March 25, 2006

Wanna know what it feels like to get punched in the stomach?

by Chris Randall
 



Go start yourself a company. Have it do pretty well. Well enough to the point where you can advertise in major music magazines. Then go do an ad buy in one (or more) of those magazines.


We just purchased a bunch of ads in Future Music and Computer Music, and spent a whole lot of money on a whole lot of nervousness. I'm reasonably adept with graphics-related things, but I don't have a lot of experience with making color ads, so I'm really sweating bullets on this submission, because it is a lot of money.


Which brings up an interesting point. It doesn't really do any good to have products if no one knows about them, right? Plus it is generally accepted (and who am I to argue?) that the average consumer needs three impressions of a product before they'll even go look at it. We're basically betting the farm on this advertising buy, so here's to hoping! If you're in the mood, now would be a good time to buy an Audio Damage product, because I've just drained our checking account.

 
 
 

7 comments:

 
 

 
Mar.25.2006 @ 5:16 PM
shamann
Fingers crossed that pays off for you.

Did you see a good reciprocal return on the reviews in FM? Might give you some idea of what to expect.

 
 

 
Mar.25.2006 @ 6:16 PM
Chris Randall
Yeah, we're seeing a pretty large bump from the reviews, which led me to believe that advertising in the same magazines might not be a bad idea. We've bought print ad here and there, in magazines I really like (Grooves, etc.) but we've never gone whole-hog like this before, with such a large investment.

My thinking is that nothing ventured, nothing gained. We'll see how it turns out. It's not gonna close us down or anything, but we might have to go on Top Ramen rations for the next couple months. ;-) And to head the next question off at the pass, we couldn't afford S.O.S.

-CR

 
 

 
Mar.25.2006 @ 6:38 PM
high tech
are there also ads with descriptions of your products?
or is the one posted above the only one.
 
 

 
Mar.25.2006 @ 6:52 PM
americanjunky
3 impressions to notice and then anywhere from 3-6 more for the mark to do anything.
ideally an ad in the issue with your review helps alot, providing you know ahead of time when that is.
either way I don't envy you having to make the decision to run ads, I can't think of much that is more stressful as a business owner.
/made the obvious switch from bass player to radio sales for a few years.
//broke the paint can in the detroit market.
//really proud of my marketing skillz, or very sad it's hard to tell.
 
 

 
Mar.25.2006 @ 7:16 PM
Chris Randall
The bit in the picture is just the top portion of the ad. They are half-page vertical, and that's the top half.

-CR

 
 

 
Mar.25.2006 @ 7:26 PM
Jan Czmok
well. i also cross my fingers for yur success. The products (well software) are extremely good. It's just the stuff i ever wanted for
sound manipulation. (No kidding). As soon my first releases (after 10 years) will come out, i'll drop a big info/hint about the used software :-) in the meantime, i work on the songs which you may can check out in one month at link [www.elektrolabel.d...]">link [www.elektrolabel.d...]
 
 

 
Mar.28.2006 @ 10:24 PM
DoktorFuture
yikes!

I have done a great deal of marketing and spent piles of money on various campaigns over the years (literally millions of bucks). I don't know if this would be the best route to go for results.

Quite a lot more can be achieved in a grass-roots sort of way:

a) Giving some copies of your software away for some links on sites. (esp in other languages)
b) Flying to meet some folks here and there and feeding them beer and liquor. They will *heart* you forever for that.
c) Make great software, keep it affordable (i.e. no built in FutureMusic ad cost in future products). Pocket the money and put some in your 401k, retirement, investment fund.
d) Appreciate small-size growth. The best companies I've had are small companies. If it grows too big, too fast, you'll long for those good ol' times of being punched in the stomach.

Oh, and one last thing for this post anyway, grab a read of some viral marketing stuff. Also, listening to the '1-800-CEO-Read' podcast (on itunes) is quite useful to zone out and spend some listening time on popular, emerging, and successful strategies. It's time well wasted :)

Paul

 
 

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