Its all about added value these days. The recession makes things tough - and a music industry losing its identity and touch with its "product" makes the situation even worse. If people can get what they want for free, what are the triggers that will make them reach for their wallets?
Simple - give a little bit more back and watch what happens ...
Like what Josh Freese is doing with his new album - where he has created a scaled value approach to his package. It starts with a digital download of the album at $7 ...
Upgrade to the CD/DVD package at $15. Climb up from there to $50, where Freese will call you himself to discuss the album for 5 minutes. I have no real interest in his music (yet) - but even this prospect entices me. A fantastic, personal - even affordable! - way to give back to his fans. Why stop there when for $75,000 you can get the top of the line limited edition package - which includes, amongst other things, Freese's drum kit and a limo ride to Tijuana.
Fresh, inventive - and as a marketing concept, so much more exciting than a million pound poster campaign. Apparently the $20,000 limited edition package (which includes any 3 items from his closet) is already sold out ...
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