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| a branded campaign |
Old-school email is a tool they use very effectively - always integrating their other platforms when doing so. These screenshots largely speak for themselves:
- using staggered video releases to push new releases and tours alike
- they've recorded videos for every album (2) and EP track since re-forming, a growing trend (not least as YouTube plays themselves generate revenue)
- the range of videos work to both please their existing, ageing fanbase (the band date back to the late 80s and were a key influence on Nirvana) and to target a new, younger audience too (for sheer inspiration, I highly recommend viewing a batch of these and/or Depeche Mode videos)
- they offer exclusives to various online ezines; an advantage of multiple videos is that they can offer this to a variety of sites over time
- they highlight Twitter, Facebook and Instagram (plus their website), currently the big 3 of social media (surely users will tire of Twitter eventually?!)
- look carefully at the followers/likes numbers, and you'll get a good example of which platforms are most/least significant for a primarily mature adult fanbase
- the emails are not excessive, but often enough to keep prompting fans into potential purchase of recordings, merchandise or tickets, or at worst to view their video/s or visit their online platforms
- the branding is clear: the P in a circle at the bottom of the email; the banner/masthead across their online platforms pushing the latest album, and a consistent image for their user icons
- recordings are offered in multiple formats, including vinyl and boxsets
- there is also a link for streaming
- this is tied into multiple streaming platforms
Skip to 1:43 for 2nd question in this interview in which they discuss social media...(part of my extensive Pixies playlist)
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| a few of the emails The Pixies (... the marketing agency they've hired!) have sent me.
Details of the latest, plus screenshots from their platforms, are below the read more line
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