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Specials: Direct-to- F an for Every B and

Specials: Direct-to- F an for Every B and. Review of Marketing Initiatives, Product Analysis and Music Industry Research. A Comprehensive Approach to Specials. Explanation of Features & Benefits. Climate, Expectations & Feedback. Initiative Re-cap, Evolution of Pitch & Product/Market Fit.

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Specials: Direct-to- F an for Every B and

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  1. Specials: Direct-to-Fan for Every Band Review of Marketing Initiatives, Product Analysis and Music Industry Research J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  2. A Comprehensive Approach to Specials Explanation of Features & Benefits Climate, Expectations & Feedback Initiative Re-cap, Evolution of Pitch & Product/Market Fit J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  3. PURPOSE Artist Facing: Provide artists with a DIY solution to sell gig-related items to their fans while touring. BIT Incentive: Monitize the artist platform FEATURES • Streamlined purchase flow: 3-clicks, no redirects • Create, edit & manage offers through Artist Platform • Basic reporting • Integrated into Bandsintown API ARTIST BENEFITS • Creates a new distribution channel for potential revenue • Allows for flexibility with offers, no contracts or minimum inventory • Highest commission/profit ratio in the industry • Marketing insight • Leverage BIT user base for additional sales & revenue J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  4. Launch Marketing Strategy: Email & Biz Dev Follow Up • JUNE 2012: • Template email in BIT Newsletter layout • Sent to 7,933 page admins • Personal follow up to select artists by RN and AMR J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  5. Launch Email Results J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  6. Launch Results Formulated new approach J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  7. Launch Strategy Analysis • STRATEGY SUMMARY: • Email Campaign • Personal phone calls and meetings by RN & AMR • EMAIL CAMPAIGN: • Recipient List: • Sent to artist admins • Random pull of artists who had more than 10,000 fans • Messaging: • Focused on features rather than benefits • Did not articulate/explain industry context and relevance J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  8. Action Items for Re-Launch • PRODUCT ANALYSIS: • In-depth product review to understand product/market fit • Comprehensive look at functionality and features • MARKET RESEARCH: • Research artist/management needs and expectations from a merch solution • Identify other merch solutions, compare to Specials • STATEGIZE NEW APPROACH FOR ARTIST ADOPTION • List features and benefits • Draft a pitch tailored to different audiences: • admins • management • artists • Pitch should resonate with people based on: • genre • fan size • Create marketing pieces that educate and spark interest and response J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  9. Functionality Analysis J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  10. Industry Research/ Feedback J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  11. Marketing Test 1 Strategy, A/B test email • Objective: • Identify whether the following variables: genre, artist size, and length of time using Bandsintown impacts receptivity to Specials, and if so, which combination thereof is most receptive. Metric: Open rate & CTR based on variables above • Measure efficacy of positioning language (product vs. benefits) Metric: Open rate based on subject line ( A / B Test) • Recipient List Size: 102 artists (300 admins) • Artist Size breakdown: • 10k – 20k: 34 • 20k – 50k: 57 • 50k-100k: 10 • Messaging: • Specials are accessible-- Direct to Fan for Every Band • Specials are an expression of the band that creates them • Specials give artists full control (this is a spin on them being responsible for everything) • The Specials platform is distinct from other offerings because of its: a) integration with BIT b) integration with Social Channels c) It’s low cost, low risk, and high reward J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  12. Marketing Test 1, A/B test email “Sell VIP Packages from Your Tour Dates Tab” vs “Earn More from Your Next Show (and the one after that!) J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  13. Marketing Test 2 Results • Product Requests: • Integration w/ weekly email • Add SPECIALS as a next step in “create event” • Lower sales threshold (.99) • Integration w/ social channel (match title w/ promotes, further integration) J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  14. Walk-through links to “Get Started” ?email=4 http://bnds.in/OKSG8C Get started Get started Walk-through links to “Get Started” ?email=4 http://bnds.in/OKSG8C Get started Get started Walk-through links to “Get Started” ?email=4 http://bnds.in/OKSG8C Get started Get started Marketing Test 3, Strategy • Test Objectives: • Determine if adoption rates differ between music genre, fan count, initial install date • Call to action (Learn More/Get Started) J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  15. Marketing Test 3, Results • High open rate. • Email opened multiple times to indicate interest in Specials (?) • Best open rate from the Punk/Metal genre. • More opens for people to “Learn More,” but no clicks to “Get Started” J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  16. Factors & Considerations for New Marketing Approach 3 tests yielded disappointing results Tool functionality does not meet Industry standards/expectations Marketing collateral needed for direct outreach Specials not obvious to admins within Artist Platform “Wholesale” email approach is ineffective BIT administrative guidelines and procedures do not support adoption on a large scale Industry does not understand/care how Specials benefits them Relationships between artists, labels, management companies, venues and promoters is complicated with each case being different The biggest value seen by artists is being able to leverage the BIT user base for additional exposure J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  17. Overhaul of Marketing Strategy • Overview: • Strategy created by applying the knowledge gained from prior market tests and industry feedback • Email Campaign, “Retail Approach”: • Cold list of artists who use BIT • Sent over 300 custom emails to artists, labels and management companies • Messaging included a personal message and a link to an active Special to a similar artist • Call to Action was to schedule a call—Received minimal response • There is a Google Doc of recording all contacted and their responses J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  18. Overhaul of Marketing Strategy • Direct Outreach to AMR & JH’s Industry Contacts: Created 100% custom pitch decks for each meeting to demonstrate how their offer would be presented to their fans and the benefits of using Specials. • RECIPENT LIST TO INCLUDE:Promotion companies, DJ’s, charities and venues in the San Diego/Las Vegas/LA area • Positive response, deals take time to put together and execute because there are so many parties involved • Tool functionality a barrier to adoption • ANALYSIS: Identifying opportunities through diligent relationship building/management is more time consuming, but is far more effective than sending cold emails on a massive scale. • A running list of “in process” Specials is available J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  19. Recommended Changes Industry Feedback J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  20. Recommended Changes Industry Feedback J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  21. Recommended Changes Industry Feedback J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  22. Recommended Changes Industry Feedback J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  23. Specials V2 J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  24. Specials V2 J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  25. Recommended Upgrades for V3 J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

  26. Looking Ahead: Product/Market Fit for Specials • THERE IS A DEMAND FOR SPECIALS IN THE MUSIC INDUSTRY: • As the outlook towards merch continues to evolve within the music industry, more artists will begin to see the value of selling “fan experiences” in addition to traditional merchandise. • As the BIT app continues to grow and develop it will become an industry standard as it will give artists the ability to promote tour dates, sell tickets and “merch” all in one place. • Specials is the only cost-effective option for artists to sell out-of-the-box items/experiences/charity affiliations to their entire digital fan base. • Once the tool has been optimized and meets industry expectations, previous barriers to adoption will no longer be a consideration for artists. J.HAITSUKA, BUSINESS DEVELOPMENT COORDINATOR

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