to Use Your Music in Advertisements and Jingles
157
Allow Others to Use Your Music via Creative Commons
158
Try to Place Your Music in Trailers via Trailer Houses
158
Utilize a Music Placement Service or Songplugger
158
Place Your Music via a Music Library
159
Sign with an Established Music Publishing Company
160
Marketing Plan Template
162
Marketing Plan Example
162
14.
FORMULATE A PROMOTION STRATEGY, PART
1:
Winning Over Fans via Publicity and Paid Advertising
165
Create a Publicity and Public Relations Plan and Stimulate Free Promotion
167
Prepare a Press Kit (Physical and Electronic) for Submission
167
Strengthen Media Relationships with an Outreach Strategy
169
Decide on Your Press Objectives and Prepare for Them
169
Submit Press Releases
169
Submit Photo Stories and Impromptu Photos
170
Know Where to Network and Generate PR
172
Design Publicity Stunts
172
Plan a Record Release Party or Press Conference
173
Organize a Charity Event
174
Prepare to Expand into New Territories That Make Sense
174
Consider Hiring a Professional Publicist, or Not!
175
Develop a Paid Advertising Campaign
175
Use Internet Advertising
175
Utilize Print Media Advertising
176
Know About Broadcast Media Advertising
179
Marketing Plan Template
181
Marketing Plan Example
181
15.
FORMULATE A PROMOTION STRATEGY, PART
2:
Using Internet, Word-of-Mouth, and Guerrilla Marketing to Get Customers
183
Put Together an Online Marketing Plan
183
Use a Personal Website as an Effective Promotional Hub
184
Create Your Own Personal Blog
185
Xii
I CONTENTS
Create Profiles on Social Networks to Attract Fans
186
Generate Online Publicity via E-zines, Blogs, and More
188
Post Content on Video Sharing Sites
188
Build, Create, and Service Direct E-mail Lists
190
Start a Direct Online Newsletter
191
Use Podcasts to Get Exposure
191
Create Online Viral Goodies Such as
Screensavers,
Wallpapers, and More
191
Leave Announcements on Event Calendars, Message Boards, Groups, and Directories
192
Use Word-of-Mouth Marketing (WOMM)
193
Create Products and Services That Are Naturally Contagious
193
Make Your Communications Special, Scarce, and Memorable
193
Spot Customer Hubs and Opinion Leaders
194
Seed Journalists and Other Industry Folk
195
Provide Product and Service Samples and Ask People to Tell a Friend
195
Utilize Guerrilla (or Street Commando ) Tactics
196
Make Your Mark with Street Stencils
196
Stick Up Your City with Stickers
196
Tack Up Your Town with Fliers and Posters
197
Hit the Streets with Glossy Postcards
197
Hand Out Three-Song CD-R Samplers
198
Give Away CD-R Fliers
198
Organize Guerrilla Performances (a.k.a. Smart Mob Events)
198
Marketing Plan Template
199
Marketing Plan Example
199
16.
FORMULATE A PROMOTION STRATEGY, PART
3:
Winning Over Fans via Radio Play and Creative Sponsorships
201
Develop a Radio Promotion Campaign
201
Choose the Appropriate Mediums
202
Prepare the Proper Materials for Your Campaign
204
Consider How You Will Service Stations
205
Strategize Your Follow-Up
205
Look Ahead Toward Hiring an Independent Radio Promoter
206
Align with Local and National Sponsors
206
List the Products Associated with Your Fans
207
Form Strategic Alliances with Local Sellers via In-Store and Cross-Promotions
207
Be on the Lookout for Corporate Contests, Campaigns, and Opportunities
208
Build Credibility and Exposure via Equipment Endorsements
209
Get Promoted via Corporate Music Compilations
209
Marketing Plan Template
211
Marketing Plan Example
211
17.
FORMULATE A PROMOTION STRATEGY, PART
4:
Utilizing Direct Marketing, Personal Selling, and Sales Promotions to Get Fans
213
Develop a Direct Marketing Plan
213
Decide on the Direct Marketing Methods
214
Create Persuasive Content That Sells
216
CONTENTS
I
xiii
Think About Face-to-Face Selling (a.k.a. Personal Selling)
218
Decide on Whom You Intend to Pitch Face-to-Face
218
Get the Right Tools Together
219
Get Your Sales Look Together
219
Prepare a Tight Elevator Pitch or Opener
219
Prepare a Full Business Overview
220
Be Prepared to Meet Sales Objections
220
Have Several Closing Techniques on Hand
220
Prepare a Follow-Up
221
Employ Sales Promotions (Short-Term Incentives)
221
Utilize Coupons
221
Offer a Limited-Time Prize with Each Purchase
221
Offer Promotional Products (Specialty Advertising)
221
Hold a Special-Event Raffle
222
Use Sweepstakes
222
Execute a Customer Loyalty Program
222
Implement One-Time Exclusive Offers (While They Last)
222
Marketing Plan Template
224
Marketing Plan Example
224
18.
PREPARE A MEASURING STRATEGY:
Tracking, Analyzing, and Adjusting Your Marketing Campaign
227
Know What to Measure
227
Opportunities, Strengths, Weaknesses, and Threats
228
Customer Markets and Dimensions
228
Competitive Variables
228
Company and Product Brand Image
228
Products and Services
228
Pricing Strategies
228
Place Decisions
228
Promotion Effectiveness
228
Consider Your Sources and Methods of Measuring
229
Examine Your Company s Sales Records
229
Count Inventory
229
Use Bar Codes and SoundScan Reports
229
Count People/Fans/Friends
230
Take Advantage of Internet Services and Tools
230
Use a Marketing Information System Code (MISC)
231
Create Promotional Effectiveness Forms
231
Conduct Primary Research: Surveys, Focus Groups, and More
233
Utilize Secondary Research: Media Sources, Industry Charts, and More
233
Utilize the Help of Consultants and/or Professional Organizations
234
Convert, Analyze, and Take Action
234
Convert Your Data into Readable Form
234
Analyze Your Data s Quality
235
Take Action
235
Marketing Plan Template
237
Marketing Plan Example
237
Xiv
I CONTENTS
19.
ASSEMBLE YOUR MARKETING PLAN OF ATTACK™:
Presenting Your Business and Marketing Ideas Effectively
239
Present a Front Cover
240
Provide an Executive Summary
241
Lead Off with a Company Biography
241
Add a Brief and Personal Story
241
Summarize Your Vision
241
Offer Your Market Need
242
Summarize Your Key Revenue Generators
242
State Your SMART Goals
242
Provide an Overview of Your General Strategies
242
Briefly
Ust
Your Resources
243
Provide Your Costs
243
Identify the Challenges
243
Insert a Table of Contents
(TOC)
244
Complete and Format All of the Templates
244
Fill In All of Your Information
244
Format Your Templates Correctly
244
Build an Allocation of Costs Table
246
Identify How You Expect to Fund Your Project
247
List All of Your Marketing Activities
247
Research and List Approximate Costs
248
Incorporate a Timeline or Schedule
249
Outline All of Your Marketing Strategies
250
Organize Your Tasks into the Most Logical Sequence of Steps
250
Add Some Finishing Touches
252
Add an Appendix
252
20.
EXECUTE YOUR MARKETING PLAN EFFECTIVELY:
Adopting the Right Policies That Get Your Company Results
253
Make Sure Your Plan Passes the Bullshit Test
253
Secure the Needed Funds Now
254
Remember Not to Wait Around for Others to Help You: Do-lt-Yourself
(DIY)
or Die
254
Be Ready and Willing to Go the Distance with Persistence
254
Burn, but Don t Burn Out: Nutrition, Sleep, Exercise, and More
255
Choose Employees and Band Members Wisely
255
Delegate the Workload Within Your Organization
256
Link Rewards to Performance Execution
256
Communicate the Sense of Urgency to Get Things Done Now, Before It s Too Late!
257
Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly
258
Embrace Industry Types, Movers and Shakers, and Company Deals Carefully
258
Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude
258
Remember That Life Is Not Just a Box of Chocolates
259
CONTENTS
I XV
21.
CONTINUE TO LEARN ABOUT MARKETING:
Strengthening Your Marketing Muscles with
20
Exercises
261
Study the Life Stones of Successful and Innovative Artists You Admire
261
Analyze the Careers of Artists Who Have Failed
261
Study the Histories of Companies Outside the Music Industry That You Respect
262
Examine and Learn from the Marketing That Is Around You Each and Every Day
262
Consider How Companies Handle Themselves in the Face of Adversity
262
Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away
262
Study the Lives of Great Leaders Throughout History
263
Read the Greatest and Latest Business and Marketing Books
263
Follow a Variety of Marketing Experts on Their Social Networks
264
Subscribe to a Variety of Blogs for the Latest Business and Marketing Information
264
Become a Member of a Popular Marketing and Business Organization
264
Take a Continuing Education Class in Marketing
265
Take Advantage of Open Course Materials from Major Institutions
265
Get an Internship in a Marketing Company
265
Find a Mentor
265
Teach Others What You Know, and Thus Grow
266
Listen to Educational Radio Programs While You Drive
266
Read the Local Trades
266
Just Get Out There and Do It
266
Hire a Consultant
266
Complete Marketing Plan Sample
269
Glossary of Terms Found in This Book
301
Directory of This Book s Resources and Beyond
317
Index
331
|
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| building | Verbundindex |
| bvnumber | BV042207406 |
| ctrlnum | (OCoLC)898432607 (DE-599)BVBBV042207406 |
| format | Book |
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| id | DE-604.BV042207406 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:15:19Z |
| institution | BVB |
| language | English |
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| publishDate | 2014 |
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| spelling | Borg, Bobby 1964- Verfasser (DE-588)1231366702 aut Music marketing for the DIY musician creating and executing a plan of attack on a low budget Bobby Borg Music marketing for the do it yourself musician Milwaukee Hal Leonhard 2014 XXII, 343 S. Ill. 26 cm txt rdacontent n rdamedia nc rdacarrier Music Pro guides Includes bibliographical references and index An overview of the complete DIY marketing process : creating and executing a plan of attack in a nutshell -- Describe your company's vision : identifying your musical purpose and setting your career on course -- Identifying profitable opportunities or "needs" : conducting a SWOT analysis -- Analyze your customers : Identifying, segmenting, and targeting your market -- Learn from your competitors : conducting a competitor analysis -- Demo your products and services : getting feedback before committing your valuable resources -- Set your marketing plan goals : using the SMART model -- Develop your company's brand strategy : creating the right identity for your company and its people -- Develop a brand strategy for your products/services : achieving the desired image for your tours, records, merch, and more -- Finalize your products and services for the marketplace : delivering on the promise of your brand --Devise a pricing strategy : reinforcing your brand image and generating revenue and awareness -- Establish a place strategy, part 1 : booking live-performance sets and distributing records -- Establish a place strategy, part 2 : distributing your merch and songs effectively for sale and/or license -- Formulate a promotion strategy, part 1 : winning over fans via publicity and paid advertising -- Formulate a promotion strategy, part 2 : using Internet, word-of-mouth, and guerrilla marketing to get customers -- Formulate a promotion strategy, part 3 : winning over fans via radio play and creative sponsorships -- Formulate a promotion strategy, part 4 : uitilizing direct marketing, personal selling, and sales promotions to get fans -- Prepare a measuring strategy : tracking, analyzing, and adjusting your market campaign -- Assemble your Marketing Plan of Attack : presenting your business and marketing ideas effectively -- Execute your marketing plan effectively : adopting the right policies that get your company result Music trade / Vocational guidance Musicians Music trade / Vocational guidance fast Musicians fast Marketing (DE-588)4037589-4 gnd rswk-swf Musiker (DE-588)4040841-3 gnd rswk-swf Musikbranche (DE-588)4197568-6 gnd rswk-swf (DE-588)4048476-2 Ratgeber gnd-content Musiker (DE-588)4040841-3 s Musikbranche (DE-588)4197568-6 s Marketing (DE-588)4037589-4 s DE-604 Digitalisierung BSB Muenchen - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027646161&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Borg, Bobby 1964- Music marketing for the DIY musician creating and executing a plan of attack on a low budget Music trade / Vocational guidance Musicians Music trade / Vocational guidance fast Musicians fast Marketing (DE-588)4037589-4 gnd Musiker (DE-588)4040841-3 gnd Musikbranche (DE-588)4197568-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4040841-3 (DE-588)4197568-6 (DE-588)4048476-2 |
| title | Music marketing for the DIY musician creating and executing a plan of attack on a low budget |
| title_alt | Music marketing for the do it yourself musician |
| title_auth | Music marketing for the DIY musician creating and executing a plan of attack on a low budget |
| title_exact_search | Music marketing for the DIY musician creating and executing a plan of attack on a low budget |
| title_full | Music marketing for the DIY musician creating and executing a plan of attack on a low budget Bobby Borg |
| title_fullStr | Music marketing for the DIY musician creating and executing a plan of attack on a low budget Bobby Borg |
| title_full_unstemmed | Music marketing for the DIY musician creating and executing a plan of attack on a low budget Bobby Borg |
| title_short | Music marketing for the DIY musician |
| title_sort | music marketing for the diy musician creating and executing a plan of attack on a low budget |
| title_sub | creating and executing a plan of attack on a low budget |
| topic | Music trade / Vocational guidance Musicians Music trade / Vocational guidance fast Musicians fast Marketing (DE-588)4037589-4 gnd Musiker (DE-588)4040841-3 gnd Musikbranche (DE-588)4197568-6 gnd |
| topic_facet | Music trade / Vocational guidance Musicians Marketing Musiker Musikbranche Ratgeber |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027646161&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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