Apply a bit of monkey magic to your sales and marketing
You can't argue with the numbers, can you? Their first single went straight in at number 1. Then the album shot to the top, smashing the record for fastest-selling debut album in UK chart history. The Arctic Monkeys have to be the sales success of 2006.
So, where did they come from? Internet space, of course. But, perhaps the Monkeys can teach us a little about selling and marketing products effectively. Here are some of the things they did well. Could you apply any of these pointers to your business?
Being liked
If a customer likes you, he or she is more likely to buy. What causes one person to like another? According to Sold! (by Steve Martin and Gary Colleran, 2003), having things in common with your audience is useful. I think there's something about personality too. Four strong-accented 'underdogs' from Sheffield…it works really, doesn't it?
Proof of the pudding
The proof of the pudding's in the tasting. Would your products sell better if your customers could have a try first? Before the Monkeys were signed they gave away their music online. A great way to start word-of-mouth marketing. Because, who's going to be shy of a good-quality freebie? Referrals are one of the most cost-effective ways of selling, too.
Investing in customers
Existing customers are worth investing in. As well as giving you those referrals, selling to people who have already done business with you is the most cost-effective way of marketing yourself. For their last gig, it's reported that the Arctics kept tickets prices to £8, even though the black market was selling them for £300, and the band themselves made a loss on the night. How could your business invest more in the existing interest?
Helping people buy from you
Turn 'selling to people' on it's head…how can you 'help people to buy from you'? Giving people a taster is a start. And, being front of mind when people are ready to buy is essential. Once the Monkeys had a following (and people were itching to buy the album), then the big advertising campaign was everywhere. No doubt there were some record label execs rubbing their hands together behind the scenes. But, you get the idea.
Having a good product
Of course, you can't get away from this. You have to have a good product. And you have to have a product that's attractive to the audience you're selling to. I'm guessing the 360,000 sales in the first week proves the Arctic Monkeys had a good product to sell. Having just visited Amazon, it looks like the Best of Tony Christie is already in the specials. Well it worked for a while, Tony…and fair play to you.
Chris Kilvington is the owner of TENFOUR writing (http://www.tenfourwriting.co.uk). TENFOUR helps companies and organisations create a personality through words. Content for websites, and copywriting for literature, articles, marketing and media materials.
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