If you do video production in Boston or any other big city in the United States,
you’re probably familiar with the concept of a direct response spot. It’s
an advertising campaign that tells the viewer to do something specific such
as visit a Web site to purchase a product. It’s something that happens
frequently in local advertising to drive a person to a car sale or local event.
But direct response television spots can also be very effective in national
advertising as well. A recent case in point is the rock compilation CD “The
Edge.” According to Billboard Biz, record label Razor & Tie Records
was able to use targeted direct response ads to boost sales of the compilation
disc significantly; it debuted at No. 4 in the Billboard 200 album list.
The majority of these sales came directly from the company’s Web site,
which was prominently featured in the advertising as where to buy the disc.
The up-tempo pacing of the spots resembled a sports video production — no surprise
since the tracks on the album include many from male-oriented artists such as
Godsmack, Finger Eleven and 30 Seconds to Mars.
With the success of this video production coming on the heels of other popular
compilations such as the “Now That’s What I Call…” series
sold through direct response marketing, it will be interesting to see if it
becomes a trend that extends to bands selling their new albums through a slick,
infomercial-style video production.
Comments are closed, but trackbacks and pingbacks are open.