#1nlab15: marketing like a rock star
TRANSCRIPT
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Alyson Fieldman@alysonfieldman
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Marketing Like a Rock Star
Top 10 Lessons from Music’s Biggest Names
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Lesson 10Brand Is Everything
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Brought to you by Lady Gaga
Photo credit: Carly Lane, Hello Giggles
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Is It the Music or the Personality?
§ Musical acts have to differentiate themselves.
§ Some performers are known for personality over music.
Photo credits: Left - Jason Merritt - © 2012 Getty Images; Center - santabanta.co m; Right - billboard.com
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Interesting ColorFull Image
Is it the music? Or the image?Is it the music? Or the image?
Photo credit: Lady Gaga Facts on Twitter, @LGMonsterFac ts
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Lesson 10: Brand Is Everything
§ The work is table stakes.
§ Focus on crafting a unique brand.
§ Use proof points that set you apart.
§ Be memorable.
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Lesson 9Evolve Your Brand
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Brought to you by Madonna
Photo credit: Bang Radio
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DO
Photo credits: Left - Like a Virgin video (courtesy of Buzznet); Right – Evan Agostini, AP
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DO
Photo credits: Left – Hairstyleholic.com;Rig ht – Billboard.com
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DO
Photo credits: Left – Amazon.com; Right – Traduzic.com
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DON’T
Photo credit:s Left – Genius.com; Right - Wikipedia
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Lesson 9: Evolve Your Brand
§ Freshen up every 5-10 years.
§ Refine instead of replace.
§ Be authentic.
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Lesson 8Nothing Beats a Live Performance
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Brought to you by The Rolling Stones
Photo credit: The Digest Online
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Concerts = Best Musical Experience
§ Full sensory experience
§ Concerts are big money.– Rolling Stones: $80 million for 18 concert tour in 2015– Of the top 20 highest grossing concert tours of all time, The
Rolling Stones have 4 spots.
§ Direct interaction between performer and fans– U2’s 360° tour from 2009 – 2011 drew 7.2 million fans– Technology like Twitter and Bandsintown can make connecting
even easier.
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Lesson 8: Nothing Beats a Live Performance
§ Focus on face-to-face interactions.
§ Digital can amplify live experience.
§ Fly-by-night efforts aren’t as impactful as long-standing performers.
§ Set the stage.
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Lesson 7Video Is the Next Best Thing to Live
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Brought to you by Justin Bieber
Photo credit: Fashion 360 Magazine
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Music Videos Are the Next Best Thing
§ Close to full sensory experience, except that it’s on demand
§ Ability to reach a massive audience wherever they are– Justin Bieber’s “Baby” music
video is the most watched on Vevo with 1.2 billion views.
– It’s also the 2nd most watched video on YouTube, after “Gangnam Style.”
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Justin Owes His Career to YouTube
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Lesson 7: Video Is the Next Best Thing to Live
§ Make video part of your content strategy.
§ Focus on high production value.
§ Make it accessible.
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Lesson 6Tell a Good Story, and Build Suspense
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Brought to you by Weird Al
Photo credit: Foil video
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Release of Weird Al’s “Mandatory Fun”
§ Released by RCA Records on July 15, 2014
§ Well-choreographed campaign leading up to release:– June 14: cryptic image with the date July 15 posted on social
media– Two media appearances – YouTube series Epic Rap Battles of
History and Comedy Central’s Drunk History– Series of 8 viral music videos released starting on July 14 –
garnered 46 million views in 10 days
§ Became his #1 album in 30-year career– “Word Crimes” went to #39 making him 3rd person to have a top
40 song in each of 4 decades
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“There is no more music television [...]
The Internet [...] is the new MTV.”
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Lesson 6: Tell a Good Story, and Build Suspense
§ Craft a well-choreographed campaign.
§ “Leak” details in advance.
§ Build suspense.
§ Release chunks of information separately.
§ Use social media, TV, and other authentic channels.
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Lesson 5Embrace the Element of Surprise
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Brought to you by Beyoncé
Photo credit: Movieweb.com
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The Day Beyoncé Broke the Internet
§ Surprise release of her 5th album, Beyoncé on iTunes at midnight on December 13, 2013
§ Debuted at #1 making it her 5th
straight #1 album
§ 1.2 million tweets in 12 hours
§ Sold 800,000 copies in 3 days
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Lesson 5: Embrace the Element of Surprise
§ Ignore the status quo.
§ Do things on your terms.
§ Be disruptive.
§ Don’t be afraid to make waves.
“The whole project is a celebration of the Beyoncé Philosophy, which basically boils down to the fact that Beyoncé can do anything the hell she wants to."
- Rolling Stone’s Rob Sheffield
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Lesson 4Choose Your Channels Carefully
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Brought to you by Ed Sheeran
Photo credit: Thedrum.com
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“I have been playing sold out gigs in South America, I’ve sold out arenas in Korea and SE Asia. I don’t think I’d be able to do that without Spotify. For me, Spotify is not even
a necessary evil. It helps me do what I want to do.”
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Lesson 4: Choose Your Channels Carefully
§ Be authentic.
§ Choose wisely.
§ Stay current.
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Lesson 3Social Media Is Key
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Brought to you by Katy Perry
Photo credit: Pro Motion Blog
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Music and Twitter Go Hand-in-Hand
1. Katy Perry: 76 M 2. Justin Bieber: 68 M3. …4. Taylor Swift: 64 M5. …6. Rihanna: 51.7 M7. Lady Gaga: 51.5 M8. Justin Timberlake: 49 M9. …10. …
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Lesson 3: Social Media Is Key
§ Engage with your audience one-on-one.
§ Listen to what others are saying about you.
§ Connect with your fans.
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Lesson 2Collaborate With Other Heavyweights
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Brought to you by Eminem & Rihanna
Photo credit: Billboard.com
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Eminem & Rihanna’s Collaboration
§ Love the Way You Lie (2010)– Eminem’s best selling song– Occupied #1 spot on the
Billboard Hot 100 for 7 weeks, making it the 2nd most popular Eminem song ever
– Powerful message about domestic violence
§ The Monster (2013)– 4th collaboration together– Hit #1 on the Billboard Hot 100 in December 2013– Eminem’s first #1 song on the US R&B/Hip Hop songs chart
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Lesson 2: Collaborate With Other Heavyweights
§ Look outside your area of expertise.
§ Choose an equal partner.
§ Truly collaborate.
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Lesson 1Focus on Your Fans
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Brought to you by Taylor Swift
Photo credit: Rolllingout.com
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Taylor Swift and Fan Engagement
§ Featured fans in her video for “Shake it Off”
§ “Swiftmas”
§ “Taylurking”
§ 89 fans invited to secret sessions
§ T-Parties after concerts
Photo used with permission from Stefany Needel Meyer
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The Loyalty Graph
Rock stars, like Taylor Swift, focus here
From Think Like a Rock Star: How to Create Social Media and Marketing Strategies that Turn Customers into Fans by Mack Collier
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Lesson 1: Focus on Your Fans
§ Focus on your highest value customers.
§ Make your clients feel special.
§ Personalize your communication and touch points.
§ Drive loyalty with rewards, perks, special offers.
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RecapTop 10 Marketing Lessons
from Music’s Biggest Names
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10. Brand Is Everything
9. Evolve Your Brand
7. Video Is the Next Best Thing to Live
6. Tell a Good Story and Build Suspense
3. Social Media Is Key
4. Choose Your Channels Carefully
2. Collaborate With Other Heavyweights
5. Embrace the Element of Surprise
1. Focus on Your Fans
8. Nothing Beats a Live Performance
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Thank You