Music Maestro. How can a beer brand overcome classical music sponsoring? by Izzy Van Aelst
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1 Music Maestro How can a beer brand overcome classical music sponsoring? by Izzy Van Aelst
2 Content 1. The Briefing 2. The concept 3. The Implementation
3 1. The Briefing
4 Context Alken Maes = market challenger Music sponsoring = Maes be.music Success formula = Maes be.music box Target audience = all music lovers Brand values = innovative
5 Objective & scope: Sponsoring Rotation Penetration Trial Awareness
6 Author: Izzy Van Aelst The challenge: Increase music festivals & beyond
7 2. Creative concept Brand your band!
8 Music Maestro: MAES endorses talent " Pick a band " Promote them and create a fan community " Co-create the road to the summer festivals " Conquer the summer festivals
9 What s in it for MAES? Investment " Production budget (7k EUR) " Marketing budget (advertising, promo, sampling) (TBD EUR) Return " Awareness (KPI= facebook likes, facebook interactions, tweets, youtube views, press coverage) " Consumer database (fan contacts) " festivals " Brand equity
10 Planning December 2012 Awareness Community February 2013 Awareness Community Brand Trial May 2013 Awareness Trial Community Brand June 2013 Community Brand July 2013 August 2013 Brand activation September 2013 Brand activation
11 Critical succes factors 1. Team up with a record company 2. Team up with media partners
12 3. Implementation Go the extra mile!
13 Facebook is key Maes Be.Music Free medium, existing platform likes (target audience) Introduce the band Introduce the concept Central point of communication Band = conversation leverage
14 Release a song Communicate about the recording process Involve fans in defining music video concept (link to TV spot) Invite fans to act in music video Distribute free copies by copacking with MAES 24x25 cl Facilitate fans to support the band in vote based hitlists on radio and TV (de afrekening, TMF dag top5, MNM50, JIM Daily10, )
15 Hit the road Maes Branded tour van Foursquare competition: spot the van and claim your Maestro living room concert Bar tour = meet & greet Bars = Maes Bars/ independents Distribute Maes reduction coupons Sell band Merchandise (Tshirts, gadgets, )
16 Release a 2nd song Communicate about the recording process Involve fans in defining music video concept (link to TV spot?) Invite fans to act in music video Distribute free copy by copacking with MAES 24x25 cl Facilitate fans to support the band in vote based hitlists on radio and TV (de afrekening, TMF dag top5, MNM50, JIM Daily10, )
17 Author: Izzy Van Aelst Release an album Album Title: Music Maestro Communicate about the recording process Involve fans in defining art work concept Involve fans in defining track listing Release Party: Maes fans only Bring your own beer: 1 Maes crate = entrance ticket for 6 people
18 Author: Izzy Van Aelst Conquer the festivals For every festival that the band is programmed, there will be 200 free Maes beers in a cafe nearby the festival Maes bak stage: meet & greet with the band Happy hour: Beer drafted by band Distribute Maes reduction coupons Sell band merchandise (T-shirts, gadgets, )
19 Author: Izzy Van Aelst Maes music box Integrate band as one of the headliners Program 5 selected promising bands as support act Let people vote for the next Music Maestro
20 Planning December 2012 Awareness Community February 2013 Awareness Community Brand Trial May 2013 Awareness Trial Community Brand June 2013 Community Brand July 2013 August 2013 Brand activation September 2013 Brand activation December 2012 Introduce the band & concept February 2013 Release first single Hit the road May 2013 Release second single June 2013 Release album MUSIC MAESTRO July 2013 August 2013 Conquer the festivals September 2013 Maes Music Box
21 21 Thank you! Izzy Van Aelst Head of Internal Communication Ageas
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