Before we get into creating a marketing plan, let’s talk for a second about the definition of a marketing plan, at least the mike king definition of a marketing plan. A marketing plan is a fluid, living guide that you create to organize your marketing efforts towards a single goal. No two are alike (well, they shouldn’t be), and they take into account the strengths and weaknesses of you or your band, and the conditions of the market at any given time. Marketing plans are useful for putting your thoughts to paper, and helping you to allocate your time and resources towards a predetermined ‘Path to Success.’ All labels have marketing plans (if you get signed, you should always ask to see yours), and sharp enterprising unsigned artists or artist managers should also have a working marketing plan as well. Here are some things you should consider when creating your plan:

1) Research. The first thing you have to think about when putting together your marketing plan is this: What are you trying to accomplish? Is your goal to get a label deal? Is your goal to sell 20k records from the stage? Is your goal to break out from Liverpool to be the best band in England?

2) Reality check. Be sure that what you set out to do in your marketing plan is actually possible. It’s unlikely that you’ll get coverage in major national lifestyle magazines if you are a new artist trying to break into a particular market. Don’t even include this stuff in your plan. It’s definitely cool to stretch yourself out and try to be ambitious, but not to the point of ridiculousness.

Typical Layout of a Record Label Marketing Plan

Obviously a record label has already figured out what they are trying to accomplish with their marketing plan - they want to sell records. If you are interested in the general, bare-bones components of a label’s plan, here they are:

A) Definition of the target market: top geographic markets and demo targets (for example, 20s to 50s, fans of quirky, literate, reflective rock and roll, hipsters, college kids, R & B fans, NPR listeners). The rest of the plan is build upon the foundation of whom you want to reach.

B) Press: Who you are targeting (broken out by national, regional, television/radio, college/zine, online) how you are going to reach them, what independent publicist you’ll use.

C) Radio: What stations are possible in your target market, what market you will go after (college? Non-commercial AAA? Internet radio?), and who you might use as an independent radio promoter.

D) Retail: Top independent retailers in the target market, chain programs, online and special market programs.

E) Online marketing: Sites to partner with, social networking areas to get visibility on.

F) Other Areas: Synch placements, other ancillary outlets to target.

G) Materials: What collateral will be produced to help market the record.

This stuff is always in flux, but dependent on the budget labels typically produce advance CDs, retail posters, singles, and other tchotchkies. That’s the basics. Of course, it is important to realize that a label is primarily looking to sell CDs nationally and internationally. But as a point of reference, the major elements they employ could be helpful to independent artists on a much smaller scale.