• Save
MUC110.LEC3 Intro to Record Marketing
Upcoming SlideShare
Loading in...5
×
 

MUC110.LEC3 Intro to Record Marketing

on

  • 1,738 views

Introduction to Record Marketing: Overview and Planning

Introduction to Record Marketing: Overview and Planning

Statistics

Views

Total Views
1,738
Views on SlideShare
1,736
Embed Views
2

Actions

Likes
3
Downloads
0
Comments
0

2 Embeds 2

http://static.slideshare.net 1
http://www.slideshare.net 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

MUC110.LEC3 Intro to Record Marketing MUC110.LEC3 Intro to Record Marketing Presentation Transcript

  • Marketing Records: Overview & Planning O i Pl i © 2007 musicbizclasses.com
  • Marketing Overview © 2007 musicbizclasses.com
  • Two primary activities of Record Label Business: •Marketing & Promotion Creating the “Package” or the “Story” Story •Distribution (Sales) Distribution Selling the finished “Product” © 2007 musicbizclasses.com
  • Definitions: •Marketing & Promotion Marketing “Bringing the consumer to th t the product (music)” d t( i )” •Distribution (Sales) “Bringing the product (music) Bringing to the consumer” Source: Arny Schorr, Smore Entertainment, Artists House video © 2007 musicbizclasses.com
  • What is Marketing? A holistic strategy & process which identifies, anticipates and meets customer needs to promote the exchange of p p g products and services in a marketplace. GOALS: 1)Create successful packaging/image of your company and services offered offered- Creating the brand/Creating the story. 2)Communicate with customers about what you have to offer and why your offering has value –Promoting the brand © 2007 musicbizclasses.com
  • Record Label Marketing Team Marketing Dept. Marketing Product Management Artist Development Radio Promotion Artist Relations Promotions Publicity P bli it Sales S l © 2007 musicbizclasses.com
  • The Marketing Team: Product managers/ AD Managers- manage/oversee complete record marketing process and teams to product launch (new release) Marketing managers- branding, branding sales campaigns post-production campaigns, post production product management Publicists- Developing stories for the press © 2007 musicbizclasses.com
  • The Marketing Team: Radio &Video Promotion managers- Garnering Exposure on Major Commercial Radio and Music Television stations Promotions managers- C ti b P ti Creating buzz and d raising awareness via contests; giveaways Advertising & Media managers- Developing Ad campaigns; buying media p g y g Partnership marketing- extending brand reach through cross-marketing th h k ti © 2007 musicbizclasses.com
  • Key Marketing Functions Pre-Market: • Goal Development • Planning • Research Consumer insight, product testing, competitive intelligence • B d M k ti Brand Marketing Id tit positioning Identity, iti i • Pricing strategy • Product Development • Sales support Lead generation, collateral © 2007 musicbizclasses.com
  • Key Marketing Functions In-Market: • Publicity Managing the Press • Promotions Events, contests, Radio/TV promoters • M di B i /Ad ti i Media Buying/Advertising Messaging, M di B i M i Media Buying, Developing “creative” • New Media/Electronic SEO, Social Media Optimization,website management, mobile marketing • Partner Marketing Sponsorships, strategic alliances • Tracking results © 2007 musicbizclasses.com
  • Planning & Research © 2007 musicbizclasses.com
  • Planning Tools: Consumer Research Marketing Rule #1 Know your audience All successful marketing campaigns start with knowing you aud e ce t o g your audience • How? – Market Research • Consumer research • Sales Data © 2007 musicbizclasses.com
  • Consumer Research: Geographic Detailed D D il d Data Nations, states, regions or cities Points Demographic Age, gender, family size, income, education Psychographic Lifestyle, attitudes, values Behavioral Benefits sought, usage habits, habits frequency © 2007 musicbizclasses.com
  • Consumer Research: Market Segments • Geographic, Demographic, Psychographic and Behavioral data used to understand sub- groups i a l in larger market k t • Data is compiled and analyzed to create distinct profiles or “segments” • “Market Segmentation”= a method that allows Market Segmentation marketers to narrow their efforts and specifically “target” the most valuable audiences © 2007 musicbizclasses.com
  • Planning Tools: Industry Analysis Marketing Rule #2- Understand the Business Landscape All businesses face challenges from competitors and new technologies •How? – Market Research • Industry Analysis • Financial/Sales Data © 2007 musicbizclasses.com
  • Industry Analysis: Research & Data • RIAA • IFPI • Nielsen Media Research • Pew Internet Life • Forrester • Jupiter • Simmons • Edison Media Research © 2007 musicbizclasses.com
  • Industry Analysis: Commentary • Billboard.biz • P ll t Pollstar • New York Times • Wall Street Journal • Variety • The Hollywood Reporter © 2007 musicbizclasses.com
  • Industry Analysis: Trendwatching • Springwise.com • Look- Look • Youth Intelligence • Trendwatching.com • Mediafuturist.com • Wired.com © 2007 musicbizclasses.com
  • Planning Tools: SWOT Analysis Marketing Rule #3- Understand Your Unique Position in the Marketplace WHAT: SWOT analysis is a business tool used to help entities analyze their viability in the marketplace. • Strengths • Weaknesses • Opportunities • Threats WHY: Develop a strong picture of what can be leveraged for success and what needs to be improved before developing Marketing Plans and using resources © 2007 musicbizclasses.com
  • SWOT Analysis Applications: • New company (position in the market, commercial viability, etc) y ) • Product or brand launch • Business idea • St t i option, such as entering a new market Strategic ti h t i k t • Method of sales distribution • Opportunity to make an acquisition • Potential partnership • Outsourcing a service, activity or resource g , y • Investment opportunity © 2007 musicbizclasses.com
  • FOR EDUCATIONAL USES ONLY DO NOT COPY OR DISTRIBUTE © 2007 musicbizclasses.com