How Music can increase sales and differentiate your Brand
I recently had a conversation with Heidi Knobovitch about the Partnership Program that she runs at Universal Music Canada. Here is what she had to say….
What is the Value Proposition of the Universal Music Canada Partnership Program?
We help our Partners by providing them with complimentary music assets that extend their brand, add value to an existing proposition and drive traffic and revenue for their business. All of which leads to Partners leveraging the program to increase their overall market share and gaining a clear and competitive advantage in their category. This is done by providing them with music in traditional formats like CD’s or DVD’s or digital formats like music downloads or ring tones. We currently have over 40% of the music industry market with the most comprehensive listing of artists across all genres of music which allows us to help Partners develop the most compelling and creative programs.
Can you provide some examples of how your Partners have leveraged the Program?
We have many examples…Non-traditional retail sales channels like Starbucks are serving up more than coffee to their customers, they are now offering music from a selection of artists. They know their customer demographic, and have loyal customers who trust the brand and as a result, they have been quite successful in selling CD’s from selected artists at their store locations.
Other retailers like EB Games, recently leveraged a music download program in an effort to encourage their customers to trade in older video games and purchase new ones. Communications companies like Rogers are now including CD’s in their customer loyalty programs and Publications like Readers Digest sell multi-sets of CD’s to their customer database. Other leading brands like Hugo Boss Perfume, Malibu Rum and Pizza Pops have offered free down loadable music as added value promotions as well.
There are loads of opportunities and the way the program is ultimately designed depends on our Partners’ sales and marketing objectives and which formats, assets best compliment their brand and distribution vehicles. We are flexible in our approach and can work to our Partners’ needs.
Who are your competitors and why is Universal Music dramatically different?
We have a dedicated department that focuses on creating commercial value for our Partners and that is not necessarily the case at other music companies. That being said, we can’t confirm that we are the only ones who offer other brands an opportunity to leverage music assets to add value to their proposition, but with a leading market share and the ability to offer assets in different formats, we can give Partners a set of unique assets at a more cost effective rate than online re-sellers of music who are getting their music directly from us.
What types of Partner Brands are you looking for?
We can work with all sorts of companies in different ways across different vertical categories. We have worked with leading Canadian Retailers, Loyalty Programs, and Packaged Goods ranging from all sorts of industries and are welcome all interested parties to get in touch.
Heidi Knobovitch is VP, Partnership Marketing at Universal Music Canada. You can reach her at Heidi.Knobovitch@umusic.com if you are interested in learning more about their program.
What is the Value Proposition of the Universal Music Canada Partnership Program?
We help our Partners by providing them with complimentary music assets that extend their brand, add value to an existing proposition and drive traffic and revenue for their business. All of which leads to Partners leveraging the program to increase their overall market share and gaining a clear and competitive advantage in their category. This is done by providing them with music in traditional formats like CD’s or DVD’s or digital formats like music downloads or ring tones. We currently have over 40% of the music industry market with the most comprehensive listing of artists across all genres of music which allows us to help Partners develop the most compelling and creative programs.
Can you provide some examples of how your Partners have leveraged the Program?
We have many examples…Non-traditional retail sales channels like Starbucks are serving up more than coffee to their customers, they are now offering music from a selection of artists. They know their customer demographic, and have loyal customers who trust the brand and as a result, they have been quite successful in selling CD’s from selected artists at their store locations.
Other retailers like EB Games, recently leveraged a music download program in an effort to encourage their customers to trade in older video games and purchase new ones. Communications companies like Rogers are now including CD’s in their customer loyalty programs and Publications like Readers Digest sell multi-sets of CD’s to their customer database. Other leading brands like Hugo Boss Perfume, Malibu Rum and Pizza Pops have offered free down loadable music as added value promotions as well.
There are loads of opportunities and the way the program is ultimately designed depends on our Partners’ sales and marketing objectives and which formats, assets best compliment their brand and distribution vehicles. We are flexible in our approach and can work to our Partners’ needs.
Who are your competitors and why is Universal Music dramatically different?
We have a dedicated department that focuses on creating commercial value for our Partners and that is not necessarily the case at other music companies. That being said, we can’t confirm that we are the only ones who offer other brands an opportunity to leverage music assets to add value to their proposition, but with a leading market share and the ability to offer assets in different formats, we can give Partners a set of unique assets at a more cost effective rate than online re-sellers of music who are getting their music directly from us.
What types of Partner Brands are you looking for?
We can work with all sorts of companies in different ways across different vertical categories. We have worked with leading Canadian Retailers, Loyalty Programs, and Packaged Goods ranging from all sorts of industries and are welcome all interested parties to get in touch.
Heidi Knobovitch is VP, Partnership Marketing at Universal Music Canada. You can reach her at Heidi.Knobovitch@umusic.com if you are interested in learning more about their program.
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