Do you know who you are marketing to?
I am amazed at the marketing approach I have seen in the Christian music industry over the last few years. Please let me say that not all record companies fall in this category but many of them that I have worked with do. The first and most basic point in marketing is to know your audience. Who are you marketing to? Define your customer. Throw away the dart board! Dart boards are meant for game rooms, marketing takes place in an office environment. You would be surprised at how many labels don’t even have a marketing plan!
One of the best marketing record labels that I worked with in the last ten years is INO Records. Jeff Mosely, President of INO, always kept it simple. I looked so forward to seeing his marketing plans and presentations. He knew who his target customer was for every single release. INO’s marketing plan covered the basics for marketing to that particular audience and he always had one “Big Idea” to grow that audience. The “Big Idea” would be something innovative and designed to build the customer base. That explains the success of INO Records over the last eight years and why they as an independent record company have held a higher market share than some of the major labels. Jeff also surrounded himself with great people and mentored them into great marketers. One of Jeff’s proteges is Dan Michaels who now leads the marketing team for INO.
Marketing plans are essential to a successful record release. How can you market a product without a plan? The marketing plan is a map designed to keep a team of people focused on the goal. Marketing plans can be fluid and change as you move along but with a plan, everyone stays on course even through change. The Boy Scouts of America teach this basic skill to every boy that goes through the scout program. “Make Your Plan, then Work Your Plan” www.artistgardenentertainment.com