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Marketing and Promotion course

 

About the Course
Through a series of master classes, workshops and practical seminars, this is an opportunity for people working or interested in music to develop better marketing practises and techniques.

This is a practical course where you will have the chance to get hands on experience and meet some of the real movers and shakers in the UK music and marketing industries such as Reggie Styles (Sony BMG) and Charlie Dark (Blacktronica)

Programme Outline
 

•    Definition and role of marketing
•    Analysis of the marketing environment
•    Market research
•    The marketing mix
•    Segmentation, targeting and positioning
•    Branding – Awareness, image and perceptions
•    The communications mix

 Plugging: TV, Clubs, Colleges & Universities

•    Methods of TV, Club, college and University plugging
•    Key elements of successful pitching
•    Fact-finding and research
•    The Dos and Don’t of pitching
•    Identifying your unique ‘pitching’ style

Street Teams & Fan Base Activity: Guerrilla Marketing

•    Definition of guerrilla Marketing
•    The difference between guerrilla and traditional marketing
•    Why use guerrilla marketing
•    Advantages and Disadvantages
•    Examples and techniques
•    Evaluation

Session 3: Partners and Sponsorship

•    Definition of sponsorship
•    Why businesses sponsor the arts
•    Developing sponsorship packages
•    Researching potential sponsors
•    Writing proposals and making a successful approach

Press: Developing & Managing Media Relations 
•    What is Public Relations?
•    The Benefits of a Public and Media Relations Program
•    Public and Media Relations Planning
•    What Kind of Information is Newsworthy?
•    Creating a Media Contact Database
•    Contacting the Editors and News Media/”Selling” Your Story to the Media
•    Do’s and Don’ts When Dealing with the News Media
•    Writing News Releases
•    Quick Tips for Maximizing Coverage
•    Monitoring Media Coverage

 Online, Digital and Mobile Media Marketing

•    What is Online, Digital and Mobile Media Marketing
•    Advantages and disadvantages
•    Legal considerations
•    Tips and hints for successful online and digital marketing
•    Setting up, improving and effectively utilising My Space

Radio Promotion: Writing and producing radio ads (practical) -

•    How does radio advertising work?
•    The components of a radio campaign
•    Creativity – what works and doesn’t work?
•    Airtime – what works? When, where and how often?
•    Record your own 20-30 sec advert

 The Pitch – a chance to pitch your marketing ideas to some of the industries leading experts and get feedback!

Panelists include Charlie Dark (Blacktronica), Andrew Missingham, Jade(Live) and Baby J.