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Record Label Marketing by Paul Allen, Amy Macy, Tom Hutchison

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21 The Marketing Plan

Thomas Hutchison

The marketing plan

For a record label, the marketing plan is the cornerstone of each release, and every record released by the label has its own unique marketing plan tailored to the target market and is based on expectations of performance in the marketplace. It is the marketing plan that helps coordinate the various aspects of promoting the record. There are two basic target markets for the marketing plan: The consumer and the trade. The trade consists of those people within the industry for which business-to-business marketing is done. This includes radio program directors, journalists, editors, retail buyers, distributors, and others involved in the “push” strategy.

Who gets the plan?

The plan is distributed ...

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