1	
  
Lisa	
  Radin,	
  Entrepreneur	
  	
  
Marke2ng	
  Ar2st	
  /	
  Storyteller	
  &	
  Insights	
  
	
  
Lisa	
  Radin...
 
Many	
  New	
  Ideas	
  are	
  ORen	
  Reinvented	
  Ideas	
  
	
  
ü  It	
  was	
  August	
  1993.	
  Lisa	
  saw	
  a...
A	
  Colorful	
  Beginning	
  
	
  
ü  IrrespecLve	
  of	
  the	
  fact	
  Lisa’s	
  arLsLc	
  experience	
  was	
  limit...
CREATIVITY:	
  The	
  Painted	
  Record	
  that	
  Started	
  the	
  Business	
  
TwiIer	
  @milguy23	
   4	
  
Lisa	
  br...
A	
  Love-­‐Hate	
  Rela2onship	
  
ü  Some	
  people	
  hated	
  the	
  records	
  
ü  Some	
  people	
  thought	
  pai...
Lisa’s	
  a	
  Natural	
  Storyteller	
  	
  	
  
So	
  Each	
  Record	
  Had	
  A	
  Unique	
  Story	
  
	
  
1.  RESEARC...
No	
  Two	
  Records	
  Were	
  Alike	
  –	
  	
  
Each	
  Had	
  A	
  Strategic	
  Objec2ve	
  
2.	
  	
  	
  INSIGHTS	
 ...
The	
  #AHA	
  
	
  
	
  
3.  CREATIVITY	
  
ü  Consumed	
  with	
  recording	
  ar2st	
  research,	
  actual	
  song,	
 ...
The	
  Lisa	
  Radin	
  3	
  Point	
  Process	
  To	
  #AHA	
  
1.  RESEARCH	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
...
ENTREPRENEURS	
  DO	
  EVERYTHING	
  –	
  	
  Lisa	
  HAD	
  THE	
  SKILLS	
  
BRANDING	
  
	
  
ü  Developed	
  business...
Lisa	
  Was	
  and	
  S2ll	
  is	
  a	
  	
  
Crea2ve	
  Entrepreneur	
  	
  
Promo2ons/PR/SOCIAL	
  
	
  
ü  Created	
  ...
TwiIer	
  @milguy23	
   12	
  
	
  
THE	
  GRAMMY®	
  AWARDS	
  STORY	
  
	
  
RAISING	
  AWARENESS:	
  
	
  
Lisa	
  want...
CUSTOMER	
  COMMENTS	
  -­‐	
  VERBATIMS	
  
Ø  “I’ve	
  never	
  seen	
  anything	
  like	
  this	
  before;	
  I	
  LOV...
 
	
  
Recollec2on	
  Records	
  
Memories	
  Transformed	
  to	
  Art	
  
FUN	
  STUFF	
  and	
  DETAIL	
  FOLLOWS	
  
Tw...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Resilience	
  Required	
  and	
  Art	
  I...
 
Silly	
  &	
  Popular	
  Ques2on	
  Asked:	
  	
  	
  
“Can	
  I	
  s2ll	
  listen	
  to	
  them?”	
  
	
  
ü  What	
  ...
A	
  Signed	
  LeNer	
  was	
  included	
  with	
  every	
  Recollec2on	
  Record	
  
ü  (THE	
  START):	
  	
  It	
  beg...
HAD	
  MANY	
  ORDERS	
  FOR	
  BRUCE	
  
TwiIer	
  @milguy23	
   18	
  
Radin	
  Art	
  InterpretaLon	
  (shortened):	
  ...
Experimented	
  with	
  Technique	
  –	
  
some	
  showed	
  more	
  vinyl,	
  some	
  less	
  
TwiIer	
  @milguy23	
   19...
 	
  	
  	
  	
  	
  	
  	
  	
  
	
  
ü  When	
  you	
  want	
  to	
  make	
  something	
  out-­‐of-­‐nothing	
  add	
  ...
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A Marketing Story on Painting Vinyl Records

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An entrepreneur story on taking a hobby and turning it into a business - loaded with marketing and creative insights. Learn how to find an #aha - applicable to any business. It's a great story even if you don't like music.

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Transcript of "A Marketing Story on Painting Vinyl Records"

  1. 1. 1   Lisa  Radin,  Entrepreneur     Marke2ng  Ar2st  /  Storyteller  &  Insights     Lisa  Radin  Consul2ng   Rev  2010/2013     Company  Name:      Recollec2on  Records   Tagline:      Memories  Transformed  to  Art   INTREPRETING  MUSIC  INTO  ART   TwiNer  @milguy23   Her  Marke2ng  Story  on  Pain2ng  Old  Vinyl  Records  
  2. 2.   Many  New  Ideas  are  ORen  Reinvented  Ideas     ü  It  was  August  1993.  Lisa  saw  a  painted  record  in  Sedona  decorated  like  a   beaded  necklace.    Lisa  loved  the  record,  but  at  a  cost  of  $320,  the   unframed  piece  of  artwork  far  exceeded  her  budget     ü  It  was  September  2001,  two  days  aBer  9/11.  Lisa  went  to  a  rummage   sale  with  a  girlfriend  and  found  a  stack  of  old  vinyl  records.  A  random   thought  went  through  Lisa’s  head:       “I  should  paint  this!”     ü  Lisa  painted  old  vinyl  records  from  September  2001  to  September  2005   TwiIer  @milguy23   2  
  3. 3. A  Colorful  Beginning     ü  IrrespecLve  of  the  fact  Lisa’s  arLsLc  experience  was  limited  to  sLck  figures  and  notepad   doodles,  her  passion  far  exceeded  her  lack  of  skills   ü  Lisa  turned  to  her  strength  in  business  for  help:  she  asked  herself  “how  can  my   background  in  market  research  and  insights  paint  a  picture  for  success?”   •  For  every  album  /  every  song,  she  studied  the  arLst   •  And  she  interpreted  her  findings  into  color  and  line   •  PainLng  each  LP  became  a  crea2ve  adventure  and  she  fell  in  love  with  her  new   hobby   ü  LiIle  did  Lisa  know  that  the  records  would  be  difficult  to  paint   •  She  destroyed  many  during  her  learning  process  (more  on  that  later)   ü  Once  Lisa  conquered  the  painLng  process,  her  friends  said,  “Hey,  these  look  great,  can   you  make  me  one?  You  should  try  and  sell  them?”    So,  Lisa  took  her  favorite  painted   record  to  a  local  music/CD  retailer  to  get  an  opinion…     Interpre2ng  Music  Into  Art     TwiIer  @milguy23   3  
  4. 4. CREATIVITY:  The  Painted  Record  that  Started  the  Business   TwiIer  @milguy23   4   Lisa  brought  her  favorite  painted  record  to  CD  City  in  Highland  Park,  IL.  Owner  Steve  Kessler  loved   her  art  and  agreed  to  carry  her  line.  She  made  more.  She  sold  more.    Lisa  had  a  business.        SALES    INSIGHTS     ü   80%  of  purchasers  were   college  educated  with   higher  incomes       ü   60  %  of  buyers  were  men   ü   Women  purchased  as   giRs  for  men;  men   purchased  for  themselves   or  giRs  for  clients   ü  People  who  purchased   loved  music  
  5. 5. A  Love-­‐Hate  Rela2onship   ü  Some  people  hated  the  records   ü  Some  people  thought  painLng  on  records  was  ‘sinful’     despite  the  fact  the  records  used  were  scratched  /  unplayable   ü  Some  people  loved  the  records  (Lisa’s  target  audience)   ü  Know  EVERYONE  isn’t  your  customer     •  Need  to  understand  who  your  customer  is  and  target  appropriately   •  Be  nice  to  your  ‘haters’  as  their  friends  can  be  product  lovers     TwiIer  @milguy23   5  
  6. 6. Lisa’s  a  Natural  Storyteller       So  Each  Record  Had  A  Unique  Story     1.  RESEARCH    +    CRITICAL  THINKING    +    INTERPRETATION   •  Lisa  studied  each  recording  ar2st  to  understand  their  mo2va2ons  for   creaLng  the  album  and  song(s)   •  A  song  was  selected  off  an  album  to  interpret.  She  listened  to  the  song   (online)  to  entrench  herself  in  the  music   •  She  spent  hours  analyzing  lyrics,  finding  her  own  meaning  within  arLsts’   intenLons   •  Finally,  she  applied  her  thinking:  What  had  she  learned?  How  did  the  music   made  her  feel?   TwiIer  @milguy23   6   A  process  of  connec2ng  both  ra2onal  and  emo2onal  dots   Every  Record  Told  a  Story  Based  on  a  3  Point  Process  
  7. 7. No  Two  Records  Were  Alike  –     Each  Had  A  Strategic  Objec2ve   2.      INSIGHTS    +    STRATEGY   •  If  the  painted  record  was  created  for  a  parLcular  person,  Lisa  conducted     1-­‐on-­‐1  deep  dig  interviews  in-­‐person  or  via  phone  with  that  consumer  to   determine  what  the  song(s)  meant  to  them     •  Lisa  wanted  to  link  consumer  emo2ons  into  the  art   •  If  the  record  was  a  giB,  friends  and  family  were  interviewed  to  determine   personal  insights  and  arLst/song  memories   •  Those  feelings/emo2ons  were  depicted  via  line/color  and  integrated  in   her  art,  in  addiLon  to  being  wriIen  up  in  a  personal  leIer   •  Lisa  heard  some  great  stories  during  this  process    è  she  learned  music   has  memories     TwiIer  @milguy23   7   Every  Record  Told  a  Story  Based  on  a  3  Point  Process   A  process  of  connec2ng  both  ra2onal  and  emo2onal  dots  
  8. 8. The  #AHA       3.  CREATIVITY   ü  Consumed  with  recording  ar2st  research,  actual  song,  and  consumer  input  –  Lisa   transformed  her  findings  into  an  emo2onal  and  colorful  response.  A  burst  of  crea2vity   ignited  her  soul.  This  was  her  #aha  and  a  passionate  determina2on  of  how  the  record   should  be  painted  engulfed  her   •  Then,  the  record  was  painted   •  A  personal  leIer  was  wriIen  for  all  custom  orders  telling  the  story   of  why  the  record  was  painted  a  certain  way  and  how  consumer  emo2ons   and  memories  were  integrated  throughout  the  piece   •  The  record  became  a  personal  reflec2on  of  individual     TwiIer  @milguy23   8   Every  Record  Told  a  Story  Based  on  a  3  Point  Process   A  process  of  connec2ng  both  ra2onal  and  emo2onal  dots  
  9. 9. The  Lisa  Radin  3  Point  Process  To  #AHA   1.  RESEARCH                                  INTERPRETATION   2.  INSIGHTS                                      STRATEGY       3.  CREATIVITY                              AHA     ü  A  few  words  about  Crea2vity  and  finding  the  #AHA   •  Hard  research  analysis  and  talking  to  consumers  about  their  emo2ons  were   demanded  to  ignite  crea2vity  and  locate  the  #aha   ü  Lisa  uses  the  same  3  point  process  for  finding  innova2on  for  any  business  be  it   B2C  or  B2B  –  for  billion  $  Fortune  500’s  or  nonprofits   •  During  her  career,  she  has  made  and/or  saved  $30  +  million  using  her  process   •  Lisa’s  approach  to  finding  innovaLon  is  through  the  eyes  of  the  consumer  –   everything  she  does  is  market  research  and  consumer  insights  driven  –  even   painLng  old  records     TwiIer  @milguy23   9   A  process  of  connec2ng  both  ra2onal  and  emo2onal  dots  
  10. 10. ENTREPRENEURS  DO  EVERYTHING  –    Lisa  HAD  THE  SKILLS   BRANDING     ü  Developed  business  name:    RECOLLECTION  RECORDS   ü  Registered  URL’s:    www.paintedrecords.com    &    www.recollec2onrecords.com   ü  Wrote  tagline:    MEMORIES  TRANSFORMED  TO  ART   ü  Created  website  (2002-­‐2004)       SALES     ü  Personally  sold  /  CRM  into  15  music,  giB,  and  housewares  retailers  in  #Chicago   the  North  Shore  suburbs  and  in  Door  County,  WI   ü  E-­‐commerce  and  lead  generaLon  via  own  website   ü  Social  networking  via  non  profits  and  art  fairs  (No  Facebook  in  2001)   •  Donated  painted  records  to  mulLple  chariLes  for  #good  and     to  increase  word-­‐of-­‐mouth     TwiIer  @milguy23   10  
  11. 11. Lisa  Was  and  S2ll  is  a     Crea2ve  Entrepreneur     Promo2ons/PR/SOCIAL     ü  Created  on-­‐loan  program  for  local  offices  spreading  word-­‐of-­‐mouth  #WOM  and  generaLng   new  leads   •  Targeted  CPA’s,  lawyers,  and  predominantly  male  managers  since  records  were   primarily  purchased  for  and  by  men   ü  Exhibited  in  Chicago  and  suburban  businesses  including   •  Restaurants   •  Bars  and  Nightclubs   •  Starbucks   •  Libraries   ü  Developed  strategic  alliance  with  Solid  Waste  Agency  of  Northern  Cook  County  by  promoLng   recycled  art;  featured  on  SWANCC  #green  products  website   ü  Wrote  press  releases  /  pitched  media   •  In  2  full-­‐run  Pioneer  Press  arLcles  including  front  page  with  photo   ü  Social  media  didn’t  exist,  but  Lisa  was  social  by  asking  every  business  who  she  did  business   with  to  display  her  records.  RecollecLon  Records  could  be  found  at:   •  Dry  cleaners,  favorite  /  local  restaurants,  doctor’s  offices,  and  preIy  much  any  locaLon   willing  to  exhibit  them.  Lisa  knew  sight  and  word-­‐of-­‐mouth  were  powerful  sales  tools       TwiIer  @milguy23   11  
  12. 12. TwiIer  @milguy23   12     THE  GRAMMY®  AWARDS  STORY     RAISING  AWARENESS:     Lisa  wanted  a  music  connecLon,  and  since  she  always  aims  high,  she  contacted  The  GRAMMY   FoundaLon®  via  a  cold  call.  She  was  unsure  what  to  pitch  but  she  explained  her  business  and   she  thoughrully  listened  to  find  an  opportunity  to  connect.       Whether  you  call  it  luck  or  great  listening  skill,  she  got  what  she  wanted.  Lisa  learned  that  a   dinner  /  silent  aucLon  takes  place  the  night  before  The  GRAMMY®  Awards  where  an   individual  arLst  is  honored.  She  jumped  at  the  chance  to  donate  a  RecollecLon  Record  for  the   honoree.  This  was  her  ‘in’  to  The  GRAMMY  Awards.       She  donated  mulLple  RECOLLECTION  RECORDS  and  even  made  a  custom  record  for  her  key   GRAMMY  contact.  Lisa’s  relaLonship  with  The  GRAMMY  FoundaLon  lasted  3  years.   Throughout  the  partnership,  she  made  painted  records  honoring  Billy  Joel,  SLng,  and  U2   among  others.  Her  U2  sold  in  the  MusiCares®  silent  aucLon  for  $800.  Now  that’s  some  sweet   music.     In  return  for  her  donaLon,  Lisa  was  given  permission  to  use  the  MusiCares®  and  GRAMMY®   logos  on  her  website  and  in  PR.  Lisa  was  on  her  way  to  raising  awareness  and  elevaLng  her   Lny  brand.     The  GRAMMY®  STORY  supports  Lisa’s  belief:  Where  there’s  a  will,  there’s  a  way  
  13. 13. CUSTOMER  COMMENTS  -­‐  VERBATIMS   Ø  “I’ve  never  seen  anything  like  this  before;  I  LOVE  it.”       Ø  “My  son  will  love  this;  he’s  so  hard  to  buy  for…”   Ø  “Even  my  daughter  will  let  her  husband  hang  this  on  a  wall…”   Ø  “She  likes  anything  Springsteen…”   Ø  “My  husband  saw  this  in  his  co-­‐workers  office;  he  wants  10  for  each  of  his   clients.”   Ø  “Can  you  paint  a  Phish  album?”    (Yep,  she  did)     TwiIer  @milguy23   13  
  14. 14.     Recollec2on  Records   Memories  Transformed  to  Art   FUN  STUFF  and  DETAIL  FOLLOWS   TwiIer  @milguy23   14  
  15. 15.                                          Resilience  Required  and  Art  Insights  Gained   ü  Records  were  difficult  to  paint   •  Took  30+  hours  over  at  least  5  days  to  finish  1  painted  record     •  Vinyl  with  many  songs/grooves  reacted  differently  than  those  with  fewer  songs  –  each   record  created  a  new  painLng  challenge   •  20%  of  records  were  destroyed  during  any  stage  of  the  prep/painLng/finishing  process   •  How  the  LP  had  been  stored  and  humidity  factors  impacted  how  the  vinyl  took-­‐the-­‐ paint;  the  records  always  had  ‘a  voice’  even  when  not  played   •  PainLng  experience  created  insight  to  the  high  cost  of  art  and  Lisa  developed  empathy   and  compassion  for  arLsts  exhibiLng  at  art  fairs   ü   Sold  her  1st  30  within  6  weeks.  Hey,  not  bad  for  a  hobby   •  Lisa  asked  herself:  ‘What  would  happen  if  I  tried  create  a  business?’   The  rest  is  history   •  She  painted.  She  promoted.  She  sold.  She  became  an  entrepreneur     15  TwiIer  @milguy23  
  16. 16.   Silly  &  Popular  Ques2on  Asked:       “Can  I  s2ll  listen  to  them?”     ü  What  do  you  think?   These  college  educated  buyers  must  have  been  sleeping  in  a  few  classes     Her  answer:         “No,  the  record  cannot  be  played  aRer  painted  but  they  can  be  played  in  your  mind!”     TwiIer  @milguy23   16   RECOLLECTION  RECORDS  -­‐  MEMORIES  TRANSFORMED  TO  ART  
  17. 17. A  Signed  LeNer  was  included  with  every  Recollec2on  Record   ü  (THE  START):    It  began  in  2001  and  it  was  a  record  year.    We  overcame  the  non-­‐millennium   bug,  hanging  chads  with  a  near  PresidenLal  Le,  and  as  9/11,  we  became  faced  with  the   aBermath  and  lifestyle  changes  due  to  the  World  Trade  Center  bombings.     ü  (THE  MIDDLE):  Reviving  past  memories  will  help  bring  happiness  into  your  world.    Think  of   the  fun  Lmes  when  vacaLoning,  at  parLes  or  spending  quiet  Lmes  with  friends.    Think  of  the   music  you  listened  to  and  how  you  felt  while  listening.    Go  back.    Revisit  a  more  relaxed,  fun   Lme  in  your  life.      Let  your  mind  recall  the  memories.   ü  (THE  END):  Recollec2on  Records  are  painted  vinyl  records  that  allow  you  to  look  at  your   favorite  ar2st  everyday  -­‐-­‐  as  art.    The  vinyl  is  the  medium.    Each  record  is  individually  infused   with  music,  lyrics,  and  arLsts’  history  to  create  a  unique  design.    Hang  your  record  where  you   can  see  it.    Let  it  make  you  laugh;  let  it  make  you  feel  good.    Recollec2on  Records  are  Great   “Memories  Transformed  to  Art”.    Enjoy.     TwiNer  @milguy23   17  
  18. 18. HAD  MANY  ORDERS  FOR  BRUCE   TwiIer  @milguy23   18   Radin  Art  InterpretaLon  (shortened):    Life  changed  aRer  9/11.     You’ll  find  an  “A”  cuwng  through  the  label.    Do  you  think  this   stands  for  Afghanistan  or  America?  Purple  was  integrated   throughout  to  honor  the  men  and  women  who  suffered  and   serviced  our  country  pre/post  911  –  don’t  they  deserve  a  Purple   Heart?    Colors  of  green  for  money  and  copper  for  oil  signify  key   economical  drivers.  The  art  is  outlined  in  golden  dots   represen2ng  the  golden  2mes  we  seek.     RECOLLECTION  RECORDS  -­‐  MEMORIES  TRANSFORMED  TO  ART  
  19. 19. Experimented  with  Technique  –   some  showed  more  vinyl,  some  less   TwiIer  @milguy23   19   Sold  framed  and   unframed         (This  photo  not   with  frame)       Framed  op2ons:     Record  alone  with   album  cover   behind  or  record  &   cover  framed  side-­‐ by-­‐side     Please  excuse  poor   photography  
  20. 20.                     ü  When  you  want  to  make  something  out-­‐of-­‐nothing  add  Lisa  to  your  mix   •  TwiNer  @milguy23   •  LINKEDIN:  hNp://www.linkedin.com/in/lisaradinbrandstrategist   •  radin.lisa@gmail.com             TwiIer  @milguy23   20   Lisa  is  currently  crea2ng  innova2on  for  any   business  seeking  crea2ve  thinking.     Her  record  pain2ng  days  are  over.     She  had  fun  while  it  lasted.       THE  MORAL  OF  THE  LISA  ENTREPRENEUR  STORY?  
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