Band Agency
Agnecja, która łączy wiedzę z branży muzycznej z doświadczeniem w marketingu: "Pracowaliśmy dla artystów, największych marek internetowych i e-commerce i organizatorów koncertów"
Działania
Badania odbiorców, użytkowników i publiczności
Facylitacja i projektowanie współpracy
Obszar
Kultura, marketing
Czas
5 miesięcy
Jak promuje się branża muzyczna?
W projekcie chcemy lepiej zrozumieć, jak artyści, zespoły i osoby pracujące w promocji muzyki myślą o marketingu. W branży brakuje uporządkowanej wiedzy o tym, jakie są praktyki promocyjne, bariery, przekonania i poziom kompetencji w tym obszarze.
Zaprojektowałam proces badawczy obejmujący ogólnopolską ankietę, krótkie badanie jakościowe, analizę danych, raport oraz prezentację wyników podczas konferencji branżowej.
Proces rozpoczął się od pogłębionego briefu i warsztatu kreatywnego z zespołem klienta. Wspólnie doprecyzowaliśmy zakres badania, zmapowaliśmy ryzyka i zaplanowaliśmy sposoby dotarcia do respondentów. Szczególnie ważne było przygotowanie ankiety tak, aby była zrozumiała zarówno dla osób zaawansowanych marketingowo, jak i dla tych, które dopiero zaczynają myśleć o promocji.
The approach
Kora rebuilt Elevance's growth model around unit economics rather than volume metrics.
We built a cohort analysis connecting every customer back to their acquisition channel and tracking their full lifecycle. The data was decisive: we cut paid search by 80%, doubled content and community investment, and redesigned pricing tiers to fix activation rates that were quietly killing unit economics.
The Results
To projekt, który porządkuje mało rozpoznany obszar i daje branży język do rozmowy o własnych praktykach. To badania, które nie tylko opisują rzeczywistość, ale też uruchamiają dyskusję i pomagają podejmować lepsze decyzje.
Zidentyfikowanie barier zasobowych, kompetencyjnych, poznawczych i emocjonalnych w realizownaiu promocji w branży
Rozpoznanie dominujących praktyk promocyjnych i określenie poziomu inwestycji w promocję muzyki
Zrozumienie definicji sukcesu promocyjnego
Segmentacja
Raport ze wskazówkami do dalszych działań
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