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All we want is radio ga-ga

Posted in Media, Marketing, Digital October 8th, 2007 by gabay

This week sees a dramatic new juncture in both the general history of direct marketing and specific marketing of music.

Radiohead becomes the latest iconic band to help rewrite traditional distribution rules and at the same time, relationship marketing practices. They are offering their latest album, In Rainbows, to fans for virtually nothing. Instead of buying the album for the standard High Street price, fans decide for themselves just how much they think the work is worth and pay accordingly.

Traditional salespeople are throwing up their hands in desperation… “Where’s the money in letting the customer decide how much to spend, rather than our pricing departments?” The answer is simple: It’s all about building a relationship with the customer based on trust. If Radiohead get it right, such a relationship will draw more people to the real money- making end of the business - merchandising and concerts.

If they so choose - rather than being forced - die-hard fans can also buy a limited edition version of the album complete with oodles of extras - price: £40.

Licking the back of the envelope for traditional DM

People this week are getting totally fed up with the Royal Mail and their workers’ disputes making the cost and application of direct market increasingly complicated and costly. The web alternative way to distribution and selling offers audiences what they want and how they want it delivered – on time and to budget – theirs.

Perhaps now is the moment for traditional sales and marketing directors to give up singing from the same tatty hymn sheet of lyrics written in the good old days when consumers did whatever they were told, (and were grateful for it) in preference for a completely new track to profits and product distinction - based on mutual trust and innovative foresight.

See Jonathan’s full interview on Sky News below…

Jonathan Gabay - www.brandforensics.co.uk