team 4 gabrielle paris_lucas_taylor
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© MOMENTUM WORLDWIDE 2014: IN CONFIDENCE. THIS DOCUMENT MAY NOT BE DISTRIBUTED OR COPIED WITHOUT PRIOR CONSENT.
31/ JULY
Gabrielle Lipsitz Paris Proctor Lucas Valentine Taylor Weis
Pitch Project ZINEPAK: BEYOND ENTERTAINMENT
2/ ZINEPAK
/ Brand Knowledge / Target Knowledge / The Plan / The Measurement / Logistics
• Project name AGENDA
AGENDA
3/ ZINEPAK
/ Make ZinePak stand out as the tangible content leader
/ Differentiate ZinePaks from CDs / Engage your target market digitally and socially,
in addition to at point of sale
• Project name BRAND KNOWLEDGE
THE CHALLENGE.
4/ ZINEPAK
/ ZinePak has the ability to showcase what it offers in order to differentiate itself as the one-stop shop for tangible entertainment.
• Project name BRAND KNOWLEDGE
THE OPPORTUNITY.
WE UNDERSTAND THE SUPERFAN.
6/ ZINEPAK
An avid enthusiast with a strong dedication to a particular person, event or product; one who seeks out additional information or goes out of one’s way to establish and maintain a personal, deep-rooted connection with the target.
• Project name TARGET KNOWLEDGE
SUPERFAN (N):
7/
• The three types • The lifer
• Loyal customer with potential
• The influencer • Social media maven
• The enthusiast • The all-knowing fan page aficionado
SUPERFANS: WHO ARE THEY?
ZINEPAK
TARGET KNOWLEDGE
8/
YOUR CONSUMERS ARE DIVERSE.
ZINEPAK
TARGET KNOWLEDGE
9/
• For a relationship to be built with them • To have input • For people to “hop on their fan bandwagon” • To be recognized for their fandom • Custom entertainment that brings them closer to the artists and shows that they
love
SUPERFANS: WHAT DO THEY WANT?
ZINEPAK
TARGET KNOWLEDGE “I am the ultimate Superfan because I am absolutely in love
with Taylor Swift! I NEED to see her again! I need to show Taylor that people from here
support and love her!” -Alli, 17
(Pepsi Superfan Contest)
10/ SUPERFANS: WHY ARE THEY IMPORTANT?
ZINEPAK
TARGET KNOWLEDGE People are more likely to act
on
recommendations from another person than a
traditional advertisement
For every fan who shares a brand’s
campaign on Facebook,
14 people will learn about that campaign through
their newsfeed
9.3% of those people
will decide to engage with the
campaign in response
EACH SUPERFAN = MORE AWARENESS AND ACTION
11/
ZINEPAK CAN MAKE THIS DESIRE A REALITY.
ZINEPAK
TARGET KNOWLEDGE
© MOMENTUM WORLDWIDE 2014: IN CONFIDENCE. THIS DOCUMENT MAY NOT BE DISTRIBUTED OR COPIED WITHOUT PRIOR CONSENT.
THIS IS HOW YOU CAN GET IT.
13/ ZINEPAK
• Project name THE ALL ACCESS PLAN
EXCLUSIVITY. CONNECTION. ACCESS.
14/ ZINEPAK
ZinePak Access©
Beyond Entertainment.
THE ALL ACCESS PLAN
15/ THE DATA
ZINEPAK
THE ALL ACCESS PLAN
The transition from physical formats has led to double-
digit sales declines over the past several years. In the first half of 2013, CD album sales were down 14.2% from 91.1 million units to 78.2 million
during the same period in the previous year.
Nielsen Soundscan
Amid shifts in music consumption, the past
several years also saw a significant shrinkage of
retail shelf space for CDs sold through mass
merchants and big-box outlets such as Wal-Mart Stores Inc., Best Buy Co.
Inc., and Target corp.
iTunes overtook Wal-Mart stores in
2008 to become the largest music retailer
and remains the dominant player in the US digital music
market.
PORTABILITY AND ACCESSIBLITY ARE NOW MORE IMPORTANT THAN EVER
THE INSIGHT
16/ OUR RECOMMENDATION
Alternative to CD’s
ZINEPAK
THE ALL ACCESS PLAN
If you want to reduce production costs and/or create a more compact
package…
If you want to keep a tangible item in the
package…
Branded ZinePak Flashdrive Include a digital code in the package that operates
through a partnership with iTunes/Spotify
17/
WE UNDERSTAND, CDS ARE A PART OF YOUR FOUNDATION.
ZINEPAK
/ Include a peephole to showcase the actual CD that is included
/ Larger, more noticeable logo on the actual ZinePak product
THE ALL ACCESS PLAN
RETAIL: PACKAGING
18/ RETAIL: POINT OF SALE
ZINEPAK
/ Highlight the exclusive access that only ZinePak provides
/ Red carpet / Life-size cutouts / Display
Glass: consumers can look in to see what is included Digital: consumers can swipe through photos and videos to see what is included
THE ALL ACCESS PLAN
SUPERFAN ZONE.
19/ RETAIL: POINT OF SALE
ZINEPAK
THE ALL ACCESS PLAN
WAL-MART’S ROLE.
Kantar Retail IQ
20/
SOCIAL/DIGITAL BRANDING
ZINEPAK
/ Updated Website / User-friendly interface / Simple landing page
THE ALL ACCESS PLAN
21/
SOCIAL/DIGITAL BRANDING
ZINEPAK
/ Step 1: Gain a following / Implement a
contractual agreement with clients to promote ZinePak products, sweepstakes, promotions, and more.
THE ALL ACCESS PLAN
22/
SOCIAL/DIGITAL BRANDING
ZINEPAK
THE ALL ACCESS PLAN
/ Step 2: Gain awareness / Leverage current followers by
encouraging them to share the ZinePak name
/ Scavenger hunt • ZinePak will tweet clues, items to
find, challenges and more • Tweet back at ZinePak with the
correct answer to be entered in the sweepstakes
• First tier prizes: authentic memorabilia from that star
• Second tier prizes : smaller items such as signed guitar picks
23/
SOCIAL/DIGITAL BRANDING
ZINEPAK
/ Step 3: Engage and converse with superfans / Offer exclusive content:
/ Follow us and we will DM you with whose ZinePak is currently in the works!
/ Make fans feel like they play an important role:
/ Vote here for the next ZinePak you want to see on shelves!
/ Initiate a two-way conversation between you and the consumer:
/ Who are YOU the biggest #superfan for?
THE ALL ACCESS PLAN
24/ ZINEPAK
THE ALL ACCESS PLAN
25/ ZINEPAK
THE ALL ACCESS PLAN
LOLLAPALOOZA, 2013
26/ PRESENTATION TITLE
PROJECT NAME
27/
28/
29/ SPONSORSHIP: LOLLAPALOOZA
ZINEPAK
LOLLAPALOOZA 2015 ZINEPAK. / Featuring 2 CDs:
/ 1 with music from 2015 Lollapalooza headliners / 1 with music from smaller artists
/ Exclusive interviews with featured artists / Backstage photos with the artists / Special Lollapalooza Bracelets / Lolla Laptop Sticker
THE ALL ACCESS PLAN
30/
THE ZINEPAK ACCESS TENT. / Exclusive content about performers / Interactive activities like contests and raffles
/ Prizing: After-party tickets, Lollapalooza ZinePaks, Walmart gift cards, etc.
/ Every 100th person who enters the tent will receive a FREE Lollapalooza ZinePak
SPONSORSHIP: LOLLAPALOOZA
ZINEPAK
THE ALL ACCESS PLAN
31/ SPONSORSHIP: LOLLAPALOOZA
ZINEPAK
THE ALL ACCESS PLAN
#ZPVIP / ZinePak will host a social
media competition where consumers who hashtag #ZPVIP with a photo of them and their favorite ZinePak will be entered to win a ZPVIP Experience at Lollapalooza, granting them 3-day entry tickets, backstage passes and meet-and-greets at the show, bringing them closer to Lollapalooza AND ZinePak than ever before.
ZINEPAK & LOLLAPALOOZA THE PERFECT MATCH.
33/ MEASUREMENT
ZINEPAK
Momentum has the technology to predict your success. / Updated Social Media
/ Currently 5,445 FB Likes / Currently 7,379 Twitter Followers
/ Retail Sales / $25 million in past 3 years
/ Lollapalooza Results / Drive retail sales / Huge increase in brand awareness / More partnership opportunities
MEASUREMENT
34/
LOGISTICS
ZINEPAK
/ Retail / Recommendations (A la carte)
/ Lollapalooza / Custom sponsorship packages built by Lolla based on client needs / Timing
LOGISTICS
March *Tickets Released
July/August *Event Days
THANK YOU