Aussie Pop Diva And British Indie Boys Make Top Ten
London, October 8th: Probe Media, one of the UK’s leading permission based marketing specialists, demonstrated the power of targeted mail shots when two singles that it marketed reached the UK top ten. Kylie Minogue is an established act returning to the music scene with new material ‘Can’t Get You Out Of My Head’ (Parlophone records) hitting the number one spot, also achieving the third highest weekly sales of the year, while Starsailor (EMI: Chrysalis) are a new developing act going in at number ten with ‘Alcoholic’, the group’s biggest hit so far.
For each single, a postcard was mailed to a target list of customers who had bought previous releases from the artists and/or had registered an interest in receiving information. Both lists were obtained via permission based marketing programmes.
“The power of maximising information cannot be overlooked,” explains Probe Media’s Managing Director Don Pawley. “By utilising database marketing, our clients have actively targeted registered fans of their artists which is recognised to promote chart success of their releases”.
Probe have also hit the number one spot with artists in the top ten album chart with Kylie’s new album ‘Fever’ going straight in at number one the single holding on up there with it and the latest release from Garbage ‘beautifulgarbage’ (Mushroom Records) straight in a number 6.
Marketing activity for Garbage included emailing fans with album artwork and links to a micro-site featuring detailed information, images, music and further links. A postcard was also issued including details of the album. This card encouraged fans to submit postal information, which will then be used to market future Garbage releases, and, if requested by the listener, related music.
Starsailor have released their album chart this week, charting on Sunday, which is expected to reach the top three. Postcards have been sent to the Starsailor database and the distribution of promotional material to fans attending Starsailor’s UK tour, which kicks off on 14th October.
About Probe Media
Probe Media has been a subsidiary of Synthetic Dimensions since February 2001. Based in London it was originally established in 1991. As a database marketing company, Probe Media builds and manages consumer databases on behalf of clients, then markets their products to the databases. The client base covers the entertainment industry, including record companies, computer games publishers and radio stations. Probe media also owns www.jointhelist.com. It offers branded customer registration facilities to clients as well as personalised mass email-casts in text and HTML formats. Recent successes include marketing activity for 4 of the 12 albums nominated for the Mercury Music Prize; Radiohead, Gorillaz, Zero 7 and Ed Harcourt.
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