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Entertainment Marketing: Discovery Phase

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There’s a lot of noise out there. What are your plans to be heard?


Blogging and simple social media posts won’t be enough. You need the right digital marketing mix to amplify your brand. This is especially true in the entertainment industry, just kick drums, snares, and hi-hats create a good beat. The first step in kicking off a killer marketing campaign is discovery. It’s important to engage in discovery first and marketing solutions second. During discovery, we get a better understanding of what it is we need to accomplish and we collect goals and business objectives that we need to focusing on.


Successful entertainment marketing campaigns begin with an understanding of the business and the client goals.

  • What is the client looking to promote?
  • What are their goals, business objectives or core focus?
  • What budget range do we need to work within?
  • Are there specific expectations we need to factor into the overall decision making?


This goes for businesses and artists alike, whether it be a new campaign for a record label company or an artist promotion.


Maybe you are a successful talent manager:

  • How are you different?
  • What is you niche market?
  • Currently, what is working for you?
  • Budget, clear goals or expectations?


Goals, core focus, budget and expectation are the 4 legs of any discovery call.

These should be addressed in order to narrow the playing field and it will make the difference between investing and spending your marketing budget. Professional marketers have a responsibility to understand the clients business objectives and create a digital road map within a realistic budget to drive them close to their end goal.


Discussing budgets is not the most exciting part of the conversation but it helps us understand what we have to work with. Guessing, assumptions and inaccuracy are all results of not discussing these topics during discovery.


Let’s say we have a call with a Talent Agency in New York City. We learn about their business niche, goals, and they share their client roster of 20 artists. Their goal is to increase their presence on Spotify and Instagram. One of the agents at the company says, “we want to promote our artists.” Then we would ask the agent about their budget availability and let’s say his response is, “We dont have one, we dont really know...”


Here’s a few questions that would need clarity during discovery: 

  1. How many artists will we be promoting?
  2. Are we promoting all 20 or will we start with 3 and scale up?
  3. Does each artist have their own budget or is their one total budget allocated for all of your artists?
  4. Are we focusing on the same goal for all of the artists or will the goals differ for each?
  5. Does each artist wants to focus on both Spotify and Instagram?
  6. Does each artist want to focus on a specific platform, Spotify or Instagram?
  7. How many listens or followers are you trying to reach within 6 months?
  8. Is this across both platforms or do you have specific goals and expectations for each platform.


You want to market something you are passionate about and marketing is very exciting, but it’s also important to focus on logic and the important questions as well. Normally, budget is the conversation killer. The budget is a an important factor that helps marketing companies narrow down the solutions provided. We can then identify if the budget provided will allow us to reach the number of listens and followers for the number of artists we are promoting.


Do you want to be heard? Join us for your discovery!




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