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Record Promotion,Distribution, and Retailing Chapter 16
Marketing Plan <ul><li>Marketing - sales campaign, promotion aids to distributors and retailers </li></ul><ul><li>Radio Pr...
Concept <ul><li>Target Demographics for idea </li></ul><ul><li>POP - Point of Purchase (posters, banners, racks, stand-ups...
The Plan: Targets <ul><li>Radio - in-house/independent promoters, only room for 2-3 adds per week </li></ul><ul><li>“ Repo...
The Plan cont. <ul><li>Traditional radio hard to break for newbie </li></ul><ul><li>New options: satellite radio, cable ra...
The Plan: Publicity <ul><li>Majors have in-house, small label independent PR </li></ul><ul><li>Need a story to pitch: new ...
The Plan: Publicity <ul><li>Retail: purchase “co-op advertising”, label pays store for positioning the product in listenin...
The Plan: Advertising <ul><li>Types: Print (Institutional or Co-op), Broadcast, Point-of-sale, Direct Mail. </li></ul><ul>...
Distribution <ul><li>Label/Manufacturer > Distributors (branch, independents, one-stops)> Rack Jobbers & Jukeboxes> Record...
Distribution: Independent <ul><li>Regional, National, or alliance of many regionals (INDI, ADA) </li></ul><ul><li>Accept r...
Distribution: Independent <ul><li>Once Accepted - provide distributor airplay/media/live performances info.  “ Distributor...
Publications <ul><li>Billboard </li></ul><ul><li>College Music Journal </li></ul><ul><li>Hits </li></ul><ul><li>FMQB </li>...
Independent Promotion <ul><li>National Record Promotion </li></ul><ul><li>Sometimes you can get a feeling from the webpage...
Resources <ul><li>Music Industry Resources Database </li></ul><ul><li>NARM  (The Music Business Association) </li></ul>
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Record Promotion

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MUS 419
Chadron State College

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Transcript of "Record Promotion"

  1. 1. Record Promotion,Distribution, and Retailing Chapter 16
  2. 2. Marketing Plan <ul><li>Marketing - sales campaign, promotion aids to distributors and retailers </li></ul><ul><li>Radio Promotion - </li></ul><ul><li>Publicists - stories, reviews, and news for print & broadcast </li></ul><ul><li>Advertising Managers - conception and placement of ads in broadcast & print </li></ul>
  3. 3. Concept <ul><li>Target Demographics for idea </li></ul><ul><li>POP - Point of Purchase (posters, banners, racks, stand-ups, window displays, swag </li></ul><ul><li>SWOT Analysis- Strengths, Weaknesses, Opportunities, Threats </li></ul>
  4. 4. The Plan: Targets <ul><li>Radio - in-house/independent promoters, only room for 2-3 adds per week </li></ul><ul><li>“ Reporting Stations ” - Getting “ Adds ” increases the label efforts. </li></ul><ul><li>“ Turn Table Hits ” - successful airplay but low sales </li></ul><ul><li>Promoters need to be trusted by PD/MD </li></ul>
  5. 5. The Plan cont. <ul><li>Traditional radio hard to break for newbie </li></ul><ul><li>New options: satellite radio, cable radio, internet radio </li></ul><ul><li>Promoters mail copies to stations on select list of personal contacts (expense). Follow up with phone call </li></ul><ul><li>Payola & independent promoter. </li></ul>
  6. 6. The Plan: Publicity <ul><li>Majors have in-house, small label independent PR </li></ul><ul><li>Need a story to pitch: new recording, tour, TV appearances, may have to invent something </li></ul><ul><li>Print: magazines have 3-4 months lead time; newspapers & weeklies; fanzines; Web Sites </li></ul>
  7. 7. The Plan: Publicity <ul><li>Retail: purchase “co-op advertising”, label pays store for positioning the product in listening station, kiosk, end cap, other location. Sometimes exchange for free goods (Cleans) </li></ul><ul><li>“ POP” advertising (posters, 3D, stand ups) </li></ul><ul><li>“ One-Sheets” - single page selling points, cover art, tour dates, marketing plan, co-op funds available </li></ul>
  8. 8. The Plan: Advertising <ul><li>Types: Print (Institutional or Co-op), Broadcast, Point-of-sale, Direct Mail. </li></ul><ul><li>Videos help sales, but expensive & same problems getting adds on stations </li></ul><ul><li>Dance Club Promotion </li></ul><ul><li>Labels/product manager - budget, oversee marketing, coordinate departments, track adds, track charts </li></ul>
  9. 9. Distribution <ul><li>Label/Manufacturer > Distributors (branch, independents, one-stops)> Rack Jobbers & Jukeboxes> Record Clubs> TV packagers> Cutout Wholesalers </li></ul><ul><li>Major label branch office - regional promotion & distribution </li></ul>
  10. 10. Distribution: Independent <ul><li>Regional, National, or alliance of many regionals (INDI, ADA) </li></ul><ul><li>Accept records on 60-120 day billing period, expect “ free goods ” for incentives & promotional, can arrange co-op ads </li></ul><ul><li>Attracting Distributor- demonstrate some success in sales (selling on consignment & at live shows) </li></ul>
  11. 11. Distribution: Independent <ul><li>Once Accepted - provide distributor airplay/media/live performances info. “ Distributor One Sheets ” = includes promotion & marketing plan, list price info. POP items (posters, flyers, standups for in store display) </li></ul><ul><li>Label must have 1. Trademarked name, 2. Catalog numbers, 3. UPC barcode </li></ul>
  12. 12. Publications <ul><li>Billboard </li></ul><ul><li>College Music Journal </li></ul><ul><li>Hits </li></ul><ul><li>FMQB </li></ul><ul><li>Radio & Records went out of business in 2009 </li></ul><ul><li>New Music Weekly </li></ul>
  13. 13. Independent Promotion <ul><li>National Record Promotion </li></ul><ul><li>Sometimes you can get a feeling from the webpage like Castle Records </li></ul>
  14. 14. Resources <ul><li>Music Industry Resources Database </li></ul><ul><li>NARM (The Music Business Association) </li></ul>
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