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by Bob Baker

Different bands have different ways of coming up with promotional strategies. Many bands take a look at how their favorite successful band is promoting itself... then borrow some of those tactics to apply to their own marketing campaign.

There's nothing wrong with that. It's perfectly acceptable to model the steps others have taken to move up the ladder.

However, you do run the risk of blending in with the mass of bands trying to get ahead.

To stand out, you must take a fresh approach and do something different from what everyone else is doing. But you don't have to reinvent the wheel. In fact, I suggest that you still borrow successful marketing techniques -- only you borrow them from non-music fields. Good ideas are everywhere. Sometimes, the best ones are not in the obvious places.

Here's an example. Enterprise Rent-A-Car is one of the biggest and most successful rental car companies. Enterprise became successful because it catered to a specific niche within the industry -- insurance replacement vehicles. If you're involved in an accident or your car goes into the shop, you need a rental car to drive until yours is fixed. And that's the type of rental upon which Enterprise built its empire.

So what high-tech marketing technique do you think Enterprise uses to get that business? The answer: donuts. That's right, employees from local branches regularly visit repair shops in their area and bring free donuts for the shop workers. It's simple, it's cheap and it keeps Enterprise at the top of the list when repair shop customers need rental cars.

Could you borrow this tactic to promote your music? How much would you be appreciated if you took free donuts (or pizza, candy, etc.) to your favorite record store, nightclub, radio station or music publication?

From now on, be on the lookout for marketing ideas from any and all sources -- hair salons, dentists, dance troupes, fast food joints, plumbers, you name it.

Looking at the music industry for new ideas is fine. But don't overlook the wealth of ideas you can borrow from other industries as well.

Bob Baker is the author of "Guerrilla Music Marketing Handbook," "Unleash the Artist Within" and "Branding Yourself Online." He also publishes TheBuzzFactor.com, a web site and e-zine that have been delivering marketing tips and inspirational messages to music people of all kinds since 1995. Get your FREE subscription to Bob's e-zine by visiting http://TheBuzzFactor.com today.