Why has music and live entertainment given-up on retail when shopping continues to be part of a consumer’s life?  The old way may need to change, but we have great examples to pull from.

Remember Gateway Computer Stores?  I’m sure Apple did when designing their retail experiences. Most companies would use Gateway as proof dedicated computer retailers don’t work.  Tell that to my girls.  

Gwen and Mel can’t buy a new Apple product every time they visit a store, and yet through constant exploration and a continued brand experience (including product and store design, well trained, passionate brand ambassadors, the ability to “test drive” any of the products, and of course the incredible customer service at the Genius Bar) their aspirations turn from wants to needs.

Maybe a better example for selling live entertainment in a retail experience… based on the number of products sold and the way they are merchandised is cosmetics retailer Sephora. While in one of their stores with my daughters, I imagined it as a live entertainment retailer instead. 

All the mirrors placed around the store became video monitors showing teaser clips from the different events coming soon.  Waterfall racks display different options for shows, times, venues and even details on how the customer’s ticket can be designed and delivered (hopefully paperless yet many fans want souvenirs thus custom designed tickets).  The helpful staff worked in the sections where their passions lie.  A music fan works in music and sports nut in sports.  If a customer needs more info, they can visit one of the makeup counters turned help desks where the experts gives advice the same way the cosmeticians ( I think that’s the word) teach woman to apply their makeup. 

Go visit one of their stores and see what I mean http://www.sephora.com.  You will be amazed.

There is no question I’m a loyal fan of Seth’s, reading almost everything he’s written since Permission (Unleashing The Idea Virus, Purple Cow, Linchpin, the dip, Tribes, Small Is The New Big, Meatball Sundae, Free Prize Inside, and All Marketers Are Liars “tell stories”)…only missing a few.  Like most fans, I wanted to share my passion with friends (which I’m also doing now). So about 10-years ago (can’t believe it is that long) we brought Seth in as the keynote speaker for The Aspen Live Conference.  He is one of the few speakers we have had over the years (the only other two I can think of is Malcolm Gladwell and packaging guru Marc Gobe) where every guest was floored.

More recently, for some reason, I fell-off Seth’s blog subscription list http://sethgodin.typepad.com/, so after re-reading Permission Marketing, signed-up again.  Today was my first-day back and believe he must have been thinking about the music business when writing this post.  See for yourself http://tinyurl.com/6uo9pz4.

Have a great day!

That evening, the shaken couple had dinner at a restaurant in the Animal Kingdom Lodge at Disneyworld.  While waiting for a table, the two told the restaurant manager what had happened.   Alarmed by what she had heard, the manager asked for the couple if they could wait a minute and then scurried off.  When she returned, the manager instructed them to cancel their room at the other hotel…Disney would match the rate at the Animal Kingdom Lodge.  According to the couple, this one restaurant manager made their honeymoon!

Are your employees empowered to enchant like Disney’s?  If no, why not start now…and reading Guy’s book is a good first move.

• Tickets are selling much closer to a show’s play date.  How do we change this? 
• We need to go where the fans are (Facebook, Twitter, Chat Rooms, and even malls)…then listen…and respond.
• Mobile – This segment will continue to double (at least) each year. 
• Be Transparent – Even giants like Ticketmaster are seeing that conversion from click-to-sale is much higher.
• At the same time, “all-in” or “one-price” ticketing is the future (e.g. Anaheim Ducks went “all-in” and saw a 56% increase in sales)
• Be Authentic – And don’t try to appeal to everyone.
• Facebook is your friend.  Test and measure your returns. 
• Cooperation vs. Competition (supporting the community).
• Bots are getting a vast majority of the good seats in the first few minutes of an on-sale. This isn’t good for anyone but scalpers.
• On average, 30% of inventory goes unsold.
• Ticketing Insurance…think travel insurance.  What happens if a fan buys a ticket then finds out they can’t make it?  This is very smart.
• Build Bridges Not Walls – This goes along with cooperation, transparency, listening…well everything. 
• Bricks-n-Mortar – Ticketmaster sold a lot of tickets @ Wal-Mart.  Look what Apple did for retail…and retail did for Apple.
• Leverage Data –Know who your fans are, what they like, where they shop…info is the way to win. 
• ROI…Return On Energy – Return on energy is what Nic Adler from the Roxy uses to measure the efforts his team puts into their social media campaigns. 
• Embrace New Technology – This doesn’t mean to jump-in without a plan.

There was plenty more you can find out from any of the Aspen attendees.  Next December we will video tape our sessions for those that can’t make it…but you should find a way to make it.   

This holiday season Apple is…

a)  Advertising their product lines aggressively…especially the iPad 2. 

b)  Sale pricing many of their products.

c)  “Express Lanes” have been setup in many of their retail locations where guests who know exactly what they want can receive faster service. 

d)  You can purchase online and pick-up in-store (this is available throughout the year). 

e)  Communicating directly with potential consumers through email, social, etc. 

Don’t let sales continue to slide.  Remember when there were music retailers?  The fourth quarter was big for them.  I always asked for albums or gift certificates for Christmas, didn’t you?  How about offering gift certificates for your business?  Apple is winning here too.  You could probably even partner with them.

Leaving For Aspen – Tomorrow (Wednesday) at 4:20pm, I’m flying with many friends from LA to Aspen for the Aspen Live Conference 2011.  If you weren’t able to make it this year, please check back for news, reports and insights. 

It felt, at least to my kids, that if they didn’t participate in Black Friday, they were missing something. So the 14-year old was out by 3:30am and the 12-year old waited to 6:00am.  Both would do it again.  Did you have a Black Friday sale for your events?

Cyber Monday is tomorrow.  Ticketmaster is participating…so are many ticketing and music sites…are you?

Do you remember McDonald’s Gift Certificates?  They were the ultimate stocking stuffer and my brother and I looked forward to having “Santa” deliver them every year.  Do you have gift certificates?  Apple does with the iTunes Gift Card and they have created the new ultimate stocking stuffer…except it’s available all year…at the grocery check-out, 7-Eleven, and Wal-Mart.  Why is a computer company continuing to lead the way in music innovation?

Watching football, Fox just ran a commercial for the Lexus “Season To Save Event”.  Do you have a Season To Save Event…or is your brand too precious for sales?

We must become relevant to consumers again.  It isn’t as complicated as we pretend it is.  There are very few shows that sell-out…recorded music that sells millions (CD’s or downloads)…or merchandise that retailers can’t keep on the shelves.  This can change.

Watch what others do and copy them.  It is at least a start. 

Hope you had a wonderful Thanksgiving!

Jim

It is creative, uses music and family to tell the story, and again proves… Ozzy Rules!

Music Biz Is Innovating – It was a computer company that brought us iTunes and the iPod.  They are now both intertwined in our culture.  Dr. Dre and Jimmy Iovine came next with the ultimate accessory to the iPod, “Beats by Dr. Dre” headphones.  Now they are slowly making their way into a “must have” for music lovers.

I was picking-up my mother-in-law at LAX and noticed that almost every other young person coming through security were wearing their Beats.  It was remarkable.  Then watching the NFL pre-game shows, as they flashed players warming-up on fields around the country, the unmistakable white headphones were omnipresent. 

The success of Beats can in no small part be credited to Jimmy.  He has used savvy marketing, partnerships and placement rather than mass media to grow the brand.  This is an example to follow.

What We Can Learn From Twilight – Teens, pre-teens and 20-somethings spent $130 million this weekend to see the latest in the vampire saga.  The message of “Breaking Dawn” was everywhere you turned.  Stories on the young stars appeared in every media outlet, the build-up to the premiere, comedy skits on SNL, and of course the success of the previous movies and books have all played into great opening weekend numbers.  Learn from their playbook…premieres, trailers, and media all playing their part.  Just do the same thing with your next show, tour, season, event or record release.