SlideShare une entreprise Scribd logo
1  sur  72
Staying Ahead
of Your Napster
John Greene
Kellogg School of Management
May 16, 2014
Hello.
Staying Ahead of Your Napster
I believe the future of marketing
innovation can be inspired by the re-
invention of the music industry.
You want me to apply lessons
learned from the music industry?!?
Sometimes, re-invention
happens only when
there is no other option.
“For years, the record labels had a
business model that was consistent
and single-minded: (1) bundle
together a dozen songs on a CD, (2)
ship the discs out to retailers, and (3)
collect money. “
And then, suddenly, music could no
longer be sold like cereal.
Staying Ahead of Your Napster
The scary news:
Every industry
has a Napster.
Products in any
industry can be
quickly and
devastatingly
Napster-ed.
The better news:
You can be the
Napster.
Through a decade of
collapse, innovators within
the music industry have
had to re-invent their
approach to everything.
What do we
really sell?
Who are our true
competitors?
Who are our
customers?
What is our
media approach?
And the re-invention in the music
industry illuminates new ways of
looking at four fundamental
questions that can help any industry
stay ahead of their Napster.
#1: What do we
really sell?
“We rent DVDs.”
“We sell film.”
“We sell newspapers.”
Products in any
industry can be
quickly and
devastatingly
Napster-ed.
“Customers don’t buy
hammers. They buy a
beautifully hung picture
on their wall.”
$0.05 $5.00
Shift #1:
Products Experiences
- Guy Oseary,
Madonna’s manager
“In the past, people would tour to
sell their albums; today they put
out albums to promote their tours.
The pendulum has swung.”
It turns out that a hefty number of “MDNA” albums
weren’t sold the usual way.
For every ticket sold online to Madonna’s upcoming
shows, purchasers automatically receive a copy of
“MDNA.”  They get a link to a free purchase on
ITunes, or they can send in their mailing address
for a physical CD. It doesn’t matter if the concert
ticket is $52 or $350.
- John Philip Sousa, 1906
"I foresee a marked
deterioration in American
music and musical taste, an
interruption in the musical
development of the country,
and a host of other injuries to
music in its artistic
manifestations, by virtue -- or
rather by vice -- of the
multiplication of the various
music-reproducing
machines."... The player piano
and the gramophone strip life
from real, human, soulful live
performances.”
In partnership with McSweeny's,
Beck's forthcoming Song
Reader will be "an experiment
in what the album can be at the
end of 2012," there will be no
CD, no LP, no mp3.  Just the
sheet music, ready to be
performed by anyone willing.
Designing contemporary
brand experiences
Design the molecule that
connects all of the experiences
that comprise your brand– from
the customer’s perspective.
Staying Ahead of Your Napster
Staying Ahead of Your Napster
Staying Ahead of Your Napster
The Challenge:
Only 1 in 3 young adults
between the ages 21-27
have ever tasted
Budweiser.
But is
beer
what we
are really
selling?
Or are we in the
entertainment
business?
Staying Ahead of Your Napster
Celebrating the New Americana that is
being created each and every day.
“Makers of Tomorrow”
TV Spot Premieres During
Olympics Opening Ceremony
Print Ads
Made In Parties
in Local Markets
Teaser Video on
Life + Times
On-Premise Promotion
Instagram Flag Mosaic
30 Artists Perform
on 4 Stages
Project 12
Local Brewery Feature
Made In America
Merchandise
Live Mural Painting
R/W/B Project
for Young Artists
Mobile App
Live FanCam
Over 1.3 Million Festival
Live Streams
MadeInAmericaFest.com
Over 600 Million Earned
PR Impressions
Commemorative
Budweiser Bottles
Forthcoming Documentary
from Ron Howard
Proceeds to the
United Way
“MAKERS OF TOMORROW” TVC
1500% increase in Budweiser Social Conversation
TOTAL FESTIVAL ATTENDANCE
90,000+
TOTAL LIVE STREAMS
1,310,256 (Goal was 500,000)
TOTAL MEDIA IMPRESSIONS
Over 2 Billion
NEW FACEBOOK FANS
Over 1.19 Million (238% above goal)
UNITED WAY DONATION
$700,000 to Local Philadelphia Chapter
Celebrating the New Americana that is
being created each and every day.
Start with your mission.
From products to
experiences
Design the molecule that includes
everything your customers experience;
not just those that you directly create/sell.
Identify the gaps; and design for them.
#2: Who are our
true competitors?
Business breeds
us to be fighters.
Direct Competitors
Original iPhone Launch
But often it’s not the
competitor right in
front of us that we
should be most
worried about.
Experiential Competitors
Experiential Competitors
Customer expectations are
becoming increasingly liquid
across every category.
Perceptual Competitors
Staying Ahead of Your Napster
Staying Ahead of Your Napster
Staying Ahead of Your Napster
Shift #2:
Static
Expectations
Liquid
Expectations
The Age of Liquid
Expectations
Direct They sell products that compete
with ours.
Experiential
They sell experiences that
replace ours.
Perceptual
They change the expectations our
customers have for us.
#3: Who are our
customers?
Customers:
Prices.
Purchasers.
Transactions.
Shift #3:
Customers Investors
Investors don’t see prices;
they see investments.
“Myth 1: People today just
want stuff for free and
won't pay. Yet, here, they
not only paid, but the
average amount paid was a
hell of a lot more than a
typical album. If you're
open, human, and awesome
and you give people a real
reason to buy, they will.”
- Techdirt
Investors don’t see prices;
they see investments.
Investors think of themselves as partners,
not consumers.
“it effectively heralds the arrival of the world's
first bespoke album. Ten songs from a choice of
20 for £7.50 – no more, no less – but what those
songs are, and the order in which they run, is
down to you.”
Investors think of themselves as partners,
not consumers.
Investors don’t seek transactions; they are
drawn to experiences.
“No word on whether this new J. Cole track
is finished or not nor whether it’ll make his
debut, but it’s dope nonetheless. I’m going
to post it for download because the empty
minute near the end of the song gives me a
feeling it’s unfinished. As for the rest of
“Cheer Up,” Jermaine gets his singing on
and everything. Both catchy and conscious,
I don’t see how anyone could hate on this
man right now…”
J. Cole’s album debuted at No. 1 and
sold 217,000 copies in its first week.
Investors don’t seek transactions; they are
drawn to experiences.
Customers Investors
Prices.
Purchasers.
Transactions.
Investments.
Partners.
Experiences.
From customers to
investors
“Million sold
before the album
drop.”
#4: What is our
media approach?
Staying Ahead of Your Napster
24 million
Commercial views on YouTube from June 25 –
July 5
1.2 million1.2 million copies of the app were downloaded
AFTER MIDNIGHT on July 4
16 millionViewers of the initial spectacle on June 16
3.5 billionTwitter impressions on June 16
Staying Ahead of Your Napster
828,773 copies worldwide in its first three days
(fastest selling in iTunes history)
“The	
  album	
  will	
  be	
  put	
  on	
  listening	
  display	
  in	
  
renowned	
  galleries,	
  museums,	
  venues	
  and	
  
exhibi9on	
  spaces	
  around	
  the	
  world	
  …	
  before	
  it	
  
disappears	
  into	
  the	
  private	
  collec9on	
  of	
  a	
  buyer.	
  
	
  	
  
The	
  public	
  will	
  know	
  that	
  what	
  they	
  will	
  hear	
  will	
  
be	
  a	
  once	
  in	
  a	
  life	
  9me	
  experience.”	
  
Youtube's live stream of the event racked up over 8 million viewers --
setting a new record for the most concurrent live streams (the previous
record for a single Web video service was 500,000 concurrent streams)
Stratos conversation generated more than 61,634,000 likely impressions
across social channels.
Marketing
Plan
Shift #4:
Conversation
Plan
Media Flights News Cycles
Shown Seen
Saturation Surprise
Staying Ahead of Your Napster
The Challenge:
Get people to value
insurance agents in a world
of 15 minutes and 15%.
The Conversation:
Staying ahead of
Your Napster
What do we
really sell?
Products Experiences
Who are our true
competitors?
Static
Expectations
Liquid
Expectations
Who are our
customers?
Customers Investors
What is our
media approach?
Marketing
plan
Conversation
plan
Thank you.
JohnGreene60614@gmail.com
http://thennowsoon.wordpress.com

Contenu connexe

Tendances

Infographic research
Infographic researchInfographic research
Infographic researchJoseph Haley
 
Chapter 5
Chapter 5Chapter 5
Chapter 5detjen
 
Concepts II: Sports + Rec Assignment
Concepts II: Sports + Rec AssignmentConcepts II: Sports + Rec Assignment
Concepts II: Sports + Rec AssignmentGina Asaro-Collura
 
Personal Music industry
Personal Music  industryPersonal Music  industry
Personal Music industryYazan Iwidat
 
The Future of the Music Industry
The Future of the Music IndustryThe Future of the Music Industry
The Future of the Music Industrygmollison
 
How The Love of Music has changed our Business World
How The Love of Music has changed our Business WorldHow The Love of Music has changed our Business World
How The Love of Music has changed our Business WorldThorsten Faltings
 
Media Investigation: Relating These Issues To My Production
Media Investigation: Relating These Issues To My ProductionMedia Investigation: Relating These Issues To My Production
Media Investigation: Relating These Issues To My Productiontdalmay
 
Sponsor Get Plugged In 2018 at SXSW
Sponsor Get Plugged In 2018 at SXSWSponsor Get Plugged In 2018 at SXSW
Sponsor Get Plugged In 2018 at SXSWArnold Huffman
 
Music Industry: Technology
Music Industry: TechnologyMusic Industry: Technology
Music Industry: TechnologyNicola Naisbett
 
Reorganization of music industry
Reorganization of music industryReorganization of music industry
Reorganization of music industryTamam Guseinova
 
The future of music industry
The future of music industryThe future of music industry
The future of music industryStefanoCatracchia
 
CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...
CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...
CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...Suma Kamadod
 
Drink 2.0 - Anything but the Usual (US version)
Drink 2.0 - Anything but the Usual (US version)Drink 2.0 - Anything but the Usual (US version)
Drink 2.0 - Anything but the Usual (US version)The Espresso Group
 
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...Tasha Space
 

Tendances (16)

Infographic research
Infographic researchInfographic research
Infographic research
 
Formal final 2
Formal final 2Formal final 2
Formal final 2
 
Chapter 5
Chapter 5Chapter 5
Chapter 5
 
Concepts II: Sports + Rec Assignment
Concepts II: Sports + Rec AssignmentConcepts II: Sports + Rec Assignment
Concepts II: Sports + Rec Assignment
 
Personal Music industry
Personal Music  industryPersonal Music  industry
Personal Music industry
 
The Future of the Music Industry
The Future of the Music IndustryThe Future of the Music Industry
The Future of the Music Industry
 
How The Love of Music has changed our Business World
How The Love of Music has changed our Business WorldHow The Love of Music has changed our Business World
How The Love of Music has changed our Business World
 
Media Investigation: Relating These Issues To My Production
Media Investigation: Relating These Issues To My ProductionMedia Investigation: Relating These Issues To My Production
Media Investigation: Relating These Issues To My Production
 
Sponsor Get Plugged In 2018 at SXSW
Sponsor Get Plugged In 2018 at SXSWSponsor Get Plugged In 2018 at SXSW
Sponsor Get Plugged In 2018 at SXSW
 
Digital sports
Digital sportsDigital sports
Digital sports
 
Music Industry: Technology
Music Industry: TechnologyMusic Industry: Technology
Music Industry: Technology
 
Reorganization of music industry
Reorganization of music industryReorganization of music industry
Reorganization of music industry
 
The future of music industry
The future of music industryThe future of music industry
The future of music industry
 
CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...
CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...
CONSUMER BEHAVIOR - How do you react when one of your favorite songs turns up...
 
Drink 2.0 - Anything but the Usual (US version)
Drink 2.0 - Anything but the Usual (US version)Drink 2.0 - Anything but the Usual (US version)
Drink 2.0 - Anything but the Usual (US version)
 
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...
A Brand Strategy for Reinventing the Outdoor Recreation Category for the Mill...
 

En vedette

Understanding how online behaviour influences offline retail
Understanding how online behaviour influences offline retailUnderstanding how online behaviour influences offline retail
Understanding how online behaviour influences offline retailKylie Fuentes
 
Case study 4
Case study 4Case study 4
Case study 4av_cuby
 
Napster and Mp3: Redefining the music industry
Napster and Mp3: Redefining the music industryNapster and Mp3: Redefining the music industry
Napster and Mp3: Redefining the music industryPuneet Arora
 
Fjord Trends 2016
Fjord Trends 2016Fjord Trends 2016
Fjord Trends 2016Fjord
 
Peer To Peer Networking
Peer To Peer NetworkingPeer To Peer Networking
Peer To Peer Networkingicanhasfay
 

En vedette (8)

Understanding how online behaviour influences offline retail
Understanding how online behaviour influences offline retailUnderstanding how online behaviour influences offline retail
Understanding how online behaviour influences offline retail
 
Ww Napster Mobile
Ww Napster MobileWw Napster Mobile
Ww Napster Mobile
 
Napster
NapsterNapster
Napster
 
Case study 4
Case study 4Case study 4
Case study 4
 
P2p Peer To Peer Introduction
P2p Peer To Peer IntroductionP2p Peer To Peer Introduction
P2p Peer To Peer Introduction
 
Napster and Mp3: Redefining the music industry
Napster and Mp3: Redefining the music industryNapster and Mp3: Redefining the music industry
Napster and Mp3: Redefining the music industry
 
Fjord Trends 2016
Fjord Trends 2016Fjord Trends 2016
Fjord Trends 2016
 
Peer To Peer Networking
Peer To Peer NetworkingPeer To Peer Networking
Peer To Peer Networking
 

Similaire à Staying Ahead of Your Napster

Erich Burger Scars MacNeil & Blue Midnight Highway Music Branding
Erich Burger Scars MacNeil & Blue Midnight Highway Music BrandingErich Burger Scars MacNeil & Blue Midnight Highway Music Branding
Erich Burger Scars MacNeil & Blue Midnight Highway Music Brandingerburger
 
13brandingtipsfrommusicmarketing 160216210051
13brandingtipsfrommusicmarketing 16021621005113brandingtipsfrommusicmarketing 160216210051
13brandingtipsfrommusicmarketing 160216210051Sherry Collins
 
A2 coursework Radio Advert
A2 coursework Radio AdvertA2 coursework Radio Advert
A2 coursework Radio AdvertAnne Horne
 
Financial Requirements For Sony Music Entertainment
Financial Requirements For Sony Music EntertainmentFinancial Requirements For Sony Music Entertainment
Financial Requirements For Sony Music EntertainmentChristine White
 
Music Business for Fun & Profit 1
Music Business for Fun & Profit 1Music Business for Fun & Profit 1
Music Business for Fun & Profit 1MusicBusinessSource
 
What A Record Label Is It Still Relevant Today And The...
What A Record Label Is It Still Relevant Today And The...What A Record Label Is It Still Relevant Today And The...
What A Record Label Is It Still Relevant Today And The...Crystal Williams
 
Essay About Richard Wagner
Essay About Richard WagnerEssay About Richard Wagner
Essay About Richard WagnerRochelle Schear
 
My evaluation
My evaluationMy evaluation
My evaluationevansg
 
Initial music magazine research.
Initial music magazine research.Initial music magazine research.
Initial music magazine research.JDSMEDIACOURSEWORK
 
Promotional Podcast Analysis
Promotional Podcast AnalysisPromotional Podcast Analysis
Promotional Podcast AnalysisAimee Brown
 
The Problem Of Digital Media Essay
The Problem Of Digital Media EssayThe Problem Of Digital Media Essay
The Problem Of Digital Media EssayCindy Ashworth
 
Columbia Records Research
Columbia Records Research Columbia Records Research
Columbia Records Research TyrelleCrumpler
 
The Revitalization Of The Sears Concourse Building
The Revitalization Of The Sears Concourse BuildingThe Revitalization Of The Sears Concourse Building
The Revitalization Of The Sears Concourse BuildingJasmine Culbreth
 
The Effects Of Media On Body Dissatisfaction Of Young...
The Effects Of Media On Body Dissatisfaction Of Young...The Effects Of Media On Body Dissatisfaction Of Young...
The Effects Of Media On Body Dissatisfaction Of Young...Laura Williams
 
Musician Research Paper
Musician Research PaperMusician Research Paper
Musician Research PaperJennifer Moore
 

Similaire à Staying Ahead of Your Napster (20)

Erich Burger Scars MacNeil & Blue Midnight Highway Music Branding
Erich Burger Scars MacNeil & Blue Midnight Highway Music BrandingErich Burger Scars MacNeil & Blue Midnight Highway Music Branding
Erich Burger Scars MacNeil & Blue Midnight Highway Music Branding
 
13brandingtipsfrommusicmarketing 160216210051
13brandingtipsfrommusicmarketing 16021621005113brandingtipsfrommusicmarketing 160216210051
13brandingtipsfrommusicmarketing 160216210051
 
A2 coursework Radio Advert
A2 coursework Radio AdvertA2 coursework Radio Advert
A2 coursework Radio Advert
 
Financial Requirements For Sony Music Entertainment
Financial Requirements For Sony Music EntertainmentFinancial Requirements For Sony Music Entertainment
Financial Requirements For Sony Music Entertainment
 
Music Business for Fun & Profit 1
Music Business for Fun & Profit 1Music Business for Fun & Profit 1
Music Business for Fun & Profit 1
 
Band pro forma
Band pro formaBand pro forma
Band pro forma
 
Music In 2010
Music In 2010Music In 2010
Music In 2010
 
What A Record Label Is It Still Relevant Today And The...
What A Record Label Is It Still Relevant Today And The...What A Record Label Is It Still Relevant Today And The...
What A Record Label Is It Still Relevant Today And The...
 
Essay About Richard Wagner
Essay About Richard WagnerEssay About Richard Wagner
Essay About Richard Wagner
 
My evaluation
My evaluationMy evaluation
My evaluation
 
Initial music magazine research.
Initial music magazine research.Initial music magazine research.
Initial music magazine research.
 
Promotional Podcast Analysis
Promotional Podcast AnalysisPromotional Podcast Analysis
Promotional Podcast Analysis
 
The Problem Of Digital Media Essay
The Problem Of Digital Media EssayThe Problem Of Digital Media Essay
The Problem Of Digital Media Essay
 
Columbia Records Research
Columbia Records Research Columbia Records Research
Columbia Records Research
 
British Punk Essay
British Punk EssayBritish Punk Essay
British Punk Essay
 
Growing Up Pop Culture
Growing Up Pop CultureGrowing Up Pop Culture
Growing Up Pop Culture
 
The Revitalization Of The Sears Concourse Building
The Revitalization Of The Sears Concourse BuildingThe Revitalization Of The Sears Concourse Building
The Revitalization Of The Sears Concourse Building
 
British Punk Essay
British Punk EssayBritish Punk Essay
British Punk Essay
 
The Effects Of Media On Body Dissatisfaction Of Young...
The Effects Of Media On Body Dissatisfaction Of Young...The Effects Of Media On Body Dissatisfaction Of Young...
The Effects Of Media On Body Dissatisfaction Of Young...
 
Musician Research Paper
Musician Research PaperMusician Research Paper
Musician Research Paper
 

Dernier

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 

Dernier (20)

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 

Staying Ahead of Your Napster

  • 1. Staying Ahead of Your Napster John Greene Kellogg School of Management May 16, 2014
  • 4. I believe the future of marketing innovation can be inspired by the re- invention of the music industry.
  • 5. You want me to apply lessons learned from the music industry?!?
  • 6. Sometimes, re-invention happens only when there is no other option.
  • 7. “For years, the record labels had a business model that was consistent and single-minded: (1) bundle together a dozen songs on a CD, (2) ship the discs out to retailers, and (3) collect money. “
  • 8. And then, suddenly, music could no longer be sold like cereal.
  • 10. The scary news: Every industry has a Napster.
  • 11. Products in any industry can be quickly and devastatingly Napster-ed.
  • 12. The better news: You can be the Napster.
  • 13. Through a decade of collapse, innovators within the music industry have had to re-invent their approach to everything.
  • 14. What do we really sell? Who are our true competitors? Who are our customers? What is our media approach? And the re-invention in the music industry illuminates new ways of looking at four fundamental questions that can help any industry stay ahead of their Napster.
  • 15. #1: What do we really sell?
  • 19. Products in any industry can be quickly and devastatingly Napster-ed.
  • 20. “Customers don’t buy hammers. They buy a beautifully hung picture on their wall.”
  • 23. - Guy Oseary, Madonna’s manager “In the past, people would tour to sell their albums; today they put out albums to promote their tours. The pendulum has swung.”
  • 24. It turns out that a hefty number of “MDNA” albums weren’t sold the usual way. For every ticket sold online to Madonna’s upcoming shows, purchasers automatically receive a copy of “MDNA.”  They get a link to a free purchase on ITunes, or they can send in their mailing address for a physical CD. It doesn’t matter if the concert ticket is $52 or $350.
  • 25. - John Philip Sousa, 1906 "I foresee a marked deterioration in American music and musical taste, an interruption in the musical development of the country, and a host of other injuries to music in its artistic manifestations, by virtue -- or rather by vice -- of the multiplication of the various music-reproducing machines."... The player piano and the gramophone strip life from real, human, soulful live performances.” In partnership with McSweeny's, Beck's forthcoming Song Reader will be "an experiment in what the album can be at the end of 2012," there will be no CD, no LP, no mp3.  Just the sheet music, ready to be performed by anyone willing.
  • 26. Designing contemporary brand experiences Design the molecule that connects all of the experiences that comprise your brand– from the customer’s perspective.
  • 30. The Challenge: Only 1 in 3 young adults between the ages 21-27 have ever tasted Budweiser.
  • 31. But is beer what we are really selling?
  • 32. Or are we in the entertainment business?
  • 34. Celebrating the New Americana that is being created each and every day. “Makers of Tomorrow” TV Spot Premieres During Olympics Opening Ceremony Print Ads Made In Parties in Local Markets Teaser Video on Life + Times On-Premise Promotion Instagram Flag Mosaic 30 Artists Perform on 4 Stages Project 12 Local Brewery Feature Made In America Merchandise Live Mural Painting R/W/B Project for Young Artists Mobile App Live FanCam Over 1.3 Million Festival Live Streams MadeInAmericaFest.com Over 600 Million Earned PR Impressions Commemorative Budweiser Bottles Forthcoming Documentary from Ron Howard Proceeds to the United Way
  • 35. “MAKERS OF TOMORROW” TVC 1500% increase in Budweiser Social Conversation TOTAL FESTIVAL ATTENDANCE 90,000+ TOTAL LIVE STREAMS 1,310,256 (Goal was 500,000) TOTAL MEDIA IMPRESSIONS Over 2 Billion NEW FACEBOOK FANS Over 1.19 Million (238% above goal) UNITED WAY DONATION $700,000 to Local Philadelphia Chapter Celebrating the New Americana that is being created each and every day.
  • 36. Start with your mission. From products to experiences Design the molecule that includes everything your customers experience; not just those that you directly create/sell. Identify the gaps; and design for them.
  • 37. #2: Who are our true competitors?
  • 38. Business breeds us to be fighters.
  • 40. But often it’s not the competitor right in front of us that we should be most worried about.
  • 43. Customer expectations are becoming increasingly liquid across every category.
  • 49. The Age of Liquid Expectations Direct They sell products that compete with ours. Experiential They sell experiences that replace ours. Perceptual They change the expectations our customers have for us.
  • 50. #3: Who are our customers?
  • 53. Investors don’t see prices; they see investments.
  • 54. “Myth 1: People today just want stuff for free and won't pay. Yet, here, they not only paid, but the average amount paid was a hell of a lot more than a typical album. If you're open, human, and awesome and you give people a real reason to buy, they will.” - Techdirt Investors don’t see prices; they see investments.
  • 55. Investors think of themselves as partners, not consumers.
  • 56. “it effectively heralds the arrival of the world's first bespoke album. Ten songs from a choice of 20 for £7.50 – no more, no less – but what those songs are, and the order in which they run, is down to you.” Investors think of themselves as partners, not consumers.
  • 57. Investors don’t seek transactions; they are drawn to experiences.
  • 58. “No word on whether this new J. Cole track is finished or not nor whether it’ll make his debut, but it’s dope nonetheless. I’m going to post it for download because the empty minute near the end of the song gives me a feeling it’s unfinished. As for the rest of “Cheer Up,” Jermaine gets his singing on and everything. Both catchy and conscious, I don’t see how anyone could hate on this man right now…” J. Cole’s album debuted at No. 1 and sold 217,000 copies in its first week. Investors don’t seek transactions; they are drawn to experiences.
  • 60. “Million sold before the album drop.” #4: What is our media approach?
  • 62. 24 million Commercial views on YouTube from June 25 – July 5 1.2 million1.2 million copies of the app were downloaded AFTER MIDNIGHT on July 4 16 millionViewers of the initial spectacle on June 16 3.5 billionTwitter impressions on June 16
  • 64. 828,773 copies worldwide in its first three days (fastest selling in iTunes history)
  • 65. “The  album  will  be  put  on  listening  display  in   renowned  galleries,  museums,  venues  and   exhibi9on  spaces  around  the  world  …  before  it   disappears  into  the  private  collec9on  of  a  buyer.       The  public  will  know  that  what  they  will  hear  will   be  a  once  in  a  life  9me  experience.”  
  • 66. Youtube's live stream of the event racked up over 8 million viewers -- setting a new record for the most concurrent live streams (the previous record for a single Web video service was 500,000 concurrent streams) Stratos conversation generated more than 61,634,000 likely impressions across social channels.
  • 67. Marketing Plan Shift #4: Conversation Plan Media Flights News Cycles Shown Seen Saturation Surprise
  • 69. The Challenge: Get people to value insurance agents in a world of 15 minutes and 15%.
  • 71. Staying ahead of Your Napster What do we really sell? Products Experiences Who are our true competitors? Static Expectations Liquid Expectations Who are our customers? Customers Investors What is our media approach? Marketing plan Conversation plan

Notes de l'éditeur

  1. Here are some titles that you never really seem to see in business schools or magazines:“Kodak on Digital Marketing”“The Pinto on Product Safety”“The BetaMax on competitive strategy”An equally-unlikely title is the one that I’m tackling today: “Innovation Lessons from the Music Industry.”So why is it that I believe the music industry is such a fruitful hotbed of innovation in marketing?
  2. Earlier this year, at the Coachella music festival, one of the artists who made an appearance was TupacShakur.There’s just one little wrinkle: Tupac has been dead for 16 years.During the set of Snoop Dogg, Tupac made a surprise appearance via some innovative (and frightfully-real) hologram technology.This event was a re-invention for two artists who had no other option.Snoop’s career had been left for dead and Tupac was actually dead.Only through this innovation could both artists come back to life. And only because they had no other option did these artists think of such innovation.Necessity is indeed the mother of (re-)invention.
  3. When you combine these traditional marketing approaches, you see that for decades, music was sold almost exactly as if it were cereal.Packaged goods sold on shelves in ways occasionally clever but almost always traditional.Every year, independent of anything other than avarice, the price crept up a bit more.Fat margins propagated an industry that was massively myopic and immune to innovation.
  4. Napster and its progeny laid bare a deeply disruptive fact: music was content, not plastic discs.
  5. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  6. Napster and its progeny laid bare a deeply disruptive fact: music was content, not plastic discs.
  7. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  8. Napster and its progeny laid bare a deeply disruptive fact: music was content, not plastic discs.
  9. Like Tupac and Snoop on the Coachella stage, sometimes innovation only happens when there is no other option.
  10. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  11. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  12. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  13. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  14. In a music world where it’s easy to think that people expect everything for free, let’s look at a video made by an artist by the name of Amanda Palmer.
  15. Have you ever seen a video of an eclipse?There are few things more underwhelming. It’s like reading the proverbial book on dancing.When you approach content distribution, think about where and how you can create these eclipse moments– how you can create events that you can’t quite re-create.Moments that people will want to witness… not just passively re-watch.-Youtube's live stream of the event racked up over 8 million viewers -- setting a new record for the most concurrent live streams-The previous record for a single Web video service was 500,000 concurrent streams, which Google served up during the Olympics this summerStratos conversation generated more than 61,634,000 likely impressions across social channels. That means Red Bull garnered more than 60 million instances of peer-validated earned media through social as a result of Stratos.
  16. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  17. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.
  18. And the resulting collapse was both sudden and severe.In the wake of the disappearance of CDs, the industry has traded analog dollars for digital pennies… when they’ve been lucky.