a marketing story on painting vinyl records
DESCRIPTION
An entrepreneur story on taking a hobby and turning it into a business - loaded with marketing and creative insights. Learn how to find an #aha - applicable to any business. It's a great story even if you don't like music.TRANSCRIPT
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Lisa Radin, Entrepreneur Marke2ng Ar2st / Storyteller & Insights
Lisa Radin Consul2ng
Rev 2010/2013
Company Name: Recollec2on Records Tagline: Memories Transformed to Art
INTREPRETING MUSIC INTO ART
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Her Marke2ng Story on Pain2ng Old Vinyl Records
Many New Ideas are ORen Reinvented Ideas
ü It was August 1993. Lisa saw a painted record in Sedona decorated like a
beaded necklace. Lisa loved the record, but at a cost of $320, the unframed piece of artwork far exceeded her budget
ü It was September 2001, two days aBer 9/11. Lisa went to a rummage sale with a girlfriend and found a stack of old vinyl records. A random thought went through Lisa’s head: “I should paint this!”
ü Lisa painted old vinyl records from September 2001 to September 2005
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A Colorful Beginning
ü IrrespecLve of the fact Lisa’s arLsLc experience was limited to sLck figures and notepad
doodles, her passion far exceeded her lack of skills ü Lisa turned to her strength in business for help: she asked herself “how can my
background in market research and insights paint a picture for success?” • For every album / every song, she studied the arLst • And she interpreted her findings into color and line • PainLng each LP became a crea2ve adventure and she fell in love with her new
hobby ü LiIle did Lisa know that the records would be difficult to paint
• She destroyed many during her learning process (more on that later) ü Once Lisa conquered the painLng process, her friends said, “Hey, these look great, can
you make me one? You should try and sell them?” So, Lisa took her favorite painted record to a local music/CD retailer to get an opinion…
Interpre2ng Music Into Art
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CREATIVITY: The Painted Record that Started the Business
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Lisa brought her favorite painted record to CD City in Highland Park, IL. Owner Steve Kessler loved her art and agreed to carry her line. She made more. She sold more. Lisa had a business.
SALES INSIGHTS ü 80% of purchasers were
college educated with higher incomes
ü 60 % of buyers were men
ü Women purchased as giRs for men; men purchased for themselves or giRs for clients
ü People who purchased loved music
A Love-‐Hate Rela2onship
ü Some people hated the records ü Some people thought painLng on records was ‘sinful’
despite the fact the records used were scratched / unplayable ü Some people loved the records (Lisa’s target audience) ü Know EVERYONE isn’t your customer
• Need to understand who your customer is and target appropriately • Be nice to your ‘haters’ as their friends can be product lovers
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Lisa’s a Natural Storyteller So Each Record Had A Unique Story
1. RESEARCH + CRITICAL THINKING + INTERPRETATION • Lisa studied each recording ar2st to understand their mo2va2ons for
creaLng the album and song(s) • A song was selected off an album to interpret. She listened to the song
(online) to entrench herself in the music • She spent hours analyzing lyrics, finding her own meaning within arLsts’
intenLons • Finally, she applied her thinking: What had she learned? How did the music
made her feel?
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A process of connec2ng both ra2onal and emo2onal dots
Every Record Told a Story Based on a 3 Point Process
No Two Records Were Alike – Each Had A Strategic Objec2ve
2. INSIGHTS + STRATEGY • If the painted record was created for a parLcular person, Lisa conducted
1-‐on-‐1 deep dig interviews in-‐person or via phone with that consumer to determine what the song(s) meant to them • Lisa wanted to link consumer emo2ons into the art • If the record was a giB, friends and family were interviewed to determine personal insights and arLst/song memories
• Those feelings/emo2ons were depicted via line/color and integrated in her art, in addiLon to being wriIen up in a personal leIer
• Lisa heard some great stories during this process è she learned music has memories
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Every Record Told a Story Based on a 3 Point Process
A process of connec2ng both ra2onal and emo2onal dots
The #AHA
3. CREATIVITY ü Consumed with recording ar2st research, actual song, and consumer input – Lisa
transformed her findings into an emo2onal and colorful response. A burst of crea2vity ignited her soul. This was her #aha and a passionate determina2on of how the record should be painted engulfed her • Then, the record was painted • A personal leIer was wriIen for all custom orders telling the story
of why the record was painted a certain way and how consumer emo2ons and memories were integrated throughout the piece
• The record became a personal reflec2on of individual
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Every Record Told a Story Based on a 3 Point Process
A process of connec2ng both ra2onal and emo2onal dots
The Lisa Radin 3 Point Process To #AHA
1. RESEARCH INTERPRETATION 2. INSIGHTS STRATEGY 3. CREATIVITY AHA
ü A few words about Crea2vity and finding the #AHA • Hard research analysis and talking to consumers about their emo2ons were
demanded to ignite crea2vity and locate the #aha ü Lisa uses the same 3 point process for finding innova2on for any business be it
B2C or B2B – for billion $ Fortune 500’s or nonprofits • During her career, she has made and/or saved $30 + million using her process • Lisa’s approach to finding innovaLon is through the eyes of the consumer –
everything she does is market research and consumer insights driven – even painLng old records
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A process of connec2ng both ra2onal and emo2onal dots
ENTREPRENEURS DO EVERYTHING – Lisa HAD THE SKILLS
BRANDING ü Developed business name: RECOLLECTION RECORDS ü Registered URL’s: www.paintedrecords.com & www.recollec2onrecords.com ü Wrote tagline: MEMORIES TRANSFORMED TO ART ü Created website (2002-‐2004)
SALES
ü Personally sold / CRM into 15 music, giB, and housewares retailers in #Chicago
the North Shore suburbs and in Door County, WI ü E-‐commerce and lead generaLon via own website ü Social networking via non profits and art fairs (No Facebook in 2001)
• Donated painted records to mulLple chariLes for #good and to increase word-‐of-‐mouth
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Lisa Was and S2ll is a Crea2ve Entrepreneur
Promo2ons/PR/SOCIAL ü Created on-‐loan program for local offices spreading word-‐of-‐mouth #WOM and generaLng
new leads • Targeted CPA’s, lawyers, and predominantly male managers since records were
primarily purchased for and by men ü Exhibited in Chicago and suburban businesses including
• Restaurants • Bars and Nightclubs • Starbucks • Libraries
ü Developed strategic alliance with Solid Waste Agency of Northern Cook County by promoLng recycled art; featured on SWANCC #green products website
ü Wrote press releases / pitched media • In 2 full-‐run Pioneer Press arLcles including front page with photo
ü Social media didn’t exist, but Lisa was social by asking every business who she did business with to display her records. RecollecLon Records could be found at: • Dry cleaners, favorite / local restaurants, doctor’s offices, and preIy much any locaLon
willing to exhibit them. Lisa knew sight and word-‐of-‐mouth were powerful sales tools
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THE GRAMMY® AWARDS STORY
RAISING AWARENESS: Lisa wanted a music connecLon, and since she always aims high, she contacted The GRAMMY FoundaLon® via a cold call. She was unsure what to pitch but she explained her business and she thoughrully listened to find an opportunity to connect. Whether you call it luck or great listening skill, she got what she wanted. Lisa learned that a dinner / silent aucLon takes place the night before The GRAMMY® Awards where an individual arLst is honored. She jumped at the chance to donate a RecollecLon Record for the honoree. This was her ‘in’ to The GRAMMY Awards. She donated mulLple RECOLLECTION RECORDS and even made a custom record for her key GRAMMY contact. Lisa’s relaLonship with The GRAMMY FoundaLon lasted 3 years. Throughout the partnership, she made painted records honoring Billy Joel, SLng, and U2 among others. Her U2 sold in the MusiCares® silent aucLon for $800. Now that’s some sweet music. In return for her donaLon, Lisa was given permission to use the MusiCares® and GRAMMY® logos on her website and in PR. Lisa was on her way to raising awareness and elevaLng her Lny brand.
The GRAMMY® STORY supports Lisa’s belief: Where there’s a will, there’s a way
CUSTOMER COMMENTS -‐ VERBATIMS
Ø “I’ve never seen anything like this before; I LOVE it.” Ø “My son will love this; he’s so hard to buy for…” Ø “Even my daughter will let her husband hang this on a wall…” Ø “She likes anything Springsteen…” Ø “My husband saw this in his co-‐workers office; he wants 10 for each of his
clients.” Ø “Can you paint a Phish album?” (Yep, she did)
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Recollec2on Records Memories Transformed to Art
FUN STUFF and DETAIL FOLLOWS
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Resilience Required and Art Insights Gained
ü Records were difficult to paint • Took 30+ hours over at least 5 days to finish 1 painted record • Vinyl with many songs/grooves reacted differently than those with fewer songs – each
record created a new painLng challenge • 20% of records were destroyed during any stage of the prep/painLng/finishing process
• How the LP had been stored and humidity factors impacted how the vinyl took-‐the-‐paint; the records always had ‘a voice’ even when not played
• PainLng experience created insight to the high cost of art and Lisa developed empathy and compassion for arLsts exhibiLng at art fairs
ü Sold her 1st 30 within 6 weeks. Hey, not bad for a hobby • Lisa asked herself: ‘What would happen if I tried create a business?’
The rest is history • She painted. She promoted. She sold. She became an entrepreneur
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Silly & Popular Ques2on Asked: “Can I s2ll listen to them?”
ü What do you think?
These college educated buyers must have been sleeping in a few classes Her answer: “No, the record cannot be played aRer painted but they can be played in your mind!”
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RECOLLECTION RECORDS -‐ MEMORIES TRANSFORMED TO ART
A Signed LeNer was included with every Recollec2on Record
ü (THE START): It began in 2001 and it was a record year. We overcame the non-‐millennium bug, hanging chads with a near PresidenLal Le, and as 9/11, we became faced with the aBermath and lifestyle changes due to the World Trade Center bombings.
ü (THE MIDDLE): Reviving past memories will help bring happiness into your world. Think of the fun Lmes when vacaLoning, at parLes or spending quiet Lmes with friends. Think of the music you listened to and how you felt while listening. Go back. Revisit a more relaxed, fun Lme in your life. Let your mind recall the memories.
ü (THE END): Recollec2on Records are painted vinyl records that allow you to look at your favorite ar2st everyday -‐-‐ as art. The vinyl is the medium. Each record is individually infused with music, lyrics, and arLsts’ history to create a unique design. Hang your record where you can see it. Let it make you laugh; let it make you feel good. Recollec2on Records are Great “Memories Transformed to Art”. Enjoy.
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HAD MANY ORDERS FOR BRUCE
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Radin Art InterpretaLon (shortened): Life changed aRer 9/11. You’ll find an “A” cuwng through the label. Do you think this stands for Afghanistan or America? Purple was integrated throughout to honor the men and women who suffered and serviced our country pre/post 911 – don’t they deserve a Purple Heart? Colors of green for money and copper for oil signify key economical drivers. The art is outlined in golden dots represen2ng the golden 2mes we seek.
RECOLLECTION RECORDS -‐ MEMORIES TRANSFORMED TO ART
Experimented with Technique – some showed more vinyl, some less
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Sold framed and unframed (This photo not with frame) Framed op2ons: Record alone with album cover behind or record & cover framed side-‐by-‐side Please excuse poor photography
ü When you want to make something out-‐of-‐nothing add Lisa to your mix
• TwiNer @milguy23 • LINKEDIN: hNp://www.linkedin.com/in/lisaradinbrandstrategist • [email protected]
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Lisa is currently crea2ng innova2on for any business seeking crea2ve thinking.
Her record pain2ng days are over.
She had fun while it lasted.
THE MORAL OF THE LISA ENTREPRENEUR STORY?