Marketing Plan For Independent Releases
By Christopher Knab,

Plan your record release as if you were an actual record label, taking on the role of both the Product Manager and the Director of Promotions/Marketing. Your label will be releasing a CD in three months. (This plan presumes the project is currently wrapping things up in the studio and should be ready for mastering by week one of your 12 week plan).

You need to prepare:

The marketing plan that you think would work best for the release.. The specific product preparation and graphic design issues, as well as the distribution, sales, radio and internet promotions and publicity tactics you will use to expose your music. In addition, you must commit to a live performance schedule to support your release.

The timeline you'll use to put the CD and promotional material together (basically setting your deadlines). Remember that your plan may be distributed to employees, and any independent promotion people you may hire. This plan will be their introduction to the artist, and is the plan they will base their jobs on. So, you must spare no details in writing your plan. The more specific you give in every area, the more thoroughly prepared and professional you will appear when you begin implementing your marketing plan.

1. Design a detailed overview of your marketing plan.

Consider all marketing and promotional considerations listed below. Propose what you think would work best in each of the areas to help market the record Remember to keep a cohesiveness between all areas - working towards the same goal; sales. Remember you will need several practical tools/materials to achieve your goals. (Computers, hardware/software, office supplies, etc). Address the following specific topics in your plan:

Objective: State a clear and concise objective or goal for your marketing plan. Who is your audience? How will you reach them? Be very specific and detailed.

Image: Maintain a clearly described image in all graphics connected to your release..

Packaging: Give a detailed description of the artwork to be used for the cover of the CD/Tape. Describe layout (how many panels?) and the information you'll have to obtain for the booklet, tray card & imprint.

Publicity: Consider any and all print and broadcast media plans. Which trade and consumer publications, and genre specific papers, magazines, and fanzines? Describe ingredients for press kits, and topics for press releases. Create fact sheets.

Radio: What radio format(s) will be targeted, which songs? any special promotions? Create Radio Fact Sheet outlining your radio and other marketing plans.

Sales: Describe Distribution and Retail plans. Any in-store play material/ promotions? What other specific sales opportunities: mail order, live shows, internet website? Create Distributor One Sheet stating all sales & marketing ideas; include barcode.

Video: Is the concept in-line with the overall image of the artist? Is a video cost effective?

Touring: Describe the timeframe for touring, and other promotional events to coordinate while on the road. Consider specific clubs, halls, fairs, festivals, etc.

Advertising: What, if any ads will be placed in the print, and other media? Describe the costs/benefits?

Misc: Record release party? Novelty items? MP3 and/or downloadable songs?

2. Design a 12 week plan for the product and promotional tools.

Lay out what needs to be accomplished each week to get the record out. Consider the: artwork, mastering, credits, sequencing, printing, pressing, booklets.

Include in the timeline when to start working on the promotional tools that you will need for your plan (photos, press releases, novelty items, display material, ads). Design the timeline with deadlines for each element of your project.

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