EMI Encore Series Pays Off Big Through Marketing Efforts
Marketers of classical music need three things for an effective campaign: high-quality, price appropriateness and product availability. The marketing department at EMI Encore had all three, and from there the sky was the limit. The end result: quality classical music packaged in an eye-catching design that is available in stores and online at bargain prices. The EMI Encore marketing department set the bar with this particular campaign, which continues to help the label’s titles sell well wherever they are available.
EMI Encore is the budget label from parent label EMI Classics. More than 200 titles, ranging from the traditional to the more esoteric, were pulled from EMI Classic’s extensive archives to create this label. The recordings feature world-famous artists performing a wide range of works.
Quality is high and the price is low with EMI Encore. Most titles from the label cost just $6.99 for the CD and $5.99 for the MP3 download. This low price allows classical music fans to grow their collections without great expense, and it gives the EMI Encore marketing department the opportunity to reach out to new classical music fans who might not want to spend a lot to build a collection from scratch.
The EMI Encore marketing department also makes sure there are no availability issues with the titles. By selling through large retail websites such as amazon.com and smaller, niche websites such as passionato.com and prestoclassical.co.uk, connecting the customer with his desired classical music is never an issue. Limited availability may work for companies such as Apple with its iPad, but labels like EMI Encore can’t afford to take that risk.
With its three needs met, in terms of being given the perfect marketing project, the EMI Encore marketing team went to work on creating the label’s artwork. In the end, the team went with a modern design featuring a classic image. They chose the angel sitting on a disc, an image that has been associated with EMI for ages. It stands for quality and prestige, so it was only natural for the EMI Encore label to use the angel in its design. Little-known fact about the angel image: It is the oldest recording trademark in Europe and was registered in 1898, making it also one of the oldest recording trademarks in the world.
Marketing efforts extend to the inside of the CD jackets, as well. The EMI Encore marketing department researched each title and put together extensive information about not only the composer, but the orchestras and artists performing the works, and also the conductors. The CD jackets educate new and old classical music fans alike.
About the Author:-
Jimmy Hempledon, a classical music fan himself, writes often about the marketing efforts of music labels, such as those of the EMI Encore marketing department. He suggests that other music labels look to the label as a leader in marketing excellence. He owns more than 25 CDs from EMI Encore, and he credits the EMI Encore marketing department with his loyalty to the label, as it did catch his eye with a signature look.
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