At the beginning of this project, the Bosstones had no fan database, an inactive (fan run) Facebook page, and had not released an album in seven years. As part of a relaunch campaign, the band partnered with direct to fan music marketing and sales platform provider Nimbit.
The Campaign Goals:
- Recapture fans and build contact database
- Sell 500 VIP ticket bundles
- Market new album release to U.S. fanbase, sell 10,000 units
- Create a basis for future touring, merchandising, and promotion
- Sell out venue for Hometown Throwdown concert series
The Strategy:
- Step 1 – (re)Engage Fans: Create multiple entry points for fans to receive free MMB tracks in exchange for offering new/updated contact info. Provide opportunity to join "VIP" list with exclusive access to pre-sale Hometown Throwdown tickets.
- Step 2 – Reasons to buy: Place pre-sale bundles (including tickets and merch) in VIP-only storefront on MMB’s new website. Bundles have multiple offers/price points: single ticket, ticket plus CD & vinyl, ticket to 3 shows plus CD & vinyl, t-shirt plus CD & vinyl.
The Results:
- 600 VIP ticket/album bundles sold in 25 min. from MMB’s website. Average price: $40.00
- 2,800 fans redeemed promotional codes for free music
- 7,000 new Facebook fans added (100% increase)
- 5,000 new contacts added to fan list including sales and demographic info
- 4,000+ units sold of new album
Timeline:
October 2009
- Start promoting via Facebook, MySpace and website, offering free track of a new song, and teasing the new album.
- Use redemption codes to track three different giveaway campaigns (via email and download cards).
- Start recapturing fan contacts through website and Facebook.
- Set up VIP offer to hard core fans for special presale bundle of new album with ticket to upcoming holiday shows in Boston ($50-$100 price point).
- Oct 31 (Midnight) – Message sent to “VIP” list. Ticket presale bundles up for sale on website for three Hometown Throwdown shows.
November 2009
- Nov 1st – General ticket sales for HOB shows go on sale.
- Public pre-sale of new album available at website and on Facebook MyStore.
- Added a 4th show after original three sell out, blast to email list and Facebook.
December 2009
- New album ships to major retail outlets.
- Special bundles with vinyl album offered exclusively on website.
- Appearance on Jimmy Kimmel live.
- Shows at House of Blues and Middle East in Boston. Over 8,000 people attend.
Nimbit Platform tools used:
Nimbit MyStore for Facebook, nimbitSkin storefront, download cards, promo codes, redemption widget, print and manufacturing services, nimbitRetail+ account ($20/month)
