SongBid has developed a comprehensive IMC strategy to increase brand awareness, downloads, and revenue. They will utilize push and pull strategies including digital ads on Hulu and YouTube, social media marketing, content creation, partnerships, and print ads. SongBid aims to reach 200,000 downloads within 6 months, increase revenue by 200% within 12 months, and expand brand awareness by 75% within 6 months through this integrated marketing approach.

1. Running Head: IMC 1
IMC Strategy
Nick Orlando
May 25, 2018
Full Sail University
Music Business Marketing

2. Running Head: IMC 2
Integrated Marketing Communications Strategy
Marketing Objectives
 To reach 200,000 downloads within 6 months.
 To increase revenue by 200% within 12 months.
 To expand brand awareness by 75% within 6 months.
Marketing Tactics
SongBid has developed a complex marketing strategy that will effectively increase brand
awareness throughout the concert and festival industries, grow user numbers, and increase
profitability. SongBid’s headquarters is located in Nashville, TN, the “Music City”. This location
was chosen to build off of and target because it is becoming the new epicenter for the music
industry, on top of being one of the fastest growing populations in the country. It is also the
location of AC Entertainment, one of the Southeast’s largest concert and festival promoters, and
also the producers of the Bonnaroo Music & Arts Festival. Songbid will be partnering with ACE
which will help to gain access to all of their festivals, live events, and already well- established
relationships with agents and management companies in the area. To accomplish the marketing
objectives of increasing downloads, revenue, and brand awareness, the company will use a
combination of push and pull strategies including print and banner advertisements, content
marketing through their website, social media and blog posts, and a sales promotion campaign to
kick things off.
SongBid has created a 30 second commercial that will be used to expand brand awareness
of the app and some of the upcoming concerts and festivals that the platform will be live at. The
commercial will also as inform the viewers of a sales promotion where the parent company of

3. Running Head: IMC 3
SongBid’s promoting partner AC Entertainment, Live Nation, will match any $1 bid placed by the
user, as well as send a $5 ticket voucher to the user that they can redeem for their next ticket
purchase. The promotion will only be in effect if the user places the bid on the app before
September 1, 2018. According to a study done by eMarketer, 77% of Millennials say they use
streaming services vs. 57% that say they watch traditional cable, which is why this advertisement
will be aired through Hulu rather than network television (Williams, 2017). Hulu advertisements
currently cost around $35 CPM (cost per 1,000 impressions), so the budget for this marketing
channel will be $90,000 through the length of the promotion with the goal of making 250,000
impressions (Grieff, 2015). Hulu does not offer specific placement for their advertisement deals,
but due to the fact that their cheapest subscription level highest viewers are Millennials, the
commercial is certain to see a number of conversions from these impressions making it a
worthwhile investment.
The second main pathway to SongBid’s target audience for this commercial will be
through YouTube advertisements. Among millennials, YouTube accounts for two-thirds of the
premium online video watched across devices which makes this a perfect avenue to target potential
customers who are listening to songs or watching music videos by some of the artists partnering
with the app (Smith, 2018). The average cost of reaching 100,000 viewers on YouTube ads is
approximately $20,000, thus SongBid will allocate $100,000 with the goal of reaching 500,000
viewers (Influencer Marketing Hub, 2017).
SongBid will utilize the big three social media platforms for Millennials – Instagram,
Facebook, and Twitter, to grow an organic following. By liking, following, and engaging with
accounts of members of the app’s target audience, the company aims to not seem overly
promotional but rather become a member of their community. Posts will be made that will appeal

4. Running Head: IMC 4
to the interests and values of the target market, mainly about upcoming live events and recaps,
how successful each campaign on the app is and show examples of some of the lives it is changing
with the charities that the proceeds are being allocated to. The company will also generate content
that is valuable to their followers, such as infographics with tips and tricks to get the most out of a
music festival or concert, what things to pack and prepare, or how to get the best possible listening
experience at a concert. These will be some of the key pull strategies being utilized to accomplish
the marketing objectives. On top of the company’s own social media accounts and content,
SongBid has an agreement with each artist they partner with that they have to promote their
involvement with the app on their own social media accounts for upcoming concerts. Since the
platform is providing a huge service and benefit to these artists by giving them an avenue to give
back to charities and causes they are passionate about, this will be a highly effective and virtually
cost-free way to work towards SongBid’s marketing objectives.
SongBid will be creating a monthly podcast series that will be posted and promoted via the
blog on their website as well as on their social media and YouTube channels. These podcasts will
be similar to the content marketing posts made on social media in that they will provide valuable
content for their target market. The podcasts will each be 3 minutes in length and will be divided
into 2 different category types. One category which is providing value for the fans and audience
members or potential users of the app, and the other for the artists that we are seeking to partner
with in the future. The podcasts targeted at the artists will share things like how to effectively
engage their audience, and how they can motivate fans to become involved in philanthropy. The
budget allocated for this marketing strategy is $1,000 per month (or episode), which will cover
production, editing, and consultation expenses (Large, 2018).

5. Running Head: IMC 5
Conventional media advertisement will also be an avenue utilized by the company to reach
the desired marketing objectives. Since the millennial generation has strayed away from
traditional magazine subscriptions, SongBid will limit its expenses in print to one magazine,
Rolling Stone. The costs per full page advertisement in this publication is approximately $100,000
(WebPageFx, 2016). This is still a worthwhile investment as Rolling Stone is still the world’s
leading music print publication. Although streaming platforms are undoubtedly the preferred
platform for millennials to listen to music through, traditional radio is still a very viable
promotional tool for live events. Since the whole concept of this app is completely intertwined
with the world of concerts and festivals, the company will create 30-second radio advertisements
that will be aired in conjunction with advertisements created by their promoting partners, AC
Entertainment, for their upcoming concerts and live events. The cost for the production of each
advertisement will be approximately $1,000, and each 30-second air time slot approximately $500
(WebPageFx, 2016). SongBid will only pay for this air time when there is an upcoming concert
where the app will be live at, so budget for this avenue will range from $3,000 - $5,000 per month.
Specific airing times will be between 5-7pm when the millennial target market is on their commute
home from work, thinking about their next concert they want to go to and unwind at.
SongBid has also created a brochure that includes the company tagline, customer benefits,
competitive advantage, and product positioning. The distribute this brochure, the company is
again utilizing its relationship with AC Entertainment and Live Nation to gain access to
Ticketmaster. For each ticket purchased through Ticketmaster for an event that the app will be
live at, the customer will get a copy of the brochure in their email along with their payment receipt.
The terms of this agreement that Ticketmaster is allowing the company to gain access to their

6. Running Head: IMC 6
email lists is that SongBid continues to refer users and customers to purchase their tickets through
Ticketmaster, both on the SongBid website and social media channels.
To gain industry notoriety as well as foster relationships with potential partnering artists,
management companies, promoters, and sponsors, SongBid will have a presence at industry
conferences such as SXSW in Austin, TX and the Music Business Conference in Nashville. At
these conferences, SongBid will create a small lounge area where some lower level artists will be
performing, where attendees can come and enjoy the music as well as test out and find out more
information about the app and the company. The cost to have a booth at each of these conferences
is approximately $1,200. We will be partnering with a local production company at each event
who will be donating the staging and audio equipment. The total costs of travel, lodging and
exhibition for each event will be approximately $3,000.
The company also has plans in place for an online guerilla marketing campaign where they
will create and host a viral contest for user generated content. The contest details will be for the
users to create and post a video of themselves singing and or performing their favorite song by one
of SongBid’s partnering artists in the most creative, fun, and obnoxious way possible. The winner
will receive VIP tickets to that artists next up and coming concert in their local area. The contest
details and instructions will be announced simply through posting on social media accounts and
through the company website. One of the rules for entry will be that the user post on social media
both tagging SongBid as well as using a creative hashtag that the company will consistently
promote the use of through its own social media posts. This will be a fun, friendly, and virtually
cost-free promotion tool, as well as a way to build trusting and strong relationships and expand
upon their customer base to reach their marketing objectives.

7. Running Head: IMC 7
References
39 Fascinating and Incredible YouTube Statistics. (2018, May 9). Retrieved from
https://www.brandwatch.com/blog/39-youtube-stats/
The Cost of Advertising Nationally Broken Down by Medium. (2017, September 6). Retrieved
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How Much do YouTube Ads Cost? (n.d.). Retrieved from
https://influencermarketinghub.com/how-much-do-youtube-ads-cost/
How much should it cost to produce a podcast for my business? - Come Alive Creative. (2018,
March 26). Retrieved from https://comealivecreative.com/how-much-should-it-cost-to-
produce-a-podcast-for-my-business/
How to Use Guerrilla Marketing for Your App. (2018, January 2). Retrieved from
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billboards/297928/

8. Running Head: IMC 8
Williams, T. (2017, June 8). More people use streaming services than have cable subscriptions;
study finds. Retrieved from https://www.marketwatch.com/story/more-people-use-
streaming-services-than-have-cable-subscriptions-study-finds-2017-06-08