Marketing Strategy

For Granted – Hollie Robinson

Strategy 1 – Social Media

I will use different social media platforms such as Facebook, Instagram and Twitter. I will
research similar acts and follow appropriate bands and labels releasing similar types of
music on these platforms. I will use a social media campaign to promote the release of
Hollie’s song. I will also use social media as a way to help Hollie communicate with her fans.

Success measurements would be to reach 4000 followers on social media.

I am aiming for Hollie to gain 4000 followers because she is currently sitting at 3673
followers so hopefully with the release of her new single she can gain 327 followers. I also
thing that Hollie could gain a lot more followers by new people hearing her on Spotify and
join the fanbase, therefore, following her on social media. A lot of people use social media
nowadays, especially younger people and you can use social media from anywhere in the
world, therefore anyone could follow Hollie on social media if they hear her song and want
to keep up to date with what she is doing. Her younger audiences would also follow her to
join her fanbase and keep up to date on her music. By marketing on social media, I would be
able to post links of Hollies song for fans to stream on Spotify and Apple Music etc. Social
media is also a good place to promote Hollie’s song as it is free and anyone would be able to
view and copy the link to stream her song. This may increase her followers as someone
could be strolling through Facebook and come across Hollie, then listen to her song and like
it, therefore they would follow her son social media, resulting in her fanbase growing.

For marketing Hollie’s song online we would need a good internet connection. We would
also need an electronical device and social media pages to promote the song.

In order to market on social media effectively, I would need to:

 Create the social media pages
 Research into other artists with similar styles pages
 Post sneak peaks on the lead up to the release
 Post the singles artwork
 Post the final song

Strategy 2 – Digital Service Providers

I will set up a Spotify account for Hollie which we will release her new single on. I will
research other artists on Spotify with similar styles to Hollie and target the same fanbase
they have in order to hopefully grow her fanbase. I will mainly aim Hollie’s song to
personalised playlists and user-generated playlists.

Success measurements would be to be included on user generated playlists on DSP.

I have chosen to use digital service providers because it will help increase Hollie’s fanbase by
adding her new song onto people’s playlists who would enjoy it. It also gives other artists
similar to Hollie a chance to notice and listen to her song, which could maybe result in them
wanting to collaborate with Hollie. Another reason I have chosen digital service providers is
because you can listen to Spotify, Apple Music etc anywhere in the world so people would
be able to listen to ‘For Granted’ no matter where they are.

I will be using Emubands to distribute Hollie’s song to Spotify etc. this company charges you
to distribute the song, therefore I would need money.

In order to use digital service providers effectively I would need to:

 Create a Spotify page
 Create an account on Emubands
 Upload the song and its information to Emubands
 Distribute the song
 Research other artists Spotify accounts
 Promote Spotify account on other social media pages.

Strategy 3 – Radio

I will research different radio producers to try and get Hollie on the radio. I will also send the
EPK to different producers and hopefully get the to play Hollie’s song. This can be an
expensive but effective marketing strategy as lots of people listen to the radio so they would
be able to hear the song. I will contact radio stations Hollie has been on before which will
hopefully increase our chances of getting her on the station.

Success measurements would be for Hollie to get radio play.

I am aiming to get Hollie on the radio because lots of people listen to the radio when they
are driving, cooking etc and therefore would listen to whatever the radio is playing. By
getting Hollie’s song on the radio and creating a good relationship with the producers, it
may be easier to get her new songs played in the future. Radio is a good way to promote
music as there are many people who like different styles listening to it.

To get Hollie’s song on the radio I would need an EPK to send to them which would include
an artist biography, press release, images of the artist, images of the product, audio and
video files and also the record company’s contact details.

In order to successfully get the song on the radio I would need to:
 Write an artist biography
 Write a press release
 Get audio and video files of Hollie
 Take photos of Hollie
 Make a record cover
 Add the above together to create an EPK
 Research radio stations
  Send the EPK to radio stations

Strategy 4 – Play a live show

I will get a live show for Hollie to play at. This is the most traditional way of growing
audiences. Hollie would be able promote her new single to the audience. Hollie will be able
to engage with fans when performing. Playing a live show could also increase social media
followers and likes.

Success measurements would be for Hollie to sell 20 tickets for a show in Glasgow.

I would get Hollie to perform at a live event as she would be able to sing her new song and
then promote it to the audience. This would be a good way of growing her fanbase as other
acts that are playing would be of a similar style, therefore the audience would like her
music. Hollie would also be able to promote her social media pages which would increase
her fanbase. Hollie would be able to tell the audience where they can buy her music.

To get Hollie to play a live show, I would need to arrange a date all artists are free. I would
also need to pay the artists.

In order to effectively market the song at a live event I would need to:
 Book a venue for the event
 Book artists to play
 Sell tickets for the event
 Get Hollie to play at the event