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What better way to begin the new century and the new year than committing yourself to writing a marketing plan for your independent music.
What
better way to begin the new century and the new year than committing
yourself to writing a marketing plan for your independent music. To help
you get organized the following blueprint lays out all the key issues that
need to be addressed in your plan. This will take you some time, so
relax...don't be intimidated by it. Think of it this way; behind every
successful record release for the past century there has been a business
marketing plan written by the record labels that produced and released
those recordings. This plan will be your roadmap to where you want to go.
Even the unsuccessful recordings released by any professional record label
have a marketing plan behind them.
Read
this valuable document closely, it is based on the time tested outlines
that all real record labels utilize when they are preparing a record for
commercial release.
Cheers!
Christopher Knab
Marketing
Plan For Independent Releases
Plan
your record release as if you were an actual record label, taking on the
role of both the Product Manager and the Director of Promotions/Marketing.
Your label will be releasing a CD in three months. (This plan presumes the
project is currently wrapping things up in the studio and should be ready
for mastering by week one of your 12 week plan).
You
need to prepare:
- The
marketing plan that you think would work best for the release..
- The
specific product preparation and graphic design issues, as well as the
distribution, sales, radio and internet promotions and publicity
tactics you will use to expose your music. In addition, you must
commit to a live performance schedule to support your release.
- The
timeline you'll use to put the CD and promotional material together
(basically setting your deadlines).
Remember
that your plan may be distributed to employees, and any independent
promotion people you may hire. This plan will be their introduction to the
artist, and is the plan they will base their jobs on. So, you must spare
no details in writing your plan. The more specific you give in every area,
the more thoroughly prepared and professional you will appear when you
begin implementing your marketing plan.
1.
Design a detailed overview of your marketing plan.
- Consider
all marketing and promotional considerations listed below.
- Propose
what you think would work best in each of the areas to help market the
record
- Remember
to keep a cohesiveness between all areas - working towards the same
goal; sales.
- Remember
you will need several practical tools/materials to achieve your goals.
(Computers, hardware/software, office supplies, etc).
Address
the following specific topics in your plan:
| Objective: |
State
a clear and concise objective or goal for your marketing plan. Who
is your audience? How will you reach them? Be very specific and
detailed. |
| Image: |
Maintain
a clearly described image in all graphics connected to your
release.. |
| Packaging: |
Give
a detailed description of the artwork to be used for the cover of
the CD/Tape. Describe layout (how many panels?) and the
information you'll have to obtain for the booklet, tray card &
imprint. |
| Publicity: |
Consider
any and all print and broadcast media plans. Which trade and
consumer publications, and genre specific papers, magazines, and
fanzines? Describe ingredients for press kits, and topics for
press releases. Create fact sheets. |
| Radio: |
What
radio format(s) will be targeted, which songs? any special
promotions? Create Radio Fact Sheet outlining your radio and other
marketing plans. |
| Sales: |
Describe
Distribution and Retail plans. Any in-store play material/
promotions? What other specific sales opportunities: mail order,
live shows, internet website? Create Distributor One Sheet stating
all sales & marketing ideas; include barcode. |
| Video: |
Is
the concept in-line with the overall image of the artist? Is a
video cost effective? |
| Touring: |
Describe
the timeframe for touring, and other promotional events to
coordinate while on the road. Consider specific clubs, halls,
fairs, festivals, etc. |
| Advertising: |
What,
if any ads will be placed in the print, and other media? Describe
the costs/benefits? |
| Misc: |
Record
release party? Novelty items? MP3 and/or downloadable songs? |
2.
Design a 12 week plan for the product and promotional tools.
- Lay
out what needs to be accomplished each week to get the record
out.
- Consider
the: artwork, mastering, credits, sequencing, printing, pressing,
booklets.
- Include
in the timeline when to start working on the promotional tools that
you will need for your plan (photos, press releases, novelty items,
display material, ads).
- Design
the timeline with deadlines for each element of your project.
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