The Marketing Plan

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when I go shoppingI always buy the wrong

stuff because I forget to make a list

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it really pays to plan ahead

it sounds almost too obvious to mention

but we often forget to do it

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a marketing plan is vitalthinking 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

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building a Marketing Plan

this week• executive summary• market analysis• competition analysis• macroenvironmental analysis• SWOT analysis• marketing objectives

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seven sleeps

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building a Marketing Plan

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

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Executive Summarysometimes 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

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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.

“”

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analysiswhy is it so important in planning marketing?

an understanding of our product

an understanding of the market

competition?

show to ourselves and others that we understand

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analysiswhy is it so important in planning marketing?

music and musicians are often intangible

use analysis to help define who they are

put something intangible into black and white

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“looking at the playing field”

market analysis

are there any trends that we can follow, exploit or buck?

what are people buying?

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market analysis

where do we get this info from?the web:

bands we hear about and see ‘on the scene’

articles in industry magazines and street press

aria.com.auifpi.org

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competition analysiswho is our there, trying to

do the same as us?

are they a threat?

how can we make our product different from theirs?

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“macroenvironmental situation”

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“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

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analysisSWOT

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analysisSWOTtrengths

eaknessespportunities

hreats

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Strengths• familiar venue, good location• great line up• beer on sale

Weaknesses• bands not well known• mid week gig may be tricky

Opportunities• ready-made friends and family following• ‘new local talent’

Threats• other gigs on that night• better promoted alternatives• apathy

• ensure our promotion is well enough targeted, to not be competing against ‘bigger’ gigs

• a ‘try something different’ message?

• ensure that the music is the best it can be

• create friends and family incentives

• bang home the ‘new, local talent’ message

• focus on promotion to friends ie TAFE colleagues

• extra incentives to get people out the house? Use this message in promotion

exploit opportunitiescreate opportunities from weaknesses

use strengths to counter threats

now threats and weaknesses are identified, they can be combatted

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analysisSWOTtrengths

eaknessespportunities

hreatsbig following in their home town

their debut single, self released, sold well

new single, Cabbage Days, coming out soontarget demo: 18-30, mainly male

‘free-wheeling, indi pop’

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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”

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SMART

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SMAR

pecific

easurablechievable

ealistic

T imely

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SMART“we want to be known by at least 75% of metal fans in Perth by Christmas”

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