Pages: 1
| Posted: 19 Sep 2008 22:58 Last Edited By: jc | ||
|
Registered User |
Posts: 52 Join Date: Oct 2007 |
|
|
This is an exchange with a client about their pre-sales email blast. This may help clients who are "wearing-out" their list.
-------------- Hi Melissa, We monitor all clients' pre-orders daily. You have appx 1450 orders, so that represents a 10% response to your e-mail list. That's a bit low for a "warm" list, but as you said, many of these people may have already seen the movie. In the past, warm lists performance range from 20-50%, and one clients said over 60% for a "Tell me when the DVD is available" list. The (zzzzz).com announcement with a $2 discount would be better coming after MM/DD--after the first wave of buyers' DVD ship. Some pre-order buyers will feel left out. If the announcement date cannot be changed, see if you can limit that to the unsigned copy only or otherwise differentiate it. (BTW, you have about 1,100 signed copies ordered. Please confirm this will be here by MM/DD for the first wave of orders.) Going forward, there are several options to consider. My initial thoughts: [1] Rather than keep looking at this list as a "sell to" group, re-shape the relationship into a "community group". I normally recommend a "3:1" formula where for every 4 emails you send to your community, only 1 should be a "marketing" email. [2] Setup programs to involve more local ----- clubs & group screenings to "get the word out". (ask me about screening kits) [3] Rally around an issue - can you associate ##### to an existing national issue to turn the film into cause-based community? [4] Create affiliate relationship with other sites, email lists, etc. to expand the email outreach. However, you should do this only after creating some buzz. [5] ......etc... Keep in mind the marketing is long term and ###### sales should be ramping-up for the next year. There is no limit to the amount of marketing you can accomplish, but one step builds on another. If you reside in LA, Brian and I conduct a brunch meeting every Sunday morning. Several clients have joined us during these meetings to brainstorm their projects. Regards, --JC To: "John Chang" <jc@magicrock.com> Sent: Thursday, September 18, 2008 8:07 PM Subject: DVD Sales Hi JC- I don't know if you've been monitoring DVD sales for #####, but I wanted to get your feedback. This is just pre-sales, but we've sent a notice to our entire list of about 14,000 people. (zzzzz).com should be announcing their $2 discount here soon. First, based on your experience, are our sales good or sluggish? Do you have any more suggestions on getting it out there? We've been pumping the PR front in the ----- community, with average response. The problem is that we've already gone to the same well multiple times for our theatrical release. So, we need to find new ways to get the word out about the DVD in a big way. You seem full of good ideas, so I'm open to hearing if you have any to pick up DVD pre-sales a bit. Thanks, Mel |
||
Pages: 1
