Digital Marketing presentation, City University, London - lifestyle - Teach Digital - www.teachdigital.uk

1. THE DM’S
MUSIC
THAT
WILL
MAKE
YOU
DIGITAL MARKETING SHORT COURSE
ALEXANDRA HONNAN-MACDONALD
SIMON MAGNESS
PATRICIA GIMENO
MIRIAM GANDIA

2. OUTLINE
1| Who are the DM’S?
2| Website
3| Social Media
4| Online Media and PR
5| Building Traffic
6| eCRM and email marketing
5| Offline Marketing
6| Affiliates
7| Guerilla Marketing

3. WHO ARE THE DM’s??
•The DMs are an edgy alternative
rock band.
•They have a strong following in
and around London performing
regular gigs at independent
venues and pubs.
•The band appeals to 16 – 30
year olds that like alternative live
music.
The DMs aim to:
•Promote their up and
coming gigs.
•Sell tickets for shows,
albums and merchandise
•Build their UK fan base
through regular interaction
via blogs, emails and
social media.
•Hope to reach a more
global audience.

4. www.thedms.com
Content
Ease of use
Speed
Updates
Biography of the band and its members.
Lyrics / Tour dates / News
Links to Merchandise store / Social Media sites
Call to action – Download albums/buy tickets/newsletter
Clear titles for each page to allow easy navigation by
links
Imbedded links from YouTube to make media streaming
familiar to fans
Simple process for booking tickets/purchasing
music/merchandise
Basic landing page to allow fast loading
to secure interest from each visitor.
Imbedded videos from YouTube for fast streaming
Website maintained through a CMS for easy updates.
E.g. Mailing List, new tour dates and media.

5. SOCIAL MEDIA

6. 6
•Our main Social Network.
•Share everything with ours fans (rehearsals, live
shows, hobbies & interests, glimpse into private
lives).
•Be natural and spontaneous.
•Videos and Pictures.
•Conversations and Feedback.
•Update at least 2-3 per week.
•Build strong relationships with fans.

7. 7
•Main Social Network for musicians
•Share all our music
•Offer some music for free and unreleased
tracks, special live recordings.
•Enjoy
•Fans can write message, share songs and
even download
•Option of donations money

8. 8
•Link with our BLOG
•Easy to follow us
•Use ‘retweet’ to run promotional competitions.
E.G.‘retweet that The DM’s are playing at the Forum in
London tonight (Doors 7pm) for a chance to win
merchandise/guest list for 2 people!’
• Follow other musicians & bands / music related
companies and people such as music and instrument
shops, venues and bars, music magazines and
journalists.
•Build community.

9. 9
•Used for photo updates
•Live shows / rehearsals
•Hobbies / private lives
•Follow other musicians & bands
•Link to Facebook
•Updated at least once a week

10. 10
•Have own YouTube Channel
•All video is put onto the YouTube channel,
any subscribers are able to view it first.
•Live Concerts
•Interviews
•Rehearsals
•Links with Facebook

11. 11
BLOG
•Integration with the Website.
•Open to comments & interaction with fans,
build online relationships.
•Allows for more detailed and personal content
from band members, unlike Facebook and
Twitter where content has to be short.
•Allow for guest bloggers in music industry.
•Build SEO
•Links to Facebook and Twitter.

12. 12
BUILDING TRAFFIC
•Link web site: bands, bars, music
venues
•Active Members in the net: blog + web
•Key Words:
ROCK, MUSIC, LIVE, NEW, LONDON,
BRITISH, YOUNG.

13. ONLINE MEDIA & PR
Email Signups
Tickets:
Ticketweb
Seetickets
Internal:
Newsletter
Tour dates
Music:
YouTube
iTunes
Social Media:
Facebook
Twitter
Instagram
Links

14. 14
ECRM & EMAIL MARKETING
eCRM
•Collect peoples emails from newsletter sign
ups and purchases
•Collect post codes from sign ups to ensure
emails are targeted to regions of upcoming
shows in the area.
•To increase repeat business, email people
that have bought a tickets/cd’s or
downloaded tacks and offer guestlist/ queue
jump/ early bird offer

15. 15
EMAIL MARKETING
•Send e-Newsletters fortnightly, giving run down of
events. Make sure only give snippets of information
and call to action links to drive traffic to website
•Make emails personal and sent to sign ups name e.g.
Dear Dave
•Have different band members sign off on emails to
make recipients feel like they are getting emailed
directly by the band
• Email details of secret gigs and encourage sharing on
social media to increase community.
ECRM & EMAIL MARKETING

16. OFFLINE MARKETING
GUERRILLA MARKETING
•This action will take place in London, outside, perhaps a park
or other large space – will be posted on Facebook and Twitter.
• The DM’s will be performing a song, but it will be mimed and
there will be no sound.
•The public are invited to listen to the band through earphones,
more personal experience, higher level of interaction.
•Intention: shock and intrigue the public
•Offer those who took part a free poster/flyer with Facebook
details
•All the action is filmed and uploaded on to YouTube and
Facebook.

17. OFFLINE MARKETING
AFFILIATE MARKETING
•Get fans to help promote events by sending posters and flyers
to them.
•They will be rewarded by being given guest-list access to
shows.
•Fans and merchandisers can bulk purchase cd’s and
merchandise to sell.
•Offer option for receiving payment on following orders.

18. OFFLINE MARKETING

19. OFFLINE MARKETING
QR CODE
•Used on promotional posters
•When scanned with a smart phone with the QR code app, the
user is taken to www.thedms.com where they can listen to the
newest track by the band ‘We are the DM’s’.
•Posters to be distributed to live music venues and bars,
universities and music related shops.
•Intrigues the user to find out about the band
•Increase fan base
•Increase ‘likes’ on Facebook and followers on Twitter
•Increase sales of gig tickets, merchandise and albums or tracks.

20. THE END!
KEEP
ON
ROCKING!