Digizik presentation @ Media Marketing - Give Me More: Sonic Branding

BRANDSLOVE MUSIC

INTERACTIVE MUSIC BUREAUwww.digizik.com

SONIC BRANDING

MM GIVE ME MORE - APRIL 2016

MUSIQUE >> MEDIA

MUSIQUE >> STIMULUS

THE

AG

EN

CY

INTERACTIVE MUSIC BUREAU

• Connect ressources, audiences and marketing objectives

• Create value through music experiences

• Connect target thanks to engaging content

THE

AG

EN

CY

INTERACTIVE MUSIC BUREAU

| STRATEGY DESIGN | CONTENT PRODUCTION | CAMPAIGN MANAGEMENT

THE

AG

EN

CY

CLIENTS

● BNP Paribas Fortis ● Hello Bank! ● STIB/MIVB ● Volkswagen ● L’Oréal ● TicTac ● Valvert ● Ricola ● NRJ Mobile ● Cine Tele Revue ● La Ligue Braille ...

● Publicis ● Greenpig ● Not Human ● Experience agency ● Havas WorldWide ● Van Piperzeel ● ID Weaver ● KI2S ● Trendwolves...

● Sony Music Entertainement ● Warner Music ● Savoir Faire ● Infine ● Ninja Tune ● Bromance ● Court-circuit ● Club Plasma ● Conseil De La Musique ● Fire Starter ● Brussels Major Events ● Couleur Café ● Esperanzah! ● Jeunesses Musicales ● Palais 12 ● CCRC Eden ● Le Vecteur ● ...

THE

AG

EN

CY

MU

SIC

& M

AR

KE

TIN

G

LABELS

MU

SIC

& M

AR

KE

TIN

G

KEY DRIVERS IN BELGIUM

Local Rep.

Consumer Centric

Streaming

Digital

MU

SIC

& M

AR

KE

TIN

G

// MORE BRANDS WILL DEVELOP A MUSIC STRATEGY IN THE FUTURE //

MU

SIC

& M

AR

KE

TIN

G

WHY?

72% OF CONSUMERS WOULDN’T MIND IF THEIR FAVORITE BRANDS DISAPPEARED TOMORROW

★ Havas

MU

SIC

& M

AR

KE

TIN

G

WHY?

74% DECLARE THEY COULDN’T LIVE WITHOUT MUSIC

★ TNS Sofrès

MU

SIC

& M

AR

KE

TIN

G

WHY?

90% LISTEN TO MUSIC MORE THAN 24H / WEEK

★ NIELSEN

MU

SIC

& M

AR

KE

TIN

G

SO HOW TO CONNECT?

MU

SIC

& M

AR

KE

TIN

G

HOW?

MUSIC FUEL WEB ENGAGEMENT

MU

SIC

& M

AR

KE

TIN

G

HOW?

BY 2017, VIDEO WILL REPRESENT 74% OF ALL INTERNET TRAFFIC

★ Cisco

MU

SIC

& M

AR

KE

TIN

G

HOW?

THE 10 “MOST WATCHED VIDEOS” ON YOUTUBE ARE MUSIC CLIPS

★ IFPI

MU

SIC

& M

AR

KE

TIN

G

| NOT TOO BAD

MU

SIC

& M

AR

KE

TIN

G

MUSIC ARTISTS REPRESENT

7 of the top 20 “most liked” people on Facebook

7 of the top 10 “most followed” people and brands on Twitter

5 of the top 10 “most followed” people on Instagram

★ IFPI

MU

SIC

& M

AR

KE

TIN

G

MUSIC AND CINEMA ARE THE MOST DISCUSSED TOPICS ON THE INTERNET

★ IFPI

MU

SIC

& M

AR

KE

TIN

G

AD BLOCKERS > CONTENT IS KING

> MUSIC IS KEY

MU

SIC

& M

AR

KE

TIN

G

•Connect audiences with engaging content

•Help brands to become culturally relevant and meaningful for people

•Deliver experiences and emotions —> tap into people’s desires and aspirations —> turn customers into fans

MU

SIC

& M

AR

KE

TIN

G

LEVERAGES

•Artist partnership (Ambassador, Production)

•Event partnership (Festival / Location / Party /…)

•Brand content (Collaborations, Competitions, Media…)

•Specific service/offer (Ticketing, Streaming, Carpooling…)

MU

SIC

& M

AR

KE

TIN

G

HOW TO DEVELOP SUCCESSFUL

PARTNERSHIPS?•Make sure values of artist and brand

are aligned

•Analyze comprehensive data about the reach of the artists

•Create value

MU

SIC

& M

AR

KE

TIN

G

TURN DATA INTO INSIGHTS

MU

SIC

& M

AR

KE

TIN

G

•Few interconnections

•Missing info

•Poor quality

MU

SIC

& M

AR

KE

TIN

G

INSIGHTS AT SONY MUSIC

Brand Partnership

New Business

Compilation

Online

A&R

Streaming

Marketing

Promo

Insights

MU

SIC

& M

AR

KE

TIN

G

DIFFERENT DATA SOURCES

•Socials

•Streaming platforms

•Shazam

•Sales

•Tailor-made surveys

•Segment Explorer

MU

SIC

& M

AR

KE

TIN

G

SEGMENTATION AT SONY MUSIC

MU

SIC

& M

AR

KE

TIN

G

BRANDS PARTNERSHIPS

• Comprehensive data

MU

SIC

& M

AR

KE

TIN

G

TURN DATA INTO SERVICE

| Segment Explorer

•Music tastes and habits

•Media consumption (quanti/quali)

•Lifestyle

•Socio-Demo

•Brands consumption

MU

SIC

& M

AR

KE

TIN

G

REPORTS

•Brand Report Brand > Audience

•Artist Report Artist > Audience

•Media Report Media > Audience

•Slice and Dice Segment > Audience

MU

SIC

& M

AR

KE

TIN

G

DEMOGRAPHICS

MU

SIC

& M

AR

KE

TIN

G

LIFESTYLE

MU

SIC

& M

AR

KE

TIN

G

MUSIC PREFERENCES

MU

SIC

& M

AR

KE

TIN

G

MEDIA DIARY

MU

SIC

& M

AR

KE

TIN

G

TV & RADIO

MU

SIC

& M

AR

KE

TIN

G

PRESS

MU

SIC

& M

AR

KE

TIN

G

ONLINE AND SOCIAL

MU

SIC

& M

AR

KE

TIN

G

BRANDS

MU

SIC

& M

AR

KE

TIN

G

| MOREMU

SIC

& M

AR

KE

TIN

G

FIELDS OF APPLICATION

•Strategy

•Partnerships and deals

•Crea

•Media plans

•Post campaign evaluations

MU

SIC

& M

AR

KE

TIN

G

FURTHER POSSIBILITIES

| MEDIA !

| SERVICE !

| PREMIUM

MU

SIC

& M

AR

KE

TIN

G

SOUND IDENTITY |

SYNCHRO/ LICENCING |

REWARDING |

| AMBASSADORS

| SPONSORINGPOS MARKETING |

| ACTIVATIONS

| BRAND CONTENT

| CORPORATE EVENT

PREMIUM |

| BRAND MEDIA

MU

SIC

& M

AR

KE

TIN

G

THANKS| WWW.DIGIZIK.COM | [email protected]

MU

SIC

& M

AR

KE

TIN

G