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OFF THE ONE | BRANDS + MUSIC
MUSIC STREAMING MARKET CONSUMER MARKETING RECOMMENDATIONS
OFF THE ONE BRANDS + MUSIC [email protected] | OFFTHEONE.COM
OFF THE ONE | BRANDS + MUSIC
US MUSIC STREAMING MARKET
OFF THE ONE | BRANDS + MUSIC
US MARKET TRENDS
118B
[Source: Nielsen & Billboard’s 2013 U.S. Music Report, StaAsta /IPF 2012 report, Pandora Q1 2014 Report, PEW research center January 2014]
60%
Streaming up 32% with 118.1B streams in 2013.
60% of US Internet users have used a legal digital music service vs. 20% subscripAon services & 28% paid downloads.
61% of US mobile subscribers own a Smartphone; Android 53%/40% iOS; ownership is highest among Millennials aged 18-‐34 at over 75%.
WEARABLES Ear/Headphone the next fronAer of wearables.
CONNECTED SPEAKERS Old A/V systems ge^ng connected via Sonos, Beep, etc…
CONNECTED TVS 3+ hours/day – 50M+ Americans have connected TVs, Boxes.
CONNECTED CARS 52’/day by 144M (76% alone).
75%
STREAMING BECOMES THE NEW AIRPLAY
MOBILE IS MASSIVE…
Only 4-‐5% of music consumers in the US have signed up for subscripAon streaming service.
5%
96% of Pandora’s 80M users in January 2014 came from mobile.
96%
…AND CONNECTED DEVICES TO GROW AS PLAYBACK DEVICES
42% of US populaAon owned a tablet in January 2014 (130M users).
42%
OFF THE ONE | BRANDS + MUSIC
US COMPETITIVE LANDSCAPE
[Sources: Comscore, Music Report January 2014]
FREE Premium services like SpoAfy and Rdio unleash free offering.
MANUFACTURERS’ OWN MUSIC SERVICES Samsung launched Milk Music with Slacker and partnering with Deezer for their US launch.
OPERATOR + MUSIC BUNDLING Operators are bundling music services with their plans.
COMPETITION IS EXPANDING WITH FREE OR BUNDLE OFFERINGS
Other major manufacturers include music streaming services to foster their own ecosystem.
OFF THE ONE | BRANDS + MUSIC
Most 3-‐5h listening sessions start around 10am
At home via home entertainment with friends & family throughout the evening
Live audio on their own in the car
Peak listening Hme of the day and transacAonal listening though social sharing
Good morning
Commute
Lunch Commute
Back home
Good night
4AM-6AM 7AM-9AM 10AM-12AM 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM
[Source: OnDevice Research]
A DAY IN THE LIFE OF A LISTENER
OFF THE ONE | BRANDS + MUSIC
4 DISTINCT TARGET GROUPS
ACTIVE LISTENERS LEAN-‐BACK LISTENERS CREATORS/LISTENERS
• Younger, high mix of male • DYI Discovery, acAvely share
• 30y+, slightly more male • Commute listener • Uses iTunes podcasts
• 30y+, slightly more male • Urban and rural • Commute listener • Live audio in their car
• Older crowd, male/female • Mainstream taste, background usage at the office/home
• Pandora/iHeart user
PERSONAL USERS
MUSIC
AUDIO
• Young, lightly more male, urban • 3-‐5 h/day with peak mid day • Aware of 10 services, uses 5 YT,
iTunes, Pandora, SpoAfy, SC
PRIMARY TARGET: Switchers & New to streaming Core Messaging must be simplified for these key segments
SECONDARY TARGET: TradiAonal Audience
AMAZE ME
MAKE IT SIMPLE
• Comedian, radio host, • DYI Discovery, love to share
• Record voice memos • Alone, classroom
[Source: OnDevice Research]
OFF THE ONE | BRANDS + MUSIC
MARKETING STRATEGY
OFF THE ONE | BRANDS + MUSIC
STRATEGIC DIRECTION
Phase 1
Compelling offering!
Functional products!Positive consumer experience!
Strong consumer ramp!
Phase 2
Preferred products!
Differentiated solution!Superior consumer experience!
Sustained engagement!
Corporate!Goals!
Consumer goals
Enthusiast adopters!
Reason to show up, no reason to leave!
Broad Adoption!
Brand Awareness !Strong NPS!
OFF THE ONE | BRANDS + MUSIC
POSITIONING & MESSAGING FRAMEWORK!B
ackg
roun
d! Product! Name of the product!
Target Audience! Target #1! Target #2! Target #3!
Customer Needs! Customer need #1! Customer need #2! Customer need #3!
Posi
tioni
ng a
nd
mes
sagi
ng!
Tagline/Headline! Embody the biggest features of the product!
Subhead! Short (3 words)! Long (25 words)!
Positioning Statement/Product Intro! Short (˜25 words)!Highlights the “Beginner”!
Medium (˜50-75 words)! Long (˜100-150 words)!Highlights the “Advanced Users”!
Differentiating messages! Key Message #1! Key Message #2! Key Message #3!
Key
B
enefi
ts! Key Benefits!
2-3 Key benefits are listed in order of priority!Head!Simple message (˜3 words) to describe the benefit!
Support!Legal claims describing the head!
Support #1! Support #2! Support 3!
Below messaging is to be used in all consumer-facing marketing & communications!
Key
!Fe
atur
es! Features!
Features are listed in order of priority. If space only allows for two features, you must use top two features, listing the first feature first, second feature second. !
Quick Pitch!Use to communicate main benefit of Feature. Must be used before Key Message or Descriptive Message.!
Key Message!Can only be used when paired with Quick Pitch. Not allowed as stand alone with Feature. !
Description!Can be used in place of Key Message, but only with Quick Pitch. Not allowed as stand alone message with Feature !
OFF THE ONE | BRANDS + MUSIC
What should our go-‐to-‐market approach consist of to best enable us to acquire new
customers?
Once we have acquired customers, what ongoing
engagement model will allow us to retain them and create
advocates?
Satisfaction!
Loyalty!
Advocacy!
Awareness"
Interest"
Consideration"
Intent"
Evaluation"
Purchase"
GTM
Customer Engagement
GO-‐TO-‐MARKET GOALS
OFF THE ONE | BRANDS + MUSIC
10 SUGGESTIONS FOR MARKETING STRATEGY
BRANDING AND AWARENESS TO CAPTURE NEW USERS AND SWITCHERS (USER FATIGUE)
1. Raise Awareness: Capitalize on posiAve senAment, clarify through simplified core messaging
2. Connect on emoAonal level by inspiring an audio revoluAon through the emoAon of sound
3. Build unique experiences including Mobile Studios, Studios, FesAvals
TARGET TO BE THE TOP MUSIC DESTINATION BY GOING AFTER LEAN BACK USERS
4. Make music service top desAnaAon for lean back listening experience (curaAon, recommendaAon)
5. Mobile, mobile, mobile and connected devices: Increase device footprint, awareness, and usage
6. Create innovaAve 360º markeAng & partnerships with Creators, Influencers, OEMs, and Operators
7. Develop L&R tacAcs to increase engagement (personalized alerts and CRM, curated content)
GO BEYOND MUSIC – NO ONE HAS DONE A GOOD JOB AFTER ITUNES PODCAST
8. Aggressively pursue the largely untapped US. Non-‐music users
9. Become the default “voice recorder” on mobile through partnership and educaAon
THINK MONETIZATION
10. Develop new moneAzaAon models: data, patronage (by brands and users) and sponsored content
MARKETING PUSH AROUND HERO LAUNCHES (IDEALLY 2/YEAR)
NEW PRODUCT, NEW DEVICE, MAJOR FEATURE, MAJOR PARTNERSHIP
ALWAYS-‐ON MARKETING ACTIVITIES FEATURE UPDATE, MILESTONES, INFLUENCERS, PARTNER MARKETING, L&R
MARKETING APPROACH
OFF THE ONE | BRANDS + MUSIC
360º MARKETING PLAN
ONLINE VIDEO ADS Celebrate and Inspire listeners
and reinforce uniqueness about music service with a “Sound of life” campaign
STUDIO TRAINING/ TOUR
Extend tour by expanding markets, target current and
new SC creators.
L&R CAMPAIGN Create a L&R program with
personalized alerts, premium editorial content (text, audio, video , photo)
MOBILE STUDIOS Culturally relevant
advertising, including TV, radio, online video, online
display & experiential/OOH executions
STUDIOS Build iconic music, radio and artist studio in key US cities to record premium content demo unique
features
FESTIVALS Partner with iconic music
and artistic festival to raise brand awareness, build
premium content library and do product demonstrations
HIGH IMPACT DIGITAL MEDIA CAMPAIGN
Create campaigns that use breakthrough innovative
technologies & cultural story-telling to increase buzz
INSIDERS Expand our network of social influencers producing unique
content to augment new content vertical
OEM/OPERATOR PARTNERSHIPS
Extend media buy through tagging spots with specific
carrier offers
EDITORIAL CONTENT ONLINE TV CHANNEL
Build premium editorial A/V content around music and
audio. Extend the brand beyond products.
OFF THE ONE | BRANDS + MUSIC
GO-TO-MARKET PLAN!
Marketing!
Launch!
Sell in!
Event!(CES, lifestyle event or own)!
PRE-LAUNCH! LAUNCH! POST LAUNCH!
Target! Focus vs. Broad!
Promotion! Soft vs. Hard!
Product Sell-Thru!P1!
PRE-LAUNCH! LAUNCH! POST LAUNCH!
Tie marketing to product launch! Marketing!
Sell in! Product Sell-Thru!P2!
Launch!Event!(CES, lifestyle event or own)!