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QuoteI am wrapping up my first successful real time campaign today. the LTO ends tonight and I have collected a little over $500. I'm jazzed because with a piffling list of 470 subscribers, I was hoping for $250 =D
Now that I feel like I have a grip on how all this stuff is supposed to work, I have put together a plan for expanding my list and I have created a list of real time campaigns and dates that I intend to launch next year. originally, I intended to do a promotion quarterly but I think I want to offer them every 2 months. that would give me 6 promotions instead of 4 for 2018. (That's not too frequent?)
as I was looking my list over and working out what I want to offer and how, it occurred to me that I should be thinking about keeping a real relationship with my fan list on top of just doing promos. is this correct? I have done a lousy job of this so far but I want to do it right.
on top of real time promotions every 2 months, should I shoot for 1 or 2 broadcasts, giveaways etc in between to keep the list warm?
what's your school of thought.
Thanks a million!
2:30 am
June 7, 2011
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Hey Aaron,
My apologies for the slow response. Looks like I missed the alert on your post and I'm just seeing it now.
Your results are great to here. You're just over $1 per sub and that's right on target, meaning that you should be able to break even acquiring subs and then turn them into pure profit on future promos.
You definitely want to be keeping your list warm so it's not all promos. If you were going to do a promo (that took up one calendar week), I'd think something like a weekly, or at least a bi-weekly email would be ideal.
I don't think a promo every two months is too much. But the engagement levels will really tell you. If things slump off, then maybe slow them down. If not, keep them going. But generally, the more you ask people to buy, the more they will.
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.
Thanks that really helps =)
I'm not sure I completely understand your 3rd paragraph...
This was a week promo but I don't necessarily intend to make a habit of it. I rather like your shorter LTO methods. of course, this brings to mind a question I should be asking, do you prefer to do shorter offers?
I kind of felt like this promo needed to be longer...but I was guessing:
the promo that I did was for a pre release version of my album which included music that would eventually be cut from the album because it was too long. I offered 3 levels:
$20 for the digital version,
$30 for digital plus the hard copy when it releases and an opportunity to name the album and several of the songs that had yet to be named ,
$50 for all that previous stuff plus a signed hard copy and their name listed on the back of the CD case.
(interestingly, the $50 level sold more than the other two levels put together...)
The purpose of this promotion was to pay for a short run of CDs which it easily did.
forgive the digression, I wanted to put it in perspective.
My impression is that you want to go longer for releases and pre releases but not so much for general stuff.
I will stop here for the moment because I have a feeling you could go on for hours just with what I am putting down and I don't want to throw down too many questions at a time.
I can't tell you how much I appreciate your help and support! When your name comes up in my conversations, I always refer to you as my mentor. with the personal communications and the priceless support you offer, that is really the only thing I can call you. Thank you.
11:37 pm
June 7, 2011
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Thanks Aaron,
That really means a lot 🙂
In the third paragraph I was just trying to draw a distinction between a shorter promo (say three or four days) and a long record-release-style promo that might stretch out over several weeks. You just don't want to burn out your list with promos.
So if you were going to do a promo every 8 weeks the schedule might look something like...
week 1: General contain email and blog post
Week 3: General content email and blog post.
Week 5: General content email and blog post.
Week 8: Three - 4 Days of limited time offer promo emails.
You could also email weekly.
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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