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王俐媞
秉持創新與堅持 P!SCO 打造專屬品牌
秉持創新與堅持 P!SCO 打造專屬品牌
秉持創新與堅持 P!SCO 打造專屬品牌
By
王俐媞
・
Tainan City, Taiwan
Connect
【文/王俐媞】 憑藉著《P!SCO-6-BEING P!SCO》入圍第七屆金音獎「最佳現場演出獎」的 P!SCO,於 2009 年成軍,由主唱小論、團長暨吉他手 Rachel、貝斯手 Omoi、鍵盤手鼎鼎與鼓手朝量組成。曲風融合搖滾、電子及古典,樂團風格多元而難以被定義。現場演出時帶動樂迷舞動,是其獨特的魅力。 善用網路平台 把樂迷當作朋友 P!SCO 善於利用網路平台行銷自己,包括 Facebook 粉絲專頁、YouTube Channel、Twitter、Instagram 與新浪微博,甚至還有周邊商品線上商店。點進 P!SCO 的 FanPage,便能發現團員們時常在各個平台與樂迷互動,不僅時常回覆粉絲留言、開直播與粉絲互動,還有每場演出後固定會有的團員心裡話(團員演出後想對樂迷說的話或自己的感想)之外,P!SCO 五人也分別有自己的粉絲團加上個人臉書,積極與樂迷互動。對於如何行銷 P!SCO 這個品牌,團長 Rachel 表示,P!SCO 是用潮牌的心態去經營,使用大量的照片與影片爭取曝光,讓受眾一直保有新鮮感。加上臉書目前為了爭取廣告量,將粉絲團的觸擊率壓得很低,一場演出的訊息若沒有持續做出 PO 文的動作,很多人會因此沒有接收到訊息。 從棒球場找靈感 舞出「邪教」精神 「棒球場有種特殊的氛圍,大家在現場很 High,跟看表演一樣。現場有很多動作,跟演唱會的聯想度很大。」P!SCO 認為,要經營自己的品牌,勢必得付出一些努力。熱愛棒球的 P!SCO 由棒球隊進行發想,設計自己的棒球衣,不僅當作演出時的戰袍,更將球衣變成周邊商品;啦啦隊則是帶動樂迷的靈感來源,透過拍攝舞蹈教學影片,引起P!SCOer(P!SCO 粉絲暱稱)的迴響,進而累積人氣。主唱小論表示:「我們能做到,其實不難,就是拍個影片。動員樂迷這件事是值得驕傲的!」團員們很清楚要的是什麼,比起其他樂團,P!SCO 簡單易懂的應援動作與現場帶動氣氛的舞步是吸引人的關鍵。 分析成功案例 訂定周邊行銷策略 提到 P!SCO 就會想到棒球與老虎,藉由參考大量的國外樂團與運動隊伍的周邊商品,進而思考適合自己樂團的調性,並在市場考量之下,產生了富含 P!SCO 味道的周邊商品。團長Rachel 表示,在現今的市場氛圍下,不只是樂團,各大音樂祭也開始大量生產周邊商品,希望能打進這個市場。在這種狀況之下,銷售的戰略變的非常重要,胡亂生產只會導致商品滯銷。他認為,首先要建立一個樂迷的消費習慣,每一次的專場、各大音樂祭甚至是夏天,P!SCO 都會固定發表商品,樂迷因為有了習慣,也有時間可以先把資金準備好。當然適度的搭配主題,建立自己樂團的個性也是相當重要的考量點。 感謝祭催票不遺餘力 造就場場完售佳績 P!SCO 於 12 月初開始北中南一連四場的感謝祭巡迴,過去只會在台北、高雄各辦一場,這次增加了台中及嘉義場,對團員來說是一個新的考驗。最初票房並沒有非常理想,但 P!SCO 並不氣餒反而用盡各種方式催票。找來共演樂團與樂迷一同拍攝宣傳短片,加上樂迷在自行創立的公開社團「Weare P!SCOer!」裡大力宣傳,終於在開演前達成完售的目標。團長 Rachel 也在台北場演出時感性地說:「謝謝你們讓台北場完售,不要再說台北的樂迷不屌 P!SCO 了!」雖然經營樂團很累,但 P!SCO 不放棄任何可以被看見的機會,努力行銷自己,賦予 P!SCO 這個名字實質的意義,讓大眾聽到 P!SCO 的時候,不再只是將之歸類在獨立樂團而是一個有鮮明形象的音樂品牌。 - 雜誌內文收錄 總編:黃宇綸 美編:柯宗沅 新聞連結:goo.gl/zRyVUQ 雜誌連結:https://drive.google.com/file/d/0B6GGoj20hd0ab0xJZk9iZ1haTUk/view?usp=sharing
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王俐媞
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Published: Oct 4th 2019
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