OK, this is a different kind of post but it’s also an interesting technique from which marketers may be able to pick up a lesson or two.
First, if you are younger you may be wondering who (or what) is Pink Floyd. Let’s just say that their album (yes, it was released in 1973 as an album, which is 40 years ago for those struggling with the math) “The Dark Side of the Moon” was maybe THE seminal moment in rock and roll history. That is obviously a very subjective statement so if you feel the need to argue go right ahead.
But back to the point at hand. Spotify, the leading music streaming service, has had a bit of a gap in its offerings for those who are more inclined to listen to what is considered ‘classic rock’. That gap is that they do not have the Pink Floyd catalog like their competitor Rdio. It is actually something that might make someone go with one service over the other. It’s a competitive weak spot.
Well, Spotify has placed a carrot in front of its users who are wanting the Pink Floyd catalog as part of the offering. It appears as if they may have been asked to prove their worth because the service is saying that once it hits 1,000,000 streams of another Pink Floyd classic “Wish You Were Here” then the full catalog will follow. Spotify is making it a feature of its Twitter feed as of late to get the ball rolling.
— Spotify (@Spotify) June 14, 2013
So what’s the point? I wondered that myself from a marketing perspective so all I could do is take a look at it from my own personal reaction to the offer. It’s a Friday morning and I stumble across the information from a post as I go through the’news of the day’. As a Spotify subscriber, and one who switches to Rdio just to listen to Pink Floyd when the mood hits, I immediately act. So my morning goes from ‘the usual’ to taking a small detour to take an action that will hopefully result in something I will benefit from.
Sounds trivial, right? Do you think I would survive if Pink Floyd’s catalog doesn’t come to Spotify? Sure I would but I would still seek what I wanted from a competitor and that is bad in Spotify’s view. Instead now I am spreading the word about this deal (and hoping something happens in a similar fashion regarding Led Zeppelin’s catalog but that’s another story) and giving attention to Spotify. Spotify is making me act because they struck an emotional chord.
The lesson? People react out of passion. That’s why it’s difficult for some companies to move the needle in the social space. Or so they may think. They are not creating a passion for their offering. They are simply not doing anything to disrupt a person’s day in a way that benefits both them and the brand. Then they piss and moan about the ineffectiveness of social media etc etc.
Of course, music is a passionate thing and if you are a widget maker you won’t have the same opportunity to capitalize on a passion, or will you? Have you simply not tried based on the assumption that there would be no passion around what you do? That’s a dangerous way to think. In fact, it shows that maybe you haven’t thought enough about your customers and you are not being a truly aware marketer in today’s marketplace.
Anyway, like I said at the beginning this would be a different post but I am realizing as well that maybe this is what we need here at Marketing Pilgrim so we don’t just plod along day to day and not be passionate about what we do.
What say you?