HargroveE_3.2.2Project
- 1. ERIKA HARGROVE PROJECT DATE NAME DEC 14, 2014 BRAND BRIEFS COMPARING COMPETITORS 3.3.2 1
- 2. ONLINESS 2 THE NATIONAL MUSIC MUSEUM IS THE ONLY MUSEUM WITH A COLLECTION OF OVER 15,000 HISTORICAL INSTRUMENTS INCLUDING TWO 18TH CENTURY GRAND PIANOS THAT CANNOT BE FOUND ANYWHERE ELSE IN THE WORLD. AUTHENTICITYVISION TO PROVIDE A SPACE FOR RESEARCHERS AND CURIOUS MINDS TO ENJOY HISTORIC INSTRUMENTS PRESERVED IN THEIR ORIGINAL STATES FOUNDED WITH THE INTENT TO SHOWCASE THE HISTORIC SIDE OF MUSIC , THEY SHOW NO INTEREST IN SHIFTING THEIR FOCUS TO MUSIC OR MUSICIANS FROM POP CULTURE LIKE THE OTHER MUSIC MUSEUMS PROJECT COMPANY
- 3. 3 SUSTAINABILITY COMMITMENT MEANING VALUE CONT. SOME OF THE PIECES IN THE MUSEUM’S COLLECTION CAN ONLY BE VIEWED THERE. THIS SINGLE FACT WILL ATTRACT GLOBAL AUDIENCES AS LONG AS THEY REMAIN OPEN THE STAFF OF THE MUSEUM ARE DEDICATED TO ENSURING THE INSTRUMENTS ARE KEPT IN PRISTINE CONDITION AND CATALOGUED “THE NMM'S RENOWNED COLLECTIONS ARE THE MOST INCLUSIVE ANYWHERE. THEY INCLUDE MANY OF THE EARLIEST, BEST PRESERVED, AND HISTORICALLY MOST IMPORTANT INSTRUMENTS KNOWN TO SURVIVE” (NMM) NMM WANTS TO ENSURE THAT GENERATIONS TO COME UNDERSTAND HOW MUSIC WAS MADE IN THE PAST AND BELIEVE EVERY PERSON SHOULD HAVE ACCESS TO MUSIC EDUCATION
- 4. THE MUSEUM OF MAKING MUSIC IS FOCUSED ON THE INDUSTRY STORY OF POPULAR MUSIC THAT IS ORGANIZED CHRONOLOGICALLY AND GIVES A FULL VIEW OF WHAT SHAPED EACH ERA OF MUSIC. 4 COMPETITOR meaning vision MOMM FOCUSES ON THE INDUSTRY OF MUSIC. THEY FOCUS ON THE INNER WORKINGS AND BEHIND THE SCENES ELEMENTS THAT MAKES A SONG POPULAR TO MAKE THE WORLD MORE MUSICAL AND PROVIDE EQUAL ACCESS TO MUSEUM EXHIBITS AND PROGRAMS value commitment MOMM WANTS EVERY GUEST TO FEEL COMFORTABLE WHILE VISITING THE MUSEUM AND HAS SEPARATE VISITING TIMES FOR GROUPS AND CASUAL VIEWERS authenticity TO ALLOW VISITORS TO HAVE A FULLY UNDERSTANDING OF MUSIC, MOMM PROVIDES HANDS ON EXPERIENCES TO ENSURE THAT AS MANY PEOPLE AS POSSIBLE CAN EXPERIENCE THE MUSEUM, MOMM DONATES TICKETS TO CHARITIES sustainability MOMM HAS GAINED THE TRUST OF ITS PATRONS AND IS RUN SOLELY ON DONATIONS
- 5. “You can’t be a leader by following the leader.” (Neumeier 35)
- 6. 6 REBRAND COMPANY ONLINESS THE NATIONAL MUSIC CENTRE IS THE ONLY FULLY INCLUSIVE MUSICAL INSTITUTION FOR MUSIC LOVERS OF ITS KIND IN CANADA THAT OFFERS EXTENSIVE MUSIC EDUCATION AND FACILITIES TO PRODUCE MUSIC. vision TO PROVIDE A PLACE FOR MUSIC LOVERS OF ALL AGES TO LEARN AND CREATE MUSIC value authenticity THE MMC WANTS EVERYONE TO HAVE THE CHANCE TO LEARN ABOUT MUSIC AND EVEN OFFERS RESIDENCIES THE NATIONAL MUSIC CENTER IS NATIONALLY RECOGNIZED A A PLACE OF INNOVATION AND DISCOVERY THROUGH MUSIC
- 7. 7 coherencemeaning commitment THE NATIONAL MUSIC CENTRE’S BRAND IS BUILT ON A SENSE OF COMMUNITY. PEOPLE OF ALL AGES AND BACKGROUNDS ARE WELCOME TO EXPLORE MUSIC FROM THEIR NEW BUILDING DESIGN TO THEIR INTERACTIVE PRINT COLLATERAL, THE NMC STICKS TO THEIR FESTIVAL LIKE ATMOSPHERE CONT. THE NMC STRIVES TO BE A PLACE “THAT AMPLIFIES THE LOVE, SHARING AND UNDERSTANDING OF MUSIC” (NMC)
- 8. 8 ONLINESS EMP IS THE ONLY MUSIC MUSEUM THAT FEATURES EXHIBITS FOR SCIENCE FICTION AND ALL AREAS OF POP CULTURE INCLUDING GAMES, TV SHOWS AND THEATRE PRODUCTIONS COMPETITOR
- 9. FLEXIBILITY MEANING VALUE To blend the interactivity of science museums and the teachings of music history to create a fun space for people of all ages 9 CONT. VISION COHERENCE “EMP serves as a gateway museum, reaching multigenerational audiences through our collections, exhibitions, and educational programs, using interactive technologies to engage and empower our visitors” (EMP) COMMITMENT EMP’s logo, website and building all contain bold colors, and modern aesthetic The EMP Museum has branched out to include exhibitions on gaming, theatre, and television. The expansion allows them to always have new and up to date events The EMP celebrates the creative process and wishes to inspire current and future generations to express themselves EMP’s mixture of pop culture topics and unique atmosphere gives visitors the experience of several museums with the purchase of one ticket
- 10. COMPETITIVE REVIEW PROJECT COMPANY: NATIONAL MUSIC MUSEUM SIMILARITIES: DIFFERENCES: ONLINESS STATEMENT: COMPETITOR A: NATIONAL MUSIC CENTRE SIMILARITIES: DIFFERENCES: ONLINESS STATEMENT: 1. Provides music history education. 2. Non profit company. 3. Occasional live performances. 1. Focused on history of instruments. 2. Located on college campus. 3. Prestigious international reputation. The National Music Music Centre is the only facility in Canada that offers residencies and venues for artists to perform while creating an inclusive community atmosphere for all music lovers. The National Music Museum is the only institution that houses over 15,000 rare and historical instruments from around the world and is recognized as a landmark of American music by the National Music Council. 1. Artist residency program. 2. State of the art recording studios and equipment. 3. Located outside of America. 1. Interactive exhibits. 2. Music programs for multiple age groups. 3. Community outreach program.
- 11. COMPETITIVE REVIEW CONT. COMPETITOR B: MUSEUM OF MAKING MUSIC SIMILARITIES: DIFFERENCES: ONLINESS STATEMENT: 1. Exhibits include era specific business practice information. 2. Hosts workshops featuring international and local talent. 3. Heavy focus on the process of making music. The Museum of making music is focused on the industry story of popular music that is organized chronologically and gives a full view of what shaped each era of music. COMPETITOR C: EMP MUSEUM DIFFERENCES: SIMILARITIES: 1. Includes multiple pop culture genres. 2. Heavy focus on science fiction. 3. Annual battle of the bands competition 1. Performance stage on premises. 2. Collaborates with local artists. 3. Offers free admission to individuals in certain conditions ONLINESS STATEMENT: EMP is the only music museum that features exhibits for science fiction and all areas of pop culture including games, TV shows and theatre productions 1. Includes special presentations to showcase local talents. 2. Provides classes for multiple age groups. 3. Strives to make music education easily accessible.
- 12. SWOT ANALYSIS STRENGTHS WEAKNESSES • Consumer Relationship- The brand lacks any emotional connection with its patrons • Disharmony- NMM’s branding lacks unity and has no specific appeal • Missed Demographic- Although the museum is located on a college campus, it has nothing to attract the attention of students • Personality- NMM lacks a personality and is currently akin to an old library • Brand Power- NMM is known internationally • Unique Asset- Sole owners of many rare items that cannot be viewed elsewhere • Knowledge- NMM is able to double as a research facility OPPORTUNITIES THREATS • Interactivity- NMM’s competitors can offer interactive activities • Mass Appeal- NMM attracts a specific type of music lover and must find a way to appeal to a larger audience • Technology- Competitors have dedicated a large sums of money to include advanced audio equipment in their facilities • Architecture- Some of the competitors have innovative building designs that have given them the privilege of becoming local landmarks • Niche- Can utilize the hipster movement • Merchandise- Can offer souvenirs directly related to their unique collection • Community Outreach- Extending the brand will increase number of visitors and donations • Double Demographic- Rebranding will attract younger audiences but the museum’s reputation will ensure that former visitors will remain loyal
- 13. BRAND STRATEGY ACTION PLAN Brand Positioning Value Proposition Sustainable Competitive Advantage The National Music Museum has a second identity as a research facility. Researchers can apply to gain access to NMM’s private collections and archival information. To music researchers and historians, the National Music Museum is the best collection of musical artifacts that is carefully catalogued and preserved. The NMM allows visitors to view the artifacts that make up music’s history. This allows a greater understanding of how people around the world created music in the past. The museum is open to anyone would like to learn about the evolution of instruments and boasts a permanent collection that that is exclusive to NMM.
- 14. BRAND STRATEGY & GOAL The National Music Museum should target young adults between the ages of 18 and 24. The museum is located on a college campus which gives them immediate access to their audience. Since the museum exhibits historical instruments, they will attract the attention of student who are part of the vintage/hipster movement currently popular on campuses. DEMOGRAPHIC PROFILE National Music Museum In order to gain a better position amongst its competitors, the National Music Museum will implement a brand redesign and introduce a new concert series that features traditional instruments. This strategy will attract a younger demographic, unify the brand’s overall appearance and create a personal bond with the museum’s visitors; all of which are key factors in the success of competitors EMP Museum and the National Music Centre.
- 15. MARKETING IDEAS A. New appearance- The NMM is located on the University of South Dakota’s campus. While their identity needs to be separate from the campus’, they should still use their location to their advantage. They should update their logo and website to be more appealing to the 18-24 demographic. The new look should be modern but incorporate “vintage” aesthetic in order to attract students following the hipster trend. B. Concert series- The museum could begin hosting concert series’ in which popular music is recreated using traditional instruments or their replicas. The concerts could be divided by era or region thus giving the sense of a storyline that would keep patrons returning to each concert to hear the sound of music changing. C. Gift shop- With the addition of the concert series, the chance to sell recordings opens up. In conjunction, the museum could begin selling vintage styled audio players and instruments modeled after the ones on display within the exhibits. The money from the gift shop could be used to create and fund a music scholarship and fund the museum’s conservation efforts. This will gives visitors a tangible benefit while also allowing them to help the museum’s progress thus giving NMM the emotional connection they were missing. Recommendation: The best strategy for the National Music Museum would be horizontal extension. Their instrument collection is an attribute that none of the competitors can mimic so they should expand their brand in a way that would highlight their unique exhibits. Marketing Tactics
- 16. CONCLUSION In conclusion, the National Music Museum needs to unify their brand and take full advantage of their location. My strategies would allow NMM to appeal to the audience it has the closest physical proximity to and connect with them on a personal level. They would also be tapping into a trend that the competitors miss out on due to their modernized exhibits. With the influx of a younger, yet working, demographic, the National Music Museum’s gift shop will receive more visitors thus earning more money to put towards furthering museum research and conservation.
- 17. Collections of the National Music Museum. (n.d.). Retrieved December 5, 2014, from http://orgs.usd.edu/nmm/collect.html About Us. (n.d.). Retrieved December 6, 2014, from http://www.nmc.ca/about-us/ Neumeier, Marty. ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions. VitalBook file. Pianos, Elton John, Lessons, music apps and more. (n.d.). Retrieved December 7, 2014. Sheet Music Background. (n.d.). Retrieved December 7, 2014, from http://aduphoto.com/sheet- music-desktop-background-hd-cool-7-hd-wallpaper.html FreeHDWall.Net | high definition wallpapers for your desktop. (n.d.). Retrieved December 9, 2014, from http://www.freehdwall.net/2012/08/piano-close-up-photo-music-hd-wallpaper.html Museum of Making Music. (n.d.). Retrieved December 9, 2014, from http:// www.hiddensandiego.net/museum-of-making-music.php Instruments from Tibet and Nepal at the National Music Museum. (n.d.). Retrieved December 7, 2014, from http://orgs.usd.edu/nmm/Tibet/TibetNepal.html Research Information and Opportunities. (n.d.). Retrieved December 7, 2014, from http:// orgs.usd.edu/nmm/HomePageRedirects/research.html REFERENCES