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September 17, 2014

British aid worker David Haines was recently brutally beheaded by the ...

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September 10, 2014

Roma Downey and her husband Mark Burnett are working in TV again.They...

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September 3, 2014

The Remaining film director Casey La Scala revealed in a new interview...

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September 17, 2014

Last week, Lecrae released his seventh studio album, Anomaly. This wee...

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September 10, 2014

For the first time since 1998, all of the original members of Small To...

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September 3, 2014

Newsboys announce their fall We Believe Tour, with Family Force 5 and ...

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Marketing Lessons from U2 PDF Print E-mail
Wednesday, 17 September 2014 08:10
I'm still trying to convince myself that I like U2's music. Nothing against the band – or their music – I've just never caught the U2 bug. But I was paying attention last week when iTunes released “Songs of Innocence.” After all, it's not every day that I get a free, brand-new album from a major band delivered to my inbox.
The publicity stunt grabbed a lot of attention. Some of it negative. Chris Richards, pop music reviewer for the Washington Post went so far as to call it “rock and roll as dystopian junk mail.” But whether you're a U2 fan or a hater, there were some good promotions ideas that you can take from the iTunes/U2 launch. Here's what I took away...maybe some of it will work for you.
1) People still like to receive gifts and surprises. Do you know anyone who turns down a gift? People still like receiving things...especially free things. Gifts/giveaways still get attention and pique peoples' interest. No matter if you're giving away refrigerator magnets, ballcaps, or front-row concert tickets, people like receiving tangible gifts. Always find room in your budget for these types of things.
2) Co-Branding is a powerful tool. Especially when both brands have a similar focus. Not only is iTunes a name brand associated with “cool” and “pop culture,” but U2 has worked to build a similar reputation. By themselves, each group has achieved significant success...but when combined, they gained significant attention. Is there someone – or something – in your market that would help you achieve similar awareness? Are there festivals you should be sponsoring? Concerts? Popular personalities? At first, this sounds shallow. But the goal is to remember that you're looking for someone who shares a similar purpose. Combining efforts means that you can both work to build each other's visibility and brand awareness. Connections allow you to achieve far more than you could on your own.
3) A good promotion is bigger than a one-time event. Why did iTunes and U2 give away an entire album? When you consider how much money could have been made from album sales, it seems like both groups left a lot of cash on the table. Or did they? Truth is, they'll both gain from the promotion. The album is most likely a loss leader – a sales gimmick retailers use to gain revenue. The strategy is simple: Offer one product at a steep, below-the-market price discount...but surround that product with similar – or ancillary – products so that people make an impulse purchase and buy more than they intended. In this case, both iTunes and U2 profit because they can sell an entire catalog of music. Like the new album? Then you'll probably like some of their older songs too. How does this mindset relate to your station? Start thinking about all of your promotions as a way to point people to your main product. Do all of your events, remotes, and sponsorships remind people to tune in to your morning show? Do people know where they can listen? What they can expect? Do you leave people wanting more of your product? That should be your main goal as a promotions person: Keep people wanting more.
The iTunes/U2 partnership is a great example of companies connecting with customers and creating a lasting conversation. Use those marketing tips to your advantage and remember: Keep people wanting more.
 

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