OMB

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OMB

  1. 1. Miami - Bogotá
  2. 2. We want to be part of your marketing solution, focusing on the 50 million hispanics in the U.S., adding value and sonic coherence to your holistic strategy
  3. 3. Sound of chaos <ul><li>With creation of new media every day and the evolution of audio-visual technologies, people are being bombarded with audio from all directions. This means that it is increasingly hard to stand out in this chaos of messages. </li></ul>A place where brands no longer compete on a product level, but on building a brand that people connect to emotionally. Many companies are not aware of the emotional power of music to connect with their clients. Even more, they have not realized the necessity of sonic coherence in their marketing strategies.
  4. 4. I love you music <ul><li>97% THINK THAT MUSIC CAN STRENGTHEN THEIR BRAND </li></ul>...Brands say <ul><li>76% USE MUSIC ACTIVELY IN THEIR MARKETING </li></ul><ul><li>74% THINK THAT MUSIC WILL BECOME MORE IMPORTANT IN THE FUTURE. </li></ul><ul><li>“ Sounds like branding ” Research / Heartbeats International & Strandbeerhage / 2009 </li></ul>
  5. 5. the reality <ul><li>7 OUT OF 10 SPEND 5 PERCENT OR LESS OF THEIR MARKETING BUDGET ON MUSIC </li></ul>6 OUT OF 10 HAVE NOT IDENTIFIED HOW THEIR BRAND SOUND 8 OUT OF 10 DO NOT HAVE A SOUND LOGOTYPE Brands facts “ Sounds like branding ” Research / Heartbeats International & Strandbeerhage / 2009
  6. 6. Problem roots <ul><li>Music seen as a complementary media (for TV advertising, etc.) </li></ul>Music selected based on personal preferences Music considered only as a design element Music ’ s effect on brand and target group not always considered Music selected on a case-by-case basis “ Sounds like branding ” Research / Heartbeats International & Strandbeerhage / 2009
  7. 7. Effect
  8. 8. Main obstacle <ul><li>The largest obstacle for brands when working with music is measuring the value of their investment (38%). The difficulties in estimating legal rights costs is also ranked highly as a concern (19%). </li></ul>ROI ? “ Sounds like branding ” Research / Heartbeats International & Strandbeerhage / 2009
  9. 9. Strategically align and reign M USIC STRATEGY B RAND IDENTITY M ARKETING STRATEGY
  10. 10. Sonic logo strategy
  11. 11. Marketing strategy Sonic expressions Brand values Consistent usage m s b c
  12. 12. Sonic strategy = on the right places = Successful Brand experiences t At the right places…
  13. 13. Sound Corporate Identity t m s b c
  14. 14. <ul><li>Music also used as a foundation media (i.e sound logotype) </li></ul><ul><li>Music selected to follow music strategy </li></ul><ul><li>Music seen as a communication tool </li></ul><ul><li>Music selected based on brand and target group preferences </li></ul><ul><li>Music used as a strategic tool in marketing, that has a measurable value </li></ul>“ Sounds like branding ” Research / Heartbeats International & Strandbeerhage / 2009 new approach
  15. 15. Campaign Success <ul><li>Ads with music that fits the brand (strategy) are 96% more likely to be remembered than those with non-fit music. </li></ul><ul><li>Adrian North / Leicester University </li></ul>
  16. 16. How can Orbe music b randing become an asset to your marketing strategies?
  17. 17. Music strategies Original content (cd, radio, tv, movies, commercials) Sonic landscaping (music programming) Publishing (licensing, clearing) State of the art studio Focused on the latino market U.S. (Miami) / Colombia (Bogotá) Services
  18. 18. We want to be part of your marketing solution focused on the 50 million hispanics in the U.S., adding value and sonic coherence to your holistic strategy Thanks.

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