Four Eyed Monsters DVD for Xmas Campaign
Here is what happened, we sent out 15,000 emails and bulletined to 20,000 friends about how it’s a good idea to buy FEM DVD’s this Xmas instead of supporting corporate America.
We also re-designed our store to make buying the smoothest experience we can.
http://foureyedmonsters.com/store
The email costs 200 dollars to send using a Vertical Response which is supposed to prevent the messages from ending up in junk mail boxes and that can handle sending huge volume of emails like that.
So instead of a follow up email, I decided to post a follow up bulletin explaining that a week later we had only sold 35 DVDs due to that campaign.
One of the responses was the the following:
This guy has a good point, and not just about the spelling feedback. (I know, I’m a bad speller, I hope to improve one day.) But he’s right, we are in a pretty good spot in a lot of ways and I’m totally thankful for that. And selling 35 is selling 35 and now since the bulleting we are up to 40, but the number sold vs the online audience we obviously have are just not as matched up as one would think. As of posting we have sold 1436 DVDs which again, I’m greatful for. However, we all have to acknowledge that selling DVDs off of one website alone is not enough. The DVD would have to get to more places other then just our site to ever really see that number go substantially up. So we are working towards that occuring and in the meantime would love to prove as much as we can about whats possible in terms of selling your own DVDs directly to audiences. Because I think people who have the ability to make content that is relevant to decent size audiences should be able to survive doing that so they can keep doing that and not have to sell our souls to pay rent.
So anyway, what do people think, is there a better tone we can have to our campaign to sell DVDs this holiday season? Any input on our new online store?
I didn’t really have a problem with the email campaign (but isn’t there some sort of free wordpress solution for email marketing?)… I know you’re working on editing upcoming eps., but maybe a promo vid (some voiceover and a mashup of footage already done) would help get the word out in a more aesthetically pleasing manner?
Also, using language like “holiday season gift” as opposed to xmas may help out in terms of being religion-inclusive?
Fishing for a news/blog interview/story may help as well…
I complete get and respect the indiepreneur thing you’re doing, i’ve spread the word in my circle. Don’t lose faith,
j
December 3, 2007 at 4:34 pm
Okay – this might sound totally naive – but how about organising a xmas FEM party in NYC so your local fans can connect and hang out? Use your fanbase to get sponsored by something alcoholic and offer that drink for free. Sell tix for $5 above the cost of your DVD (so, say, $20 or a slightly discounted $15) put that $5 into party overheads and offer a DVD as part of the ticket price. Perhaps do a cool activity at the party of some kind that involves being able to participate in a unique online forum after the event (after people have met each other slightly) to perpetuate the community and so people really feel they’re getting a chance to interact/get to know each other that they wouldn’t normally have. So for their money they’re buying a cool night out, a chance to build a new network of friends and the DVD itself. Not bad. Know it’s not a long-term solution but possibly a quick fix and possibly you’re in more of a position to organise something like that faster than other people might be. Gives your fans a chance to meet and hang out in a social situation which is exactly what I’m sure they’re wanting to do. Feel free to tell me all the reasons this is not a worthwhile idea for what you’re trying to do.
Lisa, London
December 4, 2007 at 7:45 am
Hey Arin
I never make my Christmas purchases till the last moment. It’s only just December. Maybe the next three weeks will prove different.
On the tone: saying negative stuff puts some people off. It’s clear you guys are indie as it gets, that’s why we have so much respect for you – you don’t need to set yourselves up as owning the ‘anti-corporate’ agenda.
I’m sure you did this, but mass emails are always better if you draft it and then sleep on it.
Cheers from Hastings
Tris
December 5, 2007 at 3:45 pm