Expert: Sean Trapani - 4/23/2010

Question
QUESTION: Hi Sean,
Thank you for taking my question and volunteering your time.  In 2008, I started a music company that sells musical equipment, primarily drumsticks.  We haven't done a lot of advertising but are looking to get into it.

I have been approached by a musician who makes drum videos.  He has over 13,000 YouTube subscribers and each video he posts get about 1000-2000 views each month.  Our drumstick product would likely get plugged during the video that he would be making.

My questions are:
- What is a fair price that I should be paying? I can't find anything online, since most information is geared towards banner ads or video ads, rather than a plug.  And what are the different methods/metrics (e.g. pay per view, flat rate, CPC, etc)
- From an marketing perspective, would it be best that my product be plugged at the beginning or end of the video?  (more people may watch the beginning, but for those who watch all the way through - the end may be better because it will be fresh in their mind)
- Any other tips or suggestions will be highly appreciated.

Thank you for your time and helping this community!

ANSWER: What brand of drum sticks does he use on the videos?



---------- FOLLOW-UP ----------

QUESTION: Hi Sean,
Right now he uses Pro-Mark.  But he will probably use mine if we agree to the terms.

Thanks

Answer
Two things.

First, take a page from Apple's playbook. Use publicity to build credibility. If this guy starts using your sticks, that's news. So spread it with your Facebook fan page, tell it to music blog writers and anybody else who will listen.

Second, you gotta figure out what makes you different. Not better. That's a word for people who don't know anything about marketing. Pick one thing that makes you different and then keep banging that drum.

Some day you might need advertising. But, as counterintuitive as it sounds,  that's after you've made a name for yourself.