Marketing KeyNote for Trey Wilson

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  • Marketing KeyNote for Trey Wilson

    1. 1. STROUDAVARIOUS RECORDS BAMA JAM RECORDS COUNTRY CROSSING RECORDS
    2. 2. STROUDAVARIOUS RECORDS BAMA JAM RECORDS COUNTRY CROSSING RECORDS A NEW DIRECTION IN MARKETING
    3. 3. 1. OUR BUSINESS MODEL IS BEING CHALLENGED 2. WIDER MUSIC DISTRIBUTION  3. NEW FEATURE RICH WEBSITES 4. SOCIAL MEDIA 5. LIVE PERFORMANCE REVENUE 6. CONCLUSION
    4. 4. 1. OUR BUSINESS MODEL IS BEING CHALLENGED CONSUMPTION IS AT AN ALL TIME HIGH. VALUE AND REVENUE ARE AT ALL TIME LOWS.
    5. 5. BUT THIS IS NOT ABOUT THEFT OF MUSIC. THIS IS NOT ABOUT MAJOR LABELS LORDING OVER THE BUSINESS. THIS IS ABOUT REACHING THE PUBLIC, AND GIVING MORE.
    6. 6. TERRESTRIAL RADIO IS A DYING MEDIUM FOR MUSIC. R A D I O THE STATIONS ARE OVER-LEVERAGED, OR IN BANKRUPTCY, AND THEY'RE CUTTING BACK INFRASTRUCTURE AND BANKING ON TWENTY PLUS MINUTES OF COMMERCIALS PER HOUR.   YOU'RE SUPPOSED TO DOUBLE DOWN AND INNOVATE IN A CRISIS. BUT TERRESTRIAL RADIO HAS DONE JUST THE OPPOSITE.   IT'S DYING, AND IT WILL NEVER COME BACK.  
    7. 7. IN A WORLD WHERE NO ONE EXPERIENCES A COMMERCIAL THEY DON'T WANT TO; DO YOU REALLY EXPECT PEOPLE TO LISTEN TO WHAT YOU TELL THEM AND BE SOLD TO EVERY THIRD MINUTE?   YOU'RE DREAMING!
    8. 8. ACCORDING TO THE NEW YORK TIMES "OVER THE LAST 10 YEARS, THE AVERAGE SHARE OF AMERICANS LISTENING TO RADIO AT ANY GIVEN TIME HAS SHRUNK 14 PERCENT, AND WILL CONTINUE TO DECLINE.” RADIO WILL BE ABOUT NEWS AND TALK, THOSE ELEMENTS THAT ARE IMMEDIATE. MUSIC'S BEEN RECORDED PREVIOUSLY, THERE'S NO URGENCY TO SIT THROUGH THE B.S. TO HEAR WHAT YOU WANT.
    9. 9. JUST BECAUSE OUR MEDIA BASE AND BDS NUMBERS ARE GOOD, THAT DOES NOT TRANSLATE INTO SUCCESS ANYMORE. WE CAN PROVE THAT MAJOR LABELS REALLY CAN BREAK ARTISTS WITH NON-TRADITIONAL MEANS.
    10. 10. THE DIGITAL AGE OF THE MUSIC BUSINESS IS IN FULL EFFECT. WE MUST ENRICH THE EXPERIENCE AND RELATIONSHIP BETWEEN ARTIST AND CONSUMER. TODAY’S DIGITAL SUCCESS WILL BE ALL ABOUT ENGAGEMENT.
    11. 11. 2. WIDER MUSIC DISTRIBUTION  WE LIVE IN THE BEST ERA FOR MUSIC CREATION AND DISTRIBUTION IN THE HISTORY OF MANKIND.
    12. 12. FOR THE VERY FIRST TIME EVER, WE CAN KNOW WHO OUR AUDIENCE IS. WE CAN COLLECT THE E-MAIL ADDRESS OF EVERYBODY WHO LIKES THE MUSIC. 
    13. 13. WE WILL "HARVEST" E-MAIL ADDRESSES, SO WHEN WE GO ON TOUR AND WE'VE GOT SOMETHING TO SELL, WE CAN ALERT THE FANS!   NOT ALL OF THE ADDRESSES WILL BE VALID, BUT IF THEY'RE TRULY FANS, THEY'LL LOVE IT IF WE CONTACT THEM IN THE FUTURE ABOUT RELATIVE INFORMATION.
    14. 14. WE NEED TO OFFER UP FREE DOWNLOADS OF THE MATERIAL IN EXCHANGE FOR E-MAIL ADDRESSES AND DEMOGRAPHIC INFORMATION. WE CAN COLLECT THIS INFORMATION AND USE IT TO MARKET TOWARD FANS LATER.
    15. 15. WE ARE, FOR ALL INTENSIVE PURPOSES, BETTER OFF SELLING AN MP3 THAN A CD.  THE MP3 MIGHT BE ABLE TO BE DELETED WITH A CLICK, BUT IT CAN ALSO BE PUT INTO A PLAYLIST, E-MAILED TO FRIENDS, ADDED TO PROFILES, MADE A RINGTONE, AND SHARED FROM PEER-TO-PEER.  WITH THIS DISTRIBUTION NOT ONLY CAN NEW FANS BE MADE, BUT YOU HAVE A GREATER POSSIBILITY OF LONGEVITY.
    16. 16. Technology is morphing how content is being distributed and fans are constantly yearning for additional channels to consume their favorite artists.
    17. 17. OUR GOAL SHOULD BE TO GET ON AS MANY IPODS AS POSSIBLE, IRRELEVANT OF WHETHER THE SONGS WERE PAID FOR OR NOT.  THE VIRAL IMPACT WILL GENERATE A LARGER FOLLOWING.
    18. 18. 3. NEW FEATURE RICH WEBSITES
    19. 19. WEBSITES GROW BY WORD OF MOUTH. WORD OF MOUTH HAD A MORE DIFFICULT TIME IN THE PAST. YOU HAD TO SAVE UP FOR AN ALBUM, GET TO THE STORE, (ALWAYS DIFFICULT IF YOU DON'T HAVE A DRIVER'S LICENSE), AND THEN GET SOMEONE TO COME TO YOUR HOUSE TO HEAR THE MUSIC.  THIS WAS NOT ONLY BEFORE VIDEO GAMES, DVDS, AND CABLE TV COMPETED FOR ATTENTION, BUT BEFORE TENS OF THOUSANDS OF PEOPLE WERE MAKING AND DISTRIBUTING MUSIC. 
    20. 20. IF YOU CAN GET SOMEONE TO SPREAD YOUR MUSIC ONLINE, YOU DON'T HAVE A CRIMINAL.... YOU HAVE A DIE-HARD FAN.
    21. 21. GETTING TRAFFIC TO EACH WEBSITE IS ONLY HALF THE BATTLE; ONCE THOSE HIGHLY COVETED VISITORS GET THERE, WE BETTER MAKE SURE SOMETHING STICKS. CONVERTING TRAFFIC INTO REGULAR READERS, EMAIL SIGNUPS, DOWNLOADS AND SALES ARE THE ULTIMATE GOALS IN OUR MARKETING EFFORTS.
    22. 22. A MUSICIANS WEBSITE IS COMPLETELY DIFFERENT THAN YOUR NORMAL RUN OF THE MILL CORPORATE OR BUSINESS WEBSITE. RULES OF USABILITY AND STANDARDS COMPLIANCE GO OUT THE WINDOW IN FAVOR OF CREATIVITY AND INNOVATION. GREAT EXAMPLES: THE ARCTIC MONKEYS STROKES MIA INTERPOL
    23. 23. The Arctic Monkeys
    24. 24. The Strokes
    25. 25. MIA
    26. 26. Interpol
    27. 27. WE MUST UPDATE THE SITES EVERY DAY -FLIP VIDEOS -DAILY BLOGS -CONTESTS -FAN FORUMS -ETC. GIVE PEOPLE A REASON TO KEEP COMING BACK.
    28. 28. 4. Social Media Outlets
    29. 29. Social Media Outlets are fast becoming distribution hubs for content, given consumers’ propensity to share content, links, and networks. Now people can...... Copy and paste links in seconds Direct Message MP3's Tweet about a show Become a fan on Facebook Swap play lists AND MORE
    30. 30. GRASS ROOTS + EXPOSURE ON THE INTERNET = ORGANIC GROWTH EXAMPLE FROM THE BLACKBERRY SMOKE FACEBOOK PAGE “Spreading the word” “Keep Me Updated” “I’m bringing 15 friends to the show”
    31. 31.    5. LIVE PERFORMANCE REVENUE
    32. 32. WITH EACH ARTIST, WE HAVE THE POTENTIAL TO ESTABLISH A REAL BRAND. THE CHEAPER WE MAKE THE MERCH, THE EASIER WE SELL IT.  
    33. 33. CONSUMERS ARE WALKING BILLBOARDS, WITH CREDIBILITY!  WE SHOULD WANT EVERY FAN TO OWN A T-SHIRT, PRACTICALLY GIVE THEM AWAY.
    34. 34. WE SHOULD SELL VYNYL, IT CAN’T BE STOLEN OR TRADED.  IT HOLDS COLLECTOR VALUE. 
    35. 35. 6. CONCLUSION WE MUST RECOGNIZE THAT THE KEY TO SUCCESS LIES IN INTERACTING WITH THE FANS AS MUCH AS POSSIBLE.   WITH THAT SAID, WE MUST INVEST IN ALL PARTS OF THE ARTIST’S CAREER IN A MORE ROBUST WAY.
    36. 36.   REVENUE WILL COME FROM RECORDED MUSIC SALES, LIVE GIGS, MERCH, AND ANY SPONSORSHIPS, ENDORSEMENTS, AND ADVERTISING. WE WILL KNOW IF WE ARE SUCCESSFUL BASED ON OUR TICKET COUNT AND MERCH NUMBERS. 
    37. 37. WE WILL NEED TO FOCUS ON Web Promotion Fan-relationship management Digital distribution Social-media marketing Direct-to-fan e-commerce Fan-behavior measurement Web-site hosting Concert booking Promotion

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