Basic Marketing for Smart Music Store Owners

Scott Robertson, APR

What We’ll Cover

• Definitions of Marketing• Brief History• Why it Matters to You• Elements of a Marketing Plan• Your Marketing Plan

So What is Marketing?

• AMA defines as “two way communication process to sell goods and services to an audience

• Kotler says “marketing is the most important discipline a company can learn

Question: Who has great marketing?

Why?

Brief History Lessons

• Early 1900s – “you can have it in whatever color you want as long as it’s black”

• Mid-1900s – Mass media = pushing a message to the masses

• Late 1900s – Mass media but with targeted messages

Brief History Lessons

• 2000s – “the Groundswell” People distrust business like never before and retreat to small social circles (enabled by technology) for their messages

Why Should I Care?

• Successful companies use marketing strategies and techniques

• You’re probably doing it anyway, but understanding the vocabulary will help

• It changes frequently and you have to keep up

Element of Marketing

• Goals• Objectives• Strategies• Tactics

Origins?

• Warfare

Let’s Do One

• Goals:• Objectives:• Strategies:• Tactics:

Thank You!!!!

scottr@namm.orgtwitter.com/scottrNAMM

Questions?