Archive for the ‘heineken’ tag

MKTG Beat: Album-Release Cycles Adapt to Streaming, Social Media

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Domino Records devises bespoke campaigns on social media for its roster of artists including Hot Chip

 

A combination of streaming and social is disrupting the album release cycle and dramatically altering the way music comes to market. In the second part of Marketing Week’s focus on music marketing we look at the pioneering ways artists and labels are meeting consumers’ always-on demands.

To state the obvious, social media and streaming platforms have permanently altered the way we listen to music – but it finally seems like artist marketing is catching up. 

Many musicians (OneRepublic, Frank Ocean, John Mayer, and Drake to name a few) have abandoned the typical album release and press cycle to take matters into their own hands, signing exclusive streaming deals, teasing new music on Snapchat, and even skipping the album format entirely. The industry has been slow to accept streaming’s impending dominance, but stands to profit the most from it. Why? Data. Streaming provides intricate details about how and who interacts with an artist’s music – which is the most powerful marketing tool of all. Brands also stand to reap huge rewards from the upheaval of the industry: Heineken and Victoria’s Secret have both seen success in teaming up with musicians for digital single releases, opening up a new way for brands to cash in on the new streaming era.

Learn more here on Marketing Week.

 

 

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Written by Stephanie Rudnick
Stephanie Rudnick

June 15th, 2017 at 11:40 am

EMS 2015 Takeaways

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EMS 15

The Good (But Not Surprising) News

Experiential is bigger than ever and only going to grow in importance. More and more brands are putting experiences at or near the center of their marketing mix. It’s increasingly a driving force, making up much of campaign content. One need look no further than this year’s Grand Ex winner – Bud Light and Mosaic’s Up for Whatever – to appreciate the sheer magnitude of this intensifying shift. Some data for 2015:

– 79% of brands plan to execute more experiential programs

– Budgets are expected to increase by more than 6%

Results. We all know that experiential marketing, done well, works. But there’s rising data to back this up which is partly why so many brands are turning to what we do.

– Over 75% of brands see better than a 2:1 ROI on their investment

– After an event, 74% of participants have a more positive opinion about the company, brand, product or service being promoted

– 87% of respondents say a live event helps them understand products or services better than a TV spot

– Experiential drives consumers to purchase: 98% of people are more inclined to purchase as a result of attending an event

– 71% of participants tell a friend or family member about their experience

northface

Recurring Themes

In examining the vast array of work showcased and dissected at this year’s summit, there were a few marketer behaviors that generated breakthrough experiences:

– They were bold. A no-fear attitude. The thinking is big risk, big reward. Examples: Heineken and KY Jelly (yes, KY Jelly).

– They pulled at heartstrings. Direct quote: “If they’re crying, you’re doing your job.” Examples: Dove, P&G.

– They created user-triggered experiences. See bullet one – this can be dicey – but not knowing what you’re going to get can be the brilliance of it too. Examples: Visa, Old Navy.

– They used experiences to do what nothing else ever could. This sounds obvious but when you watch the floor drop away at a North Face store in South Korea, you’ll get my meaning. Examples: The North Face, Samsung

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