First segmentation on all the three albums and music categories is made when deciding that The Strokes, Beyonce and S Club 8 all are trying to get to the album top 20 in UK and get as many people to buy their album as they can. They are trying to get to the mass market by gaining a competitive advance over the others. How are they doing it? Which marketing strategies and theories each of these use? How do they differ from each other and from all the others who are trying to reach top 1?
This comes to the second segmentation which could be the USP, Unique Selling Point. In music the easiest way to make this segmentation is to define the music-category. As The Strokes being the face of the garage-rock, Beyonce is the figure of R&B. S Club 8 relies more on pop and kids songs.
What do exactly this band want, who they want to get as their buyers? What do they have to offer to the customer or the consumer? Marketing mix and its most important points for each other will tell that. Is the product the most important, or promotion and physical presence? Are the people who buy the record the interesting ones, or is it the price, the place or the process of buying?
The Strokes: Room on Fire
The unique selling point of the Strokes is the garage rock. They segment themselves to this music-category, but are not strictly only for people who like rock. They don’t specially want to get all the people to buy their album, but who wouldn’t want a world success? They want to attract music lovers, people who define themselves by music, value the quality and individuality. By getting to top 1 the band might loose some of these people, because they don’t want to buy the same music as everybody else. And to get to the number on, most of the music must be main-stream.
In the case of The Strokes the situation is a bit different, because they got the huge world success with their first album realised 2001.They were the face of the new garage-rock scene which has grown remarkably after that. Garage-rock isn’t that small marginal-music anymore. If they do their music well and market and promote it well, they are quite sure to get a huge success. Couple of weeks after realising the Room on Fire all the critics have been great, selling numbers are enormous and they got right to the top 5 in UK album-chart.
The most important element on marketing mix, when marketing The Strokes album, is advertising and promotion. In music business interviews, reviews, concerts and other pr are important. In this kind of “quality” music, album reviews are really important. But as well are touring and interviews in the magazines and television. Album and single charts are also important for people who consider buying the album. Too much physical presence in the press can harm the bands success. If the real music-lovers find out that the band is “selling their soul” by promoting their album too much and wrong ways, it might do more harm to the album selling than good. In a music-business people behind the music are often really important for marketing. In this case it is not as important as in others, but also relevant.
It is also important to find out who are the customers and the consumers. The buyer of The Room on Fire is most likely the one who listens to it, so customer and the consumer is the same person. People who buy the album of The Strokes are mostly 16-30 year olds, who define themselves as rock-people. They go to concerts, read music magazines, follow the scene, know what is going on, collect music and go to the festivals. They are the buyers of the album even without big advertising campaign.
But to get all the others to buy it, they have to advertise and promote. By knowing who are and who could be the buyers advertising can be much easier. To this part of the marketing mix, it is important also to think about the reference group influence. It isn’t that important on this album, but when trying to gain all the possible people to buy it, it is important to notice, that all the people in the same group should think the same about the album.
Other element of marketing mix is the actual product. The album with its covers is the product. Covers are not that important on this album, at least they don’t exactly try to sell the record. Red, black and yellow are the most important colours in the cover. They express energy and independency. They don’t want to sell themselves by their looks, even though some girls can be attracted by how they look. In the product of The Strokes also posters, image of the band and the show on a stage are important part. Even if they don’t want to think themselves as a produced product they are one of the most important bands in the scene of garage-rock as well as broader category of music, and that way they have to be produced.
Other elements of marketing mix, like buying process, place and price are not that important when deciding which record should be bought, at least not with this album. People, who want to have the album, go to buy it without any difficult process or special needs of the place. Place on the internet and MTV -era make all the places the same. Price is also irrelevant when talking about music-albums, because all the albums cost almost the same.