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Building Your Marketing Campaigns Around Your Demographic Profile
By Michael Allison - 11/05/2002 - 02:54 AM EST

By now I hope that everyone has nailed down their target demographic. Once again, these are the people who are most likely to buy your music, come to your shows, and request your music on the radio. These are your potential fans. Now it's time to get your information to these people. This is pretty straight forward, so instead of wasting a lot of time, I'll just get to it.

One of the most important questions that you needed to answer when you were building your demographic profile was about the location of these people. This is important for this step for obvious reasons. You can't get your information about your music to them if you don't know where they are. You need to know where to place your ads, flyers, and other marketing tools. I can't help you with this one though. Only you know your music well enough to know where your potential fans hang out... At least I hope you do. Let's just say that your potential fans hang out at the local coffee shops, they spend about two hours a day in selected music chat rooms and websites, and are often found listening to the local singer/songwriter oriented college radio station for about 1 to 2 hours every other day. There you go, that's where your audience hangs out. That's the location. Now you have to reach them. This may cost some money, or at least take some charisma on your part. I can't help you with that either. Those are just some of the sacrifices of the music business. At least you know where to place your ads.

Now for your advertisement. If you think that you can make it in the music business without knowing anything about advertising, then good luck. You're only fooling yourself. You can of course hire someone to do this for you, but if you are a true DIY person, then this is what you'll need to do. It's pretty simple really. Just use the information that you have in your demographic profile to construct your ads, flyers, announcements, whatever. Grab their attention with things that interest them. You should know at least some of their typical interests. Sure, they may be into your style of music, but there is always more things in common than just that. Use those things to grab their attention. If your music relates to skaters and freestyle BMX kids, then include what they do in your ads. Maybe a band logo or mascot that has something to do with that sport would be appropriate. If your music appeals to mostly teen white boys who read Penthouse and have an overactive libido, then something to do with sex is more than likely going to grab their attention. Now that you have the attention grabber, just place your message around it. Make it short and sweet. It's that simple. As long as you know your demographic profile, you can easily build an ad around it.

Don't be too concerned with how many people see the ads. This is why most advertising fails. When you're only concerned with quantity and not quality, your marketing campaigns are sure to fail. That's why most of the dot coms failed. They spent millions on advertising with weak demographic profiles. Their demographic was so broad that it mainly included anyone with a computer. When I was running The Global Muse, I never spent one dime on advertising. I built a large following by getting the word out through smaller music websites who attracted fans of independent music. I didn't place an ad on Rolling Stone's website because it would have been pointless. People don't go their to hear or read about independent music. They go there to read about pop culture. Remember, you're not looking for fans that will forget you before the weekend is over. You're looking for fans that will talk about you all week long. Stick to your demographic, make sure it's correct, tweak it here and there, and you'll do fine.

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