Music marketing for the DIY musician : creating and executing a plan of attack on a low budget / Bobby Borg.

Includes bibliographical references (pages 317-330) and index.

An overview of the complete DIY marketing process : creating and executing a plan of attack in a nutshell -- Describe your company's vision : identifying your musical purpose and setting your career on course -- Identifying profitable opportunities or "needs" : conducting a SWOT analysis -- Analyze your customers : Identifying, segmenting, and targeting your market -- Learn from your competitors : conducting a competitor analysis -- Demo your products and services : getting feedback before committing your valuable resources -- Set your marketing plan goals : using the SMART model -- Develop your company's brand strategy : creating the right identity for your company and its people -- Develop a brand strategy for your products/services : achieving the desired image for your tours, records, merch, and more -- Finalize your products and services for the marketplace : delivering on the promise of your brand -- Devise a pricing strategy : reinforcing your brand image and generating revenue and awareness -- Establish a place strategy, part 1 : booking live-performance sets and distributing records -- Establish a place strategy, part 2 : distributing your merch and songs effectively for sale and/or license -- Formulate a promotion strategy, part 1 : winning over fans via publicity and paid advertising -- Formulate a promotion strategy, part 2 : using Internet, word-of-mouth, and guerrilla marketing to get customers -- Formulate a promotion strategy, part 3 : winning over fans via radio play and creative sponsorships -- Formulate a promotion strategy, part 4 : utilizing direct marketing, personal selling, and sales promotions to get fans -- Prepare a measuring strategy : tracking, analyzing, and adjusting your market campaign -- Assemble your Marketing Plan of Attack : presenting your business and marketing ideas effectively -- Execute your marketing plan effectively : adopting the right policies that get your company results -- Continue to learn about marketing : strengthening your marketing muscles with 20 exercises.