Not so bright marketing from Bright Eyes
Yesterday I came across what I thought was some pretty poor online marketing for the band "Bright Eyes". I'd read some favourable comments about them recently, and so went to visit their homepage. I got greeted by an opening splash screen that wanted to harvest my email address before I could get into the site.
I wasn't actually particularly lured in by the promise of a new streamed track, I just wanted to find out something about the band. I gave my email address and entered the site, to be greeted with a page that only had one link on it - to stream the new song.
And that was it.
No discography, no news, no tour dates, no buy our back catalogue here, no nothing.
It turned out that I didn't like the track, so as part of their 2007 marketing campaign I am now signed up to receive a newsletter from a band that it turns out I don't like, and whose entire website consists of two pages - despite the fact that they have been releasing records since 1998.
Well, I'm sure some marketing team member somewhere will be giving a great PowerPoint presentation about how they generated n number of mailing list sign-ups for the band as part of their bold online marketing strategy.
Of course, what they won't be able to measure is how many of these people like me go on to report the first email we receive on behalf of the band as spam in Gmail, because that is easier than going through a two-click unsubscribe process.