Buying interest from fans with high value give-aways is now called “grass-root” marketing apparently.
Image from Wikipedia
From Marketing Magazine, 26th October 2009:
“Cheryl Cole’s debut album goes on sale tomorrow. In a bid to get fans to splash out on the CD or download, Fascination Records which is part of Universal, has launched a marketing campaign featuring signed copies and personalised calendar give-aways.
Fascination Records has sent 200 signed albums to Amazon, while Play.com is offering fans a shopping trip offer. HMV.com is giving away personalised calenders with albums and even Orange is offering signed lyrics.”
