Market Your Music Through Your Fans

Grassroots marketing plans are the most economical and effective form of advertising based on the amount spent on your efforts. Artists ask me all of the time how they can effectively get the word out about their music and performances. What most do not realize is the answer is much closer than they think. Enter the world of tapping into your already established marketing coordinators...your fans!

When promoting your music it is important to always look at free music and swag giveaways as investments in your marketing campaign. If you run your own website and/or sell your own music then you should already have a great foundation in your fan and customer database. You will find that fans are just as passionate about your music that you are. Why not tap into that energy to help take your exposure to the next level?

If you do not have an established street team here are a few tips on what you can do to get started in creating one.

1. Determine if you want to use this method to promote an upcoming show or music sales (CD or online). Promoting sales works the same way basically just on a broader scale.

2. If you are looking to score more publicity for an upcoming performance you should filter previous visitors and/or customers to your website by geographical location. If you are going to have a performance in New Orleans, Louisiana it really does not benefit you have someone promote that show who lives in Anchorage, Alaska. Try to utilize fans in that local market that you are playing.

3. It's A Job. Before you contact your fans to gauge interest, you should write out a job description detailing your expectations. The last thing you want to have to deal with is firing a fan who is not working to your satisfaction. * Also be careful as they will be representatives of your work...you should decide carefully.

4. Contact those fans. Send out a general e-mail stating when you plan to perform in the area. In the same e-mail you should put a teaser asking the reader if they are interested in earning free show tickets, CD's or merchandise. It is totally up to you on what you want to offer. Tickets, DVD's and merchandise are just examples on what you can offer in return for their services.

5. In your follow-up e-mail, to those who are interested, you should have a battle plan ready to go. Some promotional ideas include but are not limited to sending them a poster they can print and post around town. Ship some cards with your band name and web address where potential fans can visit to listen to your music. If you offer free digital downloads (highly recommended) you should point them in the direction where they can get the download. Some of these ideas may cost a few bucks but it is still cheaper than traditional media and can be much more effective.

6. Track Progress. Like all advertising and marketing efforts it is extremely important to track your progress so you can repeat the campaigns that work and tweak the ones that did not. It also will help you see which fans are helping you the most in order to reward them properly.

7. Reward Your Fans. Autographed drum heads, drumsticks, merchandise and limited edition recordings go a long way with fans. Offer something limited edition or in limited release and your fans will work for you.

Once you establish these relationships it will be much easier the next time you release new music or tour.

Stay Tuned...