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tirsdag 6. desember 2011

Effective Music Advertising

Here's an interesting article from music think tank about music advertising on the web. Independent artists are tempted to spend money on ads in order to grab new listeners and fans, but is it effective? You will find the facts below:

When it comes to music and advertising, there’s no such thing as a one-size-fits-all solution. What works for some artists will not work for others, and vice versa. However here’s one thing I can tell you for sure: too many artists are using advertising as a blunt force weapon. Simply dropping a picture of yourself, your band, or your album art into an ad unit and then indiscriminately campaigning nationwide for clicks will rarely generate the advertising ROI you need to justify spending on another campaign.

Based upon my own experiences and upon the numerous campaigns I have reviewed over the last year, I believe artists should 1) commit to running numerous test-trial campaigns prior to allocating the majority of their advertising spend to a single message, and 2) seriously consider which geographic targeting option (local, regional, or nationwide) will generate the immediate ROI artists need to justify a continuous investment in advertising.

For test campaigns, if you want to compare click results between campaigns, plan on spending at least $100 to generate 30 to 40 clicks per test campaign. Campaign costs and results will vary widely between advertising platforms. Test a matrix of targeting options, artwork, songs, messages and propositions to determine which combination outperforms all the others.

Read all of the article here

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