On Marketing Strategy: Alternate Routes
For me, it seems as if everything is a marketing challenge. That is, I find myself thinking "positioning and persona, strategy and tactics" all the time. My son's band just finished their new CD, Over Your Shoulder. Interestingly, marketing this "product" is a little different. The CD isn't the product; the band is. The idea is for CDs to build a fan base to create awareness to get playing gigs, ultimately to spread their music virally until the "right" person hears the music. Rather than selling CDs as the revenue model, they're selling CDs as leadgen. They've put some tracks on their, their disc is available on , they're leaving sampler discs at the local music stores, and they're distributing something akin to a "lit kit" to the major clubs. Am I missing something? It seems like they're doing this ... right. Maybe the kids really were paying attention all those years to my marketing lectures at the dinner table.
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