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    Ministry of Sound: From Was' To Is' Group

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    sophialuo
    The document discusses Ministry of Sound's plan to revitalize its brand using mobile technology. It proposes launching a mobile program that provides exclusive content to early adopter customers to generate buzz. The program would use QR codes and Bluetooth to provide music news, discounts and an interactive experience. Ministry of Sound aims to increase customer engagement, brand loyalty and data collection through this mobile-focused strategy. Key phases include developing the software, promoting the launch, building buzz and measuring success based on brand metrics and program usage.

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    Ministry of Sound: From Was' To Is' Group

    Uploaded by

    sophialuo
    68 views23 pages
    The document discusses Ministry of Sound's plan to revitalize its brand using mobile technology. It proposes launching a mobile program that provides exclusive content to early adopter customers to generate buzz. The program would use QR codes and Bluetooth to provide music news, discounts and an interactive experience. Ministry of Sound aims to increase customer engagement, brand loyalty and data collection through this mobile-focused strategy. Key phases include developing the software, promoting the launch, building buzz and measuring success based on brand metrics and program usage.

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    NEWFINAL Ministry Sound

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    The document discusses Ministry of Sound's plan to revitalize its brand using mobile technology. It proposes launching a mobile program that provides exclusive content to early adopter customers to generate buzz. The program would use QR codes and Bluetooth to provide music news, discounts and an interactive experience. Ministry of Sound aims to increase customer engagement, brand loyalty and data collection through this mobile-focused strategy. Key phases include developing the software, promoting the launch, building buzz and measuring success based on brand metrics and program usage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    68 views23 pages

    Ministry of Sound: From Was' To Is' Group

    Uploaded by

    sophialuo
    The document discusses Ministry of Sound's plan to revitalize its brand using mobile technology. It proposes launching a mobile program that provides exclusive content to early adopter customers to generate buzz. The program would use QR codes and Bluetooth to provide music news, discounts and an interactive experience. Ministry of Sound aims to increase customer engagement, brand loyalty and data collection through this mobile-focused strategy. Key phases include developing the software, promoting the launch, building buzz and measuring success based on brand metrics and program usage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    Ministry of Sound

    from ‘was’ to ‘is’


    group 2
    Agenda

    2
    The evolution of “cool”

    3
    What’s wrong with the Ministry
    position?
    1990’s Widely accredited with popularizing
    dance
    World-recognized youth culture brand
    Access to DJ’s for dance music fans in the
    UK
    “House of House”: London

    4
    Our products

    5
    Competitor analysis and market
    CD’s Club Events TV Radio MP3 Merch. Mobile

    Cream Yes No Yes No Yes No Yes No

    Gatecrasher Yes Yes Yes No No No Yes No

    Sony Yes No Yes Yes No Yes Yes Yes

    Universal Yes No Yes Yes No Yes Yes Yes

    Apple No No No No No Yes Yes Yes

    6
    Emerging trends

    7
    “Get to the “

    Free mobile program that allows


    On-the-spot exclusive news/content
    Further information on Ministry products
    Via QR Code on MoS selected
    products
    Embedded Links to content online

    8
    QR technology

    9
    Interactive content delivery

    10
    Marketing objectives

    Rejuvenating Ministry of Sound


    brand!
    Focus back to the music creation
    Add value to products/brand
    Further level of content aggregation
    Value chain transparency
    Engage consumer
    Increase symbolic value

    11
    Value

    Customer
    Aggregation + Information + Mobility
    Exclusive inside information on products and events
    Discounted products and ticket offers
    Exclusive remixes/MP3’s/ringtones
    ‘On-the-spot’, information wherever you are
    Extend ‘the experience’
    Ministry
    Brand augmentation across products
    PR/Buzz (cool/edgy)
    Engage customers with brand (increase brand loyalty)
    Data collection

    12
    Aim: Early adopters & opinion
    leaders

    Genuinely interested in dance music


    They believe in MoS brand as a symbol of dance music

    13
    Implementation: Customer Led

    14
    Launch

    0-3 Weeks
    User Base
    1500 Ministry /Blog/Facebook/BeeBo/Other
    Users
    Promotion
    10% free phones (software preinstalled, carrier
    partnership?)
    Program includes invite friend via SMS and
    send program via Bluetooth

    15
    Codification

    4-6 Weeks
    User Base
    Barcode web ads to Web Portal sign-up through
    • Ministry homepage
    • E-mail blast
    • Banner advertising
    Promotion
    Banner Advertising (micro-sites)
    Media/Promotion inclusion
    Guerrilla Metro-Sticker attack

    16
    Buzz Building

    7-10 Weeks
    User Base
    Ministry of Sound Bluetooth Club Location
    Download
    Promotion
    80’s Party People

    17
    Tipping Point

    11-13 Weeks
    User Base
    Explicit program details on web, sign-ups still
    invitation only
    Promotion
    Code Party (invitees only, critical mass)
    Viral (danceboy01) of party highlights
    Press leak/involvement

    18
    Costs

    Software Development and Hosting


    Web Page creation
    Design
    Content
    Promotion
    Free phones
    Stickers and Distribution, Party People
    Festival Sponsorship, Code Party

    19
    Measuring Success

    Change in attitudes towards the


    brand
    Top line revenue
    Quantify amount of (free) PR space
    Program stats:
    User base
    Sales via mobile
    Website hits

    20
    Product Extensions

    Loyalty scheme
    Create your own code
    Treasure hunt (one code to the next)
    Music Videos
    Diffusion map via web (real-time)

    Necessary to keep innovators

    21
    Questions…?

    22
    References
    Anonymous (2005). Mobile Downloads – UK – August 2005, Mintel Oxygen.
    Anonymous (2006a). Character Merchandising – UK – July 2006, Mintel Oxygen.
    Anonymous (2006b). Nightclubs – UK – December 2008, Mintel Oxygen.
    Anonymous (2007a). Ministry of Sound plans new mobile advertising model, NewMediaAge, March 22 2007, p. 3.
    Anonymous (2007b). Mobile Phones and Network Providers – UK – October 2007, Mintel Oxygen.
    Anonymous (2007c). Music Downloading, Euromonitor International.
    Anonymous (2007d). Live Entertainment – UK – July 2007, Mintel Oxygen.
    Doyle, P.; Stern, P. (2006). Marketing Management and Strategy, 4th ed., Prentice Hall: Essex.
    Goulding, C.; Shankar, A. (2004). Age is just a number, European Journal of Marketing, 38(5/6), pp. 641-658.
    Lomas, N. (2008). Five mobile trends to watch in 2008. [Online] URL:
    http://hardware.silicon.com/pdas/0,3902464,39169597,00.htm (Accessed January 28th 2008).
    http://www.aapglobal.com/aapmobile.php, accessed on February 7th 2008.
    http://bbs-mychat.com/read.php?tid=587995, accessed on February 6th 2008.
    http://www.ministryofsound.com, accessed on January 18th 2008
    http://www.cream.co.uk, accessed on February 15th 2008
    http://www.gatecrasher.com, accessed on February 15th 2008
    http://www.sony.com, accessed on February 15th 2008
    http://www.apple.com, accessed on February 15th 2008
    http://www.umusic.co.uk, accessed on February 15th 2008
    http://www.youtube.com/watch?v=OxFR6r-Dqk4 , accessed on February 15th 2008
    http://www.aapglobal.com/aapmobile.php , accessed on February 15th 2008
    http://en.wikipedia.org/wiki/QR_code , accessed on February 15th 2008
    http://bbs-mychat.com/read.php?tid=587995 , accessed on February 15th 2008

    23

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