Music Business Marketing IMC Strategy

1. Running Head: Vital Records 1
IMC Strategy: Vital Records
Nova Granite
Full Sail University

2. Running Head: Vital Records 2
Integrated Marketing Communications Strategy
Marketing Objectives
• To increase roster by 5 artists in 6 months
• To increase revenue by 100% within 12 months
• To expand brand awareness by 75% within 6 months
Marketing Tactics
Designed to increase clientele, revenue, and brand awareness, Vital Records has created a
complex marketing strategy using traditional and non-traditional marketing. Vital records
headquarters is in Pittsburgh, Pennsylvania. The independent label offers artists the funding and
support needed to shape their brand, perfect their PR, and produce quality music. (2020) Vital
records has developed strong relationships with well known artists and business management
companies across the U.S. Vital Records has developed three content materials that will play a
key role in the integrated marketing communications strategy: a 30 second video, a brochure, and
an informational podcast. Vital records will be using both push and pull marketing strategies.
Vital Records will implement direct marketing, social media, podcasts and blogs,
website, visual content, and guerilla marketing to meet the marketing objectives. When it comes
to mobile media marketing, Pew internet reported in 2011 that over 97% of Americans use their
cell phones in some form or another. (2021) Vital Records call to action in the commercial is for
unsigned artists to sign up for the annual talent showcase, for a chance to be signed with the
label. This is considered a pull marketing strategy, as it requires the user to contact the
advertiser. Additionally, with a $1,200 budget, Vital records will place the commercial as a
YouTube streaming advertisement. This will cost the company between $0.10 - $0.30 per view

3. Running Head: Vital Records 3
and click on average. (Justuno & MuteSix, 2021) This is a push strategy because the advertiser is
pushing the ad to consumers.
Vital Records will also use direct marketing at trade shows. The company plans to rent a
booth at the FAME CONVENTION in Las Vegas, Nevada, August 19 - 21, 2022. For a 50
Square Foot booth, that is 5 by 10 feet, will cost $2,150. (Film) Since the trade show will be held
in Nevada, there will be additional costs for lodging. The budget allocates $2,500 for travel and
lodging. Vital Records will also make brochures available, which includes customer benefits,
competitive advantage, product positioning, and Vital Records tagline. The previously
mentioned commercial will also be playing throughout the show at the exhibit.
Lastly, Vital Records plans to use social media marketing to meet the marketing
objectives. Social media can be considered word of mouth advertising. When it comes to
deciding on a purchase, 56% of managers polled prefer word of mouth advertising. (Chi, 2021)
The Label plans to post a link for the informational podcasts on Instagram, Facebook, and
Twitter. The initial podcast is about tips to remember developing your PR. This podcast is to
help establish Vital Records as a company experienced in Artist brand development. In addition
to the release of this podcast, a new five- minute podcast will follow monthly for the first six
months with a budget of $1,400. With likes, follows, and retweets of posts and tweets made on
the label’s social media pages, Vital Records will also increase their brand awareness. In addition
to the social media posts, Vital Records will develop and post written blogs on the company’s
own website. More than 409 million people view more than 19.7 WordPress blogs every month
and are more likely to see positive ROI. (Shapiro, 2021)

4. Running Head: Vital Records 4
References
5 reasons record labels still matter: Features: Label services. MN2S. (2020, October 19).
Retrieved December 19, 2021, from https://mn2s.com/news/label-services/5-reasons-
record-labels-still-matter/
8 genius record label Marketing Tips for smaller labels. Promoly®. (2021, October 31).
Retrieved December 19, 2021, from https://promo.ly/8-genius-record-label-marketing-tips-
for-smaller-labels/
Pew Research Center. (2021, November 23). Demographics of mobile device ownership and
adoption in the United States. Pew Research Center: Internet, Science & Tech. Retrieved
December 19, 2021, from https://www.pewresearch.org/internet/fact-sheet/mobile/
Justuno, & MuteSix. (2021, November 26). How much do YouTube ads cost in 2021? Mutesix.
Retrieved December 19, 2021, from https://mutesix.com/youtube-ads-cost/
Film, A. (n.d.). Emerging startups,influencers,artists & Film & Music Execs all in one place.
Film, Arts,Music & Entertainment Convention AUGUST 19-21, 2022. Retrieved
December 19, 2021, from https://fameconvention.com/
Chi, C. (2021, December 16). Which marketing channels will brands prioritize in 2022 [HubSpot
blog data]. HubSpot Blog. Retrieved December 19, 2021, from
https://blog.hubspot.com/marketing/marketing-channels
Shapiro, T. (2021, March 20). The roi of blogging. Stratabeat. Retrieved December 19, 2021,
from https://stratabeat.com/roi-of-blogging/

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