ZinePak is a tangible content provider looking to differentiate itself from CDs and engage superfans. They propose an "All Access Plan" including a branded flash drive, updated packaging and point-of-sale displays, a refreshed website and social media strategy, and sponsoring Lollapalooza with an exclusive tent and contest to drive awareness, sales and partnerships. Measurement and logistics details are also provided.
3. 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 nameBRAND KNOWLEDGE
THE
CHALLENGE.
4. 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 nameBRAND KNOWLEDGE
THE
OPPORTUNITY.
6. 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 nameTARGET KNOWLEDGE
SUPERFAN (N):
7. 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
9. 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. 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
15. 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. 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. 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. 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. 19/
RETAIL: POINT OF SALE
ZINEPAK
THE ALL ACCESS PLAN
WAL-MART’S ROLE.
Kantar Retail IQ
21. 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. 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. 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
29. 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. 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. 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.
33. 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. 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
