This past weekend I attended two shows by the popular “jam band” Phish. While their music was THE point — I couldn’t help but notice the clever marketing to the bands followers.
– custom, signed limited edition posters unique to each show (mine was 190/950).
– custom, VERY limited edition merit badges unique to each show (I didn’t get one but was told they made and sold 260).
– a dozen t-shirts choices at the show and more than 120 different shirts available online
The day after the show a soundboard recording was available on-line in 4 different download formats (mp3, ALAC, FLAC,FLAC-HD) priced from $9.99 to $17.95
Photos/Videos for personal use – no problem.
Bootleg/Handmade “Phish” posters, t-shirts, patches in the show’s parking lots – no problem
I posted a video of one of the 7/4/show’s live songs — a cover of Rage Against the Machine’s “Killing In The Name Of” —- on YouTube 24 hours ago. That video has already been viewed 6,075 times !
High quality diverse products — some off the rack and some very unique — offered in multiple outlets and formats — meeting near real-time demand to loyal followers — facilitated by a crowd of followers you don’t control that will spread “your word” virally.
There’s a message here for every business.
PS – in the 90 minutes since I posted this blog the video views have now grown to 12,585.
PPS – in the last 24 hours the views have nearly doubled again to 24,772.
UPDATE — as of 2/19/11 the video has been viewed on YouTube more than 85,000 times.