Module 5 – Campaigns

Initial Planning Checklist

Campaign strategy (overview)

I setup a group of DJ friends years ago called Dirty Kitchen DJs who got the name because we used to get together at the weekend, spend all evening mixing records, drinking and eating pizza. By the time we’d finished, the kitchen would look like WWIII hence the name Dirty Kitchen.

I have a newly created website and also a Facebook page and Instagram page which have been around for some years. Both social media pages currently don’t have regular posts. I also have a Facebook group which again doesn’t get regular posts.

On the website, I host DJ mixes that I and some other members have uploaded and I also upload tracks that I have made for myself an also the group so all of these can be streamed. We also have sound system that we hire out to small music festivals for dance stages.

Target audience

A couple of the best tools that I have found in finding out user demographics is obviously our followers on our Facebook/Instagram pages but also member of our Facebook group. Within the last year since I have had music released on record labels, I’ve had access to apps such as Apple Music for Artists, Spotify for Artists etc. These apps tell me:

• how many listeners I’ve had for the last month
• which country has my tracks been streaming from
• age group
• gender

Using all of this information I can make a rough guess who my target audience is and it appears to be on average males between the ages of 35-45.

Channel setting

The platforms I’ll be using for the campaign will be the website and all the social media platforms that I currently use.

I feel there is no point in using Tik-Tok as the age range of my listeners tell me that teenagers don’t listen to my genre of music and I know from experience that the younger generation listens to another genre of dance music which is totally different.

I chose to use the website as a channel setting because I can make use of Google Analytics so see the number of visitors, the page views, the tunnel which led the visitors to certain pages such as sound system booking enquiry form or track release page, how many mixes were downloaded etc.

I chose to use the social media platforms I use because I’ve already got followers and group members so they can be targeted with ease.

Purpose of campaign

The purpose of the campaign is to drive more visitors to the website which will in turn create more awareness of our brand and hopefully end up high retention.

There are several areas of interest I would like to target.

Increase the number of track purchases

This is the most difficult to measure as I haven’t got direct access to the stats on music selling sites but there are subscription services that can find this information.

Increase in the number of track streams

On music streaming services like Spotify, Apple Music, I would like to see an increase of 100% for any existing and new track releases.

Increase the number of streams/downloads for DJ mixes

I haven’t got any stats yet for this information but I would like to get 50 streams/downloads for each DJ mix.

Bookings to hire the sound system

I would like to see 2 booking to hire the sound system.

DJ bookings

I would like to see at least 5 DJ bookings in total for any of our DJs

Increase engagement

I would like to increase engagement by 50%

Estimated budget over the year period

I have setup a budget of £1500.

£20 per month for website that tracks streaming platform purchases

£226 per 2 months for 3 intervals for worldwide streams of DJ mixes and track hosted on the website

£226 per 2 months for 3 intervals checking for DJ bookings and sound system bookings

Time-plan

I would start the pre-marketing stage in January 2025

The inception would be from April to September 2025

The post-marketing would run from October to December 2025

Pre-Marketing

Most of the marketing will be run through Facebook and Instagram as our current audience is using this platform.

At the moment, our followers and group members are aware that we exist and know what we are about but they might not know about the website and what we can offer.  They may or may not know that I have produced music and that we have a sound system for hire. It’s only close friends that are aware of this.

I would have a similar idea to the online contest to be used in my campaign where I would run 2 competitions simultaneously.

The first contest would win the whole back catalogue of my tracks and any unreleased tracks. This would be won by people, liking, commenting and sharing the posts I create for a new track releases and DJ mixes.

The second would be a free one day hire of the sound system with complete setup and this would run on the website and Facebook / Instagram. I would create a temporary webpage for the contest where I could capture an email address to be in it to win and the social media platforms could be used to create posts that link to that page.

I would also update the website so I can schedule DJ mixes to be posted to the website automatically and at the same time, create a Facebook post using the Facebook API.

The pre-marketing stage would last 3 months as it would take that long to create all the social media posts, update the website and also setup Google Analytics.

Plan what and when I post

To generate interest in our campaign, I would need to plan some posts so they can be scheduled.

At the moment there are about 9 tracks that are unreleased but have been signed by record labels with potentially more getting signed as the campaign starts. I would need to get release dates from the record labels for each of the tracks so I can obtain the artwork and create posts.

I would also ask other Dirty Kitchen DJs to record a few mixes so I can schedule these to be posted to the website which in turn creates the Facebook post.

I would create some post that announces the winners and congratulates them.

Another type of post I would consider just to get engagement is to run a simple poll or ask a question. This would gain insight into users interests and could give us as a group more ideas.

I would also consider creating events on Facebook to announce a new release and create posts based on this event.

Inception

The idea for this campaign was to create 2 separate contests that run simultaneously.

The first contest would be for the winner to win the whole back catalogue of tracks I’ve made plus any unreleased tracks and pre-releases that no-one would have yet.

I would start the campaign with an introductory post telling the viewers what they can win and give them an idea of when the contest will start and end and what they need to do to be able to be part of the contest.

I would schedule a post every couple of weeks with artwork for a new track that has been signed to a record label with information about the release date. The user would have to like the post, comment on it and also share the post.

The winner would be a person who has done all of the above requirements and if there are multiple people who have completed all requirements, I would put there names into a draw to pick the winner at random.

I would end the campaign with a follow up post announcing the winner.

The second contestwould be a chance to win the Dirty Kitchen DJ soundsystem for hire for an event that the user is hosting. The winner might be a promoter who helps organise a music festival or a nightclub promoter.

The contest this time would involve the user to register their email address into a landing page on the website.

I would create an introductory post at the start of the campaign and also a closing post announcing the winner at the end of the campaign.

I would schedule various posts with different imagery to keep interest going and to get the users more involved, I could create simple polls asking their opinions on music related topics.

Post Marketing Analysis

Increase the number of track purchases

The way I would achieve this is by using a couple of methods. The first method and probably not the most accurate would be to check Google Analytics to see how many times the outbound links in the website against each track are clicked. For every track that can be streamed on the website, there are links to various streaming platforms.  One of the links is a link to a music download site where customers can buy individual tracks. I would have setup tracking on the links and this would just show that the user clicked the Beatport link in my release page.

The other way is to use the subscription website that gathers data from most streaming platforms including Beatport. This website provides detailed track analysis so I could create report using that data.

Increase in the number of track streams

I would use the same website as previously mentioned to get detailed track analysis and I would also keep using the artist apps for Spotify etc. I would have to use a spreadsheet to record stats and this would have been done all the way through with probably some historical data so I can compare if the campaign worked

Increase the number of streams/downloads for DJ mixes

Because track streaming can be done on the website, I would use Google Analytics to get the number of streams and also where in the world the user was from. I would also use the analytics from Facebook Ads Manager which would tie up Google Analytics so I could see how many people are coming through Facebook and which ones are organic. I would use the analytics from both sources and populate a spreadsheet so I could compare data.

I would use Google Analytics to see how long users spent on each page.  I could use Google Analytics to record a ‘Play’ event on the release and mixes pages or I could use my own built-in website analytics that would record the same play/pause button events and I would also measure how many times audio completed playing as stopping audio half way through, does that count as a stream?

Bookings to hire the sound system

To find out where the bookings originated from, I would use a combination of Google Analytics and Facebook marketing to see if the traffic originated from a Facebook advert/post, a Google advert or if it was organic from a Google search.  Facebook marketing would tell me that their advert was used to send the user to the booking form and Google analytics would tell me if the form was submitted pr GA would tell me the originating source.

DJ bookings

This would be the same as the bookings to hire the sound system.

Increase engagement

I would use Facebook Ads Manager to get analytics of how well the ads performed. I would use this data to measure the impressions and engagement and see if my target was reached. I would compare to my pre-marketing post engagement with post-marketing post engagement and see if there was a significant increased.