The Rolling Stones have released a couple of albums recently…
…a new compilation album “Honk”…
…and a live set “Bridges to Bremen” from a gig in 1998.
Now, it would be completely understandable if your reaction is “Does the world really need another compilation or live album from the Rolling Stones?”
After all, there are already plenty to choose from. UNCUT magazine’s “Rolling Stones – Ultimate Collector’s Edition” lists 29 different compilations along with a selection of 20 live sets from the many that are available.
Well…based on what matters most to marketers…sales…the answer is…
…a cautious “Yes”!
“Honk” was released on 19 April 2019 and peaked in the charts at #23 in the USA and #8 in the UK. “Bridges” is a more recent release (21 June 2019) and of more limited appeal. It hasn’t made a huge impact on the charts but still seems to have sold in respectable numbers.
For marketers in general, this example contains a number of useful points about making the most of what you have.
The Rolling Stones are now well in to their sixth decade as a band. They have been hugely successful and are fabulously wealthy by any standards. Understandably, they no longer feel the need to record and release new albums very often.
However, they are arguably still “The Greatest Rock ‘N Roll Band In The World” and they have a tremendous body of work to draw upon.
And if previous generations loved them…why not the current generation who may not have already heard their music? A new compilation album is a great way to introduce a new audience to the band’s work….
…especially if there is some sort of link to more contemporary artists. Which is exactly what is provided in the bonus set on the “Deluxe” version of “Honk”. This is a selection of live performances with guests such as Ed Sheeran, Florence Welch and Dave Grohl.
Of course…extras and “rarities” give existing fans a reason to buy the new set as well…even if they might already have most of the material (…a somewhat sheepish “raising of the hand” from this fan).
It’s perhaps a little surprising, but if someone is interested in a topic, they will often buy the same material multiple times if it’s presented in a different way. A simple example, is an audio version of a book.
Rock and roll…music in general…is a big business and the Rolling Stones are masters at marketing themselves and “taking care of business”. So it’s well worth observing what they do.
As a further example of getting the most from what you already have…in the world of marketing we have the great Dan Kennedy and his “Magnetic Marketing” program.
Originally released in the early 1990s…there have been a number of updated editions. The most recent version is a “25th Anniversary Edition” updated for the current era.
While the core principles haven’t changed and much of the core material is the same…”Magnetic Marketing” has been updated, revised in some places and expanded to appeal to a contemporary audience.
There’s now also a “Magnetic Marketing” book that’s a primer for the program and…of course…a lead generation device.
So why not take a look at what you have available and how you might re-release it for a new audience. After all…you might just have what you need.