Cheryl Cole’s solo album went on sale last weekend with much press coverage and hype.
However its immediate success was down to a very broad and carefully managed marketing campaign spread across the social media. From My Space to Bebo, and Twitter to MSN, Cheryl Cole was very active interacting directly with her fan base and potential fans. The old days of expensive blanket advertising have gone.
Peter Loraine, general manager at Fascination Records, the pop label behind the album and part of Universal, explained. “There is less money to spend these days and you have to make it go further,” he said. “You have to be a lot more creative, with a lot fewer resources.”
And the online retailers were not forgotten….
“We had to make sure we were catering to every fan out there,” said Loraine. “Every outlet felt involved and excited about the release – no one was left out.”
Thanks to the Guardian for the quotes and supporting article.
