Music Marketing for the DIY Musician

Contents

Foreword by Tony van Veen. CEO of DIY Media Group
Welcome New and Old Readers! Here's What's New
Preface
Acknowledgments

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
2. Identify Opportunities or "Needs" by Conducting a SWOT Analysis
3. Analyze Your Most Likely Customers and Target Your Market
4. Learn from Your Competitors by Conducting a Competitor Analysis
5. Demo Your Products and Services and Get Invaluable Feedback
6. Set Your Marketing Plan Goals by Using the SMART Model
7. Find the Right Blend of "Marketing Mix" Strategies to Achieve Your Goals
8. Assemble a Marketing Plan of Attack(TM) and Present Your Ideas Effectively
9. Execute Your Marketing Plan Effectively and Get Results
10. Keep Learning About Marketing and Strengthen Your Marketing Muscles
11. Getting Your Mindset Right Before Diving into the Text

2.Describe Your Company's Vision: Identifying Your Musical Purpose and Setting Your Career on Course
1. Identify the Type of Company You Envision Becoming
2. Indicate What Products and Services You'll Provide
3. Determine Your Genre or Style
4. Decide What Level of Success You Wish to Achieve
5. Consider What Kind of Industry You're In
6. Know What Identity You Want to Project into the Marketplace
7. Write Your Vision Statement Paragraph
Marketing Plan Template
Marketing Plan Example

3.Identify Profitable Opportunities or "Needs": Conducting a SWOT Analysis
1. Scan the Marketplace for Potential Opportunities
2. Match Opportunities with Strengths
3. Uncover Your Weaknesses
4. Spot Potential Threats
5. Write a SWOT (or OSWT) Conclusion
6. Q&A with Business Consultant Ira Kalb
Marketing Plan Template
Marketing Plan Example

4.Analyze Your Customers: Identifying, Segmenting, and Targeting Your Market
1. Identify, Segment, and Target Your Audience
2. Consider Your Data and Write a Customer Conclusion
3. Q&A with Marketing and Business Coach Nance Rosen
Marketing Plan Template
Marketing Plan Example

5.Learn from Your Competitors: Conducting a Competitor Analysis
1. Identify Your Competitors
2. Analyze Your Competitors' Strategies
3. Interpret Your Competitor Data and Write a Conclusion
Marketing Plan Template
Marketing Plan Example

6.Demo Your Products and Services: Getting Feedback Before Committing Your Valuable Resources
1. Develop and Demo Your Products and Services
2. Test Your Products and Services Out on Your Most Likely Fans
3. Interpret the Data
4. Write Your R&D Conclusion Paragraph
5. Q&A with Research Consultant Bianca Philippi
Marketing Plan Template
Marketing Plan Example

7.Set Your Marketing Plan Goals: Using the SMART Model
1. Make Your Goals Specific
2. Make Your Goals Measurable (or Countable)
3. Determine Whether Your Goals Are Attainable
4. Consider a Road Map for Achieving Your Goals
5. Set Your Goals in the Context of Time
6. Complete Your SMART Goals Paragraph
Marketing Plan Template
Marketing Plan Example

8.Develop Your Company's Brand Strategy: Creating the Right Identity for Your Company and Its People
1. Review Your Research and Goals and Examine How They Relate to Branding
2. Choose a Company Brand Name
3. Design a Company Brand Logo That Pops
4. Create a Company Brand Slogan or Tagline
5. Create a Company Spokescreature or Mascot
6. Consider Your Company's Brand Personality
7. Think About "Other" Branding Tools
8. Realize Your Position: Know Your Point of Differentiation and Plan to Exploit It
Marketing Plan Template
Marketing Plan Example

9.Develop a Brand Strategy for Your Products/Services: Achieving the DesiredImage for Your Tours, Records, Merch, and More
1. Decide on Your Brand Structure
2. Envision the Best Names/Titles
3. Use a Product/Service Brand Slogan or Tagline
4. Conceptualize the Right Design/Look/Mood
5. Define Your Product's Position and Exploit It
6. Q&A with Branding Consultant Robert Liljenwall
Marketing Plan Template
Marketing Plan Example

10.Finalize Your Products and Services for the Marketplace: Delivering on the Promise of Your Brand
1. Create a Product and Service Development Plan
2. Finalize a Customer Service Policy: The "Other" Part of Product
3. Analyze the Features and Benefits of Your Products and Services
4. Q&A with Studio Consultant Maurizio OTTO De Togni
Marketing Plan Template
Marketing Plan Example

11.Devise a Pricing Strategy: Reinforcing Your Brand Image and Generating Revenue and Awareness
1. Know How Your Research, Goals, and Other Strategies Are Connected to Price
2. Choose the Pricing Strategies That Are Right for You
3. Q&A with Business Manager Jeff Hinkle
Marketing Plan Template
Marketing Plan Example

12.Establish a Place Strategy, Part 1: Distributing Records and Booking Live-Performance Sets
1. Consider How Distribution, Research, and Other Strategies Are Related
2. Develop a Place Strategy for Selling Your Recorded Singles And Albums
3. Create a Live-Performance Place Strategy
4. Q&A with Festival Producer Kevin Lyman
Marketing Plan Template
Marketing Plan Example

13.Establish a Place Strategy, Part 2: Distributing Your Merch and Songs Effectively for Sale and/or License
1. Place Your Merch Effectively for Healthy Sales
2. Place Your Songs and Instrumentals in Film/TV/Games and More
3. Q&A with Music Placement Expert Michael Laskow
Marketing Plan Template
Marketing Plan Example

14.Formulate a Promotion Strategy, Part 1: Winning Over Fans via Publicity and Paid Advertising
1. Create a Publicity and Public Relations Plan and Stimulate Free Promotion
2. Develop a Paid Advertising Campaign
3. Q&A with Playlist Expert Mike Warner
Marketing Plan Template
Marketing Plan Example

15.Formulate a Promotion Strategy, Part 2: Using Online, Word-of-Mouth, and Guerrilla Marketing to Get Fans
1. Put Together an Online Marketing Plan
2. Use Word-of-Mouth Marketing (WOMM)
3. Utilize Guerrilla (or "Street Commando") Tactics
Marketing Plan Template
Marketing Plan Example

16.Formulate a Promotion Strategy, Part 3: Winning Over Fans via Radio Play and Creative Sponsorships
1. Develop a Radio Promotion Campaign Because Radio Is Not Dead
2. Align with Local and National Sponsors
Marketing Plan Template
Marketing Plan Example

17.Formulate a Promotion Strategy, Part 4: Utilizing Direct Marketing, Personal Selling, and Sales Promotions to Get Fans
1. Develop a Direct Marketing Plan
2. Think About Face-to-Face Selling (a.k.a. Personal Selling)
3. Employ Sales Promotions (Short-Term Incentives)
4. Q&A with Indie Bible Publisher Dave Wimble
Marketing Plan Template
Marketing Plan Example

18.Prepare a Measuring Strategy: Tracking, Analyzing, and Adjusting Your Marketing Campaign
1. Know What to Measure
2. Consider Your Sources and Methods of Measuring
3. Convert, Analyze, and Take Action
4. Q&A with Digital Analyst Joe Poindexter
Marketing Plan Template
Marketing Plan Example

19.Assemble Your Marketing Plan of Attack(TM): Presenting Your Business and Marketing Ideas Effectively
1. Present a Front Cover
2. Provide an Executive Summary
3. Insert a Table of Contents (TOC)
4. Complete and Format All of the Templates
5. Build an Allocation of Costs Table
6. Incorporate a Timeline or Schedule
7. Add an Appendix
Marketing Plan Template
Marketing Plan Example

20.Execute Your Marketing Plan Effectively: Adopting the Right Policies That Get Your Company Results
1. Make Sure Your Plan Passes the Bullshit Test
2. Secure the Needed Funds Now
3. Remember Not to Wait Around for Others to Help You: Do-It-Yourself (DIY) or Die
4. Be Ready and Willing to Go the Distance with Persistence
5. Remember that Baby Steps Really Do Matter
6. Burn, but Don't Burn Out: Nutrition, Sleep, Exercise, and More
7. Choose Employees and Band Members Wisely
8. Delegate the Workload Within Your Organization
9. Link Rewards to Performance Execution
10. Communicate the Sense of Urgency to Get Things Done Now, Before It's Too Late!
11. Practice Good Time Management
12. Get Rid of Complacency, Negativity, and Flakiness, and Do It Quickly
13. Embrace Industry Types, Movers and Shakers, and Company Deals Carefully
14. Always Give Thanks to Those Who Help by Practicing the Attitude of Gratitude
15. Remember That Life Is Not Just a Box of Chocolates

21.Continue to Learn About Marketing: Strengthening Your Marketing Muscles with 21 Exercises
1. Study the Life Stories of Successful and Innovative Artists You Admire
2. Analyze the Careers of Artists Who Have Failed
3. Study the Histories of Companies Outside the Music Industry That You Respect
4. Examine and Learn from the Marketing That Is Around You Each and Every Day
5. Consider How Companies Handle Themselves in the Face of Adversity
6. Analyze Why Some Artists Can Stand the Test of Time and Others Fade Away
7. Study the Lives of Great Leaders Throughout History
8. Read the Greatest and Latest Business and Marketing Book
9. Follow a Variety of Marketing Experts on Their Social Networks
10. Subscribe to a Variety of Blogs for the Latest Business and Marketing Information
11. Become a Member of a Popular Marketing and Business Organization
12. Take a Continuing Education Class in Marketing
13. Take Advantage of "Open Course" Materials from Major Institutions
14. Be Careful of Online (YouTube) Courses and Click-Bate Promises
15. Get an Internship in a Marketing Company
16. Find a Mentor
17. Teach Others What You Know, and Thus Grow
18. Listen to Educational Radio Programs and Podcasts While You Drive
19. Read the Trades
20. Just Get Out There and Do It
21. Hire a Consultant
22. Q&A with Educator Rebecca Weintraub

22.THE FUTURE OF MUSIC MARKETING 2024 - 2030: Examining the Present, Pioneering the Future
1.Artificial Intelligence and the Future
2. Virtual Reality, Augmented Reality and the Metaverse
3. Blockchain and NFTS: Redefining Music Monetization
4. Connectivity Supercharged: Paving the Way for Music Tech
5. The Power of Voice: A Vocal Revolution
6. Personalization and Fandom: Empowering Musicians and Dedicated Supporters
7. Societal Trends: Music Reflecting a Changing World
8. Listening and Discovery: Navigating the Digital Soundscape
9. Q&A with Digital Future Expert Dr. Morten Bay
Complete Marketing Plan Sample (Band)
Complete Marketing Plan Sample (Solo Artist)
Complete Marketing Plan Sample (Songwriter/Production Studio)
Complete Marketing Plan Sample (Session Player)
Chapter Question Sets: Quizzes and Tests
Glossary of Terms Found in This Book
Directory of This Book's Resources and Beyond
25 Historic Moments in Music Marketing
Index