Music Business School Marketing Presentation

Evil Genius Media

Marketing Presentation

Unit 12 – Managing a Music Business Enterprise

Presenter – Mark Muggeridge

@ThisIsNewMusic ThisIsNewMusic

C Evil Genius Media + Events Ltd 2012

You probably know the key components of a marketing campaign.

On - Line



On - Line

Other Platforms.



On - Line

Other Platforms.

Other Elements
On Line PR Physical Press TV Plugging
(Social Media)

Radio Plugging – National & Regional Campaign Manager


Elements You Might Not Have Considered.

Retail as Marketing.

Trade Publications


Evil Genius’ Marketing Philosophy.

• There is no such term as Digital Marketing.

• There is On-Line Marketing & Off Line Marketing.

• On-Line & Off Line Activities do not exist in Silos.
• For maximum effect they must relate to each other.


Closed Loop Marketing.

Physical Press

W.W.W.

On Line PR

TV Plugging
Radio Plugging – National & Regional


A Quick Look at the Platforms.

Pro’s
• More E Mail Accounts than all Social Media combined
• More Trusted than Social Media
• Highly Measurable
• Highly Segmentable
• Free – Up to a certain number of subscribers.
• Opt in means that people want your information
• Opt Out means that you have a focused audience.

Con’s

• Place’s a requirement upon you to protect data
• Trust easily diminished
• Requires discipline – Time & Quality Content
• Requires constant attendance.


Pro’s

• Potentially a huge audience.
• Highly Viral
• Low Cost Entry Point Advertising.
• Easy to create content for

Con’s

• Like’s are transient
• Low MAU’s and PAV’s – around 20%
• Conversions are low – Can be as low as 2%
• Platform constantly changing without notice.
• Issues with Advertising products – Bots driving clicks
• Audience now declining



Pro’s

• Easy to create content for.
• Great for SEO via use of #Hash Tags and @Handles
• Good Platforms – Hoot Suite and Tweet Deck
• Great Interaction with fans
• Great for getting the message out fast.

Con’s

• Easy to fall foul of – think about what you are saying.
• Low ROI



WordPress

Pro’s
• Free and Inexpensive to host – Find a host that Specialises
• Easy to update content
• Many free or inexpensive themes
• Many useful plugins
• Many free or low cost training solutions
• Has an element of SEO
• Can be built on a Responsive Grid – Mobile Strategy v’s
Cloud Strategy

Con’s
• Two Versions - .com and .org
• Requires a content strategy – Web is constantly evolving
• Still requires a robust SEO strategy.


Content Creation

Search Engine Optimisation – SEO
Generate a Key Word List – Include Phrases.
Google Favours well written article and page titles.
Describe the content for each page or blog post.
Use Image Tags to increase visibility.
Video Tagging

Think about the Tone of your content – We want to hear your ‘Voice.’
Use Signature Elements.


Call to Action – CTA’s


So Far…..So Free…

What About Paid Advertising Options ?

Promoted Post Campaign


What About Paid Advertising Options ?

• These adds can be Targeted by Location – Company – Age and more.
• FB beginning to randomise the adds on the page.
• Issues with Bots clicking the adds.
• FB soon to bring ‘Add Bidding’ into play to drive revenue.
• UK Q2 2011 -2012 - Add costs up 29% YOY – Engagement Up 11% YOY
• Sponsored Story’s outperform FB Adds 53% - Entertainment CTR 0.054%


Products include

Promoted Posts + Promoted Accounts.


Products include

Promoted Posts + Promoted Accounts.

www.Tweepi.com


Paid Advertising.

Only half my advertising works, but the trouble is I don’t know which half.

- Lord Lever

Not Any More – UTM’s.

www.musicbusinessschool.co.uk

http://www.musicbusinessschool.co.uk/?utm_source=Unsigned%2BGuide&u
tm_medium=Blog%2BLink&utm_campaign=Top%2Bof%2BArticle


Paid Advertising.

Split Testing.

E Mail Sending – Time of Day - Day of Week- Subject Lines.

Contra Advertising – Banner Swapping.


External Suppliers – Costs for Budgeting.
PR’s Online and National Print. Around £1,500 - £2,000 per campaign.



• Video Views
• Single Reviews
• Live Performance Sessions – Google – Soundcloud
• EP or Album Reviews.



• Video Views
• Single Reviews
• Live Performance Sessions – Google – Soundcloud
• EP or Album Reviews.

Working with a Campaign Strategist. Like Me! Why?
Around £1,500 per campaign.

• Brings proven team on board.
• Best Fit Suppliers for your campaign.
• Can advise what will work and what won’t.
• Can advise on best timing.
• Has good contacts within Music Business.



National & Regional Radio Pluggers

National Pluggers Around £2,000 per track.
Some also charge P & P

Regional Pluggers Around £1,000 per track.
Almost always charge P & P

TV Pluggers Around £2,000 per campaign.
Plus Expenses – Travel & Accommodation.


Analyse your campaign.


Strategies for Growing your Audience.

Audit & Assess.

• Why am I on a particular social platform?
• Why is my audience there?
• Who are my audience?

Plan & Schedule.

• Plan specific campaigns around an event or activity.
• Schedule before the campaign commences when posts will appear.
• Plan for someone specific to take responsibility for posts and response.

Define Realistic Goals.

To grab attention in this space social media managers will need to invest between
6 to 11 hours per week – having formulated a plan.


Evil Genius Media

Thanks for Listening!

Marketing Presentation
Unit 12 – Managing a Music Business Enterprise
Presenter – Mark Muggeridge

@ThisIsNewMusic ThisIsNewMusic


Music Business School Marketing Presentation

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