Music Marketing for the DIY Musician: Creating & Executing a Plan of Attack on a Low Budget
Chapter 1 : Introduction
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2:07 Introduction
Welcome to Bobby Borg's Music Marketing for the DIY Musician. In this video, Bobby gives you an outline of his entire course and tells you everything you'll need to know to get the most out of it.
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3:18 What Is Marketing?
In this video, Bobby takes you through the term marketing and all the steps involved in successfully marketing your product.
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5:29 Why DIY?
In this video, Bobby breaks down the 'Do It Yourself' process and how you can use it to help yourself. After all, it's in the title of this course!
Chapter 2 : Chapter 1 - Market Research and Goal Setting
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0:57 Research and Goal Setting—Chapter Introduction
'Research and Goal Setting' is the first official chapter in Bobby Borg's Music Marketing for the DIY Musician. This is the first part of putting together your own complete marketing plan of attack.
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5:15 Vision
When you know where it is you want to go, it is easier to map out the directions to get there. In this video you'll learn how to write your own vision paragraph. This is the first step in 'Research and Goal Setting'.
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5:06 SWOT Analysis
Strengths. Weaknesses. Opportunities. Threats. Combined they are your SWOT Analysis. This is the next step in 'Research and Goal Setting'.
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5:34 Customer Analysis
Without knowing who your customers are, there is no way for you to market to them. This is the third and a crucial step in 'Research and Goal Setting'.
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3:54 Competitor Analysis
Nobody wants to lose business to someone else. It's important to know who your competitors are and how you have to beat them. This is the next step in 'Research and Goal Setting'.
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5:32 Testing and Feedback
Hope is not a strategy. Without testing the waters and getting the feedback from others, you'll never truly be great. This is the next step in 'Research and Goal Setting'.
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4:27 Deciding on Your Goals, The SMART Model
You don't go from playing in your room to selling out Madison Square Garden. The journey is filled with steps, and goal setting is a way to make that journey achievable. This is the final step in 'Research and Goal Setting'.
Chapter 3 : Chapter 2 - Branding and Product Development
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1:04 Strategy—Chapter Introduction
'Strategy' is the second chapter in Bobby Borg's Music Marketing for the DIY Musician. You need to think smart when putting together your own complete marketing plan of attack.
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9:33 Company Branding
Branding a company and branding a product are two different things. Learn the differences and what makes up a company's brand. This is the first lesson in 'Strategy.'
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7:31 Product Branding
Branding a company and branding a product are two different things. Learn the differences and what makes up a product's brand. This is the second lesson in 'Strategy'.
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6:26 Product Development
You've created a brand for both your company and your product. Now it's time to make it a reality. This is the final lesson in 'Strategy'.
Chapter 4 : Chapter 3 - Pricing and Distributing
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6:47 Price
It's what anyone finds out when buying a product. It's important to price correctly both to your product and the customer. Learn everything about 'Price' in this video.
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7:46 Placement
Where are all your products going to go? Who is going to be buying, licensing, and distributing them? Learn everything about 'Placement' in this video.
Chapter 5 : Chapter 4 - Promoting
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2:54 Promotion—Chapter Introduction
'Promotion' is the fourth chapter in Bobby Borg's Music Marketing for the DIY Musician. You need to let everyone know what you're doing as a part of your own complete marketing plan of attack.
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7:30 Publicity and Advertising
Whether it's your social media news feed, a billboard, or a magazine, ads are everywhere. You can earn them or pay for them. Learn the differences in the first part of 'Promotion.'
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7:23 Internet
It can be your best friend or your worst enemy. The Internet requires its own strategies. Learn what they are in the second part of 'Promotion'.
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4:34 Word of Mouth Marketing and Guerrilla Street Marketing
You take the recommendations of your friends more seriously than you do an advertisement. Learn how to be the most effective with word of mouth and what a street team can do for you in this part of 'Promotion'.
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5:41 Sponsorships and Radio Promotion
Getting your song on the radio can be one of the most powerful tools for you. Learn the ins and outs of sponsorship and getting your music on the radio in this part of 'Promotion'.
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6:04 Direct Marketing and Sales Promotions
How do you get directly to your fans and/or consumers? Which ways are better than others? Bobby will give you the answers in this last part of 'Promotion'.
Chapter 6 : Chapter 5 - Measuring, Assembling, and Executing
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1:53 Assembling, Executing, and Measuring—Chapter Introduction
'Assembling, Executing, and Measuring' is the fifth chapter in Bobby Borg's Music Marketing for the DIY Musician. How are you going to put things together; how are you going to do them; and how are you going to measure your results? All in part of your own complete marketing plan of attack.
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5:45 Measuring
'Half the money I spend on advertising is wasted; the trouble is, I don't know which half' — John Wanamaker. Learn how to give yourself an edge in the first part of 'Assembling, Executing, and Measuring.'
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6:36 Executive Summaries, Budgets, Schedules, and More
What is an executive summary? Go watch Shark Tank. How do I create a successful budget and the most efficient schedule? Watch the second part of 'Assembling, Executing, and Measuring.'
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6:13 Execution Part 1: Funding Your Projects
If you don't have gas in your car, you're not going to get very far. Not everyone has the ability to reach into their pockets and fund their projects and dreams. Learn the other ways to fund your projects in this three-part mini-series of 'Assembling, Executing, and Measuring'.
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5:43 Execution Part 2: Proactivity, Choosing Partners, and Delegating the Workload
Taking the bull by the horns, grabbing charge of your career, and making things happen is one way to move forward. Another way is to choose the best partner or band members, and make sure no one works more than the other in this three-part mini-series of 'Assembling, Executing, and Measuring'.
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5:50 Execution Part 3: Going the Long Haul and Learning More About Marketing
Don't look for deals; look for the right deals. Not everyone has your best interest, and you need to learn how to avoid the land mines. Learn what to look for in this last part of Executing and the final video in 'Assembling, Executing, and Measuring'.
Chapter 7 : Conclusion
Product Overview
Welcome to "Music Marketing for the DIY Musician", presented by professional artist, author, and educator Bobby Borg. Based on the author’s popular book, this university-level Marketing 101 crash course is for anyone who wants to understand the fundamentals of marketing.
Intended for creative, smart forward thinkers who understand the importance of planning one’s career from the ground floor up, this series will help you find a truly unique position in the marketplace that will set you apart from the masses.
How does this course work? First, in the videos, Bobby concisely explores and explains basic marketing concepts, outlining exercises that allow you to create the strong foundation necessary for building a successful, long-term career.
Topics covered include writing a vision statement, analyzing your customers, sizing up the competition, creating S.M.A.R.T. goals, and strategizing for success (with intelligent branding, product, price, place, and measurement practices), among many others.
Make no mistake: Music Marketing for the DIY Musician does not claim to be the last word in music marketing. It is, however, a perfect introduction to the field with a track record of transforming aspiring musicians from passionate hobbyists into well-informed, compensated professionals. Get your career going today!
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