Arista Hopes Postcard Promo Leaves 'Afterglow'

Share this content:
Arista Records, a label owned by German media giant Bertelsmann, is midway through a postcard drop to promote Sarah McLachlan, a popular singer back from a four-year hiatus with her new "Afterglow" album.


Using street teams in major metros nationwide, Arista is distributing 250,000 postcards designed to drive traffic to the site at sarahmclachlan.com. The objective is not just to sell CDs but also to build a database of fans for marketing events, albums and merchandise.


"I think what everyone is finding out right now is that there's a real value in getting as much information as possible," said Mark Peebler, president of It's All Good Companies, the Sedona, AZ, marketing firm hired by Arista. "It's not enough just to sell a CD to your prospect."


Each postcard bears a unique MusicStakes number, which recipients enter on sarahmclachlan.com. They also answer specific questions to glean motivations, such as age range and whether seeing an ad in a publication spurs them to purchase.


Participants learn on the spot whether they are among the 30 winners who will get autographed copies of McLachlan's entire CD catalog.


The postcards are not distributed in music stores because that involves complex contract negotiations. Instead, they are handed out at lifestyle locations like coffee shops and yoga centers popular with McLachlan's target demographic of females ages 17 to 45.


Postcard distribution ends Dec. 31. Arista, New York, designed the cards.


It's All Good, which also has offices in Los Angeles, New York and Phoenix, was responsible for printing the cards. It is managing the Web site log-in sequence as well as the database of captured details.


The postcard-and-Web program is part of an integrated push for McLachlan. She is booked on talk shows to play selections from Afterglow, including the catchy track "Fallen." Channels include Nick at Nite, VH1, ETV and ABC.


Arista awarded an iPod as part of a recent promotion to watch a Nov. 9 concert featuring McLachlan and fellow Canadian Avril Lavigne on the Oxygen channel.


Print media has paid attention, too. McLachlan is on the cover of the November/December issue of Women Who Rock magazine.


Online, the new album is VH1.com's "Hear it first" release of the week. Visitors to McLachlan's site can order the release. And Apple Computer's iTunes online music store lets shoppers buy tracks of their choice.


The viral aspect is not ignored. Like many artists' sites, McLachlan's lets visitors join her fan club, buy merchandise or view and send online cards. They also can play "Fallen" for free directly from the home page.


For those not satisfied with these options, they can listen to McLachlan's Live Launch performance of "Fallen" and "Angel" now running on the home page of the site at www.launch.com/yahoo.


Her previous six albums have sold more than 22 million copies worldwide and won her three Grammy Awards. Afterglow sold 360,000 copies in the first week of its Nov. 4 launch.


Arista and It's All Good will not disclose the results so far from the postcard campaign. But the tactic has won favor.


"We're already working on a promotion for February," Peebler said.


Loading links....
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here