Download Entrepreneurship for Musicians

Entrepreneurship for Musicians
Conservatory of Utrecht
September 2011
Lecture 1
Marketing recap
• Anyone from you use the information I
thaught in last years course?
• Any requests for topics to discuss in the
coming lectures?
Schedule for coming course
Date
Topics
23-9-2011
Recap last year
30- 9-2011
Business forms,taxes and all that jazz
7-10-2011
Communication and Promotion
14-10-2011
Fundraising
21-10-2011
Holidays: no lecture
28-10-2011
Authors rights
4-11-2011
Customer Behavior in Arts Consumption
11-11-2011
Presentations
Assignment for this course:
• Presentation
• Plan
What is marketing?
• Marketing is the Process of Exchange of
Something We Have For Something We Want.
• Marketing is creating value by exchange.
The 7 P’s of Marketing
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•
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Price
Place
Product
Promotion
People
Processes
Physical Environment
Marketing Strategy
• What’s my Plan
Value
• As a company/musician you can only create a
value proposition.
• Value is created together with the customer.
Information
• For decisions to make you need to know what
options you have, and what option looks the
best: therefore you need INFORMATION
• Where do you find information?
• How much do you need?
• Trade-off between information and cost of
information: enough is enough
Customers
• http://www.youtube.com/watch?feature=play
er_embedded&v=lXKDu6cdXLI
• Who are your customers
• What are their peculiarities, their wants and
their needs?
• Where do you find them?
• How do you find them?
Marketing plan
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•
•
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Why writing one?
What does it look like?
Can you do without a marketing plan?
Can you be a professional musican without
marketing?
• Does it hurt to do a little marketing?
• Does it compromise your artistic integrity?
Strategy: Ansoff Matrix
New market
Current
market
Current product
New product
Market penetration
Product development
Market development
Diversification
Additional Literature
• Handbook Marketing and Communication for
the starting musician: order for free
• Reader: you will receive this reader by e-mail.
Your