the dm's

THE DM’S MUSIC THATWILL

MAKE YOU

DIGITAL MARKETING SHORT COURSEALEXANDRA HONNAN-MACDONALDSIMON MAGNESSPATRICIA GIMENOMIRIAM GANDIA

WHO ARE THE DM’s??

• The DMs are an edgy alternative rock band.

• They have a strong following in and around London performing regular gigs at independent venues and pubs.

• The band appeals to 16 – 30 year olds that like alternative live music.

The DMs aim to:• Promote their up and

coming gigs.• Sell tickets for shows,

albums and merchandise

• Build their UK fan base through regular interaction via blogs, emails and social media.

• Hope to reach a more global audience.

www.thedms.com

Content

Ease of use

Speed

Updates

Biography of the band and its members.Lyrics / Tour dates / News

Links to Merchandise store / Social Media sitesCall to action – Download albums/buy tickets/newsletter

Clear titles for each page to allow easy navigation by linksImbedded links from YouTube to make media streaming familiar to fansSimple process for booking tickets/purchasing music/merchandise

Basic landing page to allow fast loadingto secure interest from each visitor.Imbedded videos from YouTube for fast streaming

Website maintained through a CMS for easy updates. E.g. Mailing List, new tour dates and media.

SOCIAL MEDIA

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• Our main Social Network.• Share everything with ours fans (rehearsals, live shows, hobbies & interests, glimpse into private lives).

• Be natural and spontaneous.• Videos and Pictures.• Conversations and Feedback.• Update at least 2-3 per week.• Build strong relationships with fans.

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• Main Social Network for musicians• Share all our music• Offer some music for free and unreleased

tracks, special live recordings.• Enjoy• Fans can write message, share songs and

even download• Option of donations money

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• Link with our BLOG• Easy to follow us• Use ‘retweet’ to run promotional competitions.

E.G.‘retweet that The DM’s are playing at the Forum in London tonight (Doors 7pm) for a chance to win merchandise/guest list for 2 people!’• Follow other musicians & bands / music related

companies and people such as music and instrument shops, venues and bars, music magazines and journalists.

• Build community.

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• Used for photo updates• Live shows / rehearsals• Hobbies / private lives• Follow other musicians & bands• Link to Facebook• Updated at least once a week

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• Have own YouTube Channel• All video is put onto the YouTube channel,

any subscribers are able to view it first.• Live Concerts• Interviews• Rehearsals• Links with Facebook

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BLOG• Integration with the Website.• Open to comments & interaction with fans, build online relationships.

• Allows for more detailed and personal content from band members, unlike Facebook and Twitter where content has to be short.

• Allow for guest bloggers in music industry.

• Build SEO• Links to Facebook and Twitter.

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BUILDING TRAFFIC

• Link web site: bands, bars, music venues

• Active Members in the net: blog + web

• Key Words:

ROCK, MUSIC, LIVE, NEW, LONDON, BRITISH, YOUNG.

ONLINE MEDIA & PR

Email Signups

Tickets:TicketwebSeetickets

Internal:NewsletterTour dates

Music:YouTubeiTunes

Social Media:Facebook

TwitterInstagram

Links

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ECRM & EMAIL MARKETING

eCRM• Collect peoples emails from newsletter

sign ups and purchases• Collect post codes from sign ups to

ensure emails are targeted to regions of upcoming shows in the area.

• To increase repeat business, email people that have bought a tickets/cd’s or downloaded tacks and offer guestlist/ queue jump/ early bird offer

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EMAIL MARKETING• Send e-Newsletters fortnightly, giving run down of

events. Make sure only give snippets of information and call to action links to drive traffic to website

• Make emails personal and sent to sign ups name e.g. Dear Dave

• Have different band members sign off on emails to make recipients feel like they are getting emailed directly by the band

• Email details of secret gigs and encourage sharing on social media to increase community.

ECRM & EMAIL MARKETING

OFFLINE MARKETING

GUERRILLA MARKETING• This action will take place in London, outside, perhaps a

park or other large space – will be posted on Facebook and Twitter.

• The DM’s will be performing a song, but it will be mimed and there will be no sound.

• The public are invited to listen to the band through earphones, more personal experience, higher level of interaction.

• Intention: shock and intrigue the public• Offer those who took part a free poster/flyer with Facebook

details• All the action is filmed and uploaded on to YouTube and

Facebook.

OFFLINE MARKETING

AFFILIATE MARKETING• Get fans to help promote events by sending posters and

flyers to them.• They will be rewarded by being given guest-list access to

shows.• Fans and merchandisers can bulk purchase cd’s and

merchandise to sell.• Offer option for receiving payment on following orders.

OFFLINE MARKETING

OFFLINE MARKETINGQR CODE

• Used on promotional posters• When scanned with a smart phone with the QR code app, the

user is taken to www.thedms.com where they can listen to the newest track by the band ‘We are the DM’s’.

• Posters to be distributed to live music venues and bars, universities and music related shops.

• Intrigues the user to find out about the band• Increase fan base• Increase ‘likes’ on Facebook and followers on Twitter• Increase sales of gig tickets, merchandise and albums or

tracks.

THE END!KEEP

ON ROCKING!

the dm's

Marketing