Rollett Marketing

Day 1

Welcome, set-up and what to do now

Welcome to the team. What team?

• Greg Rollett (aka G-Ro)

• Logan Lenz - Endagon Entertainment

• Chris Goyzueta - Rock For Hunger

Emails

• Yourname@rollettmarketing.com

• Forwards to the email address on your resumes.

• If you would like to set up a free Gmail account that would be sweet, but not necessary

• Sign-up for Twitter - http://www.twitter.com

So Now What?

• Looking for prospects

• Analyzing prospects for what we can do

• Contact them

• Sell them

• Maintain them

• Make money then repeat (a lot)

Looking for Prospects

• Who are potential clients– Bands

• Cover bands• Solo musicians• Local bands• Church bands, choirs, orchestras

– Venues– Labels– Management companies– Booking agencies– Promoters– Events– Festivals– Conferences– Skate, surf, extreme sport shops– Music stores– Tattoo shops– Restaurants– Small businesses– Add to this…

Where do I look?• Everywhere and anywhere• Ideas

– Local shows– Full sail– UCF area– Local papers

• AXIS• Orlando Weekly• Connections• UCF Future

– Myspace– Virb.com– Facebook– Your network of friends, colleagues, associates, etc

• Do they have to be from Orlando?– Yes and no– Want to be hands on - WIIFM?

Find a Reason to Contact Them• Bad Myspace page• No fans at show• No website• Bad website• No mailing list• Not blogging• No contact info• Not using video• No way to buy songs online• No advertising on website• Great band - want to take an interest in them

Do Your Research

• Find out interesting things about prospect

• What are they doing good?

• What are they doing wrong?

• Have a product / service / angle in mind

• Who are their competitors and what are they doing? Good and bad

So What Can We Do For Them• Myspace• Facebook• SEO• Blogging• PR• Event Marketing• Advertising Options• Digital Distribution• Alternate Distribution• E-Mail lists, autoresponders, newsletters• Text Message Marketing• Monetization of websites• Sponsors• RSS Integration and Management• Website design• Flyers, business cards, posters, etc• Setting up a business

Myspace

• Myspace Optimization Package $49.• -Overall evaluation of market share on Myspace• -Optimization of your name/title, Headline, Bio Section, Band Members,

Influences, Sounds Like, Website, Record Label, Blog, Calendar, Events and Genres

• -Enhancement of images, widgets and videos. Finding a balance between existing applications and implementing strategies for new applications and tools.

• -Create strong outgoing and incoming links with linkbait tactics, bulletin writing and social media bookmarking

• -Optimize “top friends” section• -Strong outbound comments and messages that generate strong return• -Checklist of results and inventory of new Myspace Optimization

strategies upon completion of the evaluation.

Examples

• http://www.myspace.com/TREALORANGECOUNTY

• http://www.myspace.com/unionmade• http://www.myspace.com/rock4hunger• http://www.centralstationorlando

• What’s good and what’s bad?

What makes a bad Myspace page?• Slow to load due to excessive widgets• No external contact information• Band members in top friends• Left to right scrolling• Videos autoplay• Top banner serves no purpose• No way of making money• Color clashes and missing information• Short or no bio• No influences and who they sound like• Not blogging

What makes a good Myspace Page?• Loads quickly• I can buy songs I like easily• Calendar is up to date and informational• Top friends provides resources to finding out more

related information• All widgets have a purpose• Bio provides information and is also searchable• Hometown is listed as the largest city surrounding

them• You can actually see everything on page

Facebook• Facebook Pages

(http://www.facebook.com/pages/Rock-for-Hunger/21942523200?ref=ts)

• Facebook Group• Event Invites• Custom application• Notes, video and blogs• Advertising campaign - PPC

– http://www.facebook.com/ads/

• Viral messages through Pages and NewsFeed

SEO - Or Search Engine Optimization

• Where do they rank on the search engines for terms that are relevant?

• Find terms that are relevant and lok for the long tail

• Create a linking strategy • Look at thinks on all websites that Gogle is

picking up and make them better and more visible

• This is a lesson all in itself

Blogging

• What is a blog?Blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs.

• Why are they important?– Very personal– Make the band/company more real, more human– Custom– Host on your domain or a free domain– You can monetize it by displaying ads– Comments

Blog Examples

• http://kapmusic.blogspot.com/• http://www.audiblehype.com/• http://www.falloutboyrock.com/falloutboy/

blog.php• http://www.hypebeast.com/• http://www.seobook.com/blog

PR

• Create press releases • Local distribution

– Metromix– Sentinel– Weekly– Connections– UCF Future

• Online distribution• Drive awareness to the event, release, etc

Event Marketing

• Flyer and poster distribution• Online and viral strategies• Videos and commercials• Blogging network• Custom widgets and applications• On site help

– Merch booth attendants– On site promoters

• Promotional materials

Advertising Options• Print

– Magazines, newspapers, geo targeted

• TV– Targeted Cable TV ads are not too expensive

• Radio– If they want it

• Online– PPC Campaigns (www.google.com) – Banner campaigns– Myspace and Facebook ads– Video advertisements

Digital Distribution• Partnership with TuneCore gives us access to:

iTunes Rhapsody Napster MusicNet eMusic Sony Connect Groupie Tunes Amazon MP3

• It’s not cheap, but it does guarantee delivery. (Below are our costs)$0.99 per song (one time charge) $0.99 per store per album (one time charge) $19.98 per album maintenance and storage (per year)

• We charge$1.98 per song$1.98 per store$30.00 maintenance and storage (after set-up the charges will go to the band and they will be charged the 19.98)

Tunecore Example Pricing

Bands keep 100% of sales from all services

More Digital Distribution

• Grooveshark

• SnoCap

• Textango

• Full list will be available soon online

Alternate Distribution

• Thumb drives (http://www.engadget.com/2007/10/18/universal-warner-and-emi-to-sell-music-on-flash-drives/)

• Drop Cards (http://www.dropcards.com/products.php)

• Radiohead model• Free downloads supported by advertising• Sky is the limit

Email Marketing

• Opt in services• Monthly newsletters• Offer something in return for emails• WHY?

– You are giving something of value to get something of value

– They are more likely to read what you have to say, do what you say to do and buy your product or service

Sponsors

• Find money for our clients and take a %• Very hard to do, very easy to ruin our

reputation if ends aren’t lived up to• Potential is huge• Sponsors can include:

– Music gear– Clothing lines– Corporate sponsors

RSS• What is RSS?

– Really Simple Syndication– TIVO for your computer– Subscription service for website updates

• Why is it important?– Fans can choose what they want to subscribe to– They don’t have to visit your website everyday to

check for updates– Can be emailed or through a feed reader– Can be monetized through AdSense

Setting Up Your Business

• Copyright’s

• Trademarks and incorporations

• Bank account

• Royalties

• Chris is the man to talk to about this