The Marketing Strategy for Band’s New Album Release
When an independent Canadian record label signed up for AE, they had two main objectives.
- They wanted increase awareness for a new album release.
- They wanted to spend less time and get more engagement out of fans.
As their marketing manager told us:
“On average, we spend countless hours posting on social media with very little return. Even if we are getting results, it takes hours to analyze and report on the data, and there is no way to tell if our work drove any of the results.”
And when you consider that social media is the #1 driver of activity for the music industry, not being able to easily streamline and report on marketing campaigns is a major problem.
Not surprisingly, when this record label found out what AE does, they wanted to start immediately.
Here’s how they did it.
Marketing Strategy for the New Album
The Canadian record label started by determining the scope of their campaign. The major goal was to increase awareness of the new album. They wanted to get social buzz and people talking.
Their strategy involved using the right incentives and rewards that would resonate with fans. This provided an opportunity to promote the album release with ticket giveaways while the band was on tour.
They planned for a giveaway of 4 tickets per show, as well as a limited edition 7” single of their most popular song.
Their marketing strategy broke down into 4 main stages:
- Gather their Fans
- Focus on Engagement
- Maximize Exposure
- Analyze and Report
Let’s look at this strategy in more detail.
Stage 1: Gather Your Fans
We call this stage the gathering. This AE integration asks fans to get involved and perform activities that generate buzz around the band.
The first step of the gathering stage involved simply asking fans to like their favorite YouTube videos of the band.
Pretty easy right? Which leads to stage 2.
Stage 2: Focus on Engagement
After they asked fans to like YouTube videos, they focused on the fans that engaged and asked them to share their favorite YouTube videos with specific friends over Facebook and Twitter.
The strategy leveraged a weekly promotion by geography, targeting the next few cities in the US tour.
By discovering which fans were actively engaging with the band’s content, they were able to double-down on those folks and get them to continue to evangelize their content.
Once the record label was able to measure and track which fans were engaging at the two stages, they had a set list of fans that they could rely on to be social influencers.
Stage 3: Maximize Exposure
This stage of the plan is to further activate and promote the band. The activation portion involved having the fans continue to share content for an opportunity to win the free tickets.
After playing the shared video, fans were given the option to “like” it or tweet the page for free tickets to the live show.
What this strategy did was create a mad rush for fans to be the first four to like the page and claim the free tickets.
The high level of activity naturally created ongoing curiosity and awareness of the band in the different geographies. By the time the band was reaching their final stop in the tour, they had amassed millions of views because of the engagement from the campaign.
For the fans who missed out on the free tickets, they would provide discounted rates to incentivize an immediate purchase, as well as send emails with the same incentive to buy tickets to their local show. This maximized the return that the record label was getting for every fan, and even rewarded the fans who did not win the free tickets.
And the best part of it? AE’s data-crunching engine was at the center of all the fan engagement and helped the label coordinate the social engagement, email campaigns, and fan offers.
Stage 4: Analyze and Report
This is the final stage of the marketing plan. This is where we analyze and report on the campaigns. AE provides a dashboard that streamlines the reporting process.
The record label was instantly able to see what the fans were doing, what the strongest geographies were, and other information that could be leveraged for future campaigns.
Additionally, AE’s strong tracking features enabled this record label to have a dynamically updated leaderboard showing which fans were the top ranked, based on how much content they shared during the campaign.
Activities were tracked, measured, and ranked across platforms such as Twitter, Facebook, Rdio, YouTube, Instagram, Flickr, Spotify, Grooveshark, Pinterest, and Deezer.
Find out more about using data in your music marketing:
- GET MORE FAN INSIGHTS FROM SPOTIFY WITH AE’S SOCIAL LOGIN
- ARE YOU MARKETING IN THE DARK? 3 KEY CUSTOMER INSIGHTS DIGITAL MARKETERS WON’T GET FROM FACEBOOK’S SOCIAL LOGIN