Awareness Campaign

• Create awareness among online and offline fans of music
  
  
• Create awareness among Bloggers, Pod Casters, & Online Magazines
  
  
• Create awareness among retail buyers before order solicitation
  
  
• Create awareness among traditional press and music reviewers
  
  
• Create awareness among radio DJs, Music/Program Directors before dropping single

Awareness campaigns are designed to increase marketing effectiveness and reach. Unlike direct marketing, promotion, or publicity, an awareness campaign does not target specific regions, people, or industries. Instead, an awareness campaign uses broad coverage communications to put an artist, group, or label’s name in front of potential fans, taste-makers, retail buyers, radio DJs/Program Directors, and press reporters. An awareness campaign creates a familiar name. This familiarity creates interest. Interest creates buzz. Buzz creates action. Action creates demand. And demand equals money.

Typical Artist, Musician, Producer, or Label Online Marketing Issues:

• 40,000 Myspace.com "friends" but not one of them active enough to buy CDs, request music, or demand live shows
  
  
• Daily social networking that does little more than waste time & effort
  
  
• Emails, Myspace.com messages, and/or Facebook.com emails to press and DJs with not one response
  
  
• Daily submissions to press, bloggers, & podcasters and after 3-6-9-12 months still not one mention 

An awareness campaign’s full effect kicks in when direct marketing, promotion, and publicity alerts fans, radio, press, retail buyers, and taste-makers to learn more about an artist or label. The familiarity created through an awareness campaign is the bond needed to create enough interest to invest attention, time, and effort in a particular artist/label over the hundreds of others soliciting for the same. The interest in learning more about an artist or label creates buzz by getting people to start talking.  Action comes when interest and buzz reach their peek making potential fans, radio, press, retail buyers, and taste-makers motivated enough to research and dig deeper to learn more. The combined effect of interest, buzz, and action create the momentum needed to get radio, retail, press, and taste-makers behind a project enough to take the chance of putting the music on air, stocking the CD in retail, or reporting/reviewing an artist/label in the media. All this action creates demand in the public’s eye and this is what makes fans buy CDs, merchandise, and concert tickets. Result: action creates demand that drive sales that equal money. Awareness campaigns give artists, producers, musicians, and labels the credibility needed to gain the attention within the Music Industry that leads to action.

Why Your Music Marketing MUST Start with an Awareness Campaign

Awareness campaigns are not new. They have become a "buzz word" on the internet over the past few years, but the concept of creating awareness for an artist, musician, producer, or label before trying to market their music to radio, press, retail, or "taste-makers" has been around as long as the Music Industry itself. Every successful new artist released on a major label undergoes a massive awareness phase before their music is presented to the industry to create fan awareness. How often have you watched music award shows, attended a concert with opening acts, or seen an artist everywhere you turn online that is completely unknown - but then six months later - they are on the charts, in top 20 rotation on the radio, and every music reporter and media personality is talking about them like you should already have known who they are?

Before the Music Industry - radio, press, online media, and taste-makers - decide to get behind you or your music they will research to see if you are known by potential fans. They want to know you have enough buzz - AWARENESS - to support the energy they are about to put into you and your music and that the fans have already learned, heard, or seen you themselves. Industry types do not want to "try" new artists to see if fans will like them. They want to give fans music they are already familiar with. An awareness campaign gives you the awareness you need when the Music Industry types start their research to decide if they will"get behind" you. Once you create awareness you can start marketing directly to Program Directors, Djs, press reporters, bloggers, podcasters, and taste-makers to get them behind you and your music so you can take the next step towards reaching your goals. Any marketing before this point seriously runs the risk of being overlooked as you have no "fan support" or awareness to back up your claims that you are the next big thing in the Music Industry!

Call Today to Start Creating Buzz, Gaining Awareness, & Selling CDs!
972-510-JaiH (5244)