Clever, Innovative Marketing

[EminemBase]

A lot of people attribute various obvious factors to Eminem's huge success. In regard to his constant high-sales and persistent influence. Ie. the fact he's white + Dr. Dre backing.

But, one thing often overlooked is his innovative marketing. No doubt with the help of Paul and some around him but every album he's always employed very hands-on, self-involved... Innovative marketing.

Take for example his marketing for The Slim Shady LP. Aside from the usual interviews and radio freestyles, one thing he did was... Ring up over-the-phone outlets and ask for the album in totally extreme ways.

I'm sure many of you have heard the pranks from that period (98-00). I believe he did it for the next album too but as futile and small as things like this seem - At a time when he was just beginning to seep into the public's consciousness, I think you'd be surprised at the widespread, profound influence things like this can have.

Everybody was starting to tell their friends about him, ask about him and so on and so on... Just like people do with any new 'groundbreaking' artist on the horizon about to break through. It was even more, sole word of mouth back then since the Internet and media spread wasn't as quick, rampant and instant.

So just think of just ONE of those people who he pranked. And, I've worked in a call centre so I know how this works. Any interesting call, shouty customer or anything out of the ordinary is a talking-point for the employees all day.

So just think of one of them. All day they have boring, expected calls, they're going through them mundanely like a robot. Then all of a sudden "BRIANN... UMM, hi do you have um, Slim Shady I think he's white... BRIIIAN" etc. - This call will be totally bizarre and the talking point of your day. You'd actually be surprised at how little pranks these places get too since they're usually premium-rate.

Now, that person will have had that call highlight their day - They talk to their work-friends about it, they repeat again and again what he was saying - What he was asking for and you have this perpetual effect of people passing this on and on throughout the place... And since Em did it numerous times to the same place - This would of created an infamy of this 'Slim Shady call' in the call-centre.

And he probably did it to many call-centres, so you get centre after centre having this 'infamous' Shady call - Also... Call-centres usually co-exist and communicate with each other on things like nationwide stock problems... All sorts of things. Then you have these people going home and telling their family as a talking-point for that awkward night back...

Again, it may sound small but as you can see, the wildfire nature of the word-of-mouth infamy... Coupled with him being all over TV and then blowing up - These people remembering the call, being immediately reminded about his name, the album, fluctuated with real requests.

They did all sorts of clever marketing for each album, I just thought that was the best example of one of the techniques employed. It's direct, it's getting to the very heart of people, it's not empty sales-pitch - It's invading their lives and hashing yourself on their senses through emotive distress... Also the things like walking around the streets with a mic asking people about himself haha.

I think their marketing has remained superb. I think if they did some more of this type of thing for R2 it would sell a mill 1st week.

[RapName]

You are really clever man. What you say is all true. Em and the people working in his shadow has allways promoted the albums in odd and original, but brilliant ways.

[Terry_M]

I love your posts, they never fail to impress me.

[Mikey1990]

they should try an get eminem on oprah the week the album comes out
that would mean huge sales

[embm]

^ fuk oprah
he needs 2 go 2 ellen
even idol wud help out
but he dnt need any of tat shit rely
ya Ems 1 smart cat

[X'ed Up]

smart cat

ur so cute

[slimsoxshady]

they can pull out every trick in the book and every other one not in it and Relapse 2 still has zero chance of doing a millie first week

[EminemBase]

they can pull out every trick in the book and every other one not in it and Relapse 2 still has zero chance of doing a millie first week

Well I wouldn't say that.

Relapse 1 did 608k 1st week with limited marketing and only mildly successful singles.

Most people outside of rap had forgotten about him and had to be reminded. But now everybody knows he's back, knows a sequel is on the way etc. Has a chance of doing a millie.

[B.A.D.]

Well I wouldn't say that.

Relapse 1 did 608k 1st week with limited marketing and only mildly successful singles.

Most people outside of rap had forgotten about him and had to be reminded. But now everybody knows he's back, knows a sequel is on the way etc. Has a chance of doing a millie.

I think he wont do a Millie, not even in 2 weeks... It doesnt matter how much publicity or viral marketing campaigns are done, or how many radio spins his singles will recieve. The thing is that IDIOT people will bootleg his album. and will download it for free and will not Buy it. that is the problem. Free Downloads. as simple as that.

and I Hate it

[MikeNUFC]

This is very true. Word of mouth is the most important factor - and as you said, anything different from norm will get people talking.

The best piece of marketing ever though was for Relapse, in London:

http://www.youtube.com/watch?v=Lm8ae37s7ok

Brilliant.

[Mikey1990]

This is very true. Word of mouth is the most important factor - and as you said, anything different from norm will get people talking.

The best piece of marketing ever though was for Relapse, in London:

http://www.youtube.com/watch?v=Lm8ae37s7ok

Brilliant.

it really paid off too
relapse sold 170k 1st week in the UK
for an artist from US to do that in uk alone is great

[MikeNUFC]

This is very true. Word of mouth is the most important factor - and as you said, anything different from norm will get people talking.

The best piece of marketing ever though was for Relapse, in London:

http://www.youtube.com/watch?v=Lm8ae37s7ok

Brilliant.

it really paid off too
relapse sold 170k 1st week in the UK
for an artist from US to do that in uk alone is great

Yeah, he's very popular over here though, compared to other rappers. Although everyone seems to love Jay-Z at the moment depsite him being at his worst in his whole career.

[Mikey1990]

^^^
i dont jay is at his worst
kingdom come was his worst

[RapName]

^^^
i dont jay is at his worst
kingdom come was his worst

It's the same shit over and over again. Same flow, same raps, same lyrics. The difference is B3 had some fresh beats and sounded better overall then Kingdom Come.

Jay Z is at excatly the same point as he was 8 years ago.

[slimsoxshady]

they can pull out every trick in the book and every other one not in it and Relapse 2 still has zero chance of doing a millie first week

Well I wouldn't say that.

Relapse 1 did 608k 1st week with limited marketing and only mildly successful singles.

Most people outside of rap had forgotten about him and had to be reminded. But now everybody knows he's back, knows a sequel is on the way etc. Has a chance of doing a millie.

don't discount the fact that a lot of Eminem's older fanbase (25+) didn't like Relapse for obvious reasons...he's gonna need to replace a lot of those people to make up for first week sales even from Relapse. In the long run, if the album is more mature and has a good response, it's gonna sell 2x Relapse no doubt. But honestly i see it doing less than Relapse first week (500k). That was his comeback album. He had the entertainment world at his palm awaiting that We Made You video at 6am on MTV from weeks away and he blew it big time.