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MUSIC MARKETING MYTHS (Janine Stonhill)

ent. Marketing presentation November 2013
by

Janine Barker-Stonhill

on 19 May 2015

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Transcript of MUSIC MARKETING MYTHS (Janine Stonhill)

PROMOTIONS
EVENTS
ENDORSEMENTS
SPONSORSHIPS / TOURS
User Engagement
Completion
100
87.14
Flow Through
Myth 5
MUSIC IS ONE DIMENSIONAL
DOWNLOADS ARE NOT DEAD
CHOICE DRIVES PARTICIPATION
Myth 2
MUSIC PROGRAMS ARE TOO EXPENSIVE
Myth 4
CHOICE INCREASES PERCEIVED VALUE
MUSIC MARKETING = TOUR SPONSORSHIP
Myth 1
ARTISTS ARE BRAND AVERSE
$150MM Cdn Spent in Entertainment Marketing
Endorsement
Content
ALICIA KEYS
Tour Ads
Ticket Sales
BLACKBERRY

In-store Display
Street Cred
KATY PERRY
Album Sales
Mass Marketing
WALMART
BAND
BRAND
BAND
BRAND
EVENTS & CONTENT
PROMOTIONS
EVENTS & CONTENT
Myth 3:
THERE IS NO WHITE SPACE IN MUSIC MARKETING
ENDORSEMENTS
Music promotions deliver choice when the right partners are at the table
How does a music program investment line up against current promotional investments?
The Music Landscape in Canada
$15M
$5M
$10M
$200,000
$100,000
$35,000
$25,000
Leverageable over multiple platforms/ integrated into marketing mix
SPONSORSHIPS / TOURING
Evolution of Sponsorship to Partnership
ROI is 8:1 (tangible value)
416-304-9640


Libby Biason
libby@entmarketing.ca
MUSIC CAN DELIVER AGAINST YOUR OBJECTIVES, JUST ASK
QUESTIONS?
Experience Music:

leave us your card for an invite to some of our great up coming events.

300% increase in qualified, promotionally registered hotel stays in the first 5 days
Full transcript