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Music Retailers delivering a poor customer experience?

In a recent article, the Guardian (UK) notes that women are turning away from the music retailers due to poor service in-store.

Women using digital downloads to circumvent intimidating record shop assistants are driving a resurgence in music sales, according to research. The fifty-quid bloke, the marketing name for middle-aged men credited with boosting record sales by buying piles of CDs, has been superseded by a new breed of female music fans.... More women now spend more time listening to music than their male counterparts, with record labels speculating that the rise in digital downloads means they now find it quicker and easier to explore new artists.

Will the major retailers put this down to the inevitable shift to online convenience or re-think their approach to customer service in-store? The independent music stores such as Vinyl Junkies, Piccadilly Records and Dub Vendor survive on customer loyalty, so could teach the majors a thing or two. Within the old Our Price store network, the staff were well known for knowing their music. So if the major music retailers believe they have a future on the high street, then first step is to invest in their in-store service and learn from the smaller stores who deliver great customer service effortlessly.

Are unsigned bands wearing denim still?

Whether it is because entry cost is cheap or as a result of a need to be more grass-roots, more and more brands are seeking to attach themselves to unsigned bands rather than hitch a lift with the established acts. Whatever the reason, the strategy can make sense...as long as the connection between Brand and Band makes sense. All too often, the connection is so weak, that everyone loses out - the Brand, the Band and their fans.

Levi's have historically had such a strong link with fresh innovative music from the rebel 50s, DIY 70s to the post-punk 80s (and I am not talking Duran Duran here). They have been running in the UK a nice little tour called Levi's Ones To Watch

Yet other denim brands have moved on to the music territory that Levi's once owned outright. Gap went mainstream with their campaigns using established artists, whilst Diesel has been heading towards the unsigned acts.

Diesel now enter their sixth year with Diesul-U-Music and are now opening up online for unsigned artists. They are taking entries from

‘unsigned and unseen’

artists around the globe. Under the 'genres' of Rock, Urban/Hip-Hop and Electronic, artists assume a category, go online and upload their music, biogs, and photos, then wait in hope for the judges to place them as one of the nine finalists for their territory.

Given that both claim their role in launching the careers of a number of artists over the last few years, it will be interesting to see who wins the battle of the (indigo) brands...

Starbucks evolving their music strategy

Starbocks have announced that they are scaling back the number of stores that have CD-burning booths from 45 to 10. The idea itself has burnt out with the advent of the mp3 format.

On the face of it, their commitment to music seems out of touch with where consumers are right now. Yet this is more a company accepting that certain tactical executions have a short shelf life.

Their sonic strategy is still strong. They have created a powerful sonic identity that many would love to have themselves. A bigger emphasis on selling retail CDs is to be tested. Rumours in the U.S. also suggest tests for mp3 downloads instore and even a store designed more like a record store that also sells coffee. So many other brands have closer ties to music historically, yet have not capitalised on sonic branding the way that Starbucks have. Many can learn from them.

It's all about us...

A few years ago, I read a piece by Tom Rayfield (Admap 2000) on ad slogans. The most popular slogan in advertising was 'The Natural Choice', followed by 'Simply The Best'.

Right now, top of the the marketing buzzword charts has got to be 'Brand Experience', which has moved from the niche agency world to the mainstream in recent years.

A recent article in The New York Times covers the growing trend to personalise everything from ad slogans to TV networks, giving the impression that the brand is 'my' or 'our' brand.

"Brands are becoming more personalized and customized because consumers want brands on their terms," said Allen Adamson, managing director at the New York office of Landor Associates, a corporate identity consulting company owned by the WPP Group.

"Having it your way applies increasingly to all brands," Mr. Adamson said, referring to the longtime campaign theme for Burger King, which has recently been revived. "It's only natural that advertisers try to flag that they are more about serving up your brand on your terms."

The danger though is that the Chinese Whispers Syndrome takes over, and the true meaning gets lost.

"The demand for customization and personalization is a moving target," he said. "If you're unable to deliver, if what you offer is really no different from everybody else, the claims will do more damage than good."

Helsinki 3: Martin Lindstrom speaks on Sensory Branding...

Last on at Helsinki was Martin Lindstrom, a man who set up his first agency at the age of 12, and now writes best selling Brand books and consults to big companies. That was the intro to him, along with him being a 'Brand Guru'. Well, like all cynics, I was not about to hold my breath, but he was an extremely engaging speaker.

Compelling arguments were made on how all senses have influence on people’s connection with Brands. His core argument was that while most marketing focuses on using Sight and Sound to build consumer connections, the powers of Touch, Smell and Taste are hugely under-utilised. He talked of moving from 2D to 5D.

For magazines, rather than competing on price and exposure, he suggested that they leverage their great asset, the power of touch.

Now, it was not that I heard lots of new thinking, but it was the simplicity of argument and the packaging into a coherent package that I bought into. You might want to consider dipping into your pocket and buying his book on this topic 'Brand Sense'.

From Military Marketing to Community Engagement

Following on my little challenge to try to move away from military style language in marketing, I thought it might be fun to invite people to post their own contributions to the list military marketing terminology. Next step to post the alternative words or phrases.

Guerilla Marketing to be added to the list by the way...

A little more 'Brand Experience' at Industry Events perhaps?

I am always fascinated by the promotional items that the sponsors distribute at industry evenings. You know the stuff… pens, Xmas crackers, poker chips and so much more…

I am often stunned how very creative companies, be they agencies, entertainment companies or media owners, can put such little effort into the promotional items that grace the tables, chairs and walls. One favourite was at a recent IAA lunch, where a major U.S based sports channel decided to make their statement to the industry with a flourish…a single red balloon with their logo on it. Lack of budget or a statement of ‘less is more’?

With so much resource within the communications industry into helping Brands deliver ‘consumer experience’, why not use some of this resource in the delivery of an inspiring experience at our industry events?

Anyone comes across some good/bad ones, feel free to share...

From Attack to Engagement

Sun Tzu & The Art of War continues to loom large over the marketing and communications industry. References to military strategy has dominated communications planning for decades.

We have campaigns, targets, bursts, scattergun strategies, 'under the radar' and even guerilla marketing. At times, it feels like we are planning a war against consumers.

So in this age of Experiential Marketing and User Generated Content, is it not time for a less aggressive marketing language?

Brands cannot truly build viable relationships with key communities whilst planning to 'attack' them with communications.

Set yourself the challenge of not using military-friendly words today and set out to create a more engaging language.

Have digital papers a future?

The International Herald Tribune did a great piece recently on the status of technology that allows constantly updated stories to scroll across plastic screens thin and pliable enough to be rolled up and stuffed into a pocket.

Amongst other tests under way is one in Belgium with a Financial Paper.

Says the IHT: "For publishers confronting declining newspaper circulation in most parts of the world, the devices offer the tantalizing promise of reaching more readers, sparing some forests and saving on printing and distribution costs. But after some highly publicized e-book machines failed to take off in the late 1990s, those long-held hopes have remained elusive. The difference this time, developers and supporters say, is that the screens on the new hardware are designed to reflect rather than transmit light, making them more like paper, readable in sunlight or a dark subway train." The article also reflects on the potential for advertisers to construct a daypart strategy with such devices.

This is all well and good, but what will we use to swat flies and make papier maché heads?