How is music marketing more effective?

This article is published in the June issue of "Advertising grand": Music marketing expert, love culture CEO Zhiyuan

Music marketing, is to music as a means of marketing, the use of music to strengthen the brand and consumer communication and communication, promote the brand and consumers to establish a closer relationship. Music marketing is based on viral marketing, event marketing, theme activities and other integrated marketing communication system.

Two key points in determining the success of music marketing

1, whether and brand combination, think of music or star can be associated to the brand;

2, whether the user between the spontaneous transmission of the virus.

Failed music Marketing 1: Music can not be combined with the brand, users think of music or star associated with the brand.

The failure of music marketing is not related to the brand connotation and the musical connotation. Brand is brand, music is music, no chemical reaction, just physically tied together. In the marketing process, consumers do not remember the brand, only remember the star. After the marketing campaign, there is no real power--viral interactive communication, and user experience of brand depth.

The reason for this failure is that companies or advertising companies simply treat music marketing as an event marketing, so in the development of music marketing strategy, no good music marketing, just stay in the use of stars or sponsorship activities to the limits of the momentum.

Music marketing = music + marketing. Enterprises understand marketing but do not understand music, resulting in marketing but no music, consumers only remember the music (or star) but can't remember the brand.

Music has character, and stars have attributes. Companies looking for stars to do the endorsement because of the characteristics of the star and the brand characteristics of the company to match. But now a star at the same time often will endorse a lot of brands, such as Zhou Jielen drink on the endorsement of Sprite, Yili yogurt, yogurt, tea and other brands. Do you think Jay Chou will remember which brand? So if there is no deeper, more convincing correlation, this will cause confusion and confusing to consumers.

In music marketing, the need for enterprises to the music of the DNA attributes and brand attributes, according to music Psychology and consumer psychology and other means of the organization together, so that users can really hear music or see spokesmen think of the brand. If you do not follow the music psychology to choose the associated songs and stars, it is useless to ask the star spokesperson, can only solve the brand's visibility (and this role is increasingly weak), still can not solve the reasons for consumers to buy. Young consumers now have personalities, and they need a brand with personality.

Failed Music Marketing 2: No spontaneous viral transmission between users

Music marketing is divided into music marketing tactics and music marketing strategy.

Music marketing strategy is a short-term event marketing. is to take a chance to sponsor a concert or invite a star to perform. This mode is actually just a music marketing as an event marketing, but the eye of the economy, did not produce a deeper identity. This greatly wastes the value of music marketing. Music marketing is indeed an event marketing, but it is not only event marketing, but also including viral marketing, interactive marketing and other integrated communications system. The role of music marketing is to establish a deep relationship with consumers. If the enterprise simply for the brand to appear on the panel, or host the population to sow the incidental mention, this marketing is not worth mentioning.

Music marketing strategy is the long-term use of music as a marketing theme. For example, the singer endorsement, advertising song. This is very common. Successful music marketing must be low input (relative), high return, users have a deep resonance, and produce viral transmission. If your music marketer is a high input, high return, it still belongs to the old mode of traditional advertising bombing. As long as there is no viral transmission, lack of interactivity, lack of permeability, lack of deep communication with the user's feelings, it is not a successful music marketing, such music marketing is a serious waste, and in the back of the soap opera advertising effect is the same.

The classic case of music marketing is the 05-year Super Girl draft. Hunan Satellite TV and Mengniu sour milk to achieve a win. Its success is in line with the two points of brand association and viral marketing. First, the artist has the bright spot and individuality, the artist's individuality and the Enterprise Association, the entertainer's follow-up advertisement endorsement, causes the trend. The most important thing is that the viral marketing has aroused the attention of the whole society. The failure of other satellite TV and corporate sponsorship is not in line with these two points, or only one of them. Empty music marketing strategy, do the draft activities, but not popular artists, no bright spots, the artist personality and brand has no connection, naturally there is no follow-up. Therefore, the same marketing resources (TV platform and corporate sponsorship), but the specific operational aspects of the implementation of the difference, the effect will be 10 times times worse.

So, don't put music marketing as event marketing. It's easy to just sponsor a concert, and the key is to create viral marketing after the concert is over. Step-by-step music marketing is only a high-altitude bombing, has not been able to provide users with the virus spread of the soil and climate and other necessary conditions.

To sum up, the establishment of a perfect music marketing system is the first condition of music marketing. The system consists mainly of two points, the scientific theory of associating brands with music (stars), associating brand attributes with star attributes and musical attribute chemistry, and designing music products and specific steps that can trigger viral marketing.

The three main elements of a detonation epidemic

For the spread of popular phenomena, the "detonation of the popular" book says there will be 3 common characteristics: infection, small change, large consequences, sudden rather than progressive, and based on the analysis of this study, the three major elements of the detonation of the epidemic are: Key character laws (the Law of Few), adhesion factors (stickness Factor Law and the Law of the Environment (power of the context).

I. Key character rules

When any fashion comes along, there are a number of key characters that can be most efficient and quick to spread information within a certain range. This group of people are often technical enthusiasts and visionaries who are willing and able to try new products/services. The key figures can be divided into three categories: the "Associate" who disseminates information, the "expert" who provides information, and the "salesman" who convinces others to accept information.

That's how super Girls became popular. Each super girl initially has the first group of fans, scattered in each city, and then by the group of the most critical people in the local street canvassing, and through the Forum and other organizations to organize activities and voting. The number of fans can only be organized with rapid growth, rather than random growth.

The popularity of the song is the same, need to use key figures, the general is the core fans and music enthusiasts. So find these key people from the crowd and use them to spread the songs. Record companies in the major media play the role of the list is only to impress the first group of key figures, the song can not fire, all lies in the first batch of people with the word of mouth to each other viral transmission. The popularity of songs in the mainland is not a central city to small and medium-sized towns, but like fans of super girls, from all over the distribution point of the virus spread outward, and then the points of the provincial cities are connected to the network.

Second, the principle of adhesion factors

Individual characters ' laws reveal the behavior of people propagating information, and the law of adhesion expounds the characteristics of the transmitted information. Under the same conditions, the higher the adhesion, the greater the likelihood that the information will explode. A high adhesion of information, not only to impress people, but more importantly, it can affect people's actions. such as Super Girl fans.

In the spread of business information today, the audience on the information is inherently resistant to the psychological, weakening the adhesion of information. If you can find appropriate information channels for specific audiences, through clever packaging, reduce the audience's alert mentality, can effectively improve the adhesion of information.

From the principle of adhesion factors we can understand that the song propaganda to clever, in the media has been dispersed, not to hit the ads can come out, need a variety of clever ways. Many big record companies make billboards, television commercials and other powerful means, not in mainland China. China is a two-yuan social structure with obvious differences between urban and rural areas, and the urban and rural areas are equal to two countries and two worlds. We generally understand the popular idea of central city radiation to two or three-line cities and rural areas. In fact, most of the songs are not so popular, but the countryside surrounding the city. In China, most people circulate in rural areas to the cities, to work and do business, and few big cities rush into small cities or villages.

Music Marketing in the brand and advertising song adhesion factor is also the case, must be cleverly packaged, brand and music has a high adhesion. This allows the brand to follow the music spread widely.

The law of environmental power

The law of environmental power means that consumers are deeply influenced by their surroundings and their personalities. Environmental laws emphasize the importance of initiating a popular environment. This is mainly divided into "broken window Theory" and "150 law" two parts.

Broken window theory: The theory that crime can be contagious, it can spread from a broken window to the whole society. If we take measures in time to fix the broken windows, the dire consequences will not arise.

The 150 law further points out that the influence of the group environment is not endless, it exists a limit quantity--150. Because of the "social pathway capacity", the human brain can only handle about 150 people in a group relationship. When a "group" is more active than 150 people, the influence of groups on members begins to decline.

The initial key figures are manageable and their numbers are limited. Early can use QQ group, and so on, each QQ group 100 people (nearly 150 people). Through manageable Word-of-mouth marketing, businesses can bridge the gap between early and mainstream markets and detonate the epidemic. In the future, fans around the world will also have to control the proportion of 150 people, so as to get the best word-of-mouth transmission effect.

The three major elements of detonation are the necessary conditions for the brand to carry out music marketing. The popularity of the brand is the same as the popularity of pop music, and it follows the same system. In accordance with the above rules to design the virus spread music to carry, and in the implementation process in accordance with the detonation of the popular elements to set up to let the brand along with the music to spread quickly.

How to create an advertising song with a red gene

Music marketing in the red gene of music factors and popular music, similar to the red gene, follow the same rules, so you can refer to popular music gene, to make the red gene of advertising songs, so as to trigger the spread of the virus. Write advertising songs also have a high technical content, in the production of advertising songs, like to create a popular song, to create a theme song with the red gene, to carry out viral marketing. This effect is more lasting, sometimes the brand or product is gone, the music is still, such as Phoebus, Yan dance and so on. Popular advertising songs on the spread of the brand, than can not be popular advertising songs 10,000 times times stronger effect.

The popularity of pop songs is not accidental, it is not because of the huge amount of publicity money bombing, but because the song itself has the red gene. I studied the top ten hits of the year from 1984 to 2008 in more than 20 years. Found that there are some common rules in addition to these popular songs. Except for external reasons. I decomposed them into dozens of elements, which is the gene of music, like Pandora's analysis of user behavior, I also from the arrangement, timbre, singing voice, singer style and other factors to form a system of evaluation.

Popular songs are calculated, according to the production of ingredients, inside the design of a variety of popular factors into the inside, is a painstaking effort. This is not what the masters of Music have described since ancient times. They will tell you that good music is a sudden inspiration from a certain wind in the night of the Ming Dynasty, God to a pen to express the work of art. In fact, good music is based on rational design, such as making a cry for music, need to use a few intervals of chords, what kind of musical instrument needs, what kind of singing people need? All design processes are rational, but the things that come out are very sensual. Like McDonald's, there is no one-level chef, but McDonald's success is to refine the process: potato chips into several pieces, sprinkle how much salt, oil to how many degrees, fry a few seconds, and so on, all broken into a paragraph. In this way all over the world can guarantee a quality, McDonald's can be quickly replicated all over the world.

Music is a popular gene in addition to the elements of music itself, but also with consumer psychology.

First of all, people in every country have the traditional melody preference of each country, the audience is accustomed to this taste since childhood. To the mode, the Chinese people are accustomed to five tones, Japan also has its own mode, each country's people from an early age by their own mode of influence, so some music environment in the crowd will like a certain interval trend, like a certain melody curve. As with the cuisine, it is not easy to eat accustomed to other flavors of the cuisine.

Second, the Chinese-style a typical two-yuan society, Beijing, Shanghai, Guangzhou, such as the first-line big city of young people and foreign parts of the integration, but the vast number of third-tier cities and rural music lovers still stay in the taste of more than 10 years ago, like a simple catchy saliva song. Many people do not understand the difference, and always feel that these people taste bad. In fact, the key to the decision of "elegance" and "popularity" is a problem of music psychology--the development of human aesthetic auditory perception ability. Just as people's muscular strength and ability to think, human perception is not innate, it has a development process.

In addition, a person of character will like a certain kind of mood of the song type, some quiet character, some people cranky. Quiet people also prefer quiet song style. Some taste heavy, feel quiet music boring, can't touch their nerves, so like rock. So there are different styles of music: Popular, Bel canto, rock, jazz, Bruce, hip-hop and so on.

Advertising songs, like other commodities, should be run in such a way that it first discovers the consumer's appetite for a type of music and then produces the type of song based on that demand, and judges the market's prospects based on the number of people who need it.