PlusOne - Musings of a marketer

I am having a bit of a push on innovative marketing ideas recently. It inspires me to see when crazy (and sometimes seemingly so damned logical) ideas that people come up with.

One idea I came across recently involves the music industry and the battle for control of copyright etc. Seems a hard topic, until you read stuff like this from http://schoonerhelm.vox.com

I’d love to hear your innovative marketing ideas …on any marketing issue via comments.

Ultimately the remedy to the recording industries woes will lie in the very instruments that seem to be their downfall. Computers, internet connections, and portable media devices, the bane of the recording industry could be it’s savior with a little innovative marketing.

Consider this: I buy a new CD. I get all the songs I expected, the singles I love and the lyrics in a little booklet. Oh the joy. What I also get is a subscription to the artist’s podcast. This podcast would include live singles, concert videos, radio interviews, TV interviews and more. If that’s not good enough, perhaps the buyer could even be given access to a more “exclusive” website or blog. All amounting to steady stream of all things to keep my interest up, lasting conveniently until… I dunno… perhaps the new CD gets released?

Would the consumer be able to share these wonderful easter eggs with his friends and fellow internet users? Absolutely, there’s no force on this earth that will be able to contain them. However there is no substitute to getting the newest tidbit as soon as it comes out. Especially if by getting it before a certain time means you get a chance to pick up free concert tickets or backstage passes.

If such methods became prevalent, file sharing would be a non-issue. Those who were honest and bought CD’s because they can’t be bothered to download would still be getting their music fix. Those who simply wanted to download the single that they found catchy would be able to do so without fear of repercussion. While the expanding group of techno-savvy people who own portable media players, and get their news and entertainment from the internet will have an incentive to making the purchase. Everyone wins.