Music Marketers Target Female Shoppers
With CD sales dropping fast, the music business is exploring nontraditional ways to expose consumers to recording artists. Among the new sales and marketing vehicles are Tara Leigh Music Party and musicShop.
Both launched in November to target female music buyers. Tara Leigh is part of House Party, an Irvington, New York, company that stages Tupperware party-like events that consumer brands sponsor at private homes. MusicShop, run by Sherman Oaks, California, music branding company Musica, is a featured section of Shop.com, the comparison-shopping engine.
Through Tara Leigh, former EMI marketing executive Josh Zieman organized 2,500 listening parties at homes throughout the United States. The gatherings attracted a total of 42,000 people, 88 percent of them female.
House Party provides one such way to reach women in their living rooms. To launch Tara Leigh, Zieman printed 35,000 catalogs featuring 100 titles from 15 record labels, including albums by such names as Harry Connick Jr., Faith Hill, Enya and Tina Turner. He also compiled a 15-track sampler CD for party attendees and created a taraleighmusicparty.com Web site.
Photo by dbs.myflorida.com.
teriss on January 12th, 2009 9:22 am
Ah..yes..target women shoppers is such a smart marketing strategy. It still is a pity they earn less than men or the economy would stabilize sooner.
Jaclyn on January 12th, 2009 4:53 pm
I agree…targeting women in advertising is one of the best idea’s. Do you know how many households i know of where the woman of the family is the head of spending money wether she has an outside job or not…it just seems to end up that way. so to target women in your advertising especially if you send catalogs to their house where most of them spend a good portion of their time….is probably one of the best advertising move’s a business can make.
Teriss on January 13th, 2009 10:03 pm
So true Jaclyn, 50 percent of the population is female and they also make the major purchasing decisions in a household.
I remember when I leased cars, it was the wife that I spoke to as the guys were busy looking at the car, I was selling it to my fellow female purchaser. She made the decisions so we talked colors, and decor. It worked very well. Good luck with your blog, cheers….Teriss
raidin on January 15th, 2009 12:54 pm
very good for exploring nontradisional consumers
cassy on January 21st, 2009 8:29 pm
we women love music so its really a great idea,to target women for good cost in business as a marketing strategy coz for us music is the soul of our heart, great site for women cunsomers!
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