Rafe Offer - How To 'Sell' Your Music - The 2 Stages [Darker Music Talks March 2015]
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This document discusses the importance of understanding customers and making them feel good. It mentions that understanding customers involves role playing, truly listening to them, living your company's culture, and briefly checking social media. Making customers feel good involves using knowledge of customers to bring solutions to life, as well as addressing issues on a bug list. The document also discusses Amazon's focus on being frugal, humble, and obsessed with customer innovation.
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Rafe Offer - How To 'Sell' Your Music - The 2 Stages [Darker Music Talks March 2015]
- 2. About me…
- 3. The only things you need to know in sales/marketing/innovation? 1. Understand your customers 2. Make them feel good
- 5. Friar Tuck
- 7. $1.3 Billion in first three years
- 9. What concerned the Olympic committee most about Sydney?
- 11. The Sydney Olympic games
- 18. Number one attraction in Ireland
- 19. What is the single most important thing that leads to brilliant, well executed solutions to customer needs? The thing that should never stop / always inspire?
- 21. Guess what company this is? • Be frugal • Be humble • Innovation starts with customer obsession
- 23. Amazon’s new HQ
- 25. Implication for you, the musician What would your brand be like? What are your values? Do the people around you line up with who you are? Manager? Label? Publicist?
- 26. Listen to your customers
- 28. Tom Kelley again
- 31. Now in 100 cities Worldwide
- 32. “A Quiet Revolution” (Guardian) “One of America’s best new brands” Huffington Post “A movement you need to watch” WSJ
- 33. The importance of social media
- 34. It’s about these two things… 1. Understand your customers a) Role play b) Truly listen c) Live culture d) Briefly check the relevant social media 2. Make them feel good a) The more you know, the better your chances b) Bring it to life ! c) Fix bug list
Editor's Notes
- TALK SLOWLY….I’m going to dip into my experience….I have worked in sales/marketing/innovation or consulted for all these firms, and more. Asked to talk about a range of things – in fact much of what I’ve done is not tech based. Timeless stories. Global Stories. Never told stories. A range of stories. Hopefully, some of what I say will resonate. I’ll tell a few stories about the things I’ve done. But first some principles….
- (I never looked or felt like this guy when working for those companies) We all know it’s simple to be difficult, but it’s difficult to be simple. So I’ve tried to boil down years of learning into something bite-sized….. We all get distracted by P&L, company mandates, company products, our bosses…. World class companies pour billions into understanding who people are and why they do what they do. And there are lots of different ways you can seek to understand your customers, in order to increase your business with them. Good Feelings are generated by doing things for your customer that demonstrate you learned / you cared about them, first. There are lots of ways to do these two things. Today, I’m going to talk about a few.
- WHAT HAPPENED TO YOU YOUR FIRST DAY ON THE JOB? IMAGINE a giant room, as far as the eye could see, full of character costumes and people buzzing around sizing you up and trying them on. I had to find the right one and then learn my character. That was my first day at the Walt Disney company….I was a marketing exec for Disney Consumer Products. But I nonetheless invited to Walt Disney World – to seek out a top secret and giant room full of costumes, measured carefully and asked what my fav character was. What I am about to tell you I am sworn to secrecy not to ever repeat. We would want to burst the bubble of a little girl or boy who thinks the Disney characters are real. This underscores how seriously Disney takes itself and it’s relationship with its customers (guests). How do the Walt Disney Company get employees to understand their consumer? Every single Disney executive has to spend a day dressing up like Disney characters. And parading around the theme parks. My fav character? Goofy! Nah, too short. Ah ok – Pluto? Too thin. Eventually – Friar Tuck!
- Hardest part was giving autographs. Dealing with 10 yr old boys. And not passing out. It’s nearly 40 degrees in that suit. How far would you go to truly understand your customer? What kind of role play would force you to think differently? How would you do this? Dress up like a competitor? Act our scenarios with pretend customers? Role play you ARE the customer?
- My boss came in and threw our team a huge challenge. How can we sell Mickey Mouse products to adults? They leave Mickey behind when they turn 11 and return when they are over 25. How role play / pretend to be a teenager? In particular, a girl. (That was harder than dressing up like Friar Tuck!) The conference in France. A fragmented team from around the world in a room. Focusing on teenage girls. What is the insight and how do we sell it to retailers? If we thought ‘how can we sell T shirts to adults’ we never would have gotten anywhere, because we wouldn’t have reinvented the products. Instead, we thought that adults like to feel like kids again. ‘you don’t really want to know that I’m wearing Goofy boxer shorts, do you?’….but I am ! What did we learn? Adults like to act like kids. Then we had to figure out how to execute – to translate it to retail….globally – as most of our products were for kids.
- Success! We did more with the same amount of resources. Just coming together behind a great / fresh idea. New mind-set and accountability. Most of the growth came from new markets in Europe. LOTS OF COLLABORATION TO GET THIS DONE. FROM EVERY DIVISION OF DISNEY. GREAT IDEA (DISNEY FOR ADULTS) FOLLOWED BY INTENSE COMING TOGETHER (COMMERCIAL IMPERATIVE) (how I brought a fragmented team together across many geographies to achieve outstanding results)
- If you are stuck for ideas. Tom Kelley from IDEO. Ask: what bugs them? ‘How can we solve the issue’? Make this process become a ‘wow’?
- TELL THE STORY FIRST? If you were one of the ……landing at Sydney airport in the 90s, about to carefully review that city for your vote for the Olympics in 2000 – a Billion dollar decision for a city….you would have noticed….. Teamwork! Knowing customers not just about knowing about millions….this group needed to know about a small group – the decision makers for the 2000 Olympics, city choice. We found out what their issues were…we delivered the information….then the local Sydney team acted on the insight. They lead locally. Can you guess what they did?
- They rigged the traffic lights. Whenever an Olympic committee member arrived to check out the city’s infrastructure (as they were a finalist), they ensured they got only green lights from airport – to – hotel. And they asked every taxi driver to talk about the ease of getting into the city, nowadays. Making it happen in the absence of absolute clarity (how would the taxi drivers respond, for example?) Doing more with the same amount of resources
- Viola ! Success.
- Meet George McSurley. He’s your average G drinker – 6 pints a day. Meet his son Stephen – he doesn’t touch the stuff because his father drinks it – but he loves the brand. We did a crash course on understanding the good people there and their views on the black stuff. But for the first time, we went way beyond the relationship with the product. How bring the experience to life? Good Feelings – pride in their national beverage ! People of Dublin wanted something to be proud of. So we focused more on the experience than the beverage…..
- ACT Re-did the experience. 5M pounds into re-inventing this experience. Like entering a pint of Guinness – what would that be like? Well has anyone here done a building project? Multiply everything times 2, right? 2 times as expensive and 2 times as much time as the builder estimates it will take to finish. When done, we needed a drink. As a side note – the day after it was opened we learned that a former US President would be in town who around that time REALLY needed a drink. Who might that have been?
- How bring to life in a big way as a gateway to sell that experience?
- Shortly after it re-opened and since today it’s the top tourist attraction in Dublin (over 1 m per year) When in doubt, create an experience. Are you thinking about what your customers feel good about / are proud of? And if you are working to build the profile of the brands/products you work with? And if you do work with brands, are you thinking about non traditional solutions using the power of those brands?
- Focus NOT on bragging about the building / logo etc.. but instead on serving customer needs. That’s the way the Kindle started. That’s still what Amazon does re customer weekly updates. They had their HQ there for 5 (?) years and they didn’t even bother to change the sign. FOCUS on ideas e.g. the white boards in the elevators (!) PICTURE OF ELEVATOR OR WHITE BOARD NEXT?
- Focus NOT on bragging about the building / logo etc.. but instead on serving customer needs. Good things are bound to happen that way. That’s the way the Kindle started. The focus is not just on customers and office buildings.
- Let’s talk about Be Humble I’m told Qualcomm has ‘enduring humility’ Tell story. Note Amazon’s use of this from top down in terms of customer but also focus on their people. You are leaders, too. Even the Billionaire CEO goes to movies – and he remembers mid-level execs. A bit like Sam Walton or Irwin Jacobs.
- One example – of listening. Fed Express heard over social media that a man setting sail across the ocean didn’t get his package in time. So they sent the Fed Express helicopter out into sea to get it to him.
- BEHIND THE SCENES WAS INTENSE INTERNAL COLLABORATION AND EMPOWERMENT – WITHOUT MUCH CLARITY – THEY WERE MAKING IT UP AS THEY WENT THEY DIDN’T HAVE TIME TO THINK IT THROUGH OR ASK MANAGEMENT (JUST LIKE YOU) You too (and your teams) can take personal accountability for working together (in the absence of clarity as yet)
- This is not a mistake. Here he is again. The Story of Sofar Sounds Example of how I brought a fragmented team together across many geographies to achieve outstanding results
- Too many distractions - need to execute differently.
- Story of the NYC flat in the sky. TREMENDOUS COLLABORATION AND TRUST OF GLOBAL COLLEAGUES Examples of how you brought a fragmented team together across many geographies to achieve outstanding results. All about EXECUTION. Just doing a gig a bit differently.\
- EXECUTE – BUT QUESTION – COLLABORATE & ACT (especially without clarity)– LEAD – Add - EMPOWER Understanding music fans…. – they want a quiet environment to hear music. – Solution= secret gigs in people’s living rooms – What’s the ‘so what’ for you? o Make people feel comfortable – meet somewhere else – be non traditional o Selling to musicians and people – come to secret gig, play in living room – hard sell at first !
- Use Social Media to become that Ultimate Role Player, that Method Actor. Let’s not overdo it or overpromise what it does. It changes all the time. The point is to stay current (ask your son or daughter) and look around. Nothing beats real life conversations. But it does help to follow. Let’s look at one recent example….
- I