Anatomy of a marketing campaign
Hope you had a nice holiday weekend. I actually worked on the Fourth so I could spend the entire day yesterday with my son on his birthday.
Today, as his present, we are going to see pro wrestling… ringside, of course! (I have an obsession with getting primo seats for events. Later this month, I have 7th row center tickets to Melissa Etheridge.)
A couple of weeks ago, I reprinted a quote from Rod Stewart and how it applied to marketing and success. (If you missed it, the article is posted here on my blog.)
Today, I want to do an anatomy of a brilliant marketing campaign that made Rod’s album “Still The Same” debut at #1 on the billboard charts, #1 in Canada, and #1 in New Zealand.
The marketing team at J2 Records (his label) did an unbelievable job promoting this record. They did a great job last year too with another Stewart album which also debuted at #1. Basically, they followed the same procedure for both albums. Here’s a brief list of what they did:
- Had Rod appear on multiple television talk shows in a very short period of time. He was on Leno, The View, Ellen, and a bunch of other shows that his target market for this album watch.
- They did a new album concert preview in New York City that was broadcast live in select movie theaters across the county. (I went and it was great.) They also broadcast it for free on the Internet. By the way, it doesn’t matter how many people actually showed up at the theaters for the show. It was all about the promotion for the album.
- On the Rod Stewart website, they had the television commercial for the album playing. Plus, they had an audio sneak peek of one of the songs on the album.
- A couple days before the album release, you could listen to a sneak peak of all of the songs.
- Rod was featured on the cover of many magazines his target market reads.
Getting Rod back on top of the charts, selling millions and millions of albums again, and making him as successful and popular as he was in the 70′s was not an easy task.
Tomorrow, I’ll tell you all the stuff that they did right to make it happen for Rod and how you can use the exact same strategy to make it happen for you.
Kick butt, make mucho dee-nero!
~Dave Dee
P.S., A ton of folks have downloaded applications for my new “Personal Consulting & Mastermind” program – more than I can accept into the program. At maximum, I will be taking 15 people. I can’t do more than that since I am personally working with each member every week.
But the truth is that I might not even take that many people. Since I’m seriously working with the members on an individual basis and have a responsibility to the other members of the group, I’m only going to be accepting people who:
1) Are positive. Hey, we’re going to be together for a full day private consultation and then three times during year. Hanging around negative people is a drag.
2) Are ‘doers’. Nothing frustrates me (or other doers more) than people who don’t take action.
3) Have a product or service that really delivers the goods. While the focus of my group is not “let’s change the world” but rather marketing and making more money, I only want to work with people that offer tremendous value to their customers.
If that’s you, I encourage you to apply. The deadline for getting your application in is this Friday. So don’t wait.
http://www.davedee.com/mastermind
July 6, 2010 8:26 am 