jessie scoullar - releasing your album direct-to-fan (darker music talks august '13)
TRANSCRIPT
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RELEASING YOUR ALBUMDIRECT-TO-FAN
A detailed look at the anatomy of a D2F fan acquisition and album presale campaign
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Do you have a network of fans?
Don’t play to an empty room.
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Plan your launch.
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Connect with fans first!
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1. What is direct-to-fan?2. Album launch timeline3. Best practice data capture process4. Album presale structure5. Keeping fans engaged
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WHAT IS DIRECT-TO-FAN?
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It’s a way for artists to increase their sales margins.
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It empowers the artist to create and develop a direct relationship with
their fans.
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It complements existing sales channels.
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1. Engage
2. Connect
3. Reason to buy
HOW?
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1. ENGAGE
Optimise online presence: website, social media profiles, fan sites, blogs
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1. ENGAGE
Build mailing lists using data capture widgets offering free digital content
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2. CONNECT
Through their own unique voice, the artist via email and social media
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2. CONNECT
Artists can create a dialogue with the fans, and involve them in their
creativity
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2. CONNECT
Build a relationship of trust, where fans share the message and become
co-marketers
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3. CREATE OFFERS
Using the music as the base unit, the artist creates a compelling range of
offers
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3. CREATE OFFERS
Offer quality, exclusive, limited edition products
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$999.99
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DATA
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For example:
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DATA
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1. What is direct-to-fan?2. Album launch timeline3. Best practice data capture process4. Album presale structure5. Keeping fans engaged
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LAUNCH TIMELINE
1. Fan acquisition and renewal
2. Marketed presale campaign
3. Onsale
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FAN ACQUISITION
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Finding, engaging, and connecting.
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- social media feeds move fast
- noise vs signal
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- 94% check email daily
- 75% prefer email marketing
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MARKETED PRESALE
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- enable sales
- maximise opportunities to market
- consolidate first week sales
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TIMING
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Data Capture Presale Release
date Post-sale
minimum 2 weeks
4-6 weeks
![Page 39: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/39.jpg)
1. What is direct-to-fan?2. Album launch timeline3. Best practice data capture process4. Album presale structure5. Keeping fans engaged
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What’s the best way to get an email address?
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- double opt-in
- customised to your brand
- exchange value
- optimised for sharing
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Here’s the homepage for The Veils.
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They use a modular “bleach” data capture widget.
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It includes a clear call-to-action: “click to download”
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Click on the image to reveal the data input field.
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Your fan enters their email address
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and is prompted to visit their inbox.
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They can also share their action on social networks.
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Here’s the confirmation email.
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This “double opt-in” ensures your list is highly engaged.
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It also means you know the fan’s geo-location.
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The fan clicks through the email to a custom lightbox.
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The fan clicks to download the incentive - usually an MP3.
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They can also share the action on social networks.
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You can specify preset share messaging to Twitter
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including a link back to the promotion
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@ usernames and # hashtags.
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Set up a preset share message and image for Facebook.
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This can link back to the promotion
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or load a data capture widget in-stream.
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Sharing across Facebook, Twitter and Tumblr is tracked.
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Compare performance so you can optimise activities.
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Try varying incentives and measuring conversion.
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After downloading and sharing, the fan closes the lightbox
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and lands on The Veils’ Facebook page.
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You can set any page as the landing page.
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Drive traffic to your store, website or social profile.
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Data capture widgets can be customised to fit any website.
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No platform is a silver bullet.
Keep the 4 key points in mind:
![Page 74: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/74.jpg)
- double opt-in
- customised to your brand
- exchange value
- optimised for sharing
![Page 75: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/75.jpg)
1. What is direct-to-fan?2. Album launch timeline3. Best practice data capture process4. Album presale structure5. Keeping fans engaged
![Page 76: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/76.jpg)
How do I create a presale?
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What does a presale look like?
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- offers
- data capture
- sharing
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OFFERS
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* Source: Wicksteed client offers, 2012
Sales: Quantity Sales: Revenue
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Less than £10 £10-£30 Greater than £30
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What does a presale look like?
![Page 91: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/91.jpg)
- range of compelling offers
- include data capture
- share options
![Page 92: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/92.jpg)
1. What is direct-to-fan?2. Album launch timeline3. Best practice data capture process4. Album presale structure5. Keeping fans engaged
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How do you keep your fans engaged?
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Market your presale!
![Page 97: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/97.jpg)
HOW?
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![Page 100: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/100.jpg)
![Page 101: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/101.jpg)
- thank purchasers
- offer bonus exclusives
- give a reason to buy
![Page 102: Jessie Scoullar - Releasing Your Album Direct-to-Fan (Darker Music Talks August '13)](https://reader035.vdocument.in/reader035/viewer/2022062823/587247ba1a28ab852f8b4d37/html5/thumbnails/102.jpg)
1. What is direct-to-fan?2. Album launch timeline3. Best practice data capture process4. Album presale structure5. Keeping fans engaged