Music 4.5: Music & Sport - Mark Meharry, Music Glue

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Everybody is a retailer
Both the music and the sports industry focus on merch, tickets, and content sales, traditionally working with a large number of different distributors and silo-based solutions. Digital technology is increasingly enabling aggregation of sales and marketing. Does this involve a change in strategy and mindset of how to entice, market and sell, including up-sell, to fans? What are the learnings from the music industry?
Mark Meharry, founder and CEO, Music Glue

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Music 4.5: Music & Sport - Mark Meharry, Music Glue

  1. 1. Music 4.5 is organised by #m4pt5 Everybody is a retailer Mark Meharry, founder and CEO, Music Glue
  2. 2. Everybody is a Retailer Mark Meharry – CEO Music Glue
  3. 3. Learning to Fly for Beginners Part 1 The 3 most important words in the music industry DIRECT TO CONSUMER
  4. 4. British Airways in 2001 WholesalerRetailerCustomer
  5. 5. British Airways in 2011 Wholesaler Customer Insurance Car Rental Hotels Retailer
  6. 6. How about the music industry?
  7. 7. How about the music industry?
  8. 8. How about the music industry?
  9. 9. How about the music industry?
  10. 10. Some artists think this is D2C Merchandise I want music I want tickets I want merchandise I can’t help you Talk to these guys!
  11. 11. Merchandise I want music I want tickets I want merchandise No problem, I can take care of you The smart artist does this
  12. 12. Merchandise Just like British Airways, the supplier becomes the retailer Wholesaler Customer Retailer
  13. 13. Learning to Fly for Beginners Part 2 Own the relationship with YOUR CUSTOMER
  14. 14. Social Media – the facts… • The data stored on social networks is not YOUR data. • You can be switched off at any time and all of your data can be deleted at any time and there is nothing you can do about it • You can only interact with the fans collected via a social network, via the social network • You cannot export fan databases from social networks
  15. 15. Know where your fans are. Plan tours based on their location!
  16. 16. Why bother? • Increased control over retail and fan experience • Sell premium products • Aggregated consumer data and CRM • Future direct marketing • Tour planning • Up-selling • Increased revenue
  17. 17. Learning to Fly for Beginners Part 3 There’s WAY too much to do & most of it is boring HELP!!!!
  18. 18. Your responsibilities • Source the products • Set the prices • Upload the images and descriptions • Post the orders to customers (we will even do this for you on request) • Hold the event and scan customers through the door • Receive money!!!
  19. 19. Our responsibilities • Customer Services • Secure e-payments • Hosting & server infrastructure • Global fulfilment • Global chart reporting • Maintenance • Data security • Multiple currencies • Multiple languages • Multiple device operation And everything else not listed
  20. 20. Learning to Fly for Beginners Part 4 What is Bundling?
  21. 21. Loss Leader You don’t have to make money from everything you sell. You may not make any money directly from the sale of tickets, however tickets generate traffic. Up-sell your bundles!
  22. 22. Up sell
  23. 23. Everybody is a Retailer Mark Meharry – CEO Music Glue

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