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The advantage of an online focus group is that participants can attend from their home or of ce. UMG and msdbm managers were able to communicate directly with the moderator during the sessions. Unlike normal focus groups, online groups require no travel expenses or logistic setups such as meals or the renting of a hotel room. Turnaround time was faster than with traditional focus groups.
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Based on this analysis, msdbm created an online microsite and database to deliver the promotion, capture the data, and report the results. The microsite included an online survey to capture information from the registrants (see Figure 6-4). The second phase focused on program execution. Beth created a model that used the pro le to point to the ideal prospect. Next, she did the research necessary to nd email lists of prospects who matched the Lucinda Williams fan pro le.
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The subsequent email campaign consisted of a series of targeted communications, beginning with an outbound email campaign to fans and prospects promoting the release of Lucinda Williams s album and a special offer for those who completed an online survey. Joint online promotions were conducted with the UMG sister company MP3 to expand the reach of the effort. In addition, UMG conducted guerrilla marketing efforts collaboratively with the company M80, which used the promotion to create excitement in the marketplace, increase sales and airplay of the CD, and ultimately drive traf c to the online promotion site. Data on every responder were stored in the database, and the responder was pro led to see if he or she matched the anticipated type of listener. Responders to the special offer got a follow-up thank-you email with another survey (see Figure 6-5) and further promotion of the Essence album, encouraging them to purchase the CD. Special direct links to Amazon.com s purchase page were developed so that visitors to the microsite who wanted to do so could make a
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Figure 6-5
Survey
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quick purchase. In addition, the site provided the names and addresses of local retailers who sold music. A music sampler was embedded into the site to give prospects an idea of the quality of the new artist and the new genre. When the campaign was over, responders were sent a postcampaign follow-up email to determine which of them had purchased the CD and why or why not. Based on these responses, Beth conducted a postcampaign analysis measuring customer satisfaction and intention to purchase the Lucinda Williams CD. Lucinda Williams was constantly on tour during this period. The gradually increasing fan database was used to send targeted city-speci c emails to people who lived near places where she was holding her concerts (see Figure 6-6). As part of the database-driven microsite development, msdbm developed a real-time report that was tied directly to the database (see Figure 6-7). Through this real-time report, msdbm tracked response information, including response by list source, publication, links, and statistical response to the online survey. UMG and Lost Highway were issued user names and passwords so that they could access the report at any time. The report also featured drill-down functionality so that the client could view response by segment, such as speci c lists, publications, and so forth. As a result of the campaign, the fan database grew 960 percent during the 3-month promotion. This campaign proved the value of email database marketing strategies in the music industry. UMG management was stunned by the results of this coordinated effort. It loved the real-time reporting and the ability to have a data-driven Web site. The overall campaign response rate (combined direct and indirect) for the 172,744 people who received emails was 15.5 percent, of which 50 percent reported that they had bought the new CD. Instead of a few hundred registered fans, the Lucinda Williams database developed nearly 26,718 registrants who could be used in further database marketing initiatives. UMG management, impressed with the results, decided to use this method for promoting new artists and staying one step ahead of its competition. Using direct emails plus MP3, the campaign exposed Lucinda Williams to over 3 million people. The Essence CD ranked number one
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