MUSI 3338 Lecture 23: Marketing HW 2.21 _ 3.23
9 May 2018
School
Department
Course
Professor
Borg - Formulate a Promotion Strategy
Create a publicity and public relations plan and stimulate free promotion
● Prepare a press kit (physical and electronic) for submission
○ Physical
■ Folder of solid color
■ Business card
■ Bio
■ Photo
■ One sheet
■ Recording
○ Electronic (EPK)
● Strengthen media relationships with outreach strategy
● Decide on your press objective and prepare for them
● Submit press releases
● Submit photo stories and impromptu photos
● Know where to network and generate PR
● Design publicity stunts
● Plan a record release party or press conference
● Organize a charity event
● Prepare to expand into new territories that make sense
● Consider hiring a professional publicist
○ Or not!
Develop a paid advertising campaign
● Use internet advertising
○ Search results page ads
○ Website ads
● Utilize print media advertising
○ Magazines
○ Newspapers
○ Yellow pages and directories
● Know about broadcast media advertising
○ Local cable spot buys
○ Local radio spot buys
Put together an online marketing plan
● Use a personal website as an effective promotional hub
● Create your own personal blog
● Create profiles on social networks to attract fans
● Generate online publicity via e-zines, blogs, and more
● Post content on video sharing sites
● Build, create, and service direct e-mail lists
○ Build - quality before quantity. Always ask if they actually wanna be on your list.
find more resources at oneclass.com
find more resources at oneclass.com
○ Compose effective emails and eye catching headlines
○ Servicing your emails
● Start a direct online newsletter
● Use podcasts to get exposure
● Create online viral goodies, such as screensavers, wallpaper, and more
● Leave announcements on event calendars, message boards, groups, and directories
Use Word-of-Mouth-Marketing (WOMM)
● Create products and services that are naturally contagious
● Make your communications special, scarce, and memorable
○ Use trigger words
○ Hold contests
○ Tease your audience
○ Use humor, sex, or shock appeal
● Spot customer hubs and opinion leaders
● Seed journalists and other industry folk
● Provide product and service samples and ask people to “tell a friend”
Utilize Guerilla (or “Street Commando”) Tactics
● Make your mark with street stencils
● Stick up your city with stickers
● Tack up your town with posters and flyers
● Hit the streets w/ glossy postcards
● Hand out 3-song CD samples
● Give away CDs w/ tour shows printed on CD
● Organize guerilla performances (aka “smart mob” events)
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Formulate a Promotion Strategy Pt 2
Using Internet, Word-of-Mouth, and Guerrilla Marketing to Get Customers
Put Together an Online Marketing Plan
● Use a personal website as an effective promotional hub
○ Content
○ Optimization
● Create your own personal blog
● Create profiles on social networks to attract fans
● Generate online publicity via zines, blogs, and more
● Post content on video sharing sites
○ Keep content short/concise.
○ Create a variety of content
○ Lots of cuts to make people interested
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Create a publicity and public relations plan and stimulate free promotion. Prepare a press kit (physical and electronic) for submission. Decide on your press objective and prepare for them. Know where to network and generate pr. Plan a record release party or press conference. Prepare to expand into new territories that make sense. Generate online publicity via e-zines, blogs, and more. Always ask if they actually wanna be on your list. Compose effective emails and eye catching headlines. Create online viral goodies, such as screensavers, wallpaper, and more. Create products and services that are naturally contagious. Make your communications special, scarce, and memorable. Provide product and service samples and ask people to tell a friend . Tack up your town with posters and flyers. Give away cds w/ tour shows printed on cd. Organize guerilla performances (aka smart mob events) Using internet, word-of-mouth, and guerrilla marketing to get customers. Use a personal website as an effective promotional hub.
