Ministry of Sound

from ‘was’ to ‘is’

group 2
Agenda

2
The evolution of “cool”

3
What’s wrong with the Ministry
position?
1990’s Widely accredited with popularizing
dance
World-recognized youth culture brand
Access to DJ’s for dance music fans in the
UK
“House of House”: London

4
Our products

5
 Competitor analysis and market
CD’s Club Events TV Radio MP3 Merch. Mobile

Cream Yes No Yes No Yes No Yes No

Gatecrasher Yes Yes Yes No No No Yes No

Sony Yes No Yes Yes No Yes Yes Yes

Universal Yes No Yes Yes No Yes Yes Yes

Apple No No No No No Yes Yes Yes

6
Emerging trends

7
“Get to the “

Free mobile program that allows

On-the-spot exclusive news/content
Further information on Ministry products
Via QR Code on MoS selected
products
Embedded Links to content online

8
QR technology

9
Interactive content delivery

10
Marketing objectives

Rejuvenating Ministry of Sound

brand!
Focus back to the music creation
Add value to products/brand
Further level of content aggregation
Value chain transparency
Engage consumer
Increase symbolic value

11
Value

Customer
Aggregation + Information + Mobility
Exclusive inside information on products and events
Discounted products and ticket offers
Exclusive remixes/MP3’s/ringtones
‘On-the-spot’, information wherever you are
Extend ‘the experience’
Ministry
Brand augmentation across products
PR/Buzz (cool/edgy)
Engage customers with brand (increase brand loyalty)
Data collection

12
Aim: Early adopters & opinion
leaders

Genuinely interested in dance music

They believe in MoS brand as a symbol of dance music

13
Implementation: Customer Led

14
Launch

0-3 Weeks
User Base
1500 Ministry /Blog/Facebook/BeeBo/Other
Users
Promotion
10% free phones (software preinstalled, carrier
partnership?)
Program includes invite friend via SMS and
send program via Bluetooth

15
Codification

4-6 Weeks
User Base
Barcode web ads to Web Portal sign-up through
• Ministry homepage
• E-mail blast
• Banner advertising
Promotion
Banner Advertising (micro-sites)
Media/Promotion inclusion
Guerrilla Metro-Sticker attack

16
Buzz Building

7-10 Weeks
User Base
Ministry of Sound Bluetooth Club Location
Download
Promotion
80’s Party People

17
Tipping Point

11-13 Weeks
User Base
Explicit program details on web, sign-ups still
invitation only
Promotion
Code Party (invitees only, critical mass)
Viral (danceboy01) of party highlights
Press leak/involvement

18
Costs

Software Development and Hosting

Web Page creation
Design
Content
Promotion
Free phones
Stickers and Distribution, Party People
Festival Sponsorship, Code Party

19
Measuring Success

Change in attitudes towards the

brand
Top line revenue
Quantify amount of (free) PR space
Program stats:
User base
Sales via mobile
Website hits

20
Product Extensions

Loyalty scheme
Create your own code
Treasure hunt (one code to the next)
Music Videos
Diffusion map via web (real-time)

Necessary to keep innovators

21
Questions…?

22
References
Anonymous (2005). Mobile Downloads – UK – August 2005, Mintel Oxygen.
Anonymous (2006a). Character Merchandising – UK – July 2006, Mintel Oxygen.
Anonymous (2006b). Nightclubs – UK – December 2008, Mintel Oxygen.
Anonymous (2007a). Ministry of Sound plans new mobile advertising model, NewMediaAge, March 22 2007, p. 3.
Anonymous (2007b). Mobile Phones and Network Providers – UK – October 2007, Mintel Oxygen.
Anonymous (2007c). Music Downloading, Euromonitor International.
Anonymous (2007d). Live Entertainment – UK – July 2007, Mintel Oxygen.
Doyle, P.; Stern, P. (2006). Marketing Management and Strategy, 4th ed., Prentice Hall: Essex.
Goulding, C.; Shankar, A. (2004). Age is just a number, European Journal of Marketing, 38(5/6), pp. 641-658.
Lomas, N. (2008). Five mobile trends to watch in 2008. [Online] URL:
http://hardware.silicon.com/pdas/0,3902464,39169597,00.htm (Accessed January 28th 2008).
http://www.aapglobal.com/aapmobile.php, accessed on February 7th 2008.
http://bbs-mychat.com/read.php?tid=587995, accessed on February 6th 2008.
http://www.ministryofsound.com, accessed on January 18th 2008
http://www.cream.co.uk, accessed on February 15th 2008
http://www.gatecrasher.com, accessed on February 15th 2008
http://www.sony.com, accessed on February 15th 2008
http://www.apple.com, accessed on February 15th 2008
http://www.umusic.co.uk, accessed on February 15th 2008
http://www.youtube.com/watch?v=OxFR6r-Dqk4 , accessed on February 15th 2008
http://www.aapglobal.com/aapmobile.php , accessed on February 15th 2008
http://en.wikipedia.org/wiki/QR_code , accessed on February 15th 2008
http://bbs-mychat.com/read.php?tid=587995 , accessed on February 15th 2008

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