The dirtiest word in product marketing: “Commodity”
One of the most daunting challenges for any CMO, Director of Marketing or Product Manager is the marketing of a commodity product. Sand, toothpaste and water—the struggle to differentiate is real, especially in the music manufacturing industry.
From capos and picks and reeds to strings, the MI marketplace is … [Read more...]
Full disclosure, I was quick to minimize Periscope when it initially launched. As a lover of social media in my personal life, I thought it was pretty cool—another fun way to post personal content and interact with friends and followers. I didn’t really appreciate its potential impact as a marketing tool. Then I took a look at the … [Read more...]
This much is true. The sun will rise tomorrow, taxes will be due on April 15th and the music industry will always be littered with endorsement ads. From retailers to the pages of magazines the players of tomorrow are under a constant barrage of artist endorsement. But is your brand really saying anything with these … [Read more...]
By studying the nuances of these five award-winning ads, you will take your marketing from ordinary to outstanding.
1) Powerful graphics make your music brand ads memorable.
A talented graphic designer can take an advertising concept and turn it into a visual statement that can’t be ignored. Iconic graphics can be repurposed for t-shirts, websites, brochures, … [Read more...]
Lessons from one of our greatest singer/songwriters can help build your brand.
Bob Dylan never set out to become a marketing expert. He’s probably never sat in on a lecture about how to maximize marketing ROI. But the fact is, he probably knows more about creating mystique, selling product and building a core audience than many people in music.
After all, he’s … [Read more...]
Establishing a strong music brand identity that will cut through the clutter starts with a well-designed logo.
A memorable logo is critical to selling your music product. Without it, your brand has no personality and will be overlooked. Each of these inspired designs shows a characteristic of great logos.
1) Keep it simple.
The Rolling Stones’ tongue and lip … [Read more...]
Let creative package design help you stand out in a crowded marketplace.
The ability to dominate a retail space with great package design is essential for product survival. Here are five critical packaging guidelines that the music industry can learn from other consumer categories.
1) Always consider where the package will live.
The first and most critical … [Read more...]
An in-depth video gives your audience more to love about your brand.
If it were up to the internet, everything you see there would be 30 seconds or 60 seconds long. Shorter, conventional wisdom says, is better.
But there is a place in your music product marketing mix for long-form videos. A five to ten-minute piece to introduce a new instrument, a new pedal or … [Read more...]
Balance your heritage with your need to be innovative.
If your music brand has a long heritage, you live on a razor’s edge. How do you celebrate your company’s storied past while satisfying the need to be innovative and edgy? How do you balance the past with the present and work toward the future?
If you’re not careful, the past will weigh you down. It’s easy … [Read more...]
Preparing to communicate with the next generation of buyers.
In the last decade, musical instrument manufacturers have faced an uphill battle in marketing and communications. The struggle fell squarely on nurturing the loyal audiences that grew up with your brand while working overtime to find a way to make your brand relevant to the emerging millennial audience, … [Read more...]