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9:43 pm
October 28, 2015
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QuoteI've been thinking about pricing a bit. John always uses the same numbers. $9.95 for downloads and usually $14.95 for a CD. I'm obviously in a very different economy, and $14.95 is much cheaper than I sell my CDs for. In record stores and book stores (a few of those stock my CDs) they retail for almost $30, I've listed them at $25 on my website, and I sell them for $20 at gigs (these are rough currency conversions). I've been selling downloads for $15.
So I was just wondering... Are the 10 and 15 dollar marks pretty much set in stone, or can the prices vary? Is the resistance that much greater if it's, say $13 for a download than if it's $10? Or $19 for a CD as opposed to $15.
Has anybody experimented with different price points?
4:24 am
June 7, 2011
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No, those prices are just based on the norms in the US. Albums sell for $9.95 on iTunes and that has pretty much established the value of music in the US. Going above that will cause someone to stop and question the price. My attitude is to just match (or beat) what is normal in your area. But make it easy for people to pull out their wallet. I don't have hard data on it, but I believe resistance starts to go up once you cross into the $20 range. That said, I'm not dialed in to the perspective of consumers outside of the US and NZ.
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.
12:50 pm
October 28, 2015
OfflineSo if I plan to include people in the States in my marketing, my best bet would be to lower my prices, then? (I can't really go much lower than $19 on the CDs, because of manufacturing costs, VAT and other stuff, but I'm a bit more flexible with the downloads, obviously.)
8:32 pm
June 7, 2011
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That would be my opinion, yes. You could always try anything and see what happens. Sometimes people like me get so used to doing things one way, we overlook other possibilities. It's possible people would pay more. However, I can personally say that if I was asked to pay more than $19.95 for a CD it would turn me off, unless it was a very large artist and there was something unique/rare about it. And I would stop to question the price of a digital album if it was more than $9.95.
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.
10:12 pm
October 28, 2015
OfflineI might try using Euros instead of Dollars (since I'll be marketing to Europeans as well as Americans). The Euro is worth slightly more than the Dollar, but it's close.
11:25 pm
June 7, 2011
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Yeah, that might be a good approach. I don't balk at Euros even if the price goes over what I'm used to. I just tell myself that it's the price they pay over there. And most of us pretentious Tom Waits fans will probably think it's cooler 🙂
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.
6:34 pm
October 28, 2015
OfflineHahaha. Maybe so.
Anyway. Tech problems are worse than I thought, but I'm hoping everything will be up and running before the end of the week. I'll keep you posted. 🙂
9:56 pm
June 7, 2011
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Sounds good. Cheers.
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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