In Part 2 ,Why your Music Marketing Strategy may not be ready for the 2012 Digital Era; we spoke about monitoring your brand in your integrated Marketing Strategy. In our final part with Geoff Livingston we chat more in reference to network marketing in the radio and label aspects to create word of mouth to the masses.
COREY BIGGS: In your new book Marketing int the Round “How to Develop an Integrated Marketing Campaign in the Digital Era” in one of your chapter the realization now is you belief to confirm brand reputation that is must be seen upwards of 20 times and some of these messages should be introduced by trusted sources, including friends, family and online sources. Can you provide some insight in how our artist can increase the value attribution with Radio in your eyes?
Geoff Livingston:Well, radio can be cool medium or a hot one depending on how you use it. I’d suggest tying to engage listeners. Have them tweet at you, write on your Facebook wall, post on Instagram, etc Do that by citing some of their stuff on air.
The social media becomes a feedback loop while simultaneously creating that word of mouth you’re looking for via their public shares (which their networks see) Then you have a blurred media experience that transcends old and new.
COREY BIGGS:For a musician in the new digital era, do you believe that in essence to develop their art you in your book a musician and/or artist need to break down their silos? Can you expand on this for us in how this will help an artist providing customer service and see this as more an investment in their brands growth and an intrinsic value?
Geoff Livingston:Yeah, it’s simple. Don’t isolate your disciplines. An entrepreneur – and that’s really what a musician is – tends to focus on getting things done, and doesn’t work to make all of her/his marketing work together. My co-author Gini Dietrich (spinsucks.com) calls this the lonely silo where the artist is solely focused on making the customer happy in order to gain more customers.
Start looking at how you can make all of your disciplines work together to achieve your higher result. For example, how can you integrate Twitter feedback into your radio appearance? Or how can you make postcards work for a digital environment? Even consider recording welcome messages that incorporate stories and music across different media, creating an onion layer effect for deeper and deeper engagement.
COREY BIGGS: We are seeing in the Digital Era with Siloed Labes they cannot with releases and exposure, make productive decisions or be nimble, which in your book you believe are requirements of marketing in a network media age. Can you expand to our listeners and artist on this in simple terms?
Geoff Livingston:Yeah, it’s simple. Customers are in the now. Meaning they update very quickly and expect a similarly quick response. There’s actually a dopamine reaction that is produced with updates and responses.
So a musician needs to evolve its performance so that they are now available for fans online throughout the week. This does not necessitate a consistent online all the time presence. I like to do sprints myself. These are moments where I go in and update and answer Twitter for 10-15 minutes then leave. Be smart about managing your time so this doesn’t become odious!
COREY BIGGS: In your book you say People don’t change because they want to . They Change because they are forced to? Who is forcing them to Change you believe and how can a musician, label or brand innovate on this brand reputation solution?
Geoff Livingston:The markets are forcing them to change. People are leaving traditional media like cable TV channels and print. They continue moving towards a blurred multiscreen experience (smartphone, tablet, laptop, desktop, TV). To succeed it requires adapting to diverse media.
Innovation requires creativity. How can you engage fans in a meaningful way using these diverse media sets? To me, I think an artist can do that, they just need to make the media work together, understanding that customers don’t consumer just one medium, that they move rapidly between them.
COREY BIGGS: The Title of the book is Marketing in the Round as to a musician, artist and label can you provide insight how this can be achieved to launch for a brand to build brand awareness?
Geoff Livingston:The Round is just a metaphor for getting the disciplines to work together, either as individual practitioners or for entrepreneurs to see them as part of a larger context. Integration is the message.
COREY BIGGS: We see in the Electronic Dance World labels do a release, put out a promo to their dj networks, get back few words of support, post once or twice a week on facebook/twitter and play a video of a dj playing their song at a party. We also see with dance music releases a testimonial support of music but in honest its one word or two of support by a musician with a built brand reputation. With this being said in your book you believe it takes about six weeks to create a habit. Do you believe that what I expressed above is enough for a music release or any brand release to move wisdom of crowds worldwide and some insight on this matter?
Geoff Livingston:Its funny, I don’t. I think particularly with a larger record or album, you need to plan for about six months to a year of marketing. Word of mouth takes a long time to build. Some albums take off months after release. This is particularly true for less well-known artists.
The other big issue with this is it’s extremely publishing focused. Why does the marketing focus on publishing updates rather than engaging people? How are people supposed to take the music, make it their own, and share it with their friends? How can they engage with the artist? To me these are important questions to answer if you are going to use social tools to market.
COREY BIGGS: With regards to marketing with music there is in our eyes in the digital era a lost for the understanding of the three types of media and how they collaborate to work together? You go into more detail in your book about Paid Media, Earned media and owned media, Can you explain the necessity to have integrated for our musicians and labels and viewers?
Geoff Livingston:Sure. Owned media is created by the artist. Paid media is advertising, where you or the label spends money to get placement, and finally earned media is where a journalist or an individual online writes about or mentions your work without payment. Stories and the like.
The reason why you need to integrate across these types of strategies is that your fans don’t delineate between them. They just experience them as part of the 3000 messages they receive from brands everyday. Standing out demands a comprehensive experience.
COREY BIGGS: WIth Radio & Global Radio Stations you talk about the pros & cons in your book. Can you tell us in your eyes the pro’s and con’s in simple form and how are members,djs can help increase in building their shows on our network?
Geoff Livingston: With Radio Startions,vjs and djs, I would really work on getting to know other hosts and help each other and share them. The stronger your inner community, the more likely your show will become popular on Pulse.
In addition, I would be sure to manage my own presence on an independent site for further opportunities between Pulse, social networks and other media outposts. Continue marketing outside of Pulse so you can have listeners flow from one to the other simultaneously.
COREY BIGGS: With Regards to your past client you have worked with can you give us 3 key insight short and sweet how brand commitment might be able to help our readers and to move forward in their integrated marketing strategy through digital?
Geoff Livingston:I recently wrote a post on SocialFresh with some tips to do this: http://socialfresh.com/social-customer-experience/. I won’t rehash the whole post, but in a nutshell: Use photos to expand the experience, monitor and respond to online commentary, publicly reward your biggest fans, crowdsource aspects of your experience like t-shirt design and remixes, etc., and let fans be a part of the experience via comment walls, etc.
Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She also is the lead author of the PR and marketing blog Spin Sucks and co-author of the book Marketing in the Round (with Geoff Livingston).
Geoff Livingston is an author, public speaker and strategist who helps companies and nonprofits develop fantastic marketing programs. He brings people together, virtually and physically to build loyal networks for business, change and higher knowledge. A former journalist, Livingston has written three books, most recently co-authoring Marketing in the Round with Gini Dietrich.