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Music Marketing for the DIY Musician: Creating & Executing a Plan of Attack on a Low Budget
Preface
Acknowledgments
An Overview of the Complete Diy Marketing Process
- Describe Your Company's Vision And Set Your Career On Course
- Identify Opportunities Or "needs" By Conducting A Swot Analysis
- Analyze Your Most Likely Customers And Target Your Market
- Learn From Your Competitors By Conducting A Competitor Analysis
- Demo Your Products And Services And Get Invaluable Feedback
- Set Your Marketing Plan Goals By Using The Smart Model
- Find The Right Blend Of "marketing Mix" Strategies To Achieve Your Goals
- Assemble A Marketing Plan Of Attack™ And Present Your Ideas Effectively
- Execute Your Marketing Plan Effectively And Get Results
- Keep Learning About Marketing And Strengthen Your Marketing Muscles
- Consider These Overall Thoughts Before Diving Into The Text
Describe Your Company's Vision
- Identify The Type Of Company You Envision Becoming
- Indicate What Products And Services You'll Provide
- Determine Your Genre Or Style
- Decide What Level Of Success You Wish To Achieve
- Consider What Kind Of Industry You're In
- Know What Identity You Want To Project Into The Marketplace
- Write Your Vision Statement Paragraph
- Marketing Plan Template And Example
Identify Profitable Opportunities or "needs"
- Scan The Marketplace For Potential Opportunities
- Match Opportunities With Strengths
- Uncover Your Weaknesses
- Spot Potential Threats
- Write A Swot (or Oswt) Conclusion
- In Their Own Words: Q&a With Ira Kalb, Business Consultant
- Marketing Plan Template And Example
Analyze Your Customers
- Identify, Segment, And Target Your Audience
- Consider Your Data And Write A Customer Conclusion
- In Their Own Words: Q&a With Nance Rosen, Business Consultant At Sandler Training
- Marketing Plan Template And Example
Learn From Your Competitors
- Identify Your Competitors
- Analyze Your Competitors' Strategies
- Interpret Your Competitor Data And Write A Conclusion
- Marketing Plan Template And Example
Demo Your Products and Services
- Develop And Demo Your Products And Services
- Test Your Products And Services Out On Your Most Likely Fans
- Interpret The Data
- Write Your R&D Conclusion Paragraph
- In Their Own Words: Q&a With Bianca Philippi, Founder Of Creative Insights
- Marketing Plan Template And Example
Set Your Marketing Plan Goals
- Make Your Goals Specific
- Make Your Goals Measurable (or Countable)
- Determine Whether Your Goals Are Attainable
- Consider A Road Map For Achieving Your Goals
- Set Your Goals In The Context Of Time
- Complete Your Smart Goals Paragraph
- Marketing Plan Template And Example
Develop Your Company's Brand Strategy
- Review Your Research And Goals And Examine How They Relate To Branding
- Choose A Company Brand Name
- Design A Company Brand Logo That Pops
- Create A Company Brand Slogan Or Tagline
- Create A Company Brand Spokescreature Or Mascot
- Consider Your Company's Brand Personality
- Realize Your Position: Know Your Point Of Differentiation And Plan To Exploit It
- Marketing Plan Template And Example
Develop a Brand Strategy for Your Products/services
- Decide On Your Brand Structure
- Envision The Best Names/titles
- Use A Product/service Brand Slogan Or Tagline
- Conceptualize The Right Design/look/mood
- Define Your Product's Position And Exploit It
- In Their Own Words: Q&a With Robert Liljenwall, Owner Of The Liljenwall Group
- Marketing Plan Template And Example
Finalize Your Products and Services for the Marketplace
- Create A Product And Service Development Plan
- Finalize A Customer Service Policy: The "other" Part Of Product
- Analyze The Features And Benefits Of Your Products And Services
- Marketing Plan Template And Example
Devise a Pricing Strategy
- Examine How Your Research, Goals, And Other Strategies Are Connected To Price
- Choose The Pricing Strategies That Are Right For You
- In Their Own Words: Q&a With Jeff Hinkle, Business Manager At Gso Business Management
- Marketing Plan Template And Example
Establish a Place Strategy, Part 1
- Consider How Distribution, Research, And Other Strategies Are Related
- Create A Live-Performance Place Strategy
- Develop A Place Strategy For Selling Your Recorded Albums
- Marketing Plan Template And Example
Establish a Place Strategy, Part 2
- Place Your Merch Effectively For Healthy Sales
- Place Your Songs And Instrumentals In Film/tv/games And More
- Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 1
- Create A Publicity And Public Relations Plan And Stimulate Free Promotion
- Develop A Paid Advertising Campaign
- Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 2
- Put Together An Online Marketing Plan
- Use Word-of-Mouth Marketing (Womm)
- Utilize Guerrilla (or "street Commando") Tactics
- Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 3
- Develop A Radio Promotion Campaign
- Align With Local And National Sponsors
- Marketing Plan Template And Example
Formulate a Promotion Strategy, Part 4
- Develop A Direct Marketing Plan
- Think About Face-to-Face Selling (A.k.a. Personal Selling)
- Employ Sales Promotions (Short-Term Incentives)
- Marketing Plan Template And Example
Prepare a Measuring Strategy
- Know What To Measure
- Consider Your Sources And Methods Of Measuring
- Convert, Analyze, And Take Action
- Marketing Plan Template And Example
Assemble Your Marketing Plan of Attack™
- Present A Front Cover
- Provide An Executive Summary
- Insert A Table Of Contents (Toc)
- Complete And Format All Of The Templates
- Build An Allocation Of Costs Table
- Incorporate A Timeline Or Schedule
- Add An Appendix
Execute Your Marketing Plan Effectively
- Make Sure Your Plan Passes The Bullshit Test
- Secure The Needed Funds Now
- Remember Not To Wait Around For Others To Help You: Do-It-Yourself (Diy) Or Die
- Be Ready And Willing To Go The Distance With Persistence
- Burn, But Don't Burn Out: Nutrition, Sleep, Exercise, And More
- Choose Employees And Band Members Wisely
- Delegate The Workload Within Your Organization
- Link Rewards To Performance Execution
- Communicate The Sense Of Urgency To Get Things Done Now, Before It's Too Late!
- Get Rid Of Complacency, Negativity, And Flakiness, And Do It Quickly
- Embrace Industry Types, Movers And Shakers, And Company Deals Carefully
- Always Give Thanks To Those Who Help By Practicing The Attitude Of Gratitude
- Remember That Life Is Not Just A Box Of Chocolates
Continue to Learn About Marketing
- Study The Life Stories Of Successful And Innovative Artists You Admire
- Analyze The Careers Of Artists Who Have Failed
- Study The Histories Of Companies Outside The Music Industry That You Respect
- Examine And Learn From The Marketing That Is Around You Each And Every Day
- Consider How Companies Handle Themselves In The Face Of Adversity
- Analyze Why Some Artists Can Stand The Test Of Time And Others Fade Away
- Study The Lives Of Great Leaders Throughout History
- Read The Greatest And Latest Business And Marketing Books
- Follow A Variety Of Marketing Experts On Their Social Networks
- Subscribe To A Variety Of Blogs For The Latest Business And Marketing Information
- Become A Member Of A Popular Marketing And Business Organization
- Take A Continuing Education Class In Marketing
- Take Advantage Of "open Course" Materials From Major Institutions
- Get An Internship In A Marketing Company
- Find A Mentor
- Teach Others What You Know, And Thus Grow
- Listen To Educational Radio Programs While You Drive
- Read The Local Trades
- Just Get Out There And Do It
- Hire A Consultant
Complete Marketing Plan Sample
Glossary of Terms Found in This Book
Directory of This Book's Resources and Beyond
- Additional Learning Resources
- Assembling Your Marketing Plan
- Branding Resources
- Execution Resources
- Measuring And Monitoring Resources
- Place And Distribution Resources
- Pricing Resources
- Product Resources
- Promotion Resources
- Research Resources

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