| Acknowledgments | p. vi |
| Preface | p. viii |
| Setting the Stage, Merchandising, Digital and Physical Retail and Distribution, and Online Marketing | p. 1 |
| Creating a Marketing Plan That Works | p. 3 |
| The Big Picture | p. 3 |
| Defining Your Goals | p. 4 |
| Finding Your Audience and Defining Your Market | p. 5 |
| Interview: Dave Balter, Founder of BzzAgent | p. 7 |
| Components of an Effective Marketing Plan | p. 9 |
| Budgeting! The Components of a New Release Budget | p. 16 |
| Tailoring Your Plan to Your Strengths | p. 17 |
| Making Money through Merchandise Sales | p. 19 |
| The Artist as a Brand | p. 19 |
| How Merchandising Works, Who's Involved, and Where the Money Comes From | p. 21 |
| Putting Together Your Plan: What to Make, What Not to Make, How Much to Make, How to Make It | p. 23 |
| Merchandising Sales and Distribution Strategies | p. 28 |
| How to Sell Your Music Online: Digital Retailers and Distributors | p. 33 |
| Digital Distribution Basics | p. 33 |
| Online Music Retail Models | p. 38 |
| Online Music Retail Outlets | p. 40 |
| Interview: Bob Jamieson, Former CEO of RCA/BMG | p. 44 |
| Online Music Distributors | p. 46 |
| Interview: Derek Sivers, Founder of CD Baby | p. 50 |
| Traditional Brick-and-Mortar Distributors | p. 59 |
| Physical Music Distributors: The Process and the Players | p. 59 |
| When Do You Need Physical Distribution? | p. 62 |
| Independent Artists and Distribution | p. 63 |
| Spotlight: Eric Levin (Criminal Records) | p. 63 |
| The Details | p. 64 |
| Co-Op | p. 66 |
| Communicating with Your Distributor | p. 69 |
| Marketing to Traditional Retail | p. 73 |
| Setting the Stage: The Problems with Retail, and How Smart Stores Are Overcoming Them | p. 73 |
| The Importance of the Independent Retailer and Retail Coalitions | p. 76 |
| Interview: Eric Levin, Founder of Criminal Records | p. 78 |
| How Smart Independents Are Competing in This Environment | p. 78 |
| Consignment and Pricing Considerations | p. 80 |
| Retail Marketing Opportunities and Resources | p. 80 |
| Cover Art and Effective Packaging | p. 82 |
| SoundScan: What It Is and Why It Matters | p. 84 |
| Online, Mobile, and Video Marketing | p. 87 |
| It All Starts at Home | p. 87 |
| SEO: Making Your Site POP! | p. 93 |
| Measuring Your Online Traffic and Marketing Results | p. 96 |
| What Is RSS and Why Should I Use It? | p. 98 |
| Social Networking | p. 99 |
| The Mobile Revolution | p. 102 |
| Video Marketing | p. 104 |
| Advertising Considerations, Marketing to Press and Radio, and Making the Most of Your National Tour | p. 109 |
| Advertising | p. 111 |
| Print Advertising Options: Consumer, Trade, and Co-Op Print Ads | p. 112 |
| Researching Your Print Advertising Outlets | p. 115 |
| Media Advertising: Radio and Television | p. 117 |
| Online Advertising | p. 118 |
| Components of an Effective Ad | p. 121 |
| Timing Your Ad Campaign | p. 123 |
| Publicity | p. 127 |
| Press Kit Essentials | p. 127 |
| Common Problems with Promo Kits | p. 132 |
| The Importance of a Press Story | p. 133 |
| Determining Your Press Outlets: Print, Radio, TV, and Online | p. 136 |
| How to Pitch Print Media | p. 139 |
| Independent Publicists | p. 141 |
| Interview: Sonya Kolowrat, Publicist for the Beggars Group | p. 146 |
| Radio Promotion | p. 151 |
| How Radio Works | p. 151 |
| When Should You Consider Radio Support? | p. 152 |
| How a Terrestrial (Brick-and-Mortar) Radio Station Is Structured | p. 153 |
| How Noncommercial Radio Works | p. 154 |
| Marketing to Noncommercial Radio | p. 156 |
| How Commercial Radio Works | p. 157 |
| Independent Radio Promoters | p. 160 |
| Internet Radio: The Future of Radio | p. 163 |
| Interview: Bob Jamieson, Former CEO of RCA/BMG | p. 166 |
| Making the Most of a Tour | p. 169 |
| Key Players in the Touring Business | p. 170 |
| Interview: Dan Peraino, Booking Agent | p. 172 |
| Promoting the Show: Working with the Venue | p. 175 |
| Promoting the Show: What You Should Be Doing to Promote Yourself | p. 176 |
| Promoting the Show: Press | p. 177 |
| Promoting the Show: Retail | p. 179 |
| Tour Support from a Label | p. 182 |
| Putting it all Together | p. 185 |
| Timing Is Everything! | p. 187 |
| Timing the Pre-Release Marketing of Your Record | p. 187 |
| Long Lead Pre-Release Marketing (15 to 20 Weeks out from Street Date) | p. 190 |
| Moderate Lead Pre-Release Marketing (7 to 14 Weeks out from Street Date) | p. 191 |
| Short Lead Pre-Release Marketing (Up to 6 Weeks Out) | p. 192 |
| How to Service Key Marketing Outlets Pre-Release | p. 193 |
| Post-Release Marketing Recap | p. 195 |
| Phase II Marketing: Capitalizing on Your Success | p. 198 |
| Conclusion | p. 203 |
| About the Author | p. 205 |
| Index | p. 206 |
| Table of Contents provided by Ingram. All Rights Reserved. |
![Hal Leonard Guitar Method: Complete Edition [With Audio Online Access] : Books 1, 2 and 3 Bound Together in One Easy-to-Use Volume! - Will Schmid](https://www.booktopia.com.au/covers/200/9780634047015/6813/hal-leonard-guitar-method-complete-edition-with-audio-online-access-.jpg)
