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1
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- How Record Companies are Using Online Communities To Connect With
Consumers And Understand The “New” Terms of Engagement
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2
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3
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4
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5
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- 2 Choices…
- No Computers, Cable TV, Video Games, etc
- Music was novel and exciting
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6
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7
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8
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9
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10
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11
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12
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13
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- The Music Industry Landscape has changed dramatically
- New channels of marketing and distribution disrupted the playing field
to the point of no return
- No longer can the major record companies rely on legacy practices
- Marketing activities & new initiatives need to be precise and
demonstrate ROI
- New rules of engagement between the music manufacturer and consumer are
required…
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14
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- What are the terms of engagement between music company and consumer?
- What are the best channels to reach the consumer?
- How can the impact of marketing be tracked?
- Retail, Online, Non-Traditional?
- What new formats/configurations/features is the consumer most likely to
react to?
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15
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16
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- Online Community
- Quantified as needed via an Online Panel
- CRM Campaign Implementation
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17
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18
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19
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20
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21
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22
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23
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24
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- Utilize insights from the Community to inform the formulation of a
direct-to-consumer campaign
- Messaging and imagery that speaks to the target audience; Channels that
are best to reach them.
- Use email, print, online, retail, TV, etc
- Uniquely “tag” all vehicles
- Drive to an online destination to reinforce the story
- Incent the consumer to engage and to share info
- Encourage to buy direct (iTunes, Amazon) or at retail
- Follow-up to track response & impact channel by channel
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25
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26
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27
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28
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- …an “Always On” mechanism at their finger tips to continually gauge
consumer perception, awareness, and interest in new offerings,
initiatives, promotions
- …inform strategy, product development, and gauge impact of marketing
activities
- …create direct-to-consumer awareness, drive sales, and measure ROI
across channels
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29
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30
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31
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32
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33
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34
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35
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36
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Notes
