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The DM's
The document outlines the digital marketing strategy for a London-based alternative rock band called 'The DM’s.' It covers their goals to promote gigs, engage fans through social media, and utilize various marketing techniques, including email marketing, guerrilla marketing, and affiliate marketing. Additionally, it emphasizes maintaining an interactive online presence and building a global fanbase through music and outreach efforts.
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The DM's
- 1. THE DM’S MUSIC THAT WILL MAKE YOU DIGITAL MARKETINGSHORT COURSE ALEXANDRA HONNAN-MACDONALD SIMON MAGNESS PATRICIA GIMENO MIRIAM GANDIA
- 2. OUTLINE 1| Who arethe 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 THEDM’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 Biographyof 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.
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- 6. 6 •Our main SocialNetwork. •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 Networkfor 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 ourBLOG •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 photoupdates •Live shows / rehearsals •Hobbies / private lives •Follow other musicians & bands •Link to Facebook •Updated at least once a week
- 10. 10 •Have own YouTubeChannel •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 theWebsite. •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 website: 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 & EMAILMARKETING 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-Newslettersfortnightly, 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 •Thisaction 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 •Getfans 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.
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- 19. OFFLINE MARKETING QR CODE •Usedon 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.
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