Digital Performance Marketing - Getting Your Audience To Act

Getting your
audience to act
Case Study, Concepts, and
Debatable Ideas
Kenny Ong
Universal Music Group
Malaysia, Singapore & Indochina
http://totallyunrelatedrandomanddebatable.blogspot.com/

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Dangers of Best Practice
and Benchmarking…
“Abraham Wald’s Work on
Aircraft Survivability”, M.
Mangel and F.J. SamaniegoWhere would
you focus
reinforcement?

LABELS ARTISTS
OVER 6,700 ESTABLISHED &
EMERGING ARTISTS
REPRESENTING ALL GENRES
PUBLISHING CATALOGUE
LEADING WORLDWIDE
PUBLISHING COMPANY
MUSIC ICONIC &
INFLUENTIAL LABELS &
MUSIC CO ACROSS 77
COUNTRIES
MOST LOVED ICONS
MERCHANDISE
#1 MERCHANDISING
COMPANY WORLDWIDE

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UMG & BRANDS
A U N I V E R S A L M U S I C G R O U P & B R A N D S P R E S E N T A T I O N , 2 0 1 6
• LIVE EVENTS
• INFLUENCER
MARKETING
• CAMPAIGNS,
MARKETING &
PROMOTION
• PRODUCT
PLACEMENT
• ENDORSEMENT &
BRANDED CONTENT

RULE 1: REMEMBER THE COW
Our Ancestors understood marketing way before us

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“Cow Don’t Drink
Water Cannot Keep
Cow Head Down”

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1. Compliance
2. Influence
3. Attribution
obvious
not
obvious
self

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1. credible expert (authority),
2. if we regard him or her as a trusted friend
(likeability),
3. if we feel we owe them one (reciprocity),
4. or if doing so will be consistent with our
beliefs or prior commitments (consistency).
5. we are also inclined to make choices that we
think are popular (consensus),
6. and that will net us a scarce commodity
(scarcity).
Social Influence

RULE 2: THE REAL GOAL OF
MARKETING AND BRANDING
Understanding our role in the whole scheme of things

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What is the purpose of
Marketing & Branding?
Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman
“Retention and Loyalty are useless if
No Conversion is happening.”

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What is the Objective?
1.Comm = Relationship (something like
Dating)
2.Comm ≠ Media glitz
3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL
4.Comm ≠ CSR
5.Comm ≠ Social Media
6.Comm = Get more people, to buy
more, more frequently, at higher prices

RULE 3: THE PRODUCT IS NOT
THE PRODUCT
How I spend my money is my business

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What is the Product?
Core Buying Purpose/ Customer
Value Proposition/
Job To Be Done (JBTD)

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“The Product is Not the Product”
• What is the customer really buying?
• What is the “Core Buying Purpose”?

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What is the Business Model?
USP
Market
Discipline
Profit Model
•Google
•Tata Nano

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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed
Reliable product and
service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product
Leadership
Operational
Excellence
Customer
Intimacy
• Cost
• Convenience
• TCO
• Features,
Benefits
• Limited
Range
• Solutions
• Customization
• Breadth &
Depth

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Market Discipline
"They are the most innovative"
"Constantly renewing and creative"
"Always on the leading edge"
"A great deal!"
Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed
Reliable product and
service
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success
Product
Leadership
Operational
Excellence
Customer
Intimacy•Air Asia
•LV
•Ramly

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Operational
Excellence
• Competitive price
• Error free, reliable
• Fast (on demand)
• Simple
• Responsive
• Consistent
information for all
• Transactional
• 'Once and Done'
Customer Intimacy
• Management by
Fact
• Easy to do
business with
• Have it your way
(customization)
• Market segments
of one
• Proactive, flexible
• Relationship and
consultative
selling
• Cross selling
Product Leadership
• New, state of the
art products or
services
• Risk takers
• Meet volatile
customer needs
• Fast concept-to-
counter
• Never satisfied -
obsolete own and
competitors'
products
• Learning
organization
Alignment & Consistency:
Disciplines, Priorities, and KPIs

MUSIC, SOCIAL & TECH
Leveraging social to create brand advocates

Music
MusicTV
TV
Games
Games
Politics
Politics
Books
Books
Exercising
Exercising
Sports Sports
Cinema
Cinema
Fashion
Fashion
Religion
ReligionTravelling
TravellingInternet
Internet
Tech
Tech
Antiques
Antiques
Photography
Photography
13 to 15 16 to 20 21 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
Theentertainmentthatconsumersare
leastandmostpassionateabout
Music is almost always the entertainment that people are most passionate aboutUK PASSIONS
A U N I V E R S A L M U S I C G R O U P & B R A N D S P R E S E N T A T I O N , 2 0 1 6Global Insight Study, Havas & UMGB, 20015

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Gamification – basic elements

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Gamification – best practices

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http://totallyunrelatedrandomanddebatable.blogspot.com/A U N I V E R S A L M U S I C & B R A N D S P R E S E N T A T I O N , 2 0 1 6

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Approaches in Action: Example Scenarios
2
Creative Ownership
Gregory Porter - Puttin’ on the RitzE.g. Hailee Steinfeld
1
Logo Exposure
3
Full Takeover
E.g. all UMG Vevo Lyric Video content
CPM Only
CPM +
Production Fee
Discounted
CPM + extras
BRANDED LYRIC VIDEOS

39

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41

42
Agenda
Business
ChannelTarget
PLAN

43
End Notes

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Venue: Koh Pich - ‘Diamond Island’
Attendees - approx. 25,000 people
Earned Media (Traditional)
•12 online sites announced the show
•9 TV stations broadcasted about the show
•2 phone interviews broadcasted on radio
•9 main stream newspapers announced the show
•7 magazines covered the event
•2 international newspapers covered the show
Earned Media (Social)
•30,019 likes for Demi Lovato Fan Page
•Average reach per post - 5000
•+340,000 Facebook fans since the launch of the Artist of the Month
program
•+401,000 Facebook fans since the launch of the Partnership
•1st Facebook fanbase for a brand in Cambodia

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End Notes

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Which Company?
American Customer Satisfaction Index (ACSI)
• 64 out of100-point scale: lower than IRS (Tax)
• 2nd last among 30 companies surveyed
• Lowest 5% among 223 companies surveyed
• Bottom 5% of all measured private sector
companies
• 500 million customers
2010 American Customer Satisfaction Index
(ACSI) E-Business Report

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Which Company?
American Customer Satisfaction Index (ACSI)
• 64 out of100-point scale: lower than IRS (Tax)
• 2nd last among 30 companies surveyed
• Lowest 5% among 223 companies surveyed
• Bottom 5% of all measured private sector
companies
• 500 million customers
2010 American Customer Satisfaction Index
(ACSI) E-Business Report
Between 2011 and 2014, Facebook either held last place alone or tied with
LinkedIn for the worst user satisfaction in this already low-scoring category.
https://acsimatters.com/2015/09/08/big-user-satisfaction-turnaround-for-facebook/

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Popularly Unpopular
Popularity
≠
Affection

Thank You.
soft copy of slides:
http://totallyunrelatedrandomanddebatable.
blogspot.com/

Digital Performance Marketing - Getting Your Audience To Act

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