How to Attract Relevant Buyers with STP Modeling

Finding the right marketing approach is crucial for success in the music industry, where trends shift daily. Enter the STP Marketing Model – a strategic framework that has proven to be a game-changer for musicians and record labels alike. This model offers a roadmap for effectively reaching audiences and carving out a unique space in the competitive music market.

Segmentation – Tuning into Diverse Tastes

The STP model's first step is segmentation– dividing the big market into smaller groups of people with similar tastes, habits, and behaviors. In the music industry, segmentation is akin to identifying various music genres, sub-genres, and niche markets. Understanding the diverse tastes of listeners, musicians, and labels can tailor their marketing efforts to resonate with specific audience segments.

For example, electronic dance music (EDM) artist Marshmello has a segmentation strategy focused on understanding his audience's diverse preferences and behaviors, effectively attracting buyers through tailored marketing efforts that resonate with specific segments. 

By analyzing factors such as age, geographic location, and music consumption habits, Marshmello identifies and prioritizes segments with a great affinity for his music. This strategy allows him to craft targeted campaigns that speak directly to that target market.  

Whether through captivating visuals, social media engagement, or strategic collaborations, Marshmello's segmentation approach ensures that his marketing efforts are precise and impactful, ultimately driving engagement, ticket sales, and loyalty among fans who feel understood and valued by the artist.

Targeting – Striking the Right Note

Once segmentation is complete, targeting is the next crucial step in the STP Marketing Model. This involves delving deeper into the segmented groups to identify the most promising segments based on size, growth potential, and compatibility with the artist's brand. 

As a booking agent, I've employed targeted marketing strategies when planning tours for artists. Take, for example, when I curated Frankie Ballard's tour in 2017. Recognizing his appeal within the country music genre, I strategically targeted regions known for their vibrant country music fan base, mainly focusing on the southern United States. 

By honing in on areas known for their genuine love of country music, Ballard maximizes his visibility and engagement within communities where his genre thrives, ultimately driving ticket sales and creating memorable concert experiences for fans passionate about country music. 

This targeted strategy ensures maximum attendance and enthusiasm and fosters stronger connections between Ballard and his dedicated fanbase, enhancing his brand presence and longevity in the industry.

Positioning – Crafting a Unique Sound

The final step is positioning – establishing a distinctive identity and value proposition in the minds of consumers. In the music industry, positioning involves defining what sets an artist or band apart from competitors and communicating that uniqueness through branding, imagery, and storytelling.

Throughout her illustrious career, Taylor Swift has meticulously crafted her positioning in the music industry, establishing herself as more than just a singer-songwriter but also as a relatable storyteller, which has endeared her to fans of all ages. 

“Taylor Swift strategically incorporates secrets, surprises, and sudden drops into her marketing approach, creating an air of anticipation and excitement around her music releases,” writes Nicole Li, content analyst at performance marketing agency No Good. 

Swift's positioning as a genuine storyteller and talented musician is a powerful magnet for buyers in marketing by forging deep emotional connections and fostering trust with her audience. 

By consistently delivering authentic and relatable music that reflects universal themes and personal experiences, Swift creates a resonance that resonates with fans on an individual level, driving them to engage with her music through various channels such as streaming, purchasing albums, attending concerts, and buying merchandise.

This positioning attracts buyers and cultivates long-term loyalty and advocacy, as fans feel understood, valued, and connected to Swift's narrative, making them more likely to invest in her music and brand over time.

Takeaways

The STP Marketing Model has been instrumental in shaping the success of numerous artists and record labels in the music industry. From independent musicians to global superstars, segmentation, targeting, and positioning principles have guided strategic decision-making and fueled creative marketing campaigns.

Whether they're launching a new album, planning a tour, or building their brand online, the principles of segmentation, targeting, and positioning provide a strategic framework for success in the ever-evolving world of music marketing.

As the music industry continues to evolve, embracing the principles of the STP model will be essential for navigating new trends, reaching untapped audiences, and building lasting connections with fans worldwide. So, whether you're an aspiring artist or a seasoned industry veteran, remember harmony is key in the symphony of music marketing, and the STP model is your guiding score.

In case you missed it, check out my post on influencing audiences in the music industry here.