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 web site, their disc is available on CD Baby, 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.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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