MARKETING

ADVERTISING

PUBLIC RELATIONS

MARKETING FUNCTIONS:

GUERILLA MARKETING PHILOSOPHY:

When applicable, a guerilla marketing setup is used to garner visibility among the core audience. It is essential to the growth of your consumer base to solidify a strong foundation amongst the core. This consumer is what is traditionally referred to in marketing text books as an “opinion leader”. This consumer has their “antennas” up at all times as to detect any new product on the market. They insist on being the first to use anything new in the marketplace to let the world know if its hot or not. Their validation of your product enables a future expansion of the consumer base as the non-core consumers purchase based on the opinion of the antenna kids.

This technique uses an intense regional micro-marketing approach to reach this consumer in their own areas, doing what they do everyday. It includes the use of regional street teams, event marketing, local radio/print/tv plans to achieve the goal. Details on each marketing tactic are listed below:

• Identify at least 10-15 set-up markets which will be targeted for exploitation of all local avenues of exposure
• Secure feature stories and/or advertising plans in local/regional publications
• Incorporate promotions on the mix-shows and key specialty programming on radio stations located within the target markets
• Garner visibility at the college level thru college newspapers, college radio and on-campus events. If the music is applicable, high schools can be reached through independent sources that identify high schools with influence and target school papers and assemblies.
• Secure visibility at the point of sale within independent retail/mid-level chains that will speak directly to the consumer who comes out first. Also, recruit the retail staff to partner with the label to inform the consumer.
• Identify local street teams with the ability to have the biggest impact on the marketplace via promoting at all key events and lifestyle locales.

STREET TEAM MANAGEMENT:

Street teams are deployed strategically in each focus market. Their primary task is to relentlessly pound the streets to exploit every opportunity that exists, in their region, to secure visibility for your product. The locations in which garnering awareness is most important are lifestyle outlets. These teams seek out your consumer in their natural element doing their everyday-life activities. The teams will aggressively target the following locations to saturate with various promotional tools to inform the consumer of the available product on the market:
- Record Retail (Independent Retail/Mid-level Chains)
- Clothing/Footwear Retail
- Beauty Parlors/Barber Shops/Nail Salons
- Gas Stations/Car Washes
- Clubs/concert performances
- Special Events (i.e. Car Shows/Fashion Shows/Tours)

RETAIL MARKETING STRATEGIES

Identify which sector of retail will be responsible for delivering the largest amount of the target demographic consumer; then move on to exploit every potential opportunity for visibility among these stores. Includes:

- Independent Retail
- Mid-Level Chains
- National Account Retail
- Lifestyle Accounts (i.e. clothing stores, car washes, barbershops, etc.)
- One-Stops

EVENT PLANNING/MARKETING:

One major element in marketing from a lifestyle-basis is to make sure that the product that you are exposing to the masses is present at the right place & time. We will create custom promotional methods that include your product/service in special events in the 2005 calendar year. An entire year’s worth of special events have been identified to be targeted including:
- Sporting events
- Award shows
- High school/college events (i.e. spring breaks/proms)
- Car Show tours
- Bike Weekends
- Holidays

ALBUM MARKETING PLANS

Identify the target demographic and coordinate with each department to develop an overall plan of direction for the album’s marketing efforts. Includes:

• Radio Promotion
• Promo Tour Marketing
• New Media Marketing
• Sales/Retail Marketing
• Press/Publicity Efforts
• Video Promotion
• Lifestyle/Street/Guerilla Marketing
• Cross Marketing (endorsement/sponsorship opportunities)
• Tour Marketing

TOUR MARKETING PLANS

When the artist embarks on a national tour, all local-market activities will be exploited for the artist to create a lasting impact in each market. All local retail, video, magazine and events will be saturated with all available tools as well as an interactive campaign/contest implemented in which consumers can reach out and touch the artist.

ADVERTISING FUNCTIONS:

CREATING/EXECUTING THE RADIO ADVERTISING PLAN:

The 135th Street Agency has extensive experience in creating custom radio advertising strategies. From 1998 throughout 2004, we devised tailor-made radio ad menus for the following:
- All Def Jam/Def Soul album release
- Phat Farm & Baby Phat Fashions special regional events
- The debut of the Def Poetry Jam shows on Broadway.
Whether a regional or national rollout, we identified the stations in each selected market that delivered the targetted consumer and partner with the station to customize a flight schedule. We handpick a plan that contains the proper dayparts of the station’s programming that will provide you maximum exposure & visibility.

In most cases, additional placement is also included for added value by the station including (but not limited to):
- 10 second billboards on mix-shows
- Co-promotional opportunities with local partners in the community (i.e. record, clothing and/or electronics retail outlets).

Upon our collective approval of the flight schedules provided by each station, we will proceed with booking the ad time with each radio station directly.

RADIO COMMERCIAL PRODUCTION:

Over the past 4 years, we have created over 30 customized :60-second radio spot commercials for various album releases, promotional concerts/shows, clothing line launches, and special events.
- Copy and concept for the radio spots will be provided to you based on the musical content & product information that needs to be conveyed
- Upon approval of the creative for the spot, we proceed with scheduling studio time with the voice talent & editor who will produce it.
- The entire production process is micro-managed as the music bed is created and then married to the voiceover. Sound effects are then added on and we walk out of the studio with an end product that is 100% final and can be delivered directly to each station.

- CREATING/EXECUTING THE TV ADVERTISING PLAN:
In the case of the guerilla strategy, we would be targeting key local video shows in the 15 target markets
Incorporating promotions as well as advertising with each of the tv shows
Upon approval of the local tv advertising budget, I would purchase the advertising with each station.

- TV COMMERCIAL PRODUCTION:
Our vast roster of TV spot commercials that have been produced include :15, :30, :60 and 1:20 spots that advertise album releases, soundtrack releases, video premieres and direct marketing ad campaigns. We create commercials that will be informative to your consumers as well as eye-catching and interactive.
- Copy and concept for the tv spots will be provided to you based on the visual/musical content & product information that needs to be conveyed
- Upon approval of the creative for the spot, we proceed with scheduling studio time with the voice talent & editor who will produce it.
- The entire production process is micro-managed as the music bed is created and then married to the voiceover. Sound effects are then added on and we walk out of the studio with an end product that is 100% final and can be delivered directly to the network trafficking departments.

CREATING/EXECUTING THE PRINT ADVERTISING PLAN:

For all national rollouts, you will be provided with a menu that includes all magazines that share your target demographic for you to chose from
The guerilla strategy would target all regional magazines/newspapers within each of the 15 identified markets
Purchasing the approved print ads with each magazine directly

PUBLIC RELATIONS FUNCTIONS:

Press Kit Construction
Organize press kit to include:
- Bio – We manage the writing process of the bio
- Press Photo – We coordinate the photo shoot for the publicity photos
- DVD EPK – We handle production of your DVD EPK including assembling footage, images and design

Media Grooming

Prepare client for media interaction via a series of two-hour sessions that include:
- Print and TV Interview rehearsal
- Media Etiquette
- Getting your point across succinctly
- Answering difficult questions
- Body language/posture
- Promoting your brand/mission/philosophy

Local/Regional/National Press Coverage

The 135th Street Agency will devise and execute a thorough media plan tailored to the client’s desired level of exposure. To secure editorial items for the client, we will pitch the client to numerous local/regional/national media outlets including:
- Print – Newspapers, Magazines
- TV – Network, Cable, Public TV
- Online – News/Editorial/Specialty websites
- Radio – Major/Underground Stations, College Radio, etc

Email Blasts

Our extensive email list covers a wide spectrum of the music, radio, television and print industries. With a click of a button, we can inform hundreds of media VIPs of our client’s new products, services and events

- Event Management/Planning
We can plan your event from A to Z, including:
- Creating and compiling the guest list
- Securing the venue
- Assembling a red carpet/step and repeat banner/photography areas
- Event themes/concepts
- Pitch sponsorship for the event

Types of Events:
- Media Parties
- Press Conferences
- Launch/Release Parties