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    The Manual - How to build a successful strategy to interest brands

    Heartbeats gives you ‘The Manual’ – a manual for bands and artists on how to build a successful strategy to attract brands (or how to sell out without selling out). This material was first presented at MIDEM earlier this year, and due to a big interest from artists, record labels and publishers, in getting access to the material, Heartbeats decided to put together ‘The Manual’.

    ‘The Manual’ is now yours for a tweet!

    You can also view ‘The Manual’ on SlideShare.

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    How to turn a customer into a fan

    customer-vs-fanToday marketers speak of turning customers into fans of brands as the thing to do, to build loyalty and reach communication goals. But nobody has really explained why it’s more beneficial for a brand to have fans, rather than customers, or how turning a customer into a fan is done in practice. Sara Zaric at Heartbeats International gives it a shot…

    Today, a customer may be anyone from a purchaser to a speculator of a product or service. In fact, the word customer is also used to describe a ‘viewer’ of a product or service, with no intention to buy or speculate at all. A fan, on the other hand, is most often referred to as a person with a sincerely strong interest, devotion and enthusiasm for a certain person or object. The difference between the two, in itself, gives us a clue to the preferable choice, doesn’t it? Who doesn’t want people to be enthusiastic over ones products or services? I know I would! However, I’ll try to dig a little bit deeper into the benefits of having fans, rather than customers, and I’ll also let you know how you can turn customers into fans of your brand.

    In today’s market space (yes, I call it a space, since it’s not a literal place anymore), customers need to be lured to buy a certain product or service, while fans in contrast, come on their own. Why? Because they feel a huge enthusiasm and liking for the object of their interest. Simply put, fans are emotionally attached. So, while customers (only) give their money, fans give their whole hearts, and they show this through their engagement; by promoting and spreading the word about the object of their liking and affection, in real life and on social media platforms.

    Further, customers frequently seek out the lowest prices, and they have no trouble with altering supplier if they find a product or service cheaper than the one your brand offers (sometimes even setting aside quality). But this would never happen if you had fans. Why? Well, fans are not interested in things based on prices. Fans seek experiences, (almost) no matter what the cost. Thus, customers easily leave, while fans stay loyal. So having fans rather than customers will certainly make your brand more successful.

    But, what can you do to turn your customers into fans of your brand? First of all, fans can’t be bought. Their affection needs to be earned. Simply put, you have to win your fans, just as artists and other performers win theirs. And to do that, you have to connect emotionally with your customers, making them feel for your brand. How is this done, you might ask? My answer is, by offering your customers something of value, something authentic and real that communicates your brand. Music, for example…

    Ranked as the media most people would least like to live without, music creates emotions, experiences, engagement, and it makes it possible for your brand to acquire an exclusive position in the mind of your customers. So what are you waiting for? Perhaps it’s time to turn up the sound of your brand?

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    A new marketing mix for the 21st Century: 4Es (with audio)

    Anyone who’s ever stepped foot in a business class knows about McCarthy’s ‘four Ps of Marketing’, which is still a very useful model. But, it does have a few inherent limitations in today’s saturated markets, where it’s increasingly harder for a company to capture attention or differentiate itself based on specific products or service benefits. For brands to succeed today, they must engage individuals in a deeper, multidimensional way. Today, brands must add something more human to the equation. The four Ps must become the four Es, consisting of emotions, experiences, engagement and exclusivity.

    Listen to ‘The new marketing mix for the 21st century: 4Es’.

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    10 learnings from Seoul

    seoul_iancoWhen writing this, it’s Buddhas birthday here in Seoul. The temples are full of people bowing, eating, and celebrating. I did not know much about the city (or South Korea for that matter) before Ian Kwon from the Google-AdWords-like music service fanatic.fm invited me to talk about music branding at a seminar and workshop. 48 hours later and here are my 10 learnings from Seoul.

    Thanks everyone for sharing your thoughts and ideas. The future is yours, definitely!

    1. Music is hugely important in peoples lives, and most people consume it as mp3s, from domestic download stores such as MelOn. iTunes music store is not available in Korea…

    2. The music market seems to be quite commercialised and characterised by homogeneity. The major music players and media companies almost seem to dictate the overall music taste.

    3. Social media is huge and Twitter seems to get extremely popular here. However, Facebook isn’t as successful as in other countries around the world (South Korea already had a similar service launched many years ago). A lot of Foursquare users getting on board can also be spotted.

    4. The live music scene is flourishing, with most international bands holding concerts. But I also got the opportunity to experience some local music, on the “Green Plug Festival”. A festival that took place in a beautiful park on top of the hills overseeing the city. The area used to be a waste ground, but luckily the government turned it into a flourishing park.

    5. South Korea is one of the countries in the world with the fastest and most well equipped Internet infrastructure. As someone told me, it takes about 5 seconds to download a full movie over here.

    6. iPhone was launched only six months ago, but has already been sold in more than 500 000 copies. It’s hugely popular and people are now longing for the iPad release.

    7. There is an underground South Korean indie music scene, but it has trouble in reaching out, mostly because of the South Korean media concentration, the commercialised top-driven music industry and relative homogeneity in music taste. Social media should be able to change this and give South Korean indie musicians a chance to find careers outside of the country.

    8. Music branding is something very new in South Korea, and visitors of our seminar/workshop at the Gana Art Centre the other day is the real pioneers. A lot is expected to change in the near future (thanks for coming by everyone!)…

    9. Electronic music seems to grow in importance. Club and lounge music is being played by the many design and fashion stores in the trendy districts of central Seoul. The perfect soundtrack of a young nation (well, that depends on how you look at it, of course…) full of energy, heading for the future?

    10. South Korean people seem extremely friendly, sincere and curious. The people I met were very interested in sharing their opinions of the development in South Korea, and I could sense a great deal of national pride. One South Korean guy told me that ’speaking to foreigners gives us an opportunity to reflect upon ourselves, and share thoughts and feelings that we perhaps otherwise wouldn’t share’.

    One other thing that struck me was that media in Europe write a lot about South Korean electronic brands such as Samsung and LG, as well as Korean car brands Hyundai and Kia. And, South Korea has been extremely successful in exporting these type of ‘hard values’ and products, but, what about South Korean culture and the more ’soft’ side of things? When will people outside South Korea start to see more South Korean fashion and design brands, and when will people in the west start to become fans of South Korean indie bands?

    It will be interesting to see if South Korea will be as successful in exporting those things, and adapting to the new marketing paradigm of the 21st century, through: emotions, engagement, experiences and exclusivity. Spending 48 hours in this dynamic city, something tells me that South Koreans will…

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    Did you miss the TEDxTokyo 2010 event?

    Don’t worry, it’s not too late.

    Here’s the video of Jakob Lusensky, presenting musical ideas worth spreading!

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    We are proud to present the English SLB Beta

    Hey world!

    The English Beta version of the book Sounds like Branding has now been released.

    Interested? Register here and you will be sent an email with a link to download your copy.

    The full version of the book is primed for international release later this year.

    The Swedish version of the book Sounds like Branding is available for purchase here: www.bokus.com/slb

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    Watch Jakob live @ TEDxTokyo this Saturday

    May 15 at 3:40 PM Tokyo time on http://tedxtokyo.com

    tedxtokyoStockholm 8:40 AM, London 7:40 AM, New York 2:40 AM

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    Jakob Lusensky @ TEDxTokyo on May 15

    Jakob Lusensky

    Heartbeats International are proud to introduce CEO Jakob Lusensky as one of twenty-three internationally well-known speakers and thinkers invited to speak at TEDxTokyo 2010, on May 15.

    Jakob is invited to talk about music as a medium for branding under session 3, FIVE SENSES + ONE. An English Beta version of the book Sounds like Branding, written by Jakob, will also be released on this date (the full English version of the book is primed for release later this year).

    Not to be missed on May 15:

    • Heartbeats@TEDxTokyo. For more information please visit http://tedxtokyo.com
    • International release of the English Beta version of Sounds like Branding

    The Swedish version of the book Sounds like Branding is available for purchase here: www.bokus.com/slb

    Sign up for an exclusive Beta version of the book via e-mail on the day of release

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