Digizik presentation @ Media Marketing - Give Me More: Sonic Branding
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During the GiveMeMore "Sonic Branding", you'll learn about the importance of sound and music for brands thanks to several specialists. First, Cedric Engels (Roundhouse) will tell us about what’s behind the « sonic branding » concept, and starting from that, the importance of a « sound strategy » in brands advertising communication. Then, François Charles (Digizik) and Max Hubeau (Sony Music Entertainment) will explain us how to optimize the brand/music relation. Finally, the neuro-marketing and marketing research specialist Arnaud Pêtre (Brain Impact) will uncover how magnetic resonance imaging (MRI) applied to sound and sound imaging can help advertisers and agencies to improve their marketing communication.
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Digizik presentation @ Media Marketing - Give Me More: Sonic Branding
- 1. BRANDS LOVE MUSIC INTERACTIVE MUSIC BUREAUwww.digizik.com SONIC BRANDING MM GIVE ME MORE - APRIL 2016
- 2. MUSIQUE >> MEDIA MUSIQUE >> STIMULUS
- 3. THEAGENCY
- 4. INTERACTIVE MUSIC BUREAU • Connect ressources, audiences and marketing objectives • Create value through music experiences • Connect target thanks to engaging content THEAGENCY
- 5. INTERACTIVE MUSIC BUREAU | STRATEGY DESIGN | CONTENT PRODUCTION | CAMPAIGN MANAGEMENT THEAGENCY
- 6. CLIENTS ● BNP Paribas Fortis ● Hello Bank! ● STIB/MIVB ● Volkswagen ● L’Oréal ● TicTac ● Valvert ● Ricola ● NRJ Mobile ● Cine Tele Revue ● La Ligue Braille ... ● Publicis ● Greenpig ● Not Human ● Experience agency ● Havas WorldWide ● Van Piperzeel ● ID Weaver ● KI2S ● Trendwolves... ● Sony Music Entertainement ● Warner Music ● Savoir Faire ● Infine ● Ninja Tune ● Bromance ● Court-circuit ● Club Plasma ● Conseil De La Musique ● Fire Starter ● Brussels Major Events ● Couleur Café ● Esperanzah! ● Jeunesses Musicales ● Palais 12 ● CCRC Eden ● Le Vecteur ● ... THEAGENCY
- 9. KEY DRIVERS IN BELGIUM Local Rep. Consumer Centric Streaming Digital MUSIC&MARKETING
- 10. // MORE BRANDS WILL DEVELOP A MUSIC STRATEGY IN THE FUTURE // MUSIC&MARKETING
- 11. WHY? 72% OF CONSUMERS WOULDN’T MIND IF THEIR FAVORITE BRANDS DISAPPEARED TOMORROW ★ Havas MUSIC&MARKETING
- 12. WHY? 74% DECLARE THEY COULDN’T LIVE WITHOUT MUSIC ★ TNS Sofrès MUSIC&MARKETING
- 13. WHY? 90% LISTEN TO MUSIC MORE THAN 24H / WEEK ★ NIELSEN MUSIC&MARKETING
- 14. SO HOW TO CONNECT? MUSIC&MARKETING
- 16. HOW? BY 2017, VIDEO WILL REPRESENT 74% OF ALL INTERNET TRAFFIC ★ Cisco MUSIC&MARKETING
- 17. HOW? THE 10 “MOST WATCHED VIDEOS” ON YOUTUBE ARE MUSIC CLIPS ★ IFPI MUSIC&MARKETING
- 18. | NOT TOO BAD MUSIC&MARKETING
- 19. MUSIC ARTISTS REPRESENT 7 of the top 20 “most liked” people on Facebook 7 of the top 10 “most followed” people and brands on Twitter 5 of the top 10 “most followed” people on Instagram ★ IFPI MUSIC&MARKETING
- 20. MUSIC AND CINEMA ARE THE MOST DISCUSSED TOPICS ON THE INTERNET ★ IFPI MUSIC&MARKETING
- 21. AD BLOCKERS > CONTENT IS KING > MUSIC IS KEY MUSIC&MARKETING
- 22. •Connect audiences with engaging content •Help brands to become culturally relevant and meaningful for people •Deliver experiences and emotions —> tap into people’s desires and aspirations —> turn customers into fans MUSIC&MARKETING
- 23. LEVERAGES •Artist partnership (Ambassador, Production) •Event partnership (Festival / Location / Party /…) •Brand content (Collaborations, Competitions, Media…) •Specific service/offer (Ticketing, Streaming, Carpooling…) MUSIC&MARKETING
- 24. HOW TO DEVELOP SUCCESSFUL PARTNERSHIPS? •Make sure values of artist and brand are aligned •Analyze comprehensive data about the reach of the artists •Create value MUSIC&MARKETING
- 25. TURN DATA INTO INSIGHTS MUSIC&MARKETING
- 26. •Few interconnections •Missing info •Poor quality MUSIC&MARKETING
- 28. INSIGHTS AT SONY MUSIC Brand Partnership New Business Compilation Online A&R Streaming Marketing Promo Insights MUSIC&MARKETING
- 29. DIFFERENT DATA SOURCES •Socials •Streaming platforms •Shazam •Sales •Tailor-made surveys •Segment Explorer MUSIC&MARKETING
- 30. SEGMENTATION AT SONY MUSIC MUSIC&MARKETING
- 32. TURN DATA INTO SERVICE | Segment Explorer •Music tastes and habits •Media consumption (quanti/quali) •Lifestyle •Socio-Demo •Brands consumption MUSIC&MARKETING
- 33. REPORTS •Brand Report Brand > Audience •Artist Report Artist > Audience •Media Report Media > Audience •Slice and Dice Segment > Audience MUSIC&MARKETING
- 43. FIELDS OF APPLICATION •Strategy •Partnerships and deals •Crea •Media plans •Post campaign evaluations MUSIC&MARKETING
- 44. FURTHER POSSIBILITIES | MEDIA ! | SERVICE ! | PREMIUM MUSIC&MARKETING
- 45. SOUND IDENTITY | SYNCHRO/ LICENCING | REWARDING | | AMBASSADORS | SPONSORING POS MARKETING | | ACTIVATIONS | BRAND CONTENT | CORPORATE EVENT PREMIUM | | BRAND MEDIA MUSIC&MARKETING