Crucial to any music marketing campaign is understanding what a marketing pitch is. This short line, as described in our “Pitching to Music Journalists,” aims at selling a marketing idea. In this case, the point is to convince a potential company that your music is worth the investment. Although marketing companies are usually the ones who create the pitch, it doesn’t mean that you, as an emerging artist, cannot do it by yourself.
The Marketing Pitch: a Broader Definition
There are various types of pitches out there. The one we’ll focus on this time is the general one: that which presents the idea to the potential customers. Its objective is to introduce your product and yourself, so then you can persuade your listeners (or readers, depending on the format) to agree to your specific offering. In short, the marketing pitch must create an impression, which in turn will raise awareness and visibility of your brand. Therefore, it will open up new routes in the market. In summary, the pitch is the means by which you sell your (music) marketing campaign.
There are three elements in the marketing pitch: professionalism, research, and passion.
Professionalism
Remember you’re in the music business and formalities matter. When you’re preparing your pitch, make sure that your language selection is professional. In this way, you’ll ensure an efficient first impression, which is key given the competitive nature of this field. On the one hand, if you’re delivering your pitch in a written version, make sure your grammar and syntax are flawless. But, if your pitch is face-to-face, then work on your public speaking as to avoid stutters and pet words as much as possible. Finally, practice your pitch as much as you can before going in for the real deal.
Research
The researching aspect in marketing pitches is two-fold. Firstly, you cannot, ever, reach your potential investors unprepared. For instance, learn if they have a budget or if they’ve been successful in the past. Make sure to study who they are and what are their main interests so you can avoid wasting everyone’s time.
Secondly, research the music industry as much as humanly possible—even more so if you intend to pitch for someone who’ll give you money. When you’re delivering a pitch for this kind of audience, you’re not only a musician: you’re also a business person. The business people who’ll listen are interested in the numbers, so make sure you’ve got those covered. In particular, determine those numbers related to advertising. In short, make sure you know the existing market of your kind of music.
Passion
We know you’re passionate about your creations, so you must guarantee that your audience will learn that in the process of pitching. Without losing sight of your value proposition (i. e. the pragmatic aspects of your sell), here’s when things can turn personal. Include some of the key aspects behind your branding. Convince those who’re listening that your music will change the lives of those listening to it, the reason why it’ll do so. Always remember this: excitement is contagious.
