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Five Audiences That Will Appreciate Digital Music Promotions

By Julie Ann Ross

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Published: 23Sep2010
Word count: 655
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Digital music promotions are becoming more and more popular for marketers. Whether you have a small business or work for a large corporation, digital music promotions are an effective, low-cost way to tap into different target markets. Thanks to iPods and mp3 players, fast broadband and smart phones, everyone is listening to digital music. CD sales are dropping, and not just because of the economy. Thanks to major players like Apple's iTunes Store and Amazon.com's MP3 store, digital music promotions are becoming easier than ever.

Of course, successful digital music promotions are more than just sending someone a $5 iTunes card for making a purchase. The smart marketers are tying their digital music promotions into a marketing campaign centered around a particular idea or event. One hotel chain recently gave free Classic Rock songs to their frequent travelers from a specially-designed website as part of their digital music promotions. Stay more nights, get more songs.

So here are five target markets you can gear your digital music promotions campaign to.

Generation Y: I realize this is a rather large group. The largest of any group, in fact. At last count, Generation Y outnumbered Baby Boomers 82 million to 78 million. And it's Gen Y that's driving the digital music promotions. They're the biggest users of smart phones, SMS technology, social networks, and of course, digital music. Any time you want to reach this age group with a marketing campaign, digital music promotions will be a safe bet.

Runners and fitness enthusiasts: Nike hit on a particularly smart idea a few years ago, teaming up with Apple, and creating the Nike+ iPod Sport Kit. It's a chip that will not only give runners their time, distance, pace, and calories burned, it will even pull up the music that matches your pace and inspires you to keep moving. It's great for cyclists too. If you have an fitness-related business, a digital music promotions campaign that offers motivating and up-tempo music can really get your campaign off the starting blocks.

Road Warriors: I've spent countless hours on planes and in cars, and I can only listen to podcasts for so long. But I would love to be rewarded for doing what I'm already doing, and listen to some of my favorite music. While we're not out there for the rewards, they still make a nice incentive. In fact, some Road Warriors will make a game out of it, and try to find the most profitable rewards for the fewest miles traveled. So if you can create a digital music promotions that's based on miles traveled, nights stayed, or dollars spent, you'll win the Road Warriors over.

Stay At Home Parents: Tie your digital music promotions campaign into a product or service that a SAHM or SAHD is going to take advantage of. Parents are just like Road Warriors: they're already doing their thing, regardless of the incentives. But if they can get a little something extra for buying your product instead of your competitors, they're more likely to take advantage of it.

Entrepreneurs and Solopreneurs: Whether it's the economy, or because more people have a burning desire to start their own business, we're seeing more entrepreneurs and solopreneurs in the business world these days. They're working in coffee shops, meeting at restaurants, and trying to keep costs as low as possible, and they're not necessarily buying a lot of stuff, like airline tickets, car rentals, or big computer purchases. When you start looking at their buying patterns, you see coffee shops being a big part of an entrepreneur's budget. The smart coffee shop owner is going to attract the entrepreneur crowd with a digital music promotions campaign. Instead of giving away a free cup of coffee, try giving away free downloads of the music you're playing in the store. And if you have musicians play on the weekends, be sure to include any of their music in your campaign.

Julie Ross, President of Rostin Ventures, references Promotional Currency for brand promotions including digital music download promotions, ringtones, or custom promotions including promotional risk coverage.

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