When creating a communications plan for a new band or an existing band, the product of the band starts with the music itself. If you plan to start a band or build on your music, the goal is to create a product that intrigues consumers to more than just the sounds. Established bands will have a number of both products (swag) and services (events). This, of course, is all defined the by the music itself – if the music sucks, all aspects of the product will suck as well.
The Product Analysis portion of the Situational Analysis is meant to define the product or service in order to mark current trends, distribution, customers, demand, etc. For an existing company, this is an area that should involve consumer surveys to judge how the consumer understands the product or service. For instance, if you provide one specific product, does the consumer understand all of the product advantages or just a few? If you offer a service, does the consumer know the exclusive options and benefits of the service?
For a new company or a new band, the product analysis is an in-depth look at what you are offering. Breakthrough Band for instance, is a web site offering a service to aspiring musicians. As a new web site, there is not the opportunity to poll thousands of consumers to analysis the provided service. As Breakthrough Band digs into its own product analysis, we will analyze the current reach and define the future of the service Breakthrough Band provides.
If you are starting a band and looking for ways to market new music, collect as much information as is readily available. If you are building a marketing strategy before your band officially launches, this is a research stage. Work with your band to determine what you are offering to consumers. Research what similar bands are doing in regards to ticket costs, EP costs, distribution methods, band web sites, and points of attraction to the music.
Without an existing product or service on the market, it can be difficult to analyze the current status of the product or service. For your Advertising Strategy’s Situational Analysis, you are looking to answer the question, “What Am I Offering?”
View the Sample Product Analysis for Breakthrough Band |
