Why Amazon Gets It
Amazon.com employs restrained product promotion techniques better than any other company on the internet, and I wanted to share one of the latest examples with you folks. I received a message about a promotion that is being run around Time music critic Tom Moon’s new book “1000 Recordings To Hear Before You Die”. Amazon has set up a promotion site here, which lists every single one of the recordings and allows you to browse through them and pick up the ones you want from the Amazon music store (DRM free, by the way). The reason I received this email? I recently purchased one of the records on the list.
I know it seems like an obvious thing, but well planned promotion that is ACTUALLY RELEVANT to the people it is being presented to is about 1000x more effective than anything that it isn’t. I actually spent time on their site, and now I’m blogging about it. All because they actually paid attention to what I care about.
The lesson here? Listen more than you talk.
-Brett C
