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5:44 pm
November 24, 2013
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QuoteSo, I *thought* I had a really ingenious idea for marketing the debut CD I'm producing...but looking back at MMM, I may be a little off track.
I *thought*...since this artist is basically starting from scratch, that one of the best ways to quickly "blow up" the sales funnel and grow the tribe would be to give away this entire first album from the squeeze page. Then, to offer a signed copy of the physical CD (street date @ 10/2015, insiders would receive it a week early) as part of the follow-up email series; probably a $12-$15 price point.
The real goal, of course is to upsell, and I was thinking of a @$99 membership/fan club package that would include the signed CD, full res .wav (not mp3) downloads, cap, t-shirt, free admission to a show, meet and greet, exclusive content, video Thank You from the artist, etc.
(I was also considering a number of potential intermediate bundles and exclusives as well--skype chats with the artist, music + merch (only), etc.--as well as some super premium items like "day sail with the artist," "Executive Producer sponsorship, etc."...I am very intrigued by what PledgeMusic campaigns offer in this regard, but I'm not sure it's right for me.)
However, I'm not sure the physical CD (signed or not) is going to be a compelling enough offer to get to the upsell(s) if we've already given away the record as .mp3.
Did I mention that I'd like to get this going asap to start recouping the production costs?
Any advice would be greatly appreciated! (Below are the "assets" I have to play with.)
1. 10 song album, mastered. (Packaging design not done yet, nor manufactured. I thought that perhaps members could have some input on selecting the cover design, etc. but I know it will be digipak with 6-page glossy insert.)
2. 1 separate track, which is is slightly different musical style. I had intended to offer that as a "semi-exclusive" to folks who bought the physical 10-song CD. (I was not going to offer it as a single on iTunes or anything, but I did have in mind using it in a campaign with a local non-profit.)
3. A pretty unique music video for one of the tunes that I'm very pleased with, which I intended to actually use on YouTube and Facebook to drive people to the squeeze page and simultaneously drive up YouTube views, in the hope that it might go viral. (CTA button/cards on Facebook/YouTube would direct people to the squeeze page, and could be updated to split test different landing pages. The video would include "burned in" language, e.g., "First 5,000 can download the entire record for FREE." (Unlisted video link is https://www.youtube.com/watch?.....0piWu1-kd8 ...it's not exactly a state secret, but would appreciate keeping it on the down low for now.)
4. Plenty of behind-the-scenes footage, etc., to offer to members.
Thanks!!!
-Bradford
10:03 pm
June 7, 2011
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Hey Bradford,
My personal opinion is that you won't see a huge jump in conversions when offering an entire album as compared to just one or two tracks. You might see a slight jump, but then you might also satisfy the urge to have more music and see a drop in sales. But I am just guessing here. i could be wrong.
I also think that $99 sounds a little high to me. Generally I like an upsell that is about 3 times the purchase price of the main offer. But I have seen some people do well with big ticket upsells. But my feeling is that $30 - $40 is a better range. But you could always try running a stand alone promotion to your entire list to push the $99 package.
But testing is the only way to know what will yield the best ROI.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
10:10 pm
November 24, 2013
OfflineThanks, John! Sounds like we might need to reconsider the "usual" 1 song squeeze page offer. Do you think sending folks "through" the YouTube Facebook video in that case is a waste? Or do you see a better role for the video? (BTW, much thanks for the PER update and Countdown Dynamite suggestion for the LTO...!)
12:14 am
June 7, 2011
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You could always just split test a couple versions of the squeeze page and see what works best. I personally think two or three songs works well. It sounds like more than a single track(especially if they are from different albums), but doesn't uninspire someone to buy the full album. But you never know what will work best. I am doing some work for a client at the moment where I am giving away a single track and the page is converting at over 45%, and holding. So you never know what will work.
As for the video, I'd probably use that within the funnel and send it to my subscribers as part of the relationship building process. But I'd put it on a page with a link to iTunes. Sort of like this: http://jacktempchin.com/room-t.....run-video/
That way you may pick up a few sales without trying to sell.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
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