Taylor Swift promotes the Target-exclusive release of her new album "Red"
by Jaimie Siegle | Advertising Systems, Inc.
Even if you’re an award-winning music star, you still have to get creative when it comes to marketing and promoting your product.
Take, for example, 22-year-old Taylor Swift. She recently released her fourth album titled Red, which sold 1.2 million copies in the first week. Swift’s label, Big Machine, partnered with Walgreens, Target, Walmart and even a delivery pizza brand to create a marketing campaign to reach customers from all angles, according to a story by Randy Lewis in the Los Angeles Times last week. Target’s deluxe edition of Red featured several bonus songs and was promoted by a widely circulated TV commercial touting the exclusive product. Papa John’s offered the CD and a pizza delivered in a box decorated with Swift’s face for $22. Keds sold limited edition Red shoes (see below).
Lewis writes: “The public response to Swift’s new album epitomizes artists’ need to be ever more creative and diversified in their reach.” And while we may not be Grammy recipients, but as small business owners we are “artists” in our right – and Swift’s successful marketing tactics could be a lesson to take to heart.
How do you think “outside the box” in regards to marketing techniques? Leave us your tips in the comments!
