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Ministry of Soundfrom was to is

group 2

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Agenda

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The evolution of cool

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Whats wrong with the Ministryposition?

1990s Widely accredited with popularizingdance

World-recognized youth culture brand

Access to DJs for dance music fans in theUK

House of House: London

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Our products

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Competitor analysis and market

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CDs 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

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Emerging trends

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Get to the

Free mobile program that allows

On-the-spot exclusive news/content

Further information on Ministry products

Via QR Code on MoS selectedproducts

Embedded Links to content online

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QR technology

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Interactive content delivery

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Marketing objectives

Rejuvenating Ministry of Soundbrand!

Focus back to the music creation

Add value to products/brandFurther level of content aggregation

Value chain transparency

Engage consumerIncrease symbolic value

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Value

CustomerAggregation + Information + Mobility

Exclusive inside information on products and events

Discounted products and ticket offers

Exclusive remixes/MP3s/ringtonesOn-the-spot, information wherever you are

Extend the experience

MinistryBrand augmentation across products

PR/Buzz (cool/edgy)

Engage customers with brand (increase brand loyalty)

Data collection

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Aim: Early adopters & opinionleaders

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Genuinely interested in dance musicThey believe in MoS brand as a symbol of dance music

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Implementation: Customer Led

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Launch

0-3 Weeks

User Base

1500 Ministry /Blog/Facebook/BeeBo/Other

UsersPromotion

10% free phones (software preinstalled, carrierpartnership?)

Program includes invite friend via SMS andsend program via Bluetooth

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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

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Buzz Building

7-10 Weeks

User Base

Ministry of Sound Bluetooth Club Location

Download

Promotion

80s Party People

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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

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Costs

Software Development and Hosting

Web Page creationDesign

Content

PromotionFree phones

Stickers and Distribution, Party PeopleFestival Sponsorship, Code Party

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Measuring Success

Change in attitudes towards thebrand

Top line revenue

Quantify amount of (free) PR space

Program stats:User base

Sales via mobileWebsite hits

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Product Extensions

Loyalty schemeCreate your own code

Treasure hunt (one code to the next)

Music VideosDiffusion map via web (real-time)

Necessary to keep innovators

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Questions?

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ReferencesAnonymous (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 2008http://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

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