Record Promotion,Distribution, and

Retailing

Chapter 16

Marketing Plan

Marketing - sales campaign, promotion aids to distributors and retailers

Radio Promotion - Publicists - stories, reviews, and news for

print & broadcast Advertising Managers - conception and

placement of ads in broadcast & print

Concept

Target Demographics for idea POP - Point of Purchase (posters,

banners, racks, stand-ups, window displays, swag

SWOT Analysis- Strengths, Weaknesses, Opportunities, Threats

The Plan: Targets

Radio - in-house/independent promoters, only room for 2-3 adds per week

“Reporting Stations” - Getting “Adds” increases the label efforts.

“Turn Table Hits” - successful airplay but low sales

Promoters need to be trusted by PD/MD

The Plan cont.

Traditional radio hard to break for newbie New options: satellite radio, cable radio,

internet radio Promoters mail copies to stations on

select list of personal contacts (expense). Follow up with phone call

Payola & independent promoter.

The Plan: Publicity

Majors have in-house, small label independent PR

Need a story to pitch: new recording, tour, TV appearances, may have to invent something

Print: magazines have 3-4 months lead time; newspapers & weeklies; fanzines; Web Sites

The Plan: Publicity Retail: purchase “co-op advertising”, label pays

store for positioning the product in listening station, kiosk, end cap, other location. Sometimes exchange for free goods (Cleans)

“POP” advertising (posters, 3D, stand ups) “One-Sheets” - single page selling points, cover

art, tour dates, marketing plan, co-op funds available

The Plan: Advertising Types: Print (Institutional or Co-op),

Broadcast, Point-of-sale, Direct Mail. Videos help sales, but expensive & same

problems getting adds on stations Dance Club Promotion Labels/product manager - budget,

oversee marketing, coordinate departments, track adds, track charts

Distribution

Label/Manufacturer > Distributors (branch, independents, one-stops)> Rack Jobbers & Jukeboxes> Record Clubs> TV packagers> Cutout Wholesalers

Major label branch office - regional promotion & distribution

Distribution: Independent

Regional, National, or alliance of many regionals (INDI, ADA)

Accept records on 60-120 day billing period, expect “free goods” for incentives & promotional, can arrange co-op ads

Attracting Distributor- demonstrate some success in sales (selling on consignment & at live shows)

Distribution: Independent

Once Accepted - provide distributor airplay/media/live performances info. “Distributor One Sheets” = includes promotion & marketing plan, list price info. POP items (posters, flyers, standups for in store display)

Label must have 1. Trademarked name, 2. Catalog numbers, 3. UPC barcode

Publications

Billboard

College Music Journal

Hits

FMQB

Radio & Records went out of business in 2009

New Music Weekly

Independent Promotion

National Record Promotion Sometimes you can get a feeling from the

webpage like Castle Records

Resources

Music Industry Resources Database NARM (The Music Business Association)