Marketing has always played a critical role in sales. As such,
companies are constantly scrambling to come up with innovative ideas on
how to push their products further as they constantlyseek better and
more effective marketing tools. Today, it’s not just the companies that
seek to market products. It is also the individuals whose products are
being marketed who realize that in many ways, the keys to the success of
a given product often rest soundly with how far the individual is
willing to invest inthe self-marketing of his product. The results of
self-marketing are bigger and better marketing venues as people use
their own ingenuity and apply their own creativity towards applying new
marketing tools.
“Anyone who creates the technology to stop the copying of CD’s,” says singer Beri Weber, “will
make a lot of money. But for now, maybe what we need is more education
on what genavia is, something I would be glad to help sponsor to help
bring it the forefront.”
“Everyone in the industry seems to be trying something else,”Beri Weber
continues, “such as adding incentives like bumper stickers and other
giveaways into their CD’s. But when you think of how just the cost of
the CD alone is prohibitive, adding incentives to the CD just ends up
costing you more. So I haven’t done it.”
But one person has gone ahead and attempted to do something. This something is an ingenious idea recently created by the Pester Rebbe – Yoely Lebovitz whose new CD – Pesterized was released,
and has since seen record breaking sales already topping last year’s
record for a Yiddish comedy album with his CD Boondash. The CD
includes one entry into the Lobovitz’singenious marketing technique: the
Pesterization Game.
The Pesterization Game’s ingenuity lies in the double service playing
the game can provide. Not only is the consumer happy with being able to
enter into the raffle entry each CD’s unique code entitles the bearer
to, but it also gives the consumer a direct voice that Yoely Lebovits wants to make sure is heard.
“In a comedy CD, as opposed to music, it is so much harder for the
performer to get a sense of what the audience wants,” Yoely says. “Given
how some people are more sensitive and others appreciate different
styles of humor, the Pesterization Game lets me know exactly what my
listeners like to hear.”
With the Pesterization Game, the buyer enters his unique code online on www.badchen.com .
He then fills in his name, the store he bought the CD, and his
feedback. He can fill in his favorite track, whether he would like to
see more music videos or more dialogue. He can offer suggestions of what
he might like to see in a future CD, what songs, what episodes. After
entering this information, not only is the consumer given a voice but as
an added incentive, he will be entered into a raffle to win $400 -at
the shop that he purchased the CD in – during a drawing which will take
placeMarch 25, (though the winner needs to be sure to keep his original album cover to confirm the matching code.)
Even the stores come out ahead, since the store which has sold the
most CD’s according to the online entries, will be announced to the
Pester Rebbe’s email following on a list that reaches more than twelve
thousand addresses.
“If I can do something like this on my small scale,” says Yoely,
“Just imagine what the big music performers like can do with an idea
like this. It’s the best kind of payback, benefiting the fans and
benefiting the performer as well. From my perspective, if my fans
communicate what they like and what they want to see more of, it makes
me smarter to see what people embrace and is well worth the $400 raffle
prize.”
“Aside from the monetary value an artist can secure, the benefit
of involving the fans in “the decision” of which material to use, is
priceless!” Says comedian Hilly Hill – who has many
years experience in marketing, – “it cultivates the fan to a loyal fan!
And the loyal fan will protect the interest of the artist.”
“I think it’s a great idea,” says Beri Weber, “a
great idea, but not necessarily a solution. I still feel it is a lost
battle until you can talk to everyone and show them. I can’t say that I
understood myself before I got involved in the business, before I truly
understood how hard it was to get out a CD, how it takes years of
work, how it rips out your heart to know that one out of ten copies out
there of your CD have been copied.”
But the feedback for Pesterized and the Pesterization game has so far been amazing.
“The truth is,” says a satisfied fan, “I would buy another Yoely Lebovitz CD anyway, but having the raffle prize is a nice addedbonus.”
The comedian, Mendy Pellin on his twitter handle @MendyTV jokingly tweets, ” I always knew you could sing, I never knew you were funny.”
And so this innovative marketing tool has made its debut at the same
time as fans all over get Pesterized. The question remains though how
successful will Yoely Leobivtz’s new marketing endeavor be – the answer
will have to depend on the fans, a part of the market that until now
never received the voice and attention that the Pesterization Code
opportunity is offering as of today. So will the fans choose to reamin
in the dark or will theytake advantage when “Opportunity Knocks”. My
suggestion:Tzind ooon de light!
Source: TLJ News Staff by M. C. Millman
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