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with Alliance Entertainment, the world’s largest wholesale distributor of physical CDs, allows
CD Baby to get their clients’ products into a variety of brick and mortar establishments beyond
the reach they may already possess. In addition to helping with physical distribution, CD Baby
helps their clients who move more product with promotional and marketing services. As Fearless
increases the volume of physical CDs that we are distributing via CD Baby, additional
promotional help will be provided in order to further increase sales and reach.
Artist Merchandise
Artist merchandise can be purchased in one of two places: at a Fearless artist concert OR
on the Fearless company website. Any merchandise that is sold to fans at our shows will be
delivered immediately to the purchaser. Merchandise will be sold at every event that Fearless
actively participates in.
For artist merchandise that is purchased via the company website, Fearless will provide
fulfillment services on their own, at least until overall company margins have increased. All
merchandise that needs to be shipped will be packaged and delivered by individuals who work
for the company. This will be done in order to keep company costs low. Since we don’t
anticipate seeing a large volume of merchandise sold in our first year of operation, it makes more
financial sense for the company to take up as much responsibility as possible with regards to
shipping and order fulfillment.
In the future, Fearless would like to establish a working relationship with Manhead.
Manhead is a full-service merchandise company that caters specifically to the music and
entertainment industries. They offer services ranging from product design, e-commerce, tour and
retail services and customer service. As the volume of merchandise purchased by our audience
grows, we will want to not only increase the distribution in order to meet increased demand, but
we will also want to make sure we can efficiently track every order that is fulfilled. Manhead
provides the services needed to hold, ship and fulfill any necessary orders as well as handle any
customer service that may be needed upon purchase.
How we market and advertise our products
Fearless will continue its focus on digital through to the marketing and advertising
channels. We will concentrate most of our marketing efforts through online outlets such as blogs,
online radio, social media, email marketing and our company website. The reason we have
chosen to continue this concentrated focus on digital is due to the potential pool of individuals
we can reach at such an affordable cost. According to studies done by Pew Research Center in
2018, 95% of Americans own a cellphone of some kind, with 77% owning a smartphone. Also,
94% of individuals ages 18-29 currently own a smartphone, according to the same study. This
group of people falls under our “target customer” umbrella, and thus provides us with a large
potential market to tap into.
Other ways we can improve our marketing efforts is through co-branding opportunities
with organizations such as Girls Incorporated, National Organization for Women, She Runs It,
and Women in Music. These organizations are setup to help create opportunities and equality for
women in the United States. Fearless believes that these kinds of collaboration opportunities will
help the company further demonstrate our brand image and strengthen awareness in consumers’
minds.