On Marketing. . . .
The core of promoting any event is the Marketing Plan. Before you have signed the talent contract, if you are working with a major agency, the talent agent is likely to ask you for a Marketing Plan. They want to know that you are spending adequately to promote their act and that your media mix makes sense and shows you are professional. This does not need to be an ad agency quality prepared book, just an overview of how you intend to promote the show using the 3 components of marketing: advertising , promotions and public relations.
Make sure you include a document title, the intended artists, performance date, intended venue(s) and your contact information up top. Always date all documents. Use a standard font and margins should be between .7 and 1″. Fill up the page and don’t leave huge gaps between paragraphs. Use paragraph headings or page subtitles to guide the reader though an easily digestible flow of information and ideas. This is no place for fluff, your theories or opinionated commentary. Don’t be artsy here. No art at all is OK, unless you have a logo for the event you want to display. Most one-off concerts do not use logos because it’s just not necessary. In concerts the marketing emphasis is on your headliner. For a festival, a professionally designed logo is definitely necessary and the emphasis is on the overall festival not one act. Due to the larger budget for a festival, the Marketing Plan should be longer and be more complicated, as the enclosed plans show.
Any sponsors on hand or anticipated should be mentioned and what that sponsor’s interaction with the marketing will be. If you already have a sponsor committed, it will add credibility to your plan if you show their logo(s). Do you have future plans for this event? The intention to make it annual shoudl also be stated in the Overview or in the Summation.
The Marketing Plan should be factual starting with an Overview paragraph explaining briefly what’s inside and why you are going to primarily use these methods. Is your market unique, with special methods necessary to get to the target demographic? You should have done your due diligence by now and researched all of your marketing alternatives. Now is your chance to boil it all down to a medley of media, promotions and PR, how much and when it will be implemented. Use this plan as your template to promote the event filling in the details and making adjustments along the way. This document is to impress the agent with your promoting powers. Be careful not to state anything you really can’t accomplish or afford. These should be the components of your Marketing Plan.
- Marketing Budget (listed on a marketing calendar) and Media Mix
- Marketing Radius
- Marketing Schedule
- Establish Demographic and where your target can most efficiently be found
- Types of Advertising you have chosen
- Principal media chosen, which radio stations, newspapers
- Ideas and abbreviated proposed ideas for promotions
(with radio stations, web sites, newspapers- ticket giveaways, etc.)
- Press Release topics, release schedule and possible titles
- Possible co-sponsors, strategic media partners
Your marketing plan has a finite number of media options. There are only so many ways to break up the marketing budget. What is the most effective means of getting to your target demographic in the your target market?
Here are the marketing mix media pie alternatives:
Network or local affiliate TV
Newsgroups, Blogs, Forums, YouTube, MySpace
Media/ Products Promotions
(Remote, street promoters)
Flyers, posters, cards
Throughout the rest of the book, we’ll discuss each form of media and their design, materials, planning, buying, cost, negotiation and implementation.