Focus on the importance of music marketing and business model

No one could have imagined that music could be so easily profitable.

2000, the Internet company did not think, Baidu uses mp3 search function to make big "money".

In the 2003, the music industry did not expect Songko to make a lot of money with music copyrights.

In the 2004, many famous singers did not think that Yang Xen had made a lot of money through the ring tones.

In the 2006, many SPS watched the Rolling Stones move with the unique "sp+ Music" advantage of financing 30 million.

In the 2007, operators were busy setting up their own central music platform ...

2008, the media industry did not think that the original music has such a great potential to be excavated!

To make money, not only means it, but it is a testament to the keen market judgment and ability of some businessmen.

Some people say: "Everything is late, the good money opportunities are used up, the music industry is just a thing!"

A friend who feels the same way don't close the page first, take a look at the following message:

2007, the famous fast-food chain brand "KFC" Shanghai headquarters issued an interesting recruitment needs: Asia-Pacific Music market manager. The job, which is more than 300,000 years ' salary, looks simple: Position the music style of KFC stores in Yatai area, and refine them to different periods, regions and locations. The aim is to "develop/develop KFC music style, music genre, so that mainstream young people close to the KFC brand." At the same time, "KFC" and "Watson" in recent years with several major international record companies on the use of songs or MV as background music play the strategic cooperation.

 

(click the image below to enlarge and view)

Why would a fast-food restaurant with a roast chicken, a chain of living goods and trendy gadgets spend so much money and energy on intensive research? Is music marketing just a big business owner's mood?

The answer is, of course, negative.

Music has become a business promotion in all walks of life, active store atmosphere, enhance the image of the company to adopt one of the means. Whether the enterprise is Western or Chinese, traditional industry or new industry, the importance of music settings should not be overlooked. It is no exaggeration to say that music marketing skills are the magic wand that distinguishes the image and brand of similar companies. "Listen to music growing cattle" in the meat market, high price, high rating is an example, restaurant cafes and entertainment venues to play music after the high-end fashion, can make the corresponding consumption level of the crowd to obtain comfort and identity, but also an example.

There is a very interesting phenomenon in China: Although the different industries are using music marketing, the form is not the same, but there are bosses do not know their stores because the use of inappropriate music, resulting in poor environment, customer aversion, performance decline, staff work mood is not involved. This is killing you!

Imagine, if the guests eat in the restaurant, the hall music is not brisk, soothing, but noisy, bad even very sad, do not conform to the dining environment of music, then I think that a meal guests will eat very stomach pain, and then to the restaurant no goodwill, do not want to go. Clearly, this sentiment has nothing to do with food, waiters ' attitudes and charges. I believe a lot of people have been walking through the merchant's high decibel box to avoid the experience-I think those who hate those businessmen must be more interested than.

The same example can be found in our daily life more, however, few people specifically study and verify the music Camp's success model and related concepts, but also lack of case collection and systematic comprehensive summary.

Now, the author of long-term efforts to study a proposition: music marketing through the constant updating of consumer environment, consumer Behavior and consumer psychology of the Difference Music program, will be the consumer place sales performance has a significant promotion effect, can give enterprises and branch enterprises have a clear effect of the camp.

Due to space limitations, this article tentatively describes the use of music marketing industry types and business model:

"Music as a complementary means of business promotion"

Supplementary/auxiliary music marketing The most common use occasions such as catering, shopping malls, fairs, etc., in the indoor play background music.

Music function: This kind of music more to cooperate with stores and services, the purpose is to extend as much as possible passers-by and customers stay in the shop time, cause as much as possible purchase desire, or increase the goodwill of stores and enterprises;

The common use of the subject of music marketing is outdoor promotion. Businesses in the outdoor broadcast environmental music and promotional language recordings, this kind of mixed "music" function is often in the absence of artificial voice promotion gap, mainly through the repetition of automatic audio playback to attract passers-by attention, promote a concept, indirectly cause the attention of the one-time or long-term consumption behavior.

"Music exists only as an environment setting"

Use occasions: hotels, galleries, parties, ceremonies, roadshow, auctions, bazaar, public welfare activities.

Music function: To render emotion and atmosphere, to make the audience comfortable or to participate in the input enthusiasm.

"Music as a sales subject"

The most typical is the record company model by selling music and singers;

And in recent years, popular mobile phone users of mobile phone ringtones, ringtones, mobile phone MP3 download and other wireless music mode;

"Music as the theme of advertising"

This kind of music mainly in order to sell specific products or corporate brand tailor-made, for example, the McDonald's restaurant dedicated advertising songs, instant noodles brand Special advertising songs, the most special is in recent years for the enterprise set up the "group ringtones", enterprises can call for their employees to wait for the ring set to promote enterprise/product/ 　　Service Audio ads. ......

Due to the lack of long-term consistent data recording and effectiveness analysis, the effectiveness of music camp has not been enough attention and awareness of operators, from this point of view, many enterprises competitors ignore this low-cost method of performance improvement.

And for investors and industrialists, music is like a beauty, seemingly approachable, but deep understanding to find that the cost of profit is very high. After 2000, there have been many companies involved in the Internet, wireless and record industry have to bow, their frustration or failure of common characteristics, simply is not found a consistent with the mass consumption and psychological acceptance of repeatable operation and a solid competition threshold of the business model.

However, the beauty always has the heart to belong, who can finally Kanako? What kind of young man can find his heart? "Music" This beautiful woman in today's Chinese economic market still contains how huge explosive force and advantage conditions?

Through the analysis of some typical cases, combined with the experience of wireless music marketing for nearly 7 years, the author will carry out various successful application models, examples and cost-benefit analysis of the music Help camp, which can help you to analyze the various commercial value lever phenomena behind Chinese music.

Welcome to focus on "I am Good" follow-up series of articles!