An Overview of Marketing Plans
Why use a marketing plan?
Marketing plans are useful for a number of reasons.
1) It keeps all of your team members on the "same page".
2) It creates a tangible timeline for everyone to follow.
3) It tracks marketing projects to completion.
4) It lets the artist or project manager monitor who is accountable for what.
5) It is a tangible game plan that can be shared with partners.
Who are the other perspective partners or team members?
A partner is anyone who is involved in helping to promote, publicize, market or otherwise sell your
This may include: Independent publicist, promoter, label staff, retail store buyer or owner, radio station
director, booking agent, club owner, publishing company representative, manager, business manager,
What does a Marketing Plan look like?
Every Marketing Plan looks different. No two are alike.
What are the key elements you should include in your marketing plan?
There are some common elements to each plan
3. UPC (include your own if you have one)
4. Formats and pricing
5. Other promotional materials you have available
6. Timeline for release and promotion
7. Touring information updated regularly
8. Press targets and updates - who is responsible?
9. Radio targets and updates - who is responsible?
10. Retail strategy - in-store appearances? Postcards? Posters?
11. Internet strategy
12. Other media mentionables
13. Advertising - where? when?
First Sample Plan:
Band: The Lumps
Title: Lumps Live
UPC & Format (LP/CD)
Pricing: 9.98/15.98 (lp/cd)
Release Date: 09/10/03
Sales Goal: 40,000
Previous album shipped: 5,000
Sticker Copy: none
Overview: The band was boosted back into activity after over two years with the Flying Guitars EP
released earlier this year and Samantha's (lead singer) solo tour of the South. As indicated by the
response to the EP, the fans need to be reoriented to Band X's metamorphosiz