HyperDrive Gets Its Groove On.
Cincinnati Interactive Agency Hits The High Notes With Music Marketing Company.
HyperDrive Interactive today announced an exclusive partnership with San Francisco-based
music marketing pioneers, JamBase.com, that promises to revolutionize how the music industry
interacts and communicates with its fans. Utilizing ExactTarget, one of the industry's
most powerful permission-based email providers, HyperDrive and JamBase executives worked
together to create a marketing system that gives bands, record labels, concert venues,
and booking agents the benefit of initiating one-on-one communication with their fan
bases. Email marketing has been proven as a highly effective way to stimulate grassroots
and word-of-mouth buzz coveted by music industry executives.
As a niche music marketing company that provides tour dates, information, concert reviews,
articles, and links for thousands of improvisational bands worldwide, JamBase strives
to break down barriers between musical genres and provide an easy to access resource
for musicians and fans alike.
According to JamBase CEO Andy Gadiel, the company implemented ExactTarget's software
in an effort to reach fans who count on them to provide specific information on concerts
and events in their area. "We needed a solution to help us deliver dynamic, specialized,
and targeted promotions via email to thousands of subscribers. By integrating our subscriber
database with ExactTarget's software, we are now able to send 10-15 targeted email communications
a day to different parts of the country. The email campaigns are executed by running
a custom geo-targeting script that we developed at JamBase, which segments the master
list and can then be scheduled for automatic delivery through ExactTarget's system."
Dan Heimbrock, President of HyperDrive, believes the program will help evolve the music
business, which has already become comfortable with the idea of Internet-based marketing. "We
have been working with a long list of bands over the past several years, all of which
have experienced dramatic results from targeted email marketing," said Heimbrock. "The
evolution of this medium has been extraordinary over the past year, and we feel JamBase
is riding on the crest of the wave. Hey, this is a good place to be." HyperDrive is a
Certified ProConnect service provider for ExactTarget. In fact, HyperDrive was the first
creative agency to become a reseller of the company's software.
"From the beginning, HyperDrive and ExactTarget have been very open to meeting our needs," said
Gadiel. He maintains that reaching subscribers in a targeted manner would be extremely
difficult without ExactTarget's deliverability capabilities. "During September alone,
we scheduled 180 campaigns and delivered over 600,000 emails. Effectively delivering
these messages and dealing with issues such as bounce rates and performance metrics would
have been impossible using our previous solution. Ultimately, we view ExactTarget as
our deliverability partner, and we are confident that they will get our messages where
they need to go."
"Musicians, venues, and festivals love to promote through us because response rates are
great, and it's a cost effective way to build stronger relationships with people who
are truly interested in hearing from them." For example, by filling out a user profile
detailing their favorite bands and music preferences, subscribers can elect to receive
updates from bands such as Umphrey's McGee, who recently sent an email to 6,000 or so
fans notifying them of their DVD release.
Eventually, JamBase would like to integrate ExactTarget with their website and provide
more creative marketing services to musicians and promoters using ExactTarget's software. "We're
so confident in the value of ExactTarget's system, that we're signing on to be a ProConnect
reseller so we can pass along the service to our clients," says Andy. "We know that this
new partnership is going to assist us in achieving our goal, which is to help artists
spread their music to passionate fans around the world."
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