getting your audience to act - marketing...

Getting your audience to act

Case Study, Concepts, and Debatable Ideas

Kenny Ong

Universal Music Group

Malaysia, Singapore & Indochina

http://totallyunrelatedrandomanddebatable.blogspot.com/

3http://totallyunrelatedrandomanddebatable.blogspot.com/

Dangers of Best Practice

and Benchmarking…

“Abraham Wald’s Work on

Aircraft Survivability”, M.

Mangel and F.J. SamaniegoWhere would

you focus

reinforcement?


http://images.google.com/imgres?imgurl=http://quest.arc.nasa.gov/aero/wright/teachers/wfomanual/science/glider4.gif&imgrefurl=http://quest.arc.nasa.gov/aero/wright/teachers/wfomanual/science/glider.html&h=180&w=110&sz=1&hl=en&start=15&um=1&tbnid=qZFTpDS3yrAFMM:&tbnh=101&tbnw=62&prev=/images?q=plane+outline&ndsp=18&um=1&hl=en&rls=com.microsoft:en-us&sa=N

LABELS ARTISTSOVER 6,700 ESTABLISHED &

EMERGING ARTISTS

REPRESENTING ALL GENRES

PUBLISHING CATALOGUE

LEADING WORLDWIDE

PUBLISHING COMPANY

MUSIC ICONIC &

INFLUENTIAL LABELS &

MUSIC CO ACROSS 77

COUNTRIES

MOST LOVED ICONS

MERCHANDISE

#1 MERCHANDISING

COMPANY WORLDWIDE


UMG & BRANDS

A U N I V E R S A L M U S I C G R O U P & B R A N D S P R E S E N T A T I O N , 2 0 1 6

• LIVE EVENTS

• INFLUENCER

MARKETING

• CAMPAIGNS,

MARKETING &

PROMOTION

• PRODUCT

PLACEMENT

• ENDORSEMENT &

BRANDED CONTENT


RULE 1: REMEMBER THE COWOur Ancestors understood marketing way before us



“Cow Don’t Drink

Water Cannot Keep

Cow Head Down”



1. Compliance

2. Influence

3. Attribution

obvious

not

obvious

self



1. credible expert (authority),

2. if we regard him or her as a trusted friend

(likeability),

3. if we feel we owe them one (reciprocity),

4. or if doing so will be consistent with our

beliefs or prior commitments (consistency).

5. we are also inclined to make choices that we

think are popular (consensus),

6. and that will net us a scarce commodity

(scarcity).

Social Influence


RULE 2: THE REAL GOAL OF

MARKETING AND BRANDINGUnderstanding our role in the whole scheme of things



What is the purpose of

Marketing & Branding?

Ultimate Objective of Marketing:

“Get more people, to buy more

things, more frequently, at higher

prices.”

Sergio Zyman

“Retention and Loyalty are useless if

No Conversion is happening.”



What is the Objective?

1.Comm = Relationship (something like

Dating)

2.Comm ≠ Media glitz

3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL

4.Comm ≠ CSR

5.Comm ≠ Social Media

6.Comm = Get more people, to buy

more, more frequently, at higher prices


RULE 3: THE PRODUCT IS NOT

THE PRODUCTHow I spend my money is my business



What is the Product?

Core Buying Purpose/ Customer

Value Proposition/

Job To Be Done (JBTD)


http://www.quiklinks.net/quiklinks/rolex.png

http://www.homotron.net/images/homotron/louis-vuitton-watercolor-papillon-frame.jpg


“The Product is Not the Product”

• What is the customer really buying?

• What is the “Core Buying Purpose”?



What is the Business Model?

USP

Market

DisciplineProfit Model

•Google

•Tata Nano



Market Discipline

"They are the most innovative"

"Constantly renewing and creative"

"Always on the leading edge"

"A great deal!"

Excellent/attractive price

Minimal acquisition cost and hassle

Lowest overall cost of ownership

"A no-hassles firm"

Convenience and speed

Reliable product and service

"Exactly what I need"

Customized products

Personalized communications

"They're very responsive"

Preferential service and

flexibility

Recommends what I need

"I'm very loyal to them"

Helps us to be a success

Product Leadership

OperationalExcellence

CustomerIntimacy

• Cost

• Convenience

• TCO

• Features,

Benefits

• Limited

Range

• Solutions

• Customization

• Breadth &

Depth



Market Discipline

"They are the most innovative"

"Constantly renewing and creative"

"Always on the leading edge"

"A great deal!"

Excellent/attractive price

Minimal acquisition cost and hassle

Lowest overall cost of ownership

"A no-hassles firm"

Convenience and speed

Reliable product and service

"Exactly what I need"

Customized products

Personalized communications

"They're very responsive"

Preferential service and

flexibility

Recommends what I need

"I'm very loyal to them"

Helps us to be a success

Product Leadership

OperationalExcellence

CustomerIntimacy•Air Asia

•LV

•Ramly



Operational

Excellence

• Competitive price

• Error free, reliable

• Fast (on demand)

• Simple

• Responsive

• Consistent

information for all

• Transactional

• 'Once and Done'

Customer Intimacy

• Management by

Fact

• Easy to do

business with

• Have it your way

(customization)

• Market segments

of one

• Proactive, flexible

• Relationship and

consultative

selling

• Cross selling

Product Leadership

• New, state of the

art products or

services

• Risk takers

• Meet volatile

customer needs

• Fast concept-to-

counter

• Never satisfied -

obsolete own and

competitors'

products

• Learning

organization

Alignment & Consistency:

Disciplines, Priorities, and KPIs


MUSIC, SOCIAL & TECHLeveraging social to create brand advocates


Music

MusicTV

TV

Games

Games

Politics

Politics

Books

Books

Exercising

Exercising

Sports Sports

Cinema

Cinema

Fashion

Fashion

Religion

ReligionTravelling

TravellingInternet

Internet

Tech

Tech

Antiques

Antiques

Photography

Photography

13 to 15 16 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+

The

ente

rtai

nmen

t tha

t con

sum

ers

are

leas

t and

mos

t pas

sion

ate

abou

tMusic is almost always the entertainment that people are most passionate aboutUK PASSIONS

A U N I V E R S A L M U S I C G R O U P & B R A N D S P R E S E N T A T I O N , 2 0 1 6Global Insight Study, Havas & UMGB, 20015


Gamification – basic elements



Gamification – best practices



PHASE 2

Social Media Contests

THE IDEA

To boost ticket sales, we ran a social media contest on Firefly

owned platforms and our artists’ platforms enabling people to win

once-in-a-lifetime experiences alongside the artists.

Mechanic: Participants had to purchase any Firefly plane ticket

and post it on their social media account to enter the competit ion.

The winners had the chance to win incredible Money Can’t Buy

Experiences such as being featured in Firefly’s music video with

the artists or winning holidays in one of Firefly top destinations’

with their favourite artist.


32http://totallyunrelatedrandomanddebatable.blogspot.com/A U N I V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6



Approaches in Action: Example

Scenarios 2

Creative Ownership

Gregory Porter - Puttin’ on the Ritz E.g. Hailee Steinfeld

1

Logo

Exposure

3

Full Takeover

E.g. all UMG Vevo Lyric Video content

CPM OnlyCPM +

Production Fee

Discounted

CPM + extras

BRANDED LYRIC VIDEOS



Agenda

Business

ChannelTarget

PLAN



End Notes


END NOTESGood. Cheap. Fast.


Venue: Koh Pich - ‘Diamond Island’

Attendees - approx. 25,000 people

Earned Media (Traditional)•12 online sites announced the show

•9 TV stations broadcasted about the show

•2 phone interviews broadcasted on radio

•9 main stream newspapers announced the show

•7 magazines covered the event

•2 international newspapers covered the show

Earned Media (Social)•30,019 likes for Demi Lovato Fan Page

•Average reach per post - 5000

•+340,000 Facebook fans since the launch of the Artist of the Month program

•+401,000 Facebook fans since the launch of the Partnership

•1st Facebook fanbase for a brand in Cambodia



End Notes



Which Company?

American Customer Satisfaction Index (ACSI)

• 64 out of100-point scale: lower than IRS (Tax)

• 2nd last among 30 companies surveyed

• Lowest 5% among 223 companies surveyed

• Bottom 5% of all measured private sector

companies

• 500 million customers

2010 American Customer Satisfaction Index

(ACSI) E-Business Report


http://www.foreseeresults.com/research-white-papers/ACSI-e-business-report-2010.shtml






Which Company?

American Customer Satisfaction Index (ACSI)

• 64 out of100-point scale: lower than IRS (Tax)

• 2nd last among 30 companies surveyed

• Lowest 5% among 223 companies surveyed

• Bottom 5% of all measured private sector

companies

• 500 million customers

2010 American Customer Satisfaction Index

(ACSI) E-Business Report

Between 2011 and 2014, Facebook either held last place alone or tied with

LinkedIn for the worst user satisfaction in this already low-scoring category.

https://acsimatters.com/2015/09/08/big-user-satisfaction-turnaround-for-facebook/




















Popularly Unpopular

Popularity

≠

Affection


Thank You.

soft copy of slides:

http://totallyunrelatedrandomanddebatable.

blogspot.com/

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