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Music Business School Marketing Presentation

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Presented as part of Unit 12 of the Music Business Qualification taught at http://www.musicbusinessschhool.co.uk

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Music Business School Marketing Presentation

  1. 1. Evil Genius MediaMarketing PresentationUnit 12 – Managing a Music Business EnterprisePresenter – Mark Muggeridge @ThisIsNewMusic ThisIsNewMusic C Evil Genius Media + Events Ltd 2012
  2. 2. You probably know the key components of a marketing campaign.On - Line C Evil Genius Media + Events Ltd 2012
  3. 3. You probably know the key components of a marketing campaign.On - LineOther Platforms. C Evil Genius Media + Events Ltd 2012
  4. 4. You probably know the key components of a marketing campaign.On - LineOther Platforms.Other Elements On Line PR Physical Press TV Plugging (Social Media) Radio Plugging – National & Regional Campaign Manager C Evil Genius Media + Events Ltd 2012
  5. 5. Elements You Might Not Have Considered.Retail as Marketing.Trade Publications C Evil Genius Media + Events Ltd 2012
  6. 6. Evil Genius’ Marketing Philosophy.• There is no such term as Digital Marketing.• There is On-Line Marketing & Off Line Marketing.• On-Line & Off Line Activities do not exist in Silos. • For maximum effect they must relate to each other. C Evil Genius Media + Events Ltd 2012
  7. 7. Closed Loop Marketing. Physical Press W.W.W. On Line PR TV PluggingRadio Plugging – National & Regional C Evil Genius Media + Events Ltd 2012
  8. 8. A Quick Look at the Platforms. Pro’s • More E Mail Accounts than all Social Media combined • More Trusted than Social Media • Highly Measurable • Highly Segmentable • Free – Up to a certain number of subscribers. • Opt in means that people want your information • Opt Out means that you have a focused audience. Con’s • Place’s a requirement upon you to protect data • Trust easily diminished • Requires discipline – Time & Quality Content • Requires constant attendance. C Evil Genius Media + Events Ltd 2012
  9. 9. A Quick Look at the Platforms. Pro’s • Potentially a huge audience. • Highly Viral • Low Cost Entry Point Advertising. • Easy to create content for Con’s • Like’s are transient • Low MAU’s and PAV’s – around 20% • Conversions are low – Can be as low as 2% • Platform constantly changing without notice. • Issues with Advertising products – Bots driving clicks • Audience now declining C Evil Genius Media + Events Ltd 2012
  10. 10. A Quick Look at the Platforms. Pro’s • Easy to create content for. • Great for SEO via use of #Hash Tags and @Handles • Good Platforms – Hoot Suite and Tweet Deck • Great Interaction with fans • Great for getting the message out fast. Con’s • Easy to fall foul of – think about what you are saying. • Low ROI C Evil Genius Media + Events Ltd 2012
  11. 11. A Quick Look at the Platforms. WordPress Pro’s • Free and Inexpensive to host – Find a host that Specialises • Easy to update content • Many free or inexpensive themes • Many useful plugins • Many free or low cost training solutions • Has an element of SEO • Can be built on a Responsive Grid – Mobile Strategy v’s Cloud Strategy Con’s • Two Versions - .com and .org • Requires a content strategy – Web is constantly evolving • Still requires a robust SEO strategy. C Evil Genius Media + Events Ltd 2012
  12. 12. Content CreationSearch Engine Optimisation – SEOGenerate a Key Word List – Include Phrases.Google Favours well written article and page titles.Describe the content for each page or blog post.Use Image Tags to increase visibility.Video TaggingThink about the Tone of your content – We want to hear your ‘Voice.’Use Signature Elements. C Evil Genius Media + Events Ltd 2012
  13. 13. Call to Action – CTA’s C Evil Genius Media + Events Ltd 2012
  14. 14. Call to Action – CTA’s
  15. 15. So Far…..So Free…What About Paid Advertising Options ? Promoted Post Campaign C Evil Genius Media + Events Ltd 2012
  16. 16. What About Paid Advertising Options ? • These adds can be Targeted by Location – Company – Age and more. • FB beginning to randomise the adds on the page. • Issues with Bots clicking the adds. • FB soon to bring ‘Add Bidding’ into play to drive revenue. • UK Q2 2011 -2012 - Add costs up 29% YOY – Engagement Up 11% YOY • Sponsored Story’s outperform FB Adds 53% - Entertainment CTR 0.054% C Evil Genius Media + Events Ltd 2012
  17. 17. Products includePromoted Posts + Promoted Accounts.C Evil Genius Media + Events Ltd 2012
  18. 18. Products includePromoted Posts + Promoted Accounts. www.Tweepi.comC Evil Genius Media + Events Ltd 2012
  19. 19. Paid Advertising.Only half my advertising works, but the trouble is I don’t know which half. - Lord Lever Not Any More – UTM’s. www.musicbusinessschool.co.uk http://www.musicbusinessschool.co.uk/?utm_source=Unsigned%2BGuide&u tm_medium=Blog%2BLink&utm_campaign=Top%2Bof%2BArticle C Evil Genius Media + Events Ltd 2012
  20. 20. Paid Advertising.Split Testing.E Mail Sending – Time of Day - Day of Week- Subject Lines.Contra Advertising – Banner Swapping. C Evil Genius Media + Events Ltd 2012
  21. 21. External Suppliers – Costs for Budgeting.PR’s Online and National Print. Around £1,500 - £2,000 per campaign. C Evil Genius Media + Events Ltd 2012
  22. 22. External Suppliers – Costs for Budgeting.PR’s Online and National Print. Around £1,500 - £2,000 per campaign.• Video Views• Single Reviews• Live Performance Sessions – Google – Soundcloud• EP or Album Reviews. C Evil Genius Media + Events Ltd 2012
  23. 23. External Suppliers – Costs for Budgeting.PR’s Online and National Print. Around £1,500 - £2,000 per campaign.• Video Views• Single Reviews• Live Performance Sessions – Google – Soundcloud• EP or Album Reviews.Working with a Campaign Strategist. Like Me! Why?Around £1,500 per campaign.• Brings proven team on board.• Best Fit Suppliers for your campaign.• Can advise what will work and what won’t.• Can advise on best timing.• Has good contacts within Music Business. C Evil Genius Media + Events Ltd 2012
  24. 24. External Suppliers – Costs for Budgeting.National & Regional Radio PluggersNational Pluggers Around £2,000 per track.Some also charge P & PRegional Pluggers Around £1,000 per track.Almost always charge P & PTV Pluggers Around £2,000 per campaign.Plus Expenses – Travel & Accommodation. C Evil Genius Media + Events Ltd 2012
  25. 25. Retail as Marketing.
  26. 26. Analyse your campaign.
  27. 27. Analyse your campaign. C Evil Genius Media + Events Ltd 2012
  28. 28. Strategies for Growing your Audience.Audit & Assess.• Why am I on a particular social platform?• Why is my audience there?• Who are my audience?Plan & Schedule.• Plan specific campaigns around an event or activity.• Schedule before the campaign commences when posts will appear.• Plan for someone specific to take responsibility for posts and response.Define Realistic Goals.To grab attention in this space social media managers will need to invest between6 to 11 hours per week – having formulated a plan. C Evil Genius Media + Events Ltd 2012
  29. 29. Evil Genius MediaThanks for Listening!Marketing PresentationUnit 12 – Managing a Music Business EnterprisePresenter – Mark Muggeridge @ThisIsNewMusic ThisIsNewMusic C Evil Genius Media + Events Ltd 2012
  30. 30. C Evil Genius Media + Events Ltd 2012

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