Comments on: Customers v. Warehouses: What Constitutes a Trend

By: Stephen Denny

Stephen Denny — Thu, 19 Jul 2007 20:25:06 +0000

Alexander:
Sorry, I think you misunderstood my point: “Experience has more emotional impact than shipments, which means it will mean more to your brand” means a consumer will likely have more brand loyalty after interacting positively with your brand 100 times (buying 1 widget each time) than having one transaction for 100 widgits. There is an ample body of research on this topic, as you probably know, with the formation of ‘buying habits’ in the minds of your key customers being central to their long term ’stickiness.’
Sorry for the confusion — on second reading, it looks a bit less clear than it should have!

By: Alexander S. Prisant

Alexander S. Prisant — Thu, 19 Jul 2007 13:51:20 +0000

Emotion means more to your brand than shipments? At Prism we say to clients: No way.
For marketers, this the Age of Metrics. Big Time. Emotions are fuzzy and subjective Shipments are measurable. The CEO’s and investors we work for are measuring our ability to generate sales, not “feelings”. A S Prisant, COO, Prism Ltd.

By: Nat_Nudge

Nat_Nudge — Tue, 10 Jul 2007 05:19:18 +0000

Interesting topic…
Another interesting thing to arise regarding all this change in the music industry, is because the pre-recorded material (cd’s, album and song downloads are relatively cheap …. in value and price to consumers), other products are becoming more valuable in comparison.
Music experiences are becoming more important – concerts, live concert streaming and instant live-cd sales from concerts are satisfying this broader demand for music, interactiveness and music experiences from consumers.
Cheers

By: Stephen Denny

Stephen Denny — Mon, 09 Jul 2007 22:14:05 +0000

Ryan: an interesting aside is the Starbucks factor in all of this — as major artists are bypassing the major labels (Sir Paul is still a major, isn’t he?), none of this is reported. And yes, that nasty p2p thing isn’t going away any time soon.
Claire: true enough. We all need to remember that it’s “us” that needs to rely on the data. There is nothing so shaky as an assumption built on someone else’s preconception. Look at the data yourself and then draw your own conclusions. Enough said.

By: Claire F. Kuhl

Claire F. Kuhl — Mon, 09 Jul 2007 20:22:36 +0000

Interesting item overall. And your third key takeaway is profound in any context. You really have to “get dirty with the data” to know the whole story the numbers are trying to tell you.

By: Ryan Turner

Ryan Turner — Mon, 09 Jul 2007 20:09:57 +0000

Not to mention the wink that’s as good as a nod to the dead horse the industry will keep beating: those downlaods– regardless of the source– are passed along through all manner of channels legal and “questionable” via tools that engage listeners and devices in ways that aren’t currently tracked. More than just word of mouth or guerilla marketing, smart artists and labels are actually bypassing traditional distribution and production channels, forgoing quicker high-volume sales to limited targets in favor of greater reach, longer exposure, and loyalty.
Ironically, increased consumer capacity and loosened constraints seems mght actually have improved overall product quality since the RIAA’s major labels (which control, what, 80% of the copyrighted music in the marketplace?) are forced to compete for ears and $$$ wth a greater range of styles and genres.