The Marketing Plan

1. The Marketing Plan

2. when I go shopping I always buy the wrong stuff because I forget to make a list

3. it really pays to plan ahead it sounds almost too obvious to mention but we often forget to do it

4. a marketing plan is vital thinking and being creative is hard when we’ve under pressure and have deadlines looming make it a high priority you can always be flexible your marketing plan if things change later on

5. building a Marketing Plan this week • executive summary • market analysis • competition analysis • macroenvironmental analysis • SWOT analysis • marketing objectives

6. seven sleeps

7. building a Marketing Plan next week • promotional needs • artistic needs • target audience profile • strategies for the 7 Ps • a carefully thought-out promotional schedule

8. Executive Summary sometimes called ‘Product Description’ 200-300 words introduce the product to others define it to ourselves with something like music, it’s useful for us to have things written down like this, in black and white

10. “ Dirty Flirty is an exciting, new band set to kick up a storm on the Perth music scene. They consist of four guys in their early 20s - Len Tingle (singer, guitar), Ton Kah (lead guitar), Bryce ‘Nice’ Appleby (drums) and Saul Mann (bass and kazoo). They have been playing as a group since October 2008 and already have a small but dedicated fan base. The band is bursting with personality and keen to excite people with their image and music. The sound of the band could best be described as light rock fused with roots and folk. The music is definitely not fully mainstream and will appeal to an audience who see themselves as being alternative-minded. Their debut EP Cabbage Days is due out on Tall Boy Records on 18 November. The record’s title track is a personal account of Len Tingle’s recovery from a recent motorcycle accident. Despite the subject matter, it’s a catchy, danceable tune. ”

11. an understanding of our product an understanding of the market competition? analysis why is it so important in planning marketing? show to ourselves and others that we understand

12. music and musicians are often intangible use analysis to help define who they are analysis why is it so important in planning marketing? put something intangible into black and white

13. market analysis what are people buying? “looking at the playing field” are there any trends that we can follow, exploit or buck?

14. market analysis where do we get this info from? the web: aria.com.au ifpi.org bands we hear about and see ‘on the scene’ articles in industry magazines and street press

16. competition analysis who is our there, trying to do the same as us? are they a threat? how can we make our product different from theirs?

17. “macroenvironmental situation”

19. “macroenvironmental situation” = looking at the “big picture” What’s happening in the world at large does a global economic slump diminish or enhance our music’s appeal? 40% of Australians own an iPod, 85% of our target market does, so let’s offer the single mainly as a download

20. S W O T analysis

21. trengths S W O T eaknesses analysis pportunities hreats

22. create opportunities from weaknesses exploit opportunities • focus on promotion to friends ie TAFE colleagues • extra incentives to get people out the house? Use this message in promotion • create friends and family incentives • bang home the ‘new, local talent’ message • a ‘try something different’ message? • ensure that the music is the best it can be • ensure our promotion is well enough targeted, to not be competing against ‘bigger’ gigs now threats and weaknesses are identified, they can be combatted use strengths to counter threats

23. trengths S W O T eaknesses analysis pportunities target demo: 18-30, mainly male new single, Cabbage Days, coming out soon their debut single, self released, sold well big following in their home town hreats ‘free-wheeling, indi pop’

24. marketing objectives “to be the biggest metal band in Perth” “to sell 100 downloads of our single” “to sell out the Rocket Room this Saturday”

25. S M A R T

26. S pecific M easurable A chievable R ealistic T imely

27. S M A R T “we want to be known by at least 75% of metal fans in Perth by Christmas”