Marketing Strategies: Four Keys to Making Yours Work

by Louise M Moore

So, you are excited because you have discovered the perfect marketing strategy for your business. But before you get too overjoyed, take time to sit down and do a full analysis of your strategy to ensure its success. The worst thing you can do is have a really great marketing strategy only to have it fail because you didn’t properly evaluate it to determine exactly how this new strategy fits into your marketing plan.

Some primary areas you need to focus on include your marketing plan, target market, SWOT analysis and frequency.

Marketing Plan
Whatever you do, always have a well written marketing plan. A marketing professional can help you with this or you can find examples of marketing plans online and follow the template to create your own. Remember, the Holy Scriptures say to “write the vision and make it plain.” That includes the vision for your music ministry. So, let this be the very first thing you do to ensure success.

Target Market
Within your marketing plan, you will identify your target market or those consumers that will buy your product or service. For example, if your product is compression stockings, then, your target market will be different from that of a company that sells sheer, bodyshaping pantyhose. You would need to research consumers who might have certain medical problems or edema causing them to have to wear special hosiery. Then, you would have to find out where they purchase compression stockings. Once you identify your customers and their buying habits, then, you can proceed to pinpoint the best media with which to reach them. The best medium might be a particular trade magazine, website or radio program. Know your customers inside and out and impact them in every medium that is relative to them.

SWOT Analysis
You should always explore the Strengths, Weaknesses, Opportunities and Threats of your marketing strategy. What is it about your project that makes it great? What does it lack? What opportunities are there and are there any threats involved? Be as objective as possible when answering these questions. It will pay off later.

Frequency
When I was a radio marketing consultant, I had corporate clients who clearly understood the importance of placing ad buys with frequent rotation in order to impact listeners. But there were always those clients who thought that one or two commercials a week would literally bring the masses to their business. Not so. I remember declining a particular client because I knew his money would be wasted with one commercial spot a week. Eventually, this client decided to do a higher frequency ad schedule which resulted in better results. But, whether you’re using radio, TV, direct mail or Internet, frequency is the key. Don't have unrealistic expectations for a one-time ad placement. Commit to frequency in your marketing and see the difference. It may take several impressions before your audience is ready to buy your product or service but the more they see your ad, the more credible you will become.

While all of these factors help in making your marketing strategy work, do not be afraid to re-evaluate your plan periodically to see if changes or adjustments need to be made for better results.

Branding for the Independent Gospel Artist: Three Ways to Set Yourself Apart

by Louise M Moore

Think of the most successful gospel recording artists you know and you'll discover that they have all been well branded. Gospel artists like Kirk Franklin, Mary Mary, Yolanda Adams and Donnie McClurkin are at the pinnacle of their careers but along the way, and even now, they continue to promote a brand that resonates with their audience. Yes, they can all sing very well and even with an anointing (that divine supremacy that gospel music fans sense almost immediately). But most importantly, these successful gospel artists are well branded.

What exactly does it mean to be branded? It means they are known for something--a sound, a look, a phrase--that sets them apart from all other artists. Are there others who can out-sing or out-perform them? Absolutely! But branding has little to do with how well you sing and everything to do with how well you continually present yourself to the people you want to listen to your music. Here are three initial steps for branding yourself as an artist.

1. Discover what it is about yourself that really stands out. What is it that you do as an artist that you can build a brand around? Get feedback from your audience, producer and management. Define yourself as an artist so that people will associate you with that great thing that you do.

2. Identify a word, phrase, style of singing or even name that is synonymous with you. And, guess what? You don't necessarily have to come up with the phrase yourself. In some instances, your name could be what you're looking for. Although Grammy-award nominated contemporary gospel singer Kierra Sheard has dropped her nickname "Kiki", most of us have to consciously not utter it because "Kiki" was so perfectly branded with her as much as the signature sound she inherited from her legendary family.

3. Create a logo or symbol that is uniquely yours. Marry yourself to your logo and it will be with you everywhere you go. When you do concerts or make appearances, your logo should be your backdrop. Promotional items such as t-shirts, mugs, pens and journals should definitely bear your logo.

Once you discover the branding that's right for you, then you can proceed to saturate your audience with it. Wrap your SUV in it. Display it on all of your merchandise. Take every opportunity to promote your brand and watch in amazement as you begin to stand out from the rest.

Marketing on a Tight Budget: Best Options for Independent Gospel Artists

by Louise M Moore

As an independent gospel artist, you probably don’t have the big budget that major label artists enjoy. You don’t have hundreds of thousands of dollars worth of promotion to support your project. But, guess what? In today’s dismal economy, even the big record companies are using cost-effective marketing options to get the word out and keep costs down.

While television and radio are very effective mediums, they do not make my list of frugal options for an Independent artist who is looking for significant returns from every form of media that is utilized. Whatever funds you have for marketing will be quickly depleted with ads over the airwaves. To get the most benefit from your marketing investment, use practical, less expensive avenues that will not leave you penniless. But, first and foremost, have your marketing plan in tact and know exactly how much money you have allotted to market your CD.

Press releases are a surefire way to convey your message to the gospel music industry and even consumers at a very low cost. You can do it yourself or hire a publicist to do the work for you. If you do it yourself, you will need to employ good writing skills, have a comprehensive and targeted media list and know how to strategically place your release for optimum coverage. Also, make sure that you have a newsworthy angle before deciding to use a press release as a marketing tool.

Banner ads are available at very reasonable rates on many high-traffic industry sites such as http://www.blackgospel.com/ and http://www.gospelcity.com/. To maximize your exposure, you can purchase ads on several sites that reach your target market and, then, track which ones yield the best results for you and adjust your ad buy accordingly. Also, if you do not have your own graphic designer, please factor in design costs to create your ad. Some sites may offer this service as well for a nominal fee.

E-zines or web magazines target very specialized audiences and, in most cases, for a rather modest cost. For instance, if you’re trying to reach radio programmers, then, find an e-zine that caters to that audience and place a consistent ad schedule. Regular hard copy magazines may be good options as well, especially if it’s a start-up publication with a small, but loyal circulation. Chances are the ads will be affordable.

E-mail marketing services blast your message to their particular marketing list. The cost can range from $200 to as much as $1000 per blast. Some e-mail marketers boast large subscriber lists but do your research to ensure that those subscribers are the ones you need to reach. It is better to market to a smaller, specialized list than to send to a large pool of people who have no interest in your genre of music.

These are just a few ways to make the most of your marketing dollars especially when the funds are very limited. Do not rely on one specific form of media but a well blended marketing mix to achieve the greatest results.