Traklist
Traklist was a startup with lofty goals: change the way the music industry stores, files, and shares its tracks. Founder and hit producer Mick Schultz came to Savy with a vision and a plan to create Traklist from the ground up and stand tall against competitors like Dropbox and Songspace. To do that, he needed Savy’s contribution in every from a brand positioning to a solid go-to-market strategy.
Brand Positioning + Voice
As a startup, establishing a solid position in the market was essential. A brand positioning defines what the brand stands for, what it offers, and how it differentiates itself from competitors. For Traklist, we knew the music industry was primed for a comprehensive solution for digital storage, filing, and collaboration. Although Dropbox was the industry standard, Mick’s first-hand knowledge about what tools producers needed to succeed gave Traklist an edge.
With a thorough market and competitive analysis, we positioned Traklist as an all-in-one solution that would improve the efficiency of workflows, make industry collaboration easier than ever, and provide professionals and enthusiasts with best-in-class tools. In this stage, we also established Traklist’s brand voice to be conversational, relatable, and vibrant. For an app made by musicians for musicians, it was imperative that every touchpoint be authentic and meaningful.
Website Design
From the beginning, Mick emphasized the importance of an easy-navigatable website. The web app, developed separately, would be closely tied to the site and needed to feel complementary. With this in mind, our team created a site with plenty of white/dark space for the app mockups, videos, and graphics to shine. Knowing the main CTA would be for users to download the app via the App Store or Google Play, the features were a focal point throughout.
To aid user experience, we kept the navigation clean—Home, About, Features, Plans, News—and let the dynamic music experience speak for itself.
On-Site SEO & Copywriting
With a disruptive new application on the market, strategic keywords were imperative. Targeted SEO strategy in mind, our content team created compelling site copy to bring users on a journey with the ultimate goal of downloading the Traklist app. There was a heavy emphasis on the app’s features and usability across various roles in the industry, as well as what was included in each pricing tier. It was important that we fully communicate Mick’s experience and the value he imparts as an award-winning music professional.
Go To Market Strategy & Email Marketing
A multi-pronged approach was employed to generate excitement for Traklist’s launch. The go-to marketing strategy aimed to increase brand visibility and engagement across social media platforms with paid search, grow an organic following across platforms, and reach audiences that ranged from music producers and songwriters to mixing engineers and record executives.
We broke down this comprehensive approach into pre-launch and post-launch phases that would allow us to leverage influencers, generate interest and media attention, and begin to entice potential audiences via strategic email and social campaigns. The ultimate goal through all touchpoints was to entice users to experience the difference with Traklist and replace their current music filing system with its dynamic offerings.