Blinded by the Site
We’ve always been keen on the potential of compact discs as a direct marketing medium. A CD is nearly a perfect vehicle: The prospect gets one in the mail, pops it into his or her computer, watches the program, and, if interested, clicks on the link to order or get more information. Include a toll-free number and a reply envelope in the package and you’ve covered your multichannel bases.
West Coast rock band Third Eye Blind seem to feel the same way. You buy their latest CD, “Blue,” just like you would any other. Since it went platinum, its penetration far exceeds most mailings to a targeted niche market.
Not surprisingly, there are instructions printed on the outside of the package and on the disc itself about logging onto the group’s Web site using America Online (in addition to the usual graphics on the front and back of the album).
Open the jewel box, and inside the front cover is a catalog titled “Stuff.” Indeed, the paper catalog offers just that – Third Eye Blind merchandise, such as T-shirts, caps, posters, music, CDs – all relating to the band, its music, tours and releases. Interested buyers can order by mail, phone or on the Web site, although no order blank is enclosed.
Insert the CD into your computer and a window pops up. Click on the icon labeled “3eb” and you’re linked to a screen offering a choice of Web sites: one from Elektra Records (the band’s label) and two from the band itself.
You can’t access Elektra’s Third Eye Blind site without submitting your e-mail address and ZIP code, which isn’t quite permission marketing. The band’s two sites – one old and AOL-friendly, the other new and souped up – allow you to enter without having to leave contact information.
If you follow the prompts on the band’s new site, you’ll reach the e-commerce area. In terms of graphics and products, it’s virtually identical to the print catalog – but it also includes current stocking information. As of press time, the band needs to restock T-shirts fast or its fans will be attending concerts topless.
When we were in the targeted age group, rockers would orate about those who talked the talk and others who walked the walk. Third Eye Blind’s site walks the walk of targeted multichannel marketing.
