Music Industry Survival Manual.pdf - TuneCore

STREET MARKETING
BUILDING BUZZ FOR LESS
BY MUSICIAN’S FRIEND
What is street marketing
Street marketing is identifying your targeted demographic and
then going straight to them. Stickers, postcards, snipe posters, CD
samples and the like are integral parts of street marketing operations
that focus on particular cities and, often, particular genres of music.
What are the advantages of street marketing
Street marketing is crucial where commercial radio play, or major
media exposure is unlikely. As retail promotion space becomes
harder, or more expensive to get, reaching the consumer is often the
most effective way to alert potential customers that an album has
been released.
How does a street marketing company work
Street marketing companies offer a variety of services including
handing out promotional items at gigs that have a similar audience
to your band, placing fliers and other items at clubs, record stores or
other locations that fit your band’s demographic. They will also check
that local stores are carrying your record, putting up posters in stores
that allow it etc. A good street marketing
company will do as you request, but also
propose new ideas for you to consider.
You should receive a weekly report on
the activity in each market.
Are there companies to help with street marketing
There are many independent marketing companies that would be more
than happy to help you market your band. They range from large national
companies with representatives in every city to small one person operations
that focus on particular cities and, often, particular genres of music.
They usually charge by the week, with a minimum length of employment.
Is it legal to put up posters around town
It is illegal to snipe any public property (telephone poles, light boxes,
street signs, buildings, etc.). If the city/
town you “snipe” takes exception your
posters you could get fined and some
cities have been known to fine upwards
of $75 for each poster they find and take
down.
Do I have to hire an independent
company
Absolutely not. Some record companies
have their own in house street marketing department. Also, labels are
quickly coming to the realization that the best street marketing is done
by the band and the band’s fans. Best of all, most fans will do it simply
because they love the band and want the world to know how great they
are. The development of a national team of fans is a direct offshoot of an
active fan club. In return for tickets, CDs or promotional items, many fans
are very willing to help with street marketing in their local area.
Musician’s Friend is the world’s largest direct source for music gear with more than
40,000 products, product reviews, and expert buying guides to be found on its
website at musiciansfriend.com
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