Music Marketing for the DIY Musician: Creating and Executing a Plan of Attack on a Low Budget (Music Pro Guides)

MUSIC MARKETING FOR THE DIY MUSICIAN: CREATING AND EXECUTING A PLAN OF ATTACK ON A LOW.;Intro; 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 Intro 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 AttackTM and Present Your Ideas EffectivelyExecute 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 StyleDecide 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 StrengthsSpot 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 TrainingMarketing 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 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 AttackTM : presenting your business and marketing ideas effectively Execute your marketing plan effectively : adopting the right policies that get your company results Continue to learn about marketing : strengthening your marketing muscles with 20 exercises. There has never been a greater need for practical DIY marketing advice from a musician who has been there and succeeded than now—at a time when new technologies make it more possible than ever for musicians to attract attention independently and leverage their own careers, and record industry professionals look exclusively for developed artists who are already successful. Written by a professional musician for other musicians, Music Marketing for the DIY Musician is a proactive, practical, step-by-step guide to producing a fully integrated, customized, low-budget plan of attack for artists marketing their own music. Presented in a conversational tone, the book reveals a systematic business approach employing the same tools and techniques used by innovative top companies, while always encouraging musicians to stay true to their artistic integrity. It’s the perfect blend of left-brain and right-brain marketing. This book is the culmination of the author’s 25 years in the trenches as a musician and entrepreneur, combined with over a decade in academic and practical research involving thousands of independent artists and marketing experts from around the world. The goal is to help music artists take control of their own destinies, save money and time, and eventually draw the full attention of top music industry professionals. It’s ultimately about making music that matters—and music that gets heard! music business,marketing There has never been a greater need for practical DIY marketing advice from a musician who has been there and succeeded than now – at a time when new technologies make it more possible than ever for musicians to attract attention independently and leverage their own careers, and record industry professionals look exclusively for developed artists who are already successful. Written by a professional musician for other musicians, Music Marketing for the DIY Musician is a proactive, practical, step-by-step guide to producing a fully integrated, customized, low-budget plan of attack for artists marketing their own music. In a conversational tone, it reveals a systematic business approach employing the same tools and techniques used by innovative top companies, while always encouraging musicians to stay true to their artistic integrity. It's the perfect blend of left-brain and right-brain marketing. This book is the culmination of the author's 25 years in the trenches as a musician and entrepreneur, and over a decade in academic and practical research involving thousands of independent artists and marketing experts from around the world. The goal is to help musical artists take control of their own destiny, save money and time, and eventually draw the full attention of top music industry professionals. It's ultimately about making music that matters – and music that gets heard! An overview of the complete DIY marketing process - Describe your company's vision: identifying your musical purpose and setting your career on course - Identify profitable opportunities or 'needs': conducting a SWOT analysis - Analyze your customers - Learn from your competitors: conducting a competitor analysis - Demo your products and services: getting feedback before committing resources - Set your marketing plan goals: using a SMART model - Develop your company's brand strategy: creating the right identity - Develop a brand strategy for your product/services - Finalize your products and services for the marketplace - Devise a pricing strategy - Establish a place strategy, PArt 1 & 2 - Formulate a promotion strategy, Part 1,2, 3 & 4 - Prepare a measuring strategy - Assemble your marketing plan of attack - Execute your marketing plan effectively - Continue to learn about marketing