RELEASINGYOUR ALBUM
DIRECT-TO-FAN
A detailed look at the anatomy of a D2F
fan acquisition and album presale campaign
Do you have a network of
fans?
Don’t play to an empty room.
Plan your launch.
Connect with fans first!
1. What is direct-to-fan?
2. Album launch timeline
3. Best practice data capture process
4. Album presale structure
5. Kee...
WHAT IS DIRECT-TO-FAN?
It’s a way for artists to increase their
sales margins.
It empowers the artist to create and
develop a direct relationship with
their fans.
It complements existing sales
channels.
1. Engage
2. Connect
3. Reason to buy
HOW?
1. ENGAGE
Optimise online presence: website,
social media profiles, fan sites, blogs
1. ENGAGE
Build mailing lists using data capture
widgets offering free digital content
2. CONNECT
Through their own unique voice, the
artist via email and social media
2. CONNECT
Artists can create a dialogue with
the fans, and involve them in their
creativity
2. CONNECT
Build a relationship of trust, where
fans share the message and become
co-marketers
3. CREATE OFFERS
Using the music as the base unit, the
artist creates a compelling range of
offers
3. CREATE OFFERS
Offer quality, exclusive, limited
edition products
$999.99
DATA
For example:
DATA
1. What is direct-to-fan?
2. Album launch timeline
3. Best practice data capture process
4. Album presale structure
5. Kee...
LAUNCHTIMELINE
1. Fan acquisition and renewal
2. Marketed presale campaign
3. Onsale
FAN ACQUISITION
Finding, engaging, and connecting.
- social media feeds move fast
- noise vs signal
- 94% check email daily
- 75% prefer email marketing
MARKETED PRESALE
- enable sales
- maximise opportunities to market
- consolidate first week sales
TIMING
Data
Capture
Presale
Release
date
Post-sale
minimum
2 weeks
4-6 weeks
1. What is direct-to-fan?
2. Album launch timeline
3. Best practice data capture process
4. Album presale structure
5. Kee...
What’s the best way to get
an email address?
- double opt-in
- customised to your brand
- exchange value
- optimised for sharing
Here’s the homepage forTheVeils.
They use a modular “bleach” data capture widget.
It includes a clear call-to-action:“click to download”
Click on the image to reveal the data input field.
Your fan enters their email address
and is prompted to visit their inbox.
They can also share their action on social networks.
Here’s the confirmation email.
This “double opt-in” ensures your list is highly engaged.
It also means you know the fan’s geo-location.
The fan clicks through the email to a custom lightbox.
The fan clicks to download the incentive - usually an MP3.
They can also share the action on social networks.
You can specify preset share messaging toTwitter
including a link back to the promotion
@ usernames and # hashtags.
Set up a preset share message and image for Facebook.
This can link back to the promotion
or load a data capture widget in-stream.
Sharing across Facebook,Twitter andTumblr is tracked.
Compare performance so you can optimise activities.
Try varying incentives and measuring conversion.
After downloading and sharing, the fan closes the lightbox
and lands onTheVeils’ Facebook page.
You can set any page as the landing page.
Drive traffic to your store, website or social profile.
Data capture widgets can be customised to fit any website.
No platform is a silver bullet.
Keep the 4 key points in mind:
- double opt-in
- customised to your brand
- exchange value
- optimised for sharing
1. What is direct-to-fan?
2. Album launch timeline
3. Best practice data capture process
4. Album presale structure
5. Kee...
How do I create a presale?
What does a presale look like?
- offers
- data capture
- sharing
OFFERS
* Source:Wicksteed client offers, 2012
Sales: Quantity Sales: Revenue
Less than £10 £10-£30 Greater than £30
What does a presale look like?
- range of compelling offers
- include data capture
- share options
1. What is direct-to-fan?
2. Album launch timeline
3. Best practice data capture process
4. Album presale structure
5. Kee...
How do you keep your fans engaged?
Market your presale!
HOW?
- thank purchasers
- offer bonus exclusives
- give a reason to buy
1. What is direct-to-fan?
2. Album launch timeline
3. Best practice data capture process
4. Album presale structure
5. Kee...
hello@wicksteedworks.com
@wicksteedworks
Questions?
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)
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Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)

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Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)

  1. 1. RELEASINGYOUR ALBUM DIRECT-TO-FAN A detailed look at the anatomy of a D2F fan acquisition and album presale campaign
  2. 2. Do you have a network of fans? Don’t play to an empty room.
  3. 3. Plan your launch.
  4. 4. Connect with fans first!
  5. 5. 1. What is direct-to-fan? 2. Album launch timeline 3. Best practice data capture process 4. Album presale structure 5. Keeping fans engaged
  6. 6. WHAT IS DIRECT-TO-FAN?
  7. 7. It’s a way for artists to increase their sales margins.
  8. 8. It empowers the artist to create and develop a direct relationship with their fans.
  9. 9. It complements existing sales channels.
  10. 10. 1. Engage 2. Connect 3. Reason to buy HOW?
  11. 11. 1. ENGAGE Optimise online presence: website, social media profiles, fan sites, blogs
  12. 12. 1. ENGAGE Build mailing lists using data capture widgets offering free digital content
  13. 13. 2. CONNECT Through their own unique voice, the artist via email and social media
  14. 14. 2. CONNECT Artists can create a dialogue with the fans, and involve them in their creativity
  15. 15. 2. CONNECT Build a relationship of trust, where fans share the message and become co-marketers
  16. 16. 3. CREATE OFFERS Using the music as the base unit, the artist creates a compelling range of offers
  17. 17. 3. CREATE OFFERS Offer quality, exclusive, limited edition products
  18. 18. $999.99
  19. 19. DATA
  20. 20. For example:
  21. 21. DATA
  22. 22. 1. What is direct-to-fan? 2. Album launch timeline 3. Best practice data capture process 4. Album presale structure 5. Keeping fans engaged
  23. 23. LAUNCHTIMELINE 1. Fan acquisition and renewal 2. Marketed presale campaign 3. Onsale
  24. 24. FAN ACQUISITION
  25. 25. Finding, engaging, and connecting.
  26. 26. - social media feeds move fast - noise vs signal
  27. 27. - 94% check email daily - 75% prefer email marketing
  28. 28. MARKETED PRESALE
  29. 29. - enable sales - maximise opportunities to market - consolidate first week sales
  30. 30. TIMING
  31. 31. Data Capture Presale Release date Post-sale minimum 2 weeks 4-6 weeks
  32. 32. 1. What is direct-to-fan? 2. Album launch timeline 3. Best practice data capture process 4. Album presale structure 5. Keeping fans engaged
  33. 33. What’s the best way to get an email address?
  34. 34. - double opt-in - customised to your brand - exchange value - optimised for sharing
  35. 35. Here’s the homepage forTheVeils.
  36. 36. They use a modular “bleach” data capture widget.
  37. 37. It includes a clear call-to-action:“click to download”
  38. 38. Click on the image to reveal the data input field.
  39. 39. Your fan enters their email address
  40. 40. and is prompted to visit their inbox.
  41. 41. They can also share their action on social networks.
  42. 42. Here’s the confirmation email.
  43. 43. This “double opt-in” ensures your list is highly engaged.
  44. 44. It also means you know the fan’s geo-location.
  45. 45. The fan clicks through the email to a custom lightbox.
  46. 46. The fan clicks to download the incentive - usually an MP3.
  47. 47. They can also share the action on social networks.
  48. 48. You can specify preset share messaging toTwitter
  49. 49. including a link back to the promotion
  50. 50. @ usernames and # hashtags.
  51. 51. Set up a preset share message and image for Facebook.
  52. 52. This can link back to the promotion
  53. 53. or load a data capture widget in-stream.
  54. 54. Sharing across Facebook,Twitter andTumblr is tracked.
  55. 55. Compare performance so you can optimise activities.
  56. 56. Try varying incentives and measuring conversion.
  57. 57. After downloading and sharing, the fan closes the lightbox
  58. 58. and lands onTheVeils’ Facebook page.
  59. 59. You can set any page as the landing page.
  60. 60. Drive traffic to your store, website or social profile.
  61. 61. Data capture widgets can be customised to fit any website.
  62. 62. No platform is a silver bullet. Keep the 4 key points in mind:
  63. 63. - double opt-in - customised to your brand - exchange value - optimised for sharing
  64. 64. 1. What is direct-to-fan? 2. Album launch timeline 3. Best practice data capture process 4. Album presale structure 5. Keeping fans engaged
  65. 65. How do I create a presale?
  66. 66. What does a presale look like?
  67. 67. - offers - data capture - sharing
  68. 68. OFFERS
  69. 69. * Source:Wicksteed client offers, 2012 Sales: Quantity Sales: Revenue
  70. 70. Less than £10 £10-£30 Greater than £30
  71. 71. What does a presale look like?
  72. 72. - range of compelling offers - include data capture - share options
  73. 73. 1. What is direct-to-fan? 2. Album launch timeline 3. Best practice data capture process 4. Album presale structure 5. Keeping fans engaged
  74. 74. How do you keep your fans engaged?
  75. 75. Market your presale!
  76. 76. HOW?
  77. 77. - thank purchasers - offer bonus exclusives - give a reason to buy
  78. 78. 1. What is direct-to-fan? 2. Album launch timeline 3. Best practice data capture process 4. Album presale structure 5. Keeping fans engaged
  79. 79. hello@wicksteedworks.com @wicksteedworks Questions?
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