Archive for beatles

Gee, I wonder if songs from the Beatles are on iTunes?!?

Posted in Integrated Marketing Thoughts, Uncategorized with tags , , , , , on November 17, 2010 by matts76

Alright, so you’ve no doubt figured out that a variety of songs and albums and “special” collections from The Beatles are now available on iTunes.  Hell, just click the link to either website mentioned in the first sentence of this post and you’ll be bombarded with the same message.  With the announcement of the availability of The Beatles’ music on iTunes, I’d fully expect a big push online since it’s clearly been a long, drawn out legal battle to get the approvals to offer their songs.  An online push for an online presence of digital files is a natural fit from a marketing perspective.  Then, buzz should grow organically as people, hardcore Beatles fans in particular, start spreading the word that the music is now available.

However, I was turned off by sooo many media outlets giving airtime to this drivel as a major newsworthy tidbit of information.  The economy as a whole is still in the shitter, infighting amongst political parties has taken a new turn for the worst, we’re still at war (with a notable headline today of a living soldier receiving the well-deserved medal of honor after heroic efforts in the ridiculously dangerous Korengal Valley — as an aside, if you’re not up on your geography, check out the documentary Restrepo to get the download on the Valley), and yet, the f’ing Beatles’ songs being available on iTunes stole headlines in every outlet from the WSJ to your local evening news.

From a marketing perspective, I obviously get it that creating dialogue amongst customers and prospects both online and off and driving sales is the name of the game.  However, it seems that the push to grow awareness was over the top in this example.  Given that iTunes is already the top source for music these days, which is pretty impressive given that the service has only been in existence for around ten years give or take, I think plenty of folks would have figured out that The Beatles can now be downloaded.

The organic growth that is spurred by die hards tweeting, facebook posting, sharing links, etc., etc. also drives positive buzz in its own right.  The positive organic growth is now muddled by, and must do battle with, countless posts out there from people who share the “who gives a f*ck” that The Beatles’ songs can be purchased in another way” sentiment that’s been spurred by marketing overexposure.  Those who’ve been beaten over the head with this marketing message in every conceivable media form…online, print, television, radio, word of mouth…you can’t escape! are voicing their opinions.  An organic approach could have kept negative posts to a minimum. Sometimes, a conservative approach to marketing helps to prevent negative impressions of a brand or service that overexposed messages in a short period of time that cause people to yell “enough already” helps grow longer term returns.  That’s all I’m saying.