1. OFF
THE
ONE
|
BRANDS
+
MUSIC
MUSIC
STREAMING
MARKET
CONSUMER
MARKETING
RECOMMENDATIONS
OFF
THE
ONE
BRANDS
+
MUSIC
LOIC.MAESTRACCI@GMAIL.COM
|
OFFTHEONE.COM

2. OFF
THE
ONE
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BRANDS
+
MUSIC
US
MUSIC
STREAMING
MARKET

3. OFF
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BRANDS
+
MUSIC
US
MARKET
TRENDS
118B
[Source:
Nielsen
&
Billboard’s
2013
U.S.
Music
Report,
StaAsta
/IPF
2012
report,
Pandora
Q1
2014
Report,
PEW
research
center
January
2014]
60%
Streaming
up
32%
with
118.1B
streams
in
2013.
60%
of
US
Internet
users
have
used
a
legal
digital
music
service
vs.
20%
subscripAon
services
&
28%
paid
downloads.
61%
of
US
mobile
subscribers
own
a
Smartphone;
Android
53%/40%
iOS;
ownership
is
highest
among
Millennials
aged
18-­‐34
at
over
75%.
WEARABLES
Ear/Headphone
the
next
fronAer
of
wearables.
CONNECTED
SPEAKERS
Old
A/V
systems
ge^ng
connected
via
Sonos,
Beep,
etc…
CONNECTED
TVS
3+
hours/day
–
50M+
Americans
have
connected
TVs,
Boxes.
CONNECTED
CARS
52’/day
by
144M
(76%
alone).
75%
STREAMING
BECOMES
THE
NEW
AIRPLAY
MOBILE
IS
MASSIVE…
Only
4-­‐5%
of
music
consumers
in
the
US
have
signed
up
for
subscripAon
streaming
service.
5%
96%
of
Pandora’s
80M
users
in
January
2014
came
from
mobile.
96%
…AND
CONNECTED
DEVICES
TO
GROW
AS
PLAYBACK
DEVICES
42%
of
US
populaAon
owned
a
tablet
in
January
2014
(130M
users).
42%

4. OFF
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ONE
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BRANDS
+
MUSIC
US
COMPETITIVE
LANDSCAPE
[Sources:
Comscore,
Music
Report
January
2014]
FREE
Premium
services
like
SpoAfy
and
Rdio
unleash
free
offering.
MANUFACTURERS’
OWN
MUSIC
SERVICES
Samsung
launched
Milk
Music
with
Slacker
and
partnering
with
Deezer
for
their
US
launch.
OPERATOR
+
MUSIC
BUNDLING
Operators
are
bundling
music
services
with
their
plans.
COMPETITION
IS
EXPANDING
WITH
FREE
OR
BUNDLE
OFFERINGS
Other
major
manufacturers
include
music
streaming
services
to
foster
their
own
ecosystem.

5. OFF
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ONE
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BRANDS
+
MUSIC
Most
3-­‐5h
listening
sessions
start
around
10am
At
home
via
home
entertainment
with
friends
&
family
throughout
the
evening
Live
audio
on
their
own
in
the
car
Peak
listening
Hme
of
the
day
and
transacAonal
listening
though
social
sharing
Good
morning
Commute
Lunch
Commute
Back
home
Good
night
4AM-6AM 7AM-9AM 10AM-12AM 1PM-3PM 4PM-6PM 7PM-9PM 10PM-12PM
[Source:
OnDevice
Research]
A
DAY
IN
THE
LIFE
OF
A
LISTENER

6. OFF
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MUSIC
4
DISTINCT
TARGET
GROUPS
ACTIVE
LISTENERS
LEAN-­‐BACK
LISTENERS
CREATORS/LISTENERS
• Younger,
high
mix
of
male
• DYI
Discovery,
acAvely
share
• 30y+,
slightly
more
male
• Commute
listener
• Uses
iTunes
podcasts
• 30y+,
slightly
more
male
• Urban
and
rural
• Commute
listener
• Live
audio
in
their
car
• Older
crowd,
male/female
• Mainstream
taste,
background
usage
at
the
office/home
• Pandora/iHeart
user
PERSONAL
USERS
MUSIC
AUDIO
• Young,
lightly
more
male,
urban
• 3-­‐5
h/day
with
peak
mid
day
• Aware
of
10
services,
uses
5
YT,
iTunes,
Pandora,
SpoAfy,
SC
PRIMARY
TARGET:
Switchers
&
New
to
streaming
Core
Messaging
must
be
simplified
for
these
key
segments
SECONDARY
TARGET:
TradiAonal
Audience
AMAZE
ME
MAKE
IT
SIMPLE
• Comedian,
radio
host,
• DYI
Discovery,
love
to
share
• Record
voice
memos
• Alone,
classroom
[Source:
OnDevice
Research]

7. OFF
THE
ONE
|
BRANDS
+
MUSIC
MARKETING
STRATEGY

8. OFF
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|
BRANDS
+
MUSIC
STRATEGIC
DIRECTION
Phase
1
Compelling offering!
Functional products!
Positive consumer experience!
Strong consumer ramp!
Phase
2
Preferred products!
Differentiated solution!
Superior consumer experience!
Sustained engagement!
Corporate!
Goals!
Consumer
goals
Enthusiast adopters!
Reason to show up, no reason to leave!
Broad Adoption!
Brand Awareness !
Strong NPS!

9. OFF
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BRANDS
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MUSIC
POSITIONING & MESSAGING FRAMEWORK!Background!
Product! Name of the product!
Target Audience! Target #1! Target #2! Target #3!
Customer Needs! Customer need #1! Customer need #2! Customer need #3!
Positioningand
messaging!
Tagline/Headline! Embody the biggest features of the product!
Subhead! Short (3 words)! Long (25 words)!
Positioning Statement/Product Intro! Short (˜25 words)!
Highlights the “Beginner”!
Medium (˜50-75 words)! Long (˜100-150 words)!
Highlights the “Advanced
Users”!
Differentiating messages! Key Message #1! Key Message #2! Key Message #3!
Key
Benefits!
Key Benefits!
2-3 Key benefits are listed in order of priority!
Head!
Simple message (˜3 words) to
describe the benefit!
Support!
Legal claims describing the
head!
Support #1! Support #2! Support 3!
Below messaging is to be used in all consumer-facing marketing & communications!
Key!
Features!
Features!
Features are listed in order of priority. If space
only allows for two features, you must use top
two features, listing the first feature first, second
feature second. !
Quick Pitch!
Use to communicate main
benefit of Feature. Must be
used before Key Message
or Descriptive Message.!
Key Message!
Can only be used when
paired with Quick Pitch.
Not allowed as stand alone
with Feature. !
Description!
Can be used in place of
Key Message, but only with
Quick Pitch. Not allowed as
stand alone message with
Feature !

10. OFF
THE
ONE
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BRANDS
+
MUSIC
What
should
our
go-­‐to-­‐market
approach
consist
of
to
best
enable
us
to
acquire
new
customers?
Once
we
have
acquired
customers,
what
ongoing
engagement
model
will
allow
us
to
retain
them
and
create
advocates?
Satisfaction!
Loyalty!
Advocacy!
Awareness"
Interest"
Consideration"
Intent"
Evaluation"
Purchase"
GTM
Customer
Engagement
GO-­‐TO-­‐MARKET
GOALS

11. OFF
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ONE
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BRANDS
+
MUSIC
10
SUGGESTIONS
FOR
MARKETING
STRATEGY
BRANDING
AND
AWARENESS
TO
CAPTURE
NEW
USERS
AND
SWITCHERS
(USER
FATIGUE)
1. Raise
Awareness:
Capitalize
on
posiAve
senAment,
clarify
through
simplified
core
messaging
2. Connect
on
emoAonal
level
by
inspiring
an
audio
revoluAon
through
the
emoAon
of
sound
3. Build
unique
experiences
including
Mobile
Studios,
Studios,
FesAvals
TARGET
TO
BE
THE
TOP
MUSIC
DESTINATION
BY
GOING
AFTER
LEAN
BACK
USERS
4. Make
music
service
top
desAnaAon
for
lean
back
listening
experience
(curaAon,
recommendaAon)
5. Mobile,
mobile,
mobile
and
connected
devices:
Increase
device
footprint,
awareness,
and
usage
6. Create
innovaAve
360º
markeAng
&
partnerships
with
Creators,
Influencers,
OEMs,
and
Operators
7. Develop
L&R
tacAcs
to
increase
engagement
(personalized
alerts
and
CRM,
curated
content)
GO
BEYOND
MUSIC
–
NO
ONE
HAS
DONE
A
GOOD
JOB
AFTER
ITUNES
PODCAST
8. Aggressively
pursue
the
largely
untapped
US.
Non-­‐music
users
9. Become
the
default
“voice
recorder”
on
mobile
through
partnership
and
educaAon
THINK
MONETIZATION
10. Develop
new
moneAzaAon
models:
data,
patronage
(by
brands
and
users)
and
sponsored
content
MARKETING
PUSH
AROUND
HERO
LAUNCHES
(IDEALLY
2/YEAR)
NEW
PRODUCT,
NEW
DEVICE,
MAJOR
FEATURE,
MAJOR
PARTNERSHIP
ALWAYS-­‐ON
MARKETING
ACTIVITIES
FEATURE
UPDATE,
MILESTONES,
INFLUENCERS,
PARTNER
MARKETING,
L&R
MARKETING
APPROACH

12. OFF
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ONE
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BRANDS
+
MUSIC
360º
MARKETING
PLAN
ONLINE VIDEO ADS
Celebrate and Inspire listeners
and reinforce uniqueness
about music service with a
“Sound of life” campaign
STUDIO
TRAINING/ TOUR
Extend tour by expanding
markets, target current and
new SC creators.
L&R CAMPAIGN
Create a L&R program with
personalized alerts, premium
editorial content (text,
audio, video , photo)
MOBILE STUDIOS
Culturally relevant
advertising, including TV,
radio, online video, online
display & experiential/OOH
executions
STUDIOS
Build iconic music, radio
and artist studio in key US
cities to record premium
content demo unique
features
FESTIVALS
Partner with iconic music
and artistic festival to raise
brand awareness, build
premium content library and
do product demonstrations
HIGH IMPACT DIGITAL
MEDIA CAMPAIGN
Create campaigns that use
breakthrough innovative
technologies & cultural story-
telling to increase buzz
INSIDERS
Expand our network of social
influencers producing unique
content to augment new
content vertical
OEM/OPERATOR
PARTNERSHIPS
Extend media buy through
tagging spots with specific
carrier offers
EDITORIAL CONTENT
ONLINE TV CHANNEL
Build premium editorial A/V
content around music and
audio. Extend the brand
beyond products.

13. OFF
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ONE
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BRANDS
+
MUSIC
GO-TO-MARKET PLAN!
Marketing!
Launch!
Sell in!
Event!
(CES, lifestyle event or own)!
PRE-LAUNCH! LAUNCH! POST LAUNCH!
Target! Focus vs. Broad!
Promotion! Soft vs. Hard!
Product Sell-Thru!P1!
PRE-LAUNCH! LAUNCH! POST LAUNCH!
Tie marketing to product launch! Marketing!
Sell in! Product Sell-Thru!P2!
Launch!Event!
(CES, lifestyle event or own)!