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
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