Original Music Compositions, Arrangements,
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Music Print Ads: The Good, the Bad & the Ugly by Bob Baker Whether you've spent thousands on four-color ads in national magazines or just $50 to place a small display ad in your local music rag, chances are you've advertised your music at one time or another. Maybe you advertise a lot. Either way, the more successful your band or record label becomes, the more likely it will be that you'll steer your promotional budget into ad dollars. Some bands and record labels simply slap an ad together at the last minute and run with it -- all the while feeling good that they are "advertising" their music. Others go crazy with cutting-edge artwork or a quirky idea that amuses the band members. But do these ads serve the real purpose for advertising in the first place? To be effective, your ad needs to implant your band name and identity into the minds of music consumers (or industry types, if you're advertising in a trade paper). If it's not, it's dead weight. Your ad needs to make a compelling offer and inspire people to take action to get or hear your music. If it's not, you're simply spending money to stroke your ego instead of get results. Here are my thoughts on some display ads I randomly found while flipping through some national music magazines.
I guess if you're having your recordings distributed to retail outlets, you don't want to rub store owners the wrong way by being too blatant about asking for direct sales from consumers in ads -- even though they are more profitable for you. You can gain more clout with indie distributors by backing up your records, tapes and CDs with "national advertising." But if you encourage buyers to make purchases from you instead of them, why should the stores bother? I'm certain that's the case with Tooth & Nail -- and if so, this ad performs its marketing function while also including enough contact info for serious fans to reach the label directly. However, if your label were not relying heavily on retail distribution for sales, this ad would provide only generic "image" promotion a bad move for a record company on a tight budget.
The ad then shows four of those full-length album covers with blurbs from the press under each describing the music. (You should know I'm a big fan of marketers who let consumers know what kind of music a band plays.) The ultra-hip labels might like to shroud their ads in mystery, but the bands and labels that clearly communicate and provide sales incentives are the ones that will come out on top. (This should go without saying, but here it is anyway: Of course, the music has to be good and meaningful for any band to truly succeed. Okay, I feel better now.) The Grass page ends with a plea to contact the label and join its fan club. Web site, toll-free 800 number and address options are provided. All the ingredients are here for a very effective ad.
What I liked most about this ad were the descriptions of each band. Not only did they describe the music, but most weren't squeamish about making comparisons to other bands (example: "...should appeal to fans of Cop Shoot Cop and Filter"). When introducing yourself to the public through ads, don't be afraid to give people a point of reference. The small type at the bottom of this ad did ask fans to write for a free catalog. Address and web site info were included.
Now here are some problems with the ad: There are no descriptions whatsoever of the bands' music. Sure, the hotline is there so you can find out for yourself, but I'd be a lot more inclined to call if I knew some of this music was anywhere near the ballpark of what I already like. Sorry, but the back-stabbing reference in the headline doesn't quite narrow it down. Also, the hotline is mentioned in relatively small type at the bottom of the ad -- almost as an afterthought. It should be the primary focus of the ad, especially since few other labels are doing it. I hope this critique inspires you to start getting a lot more bang for your advertising buck. |
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