The PAN/OneSource Bonus Tracks Marketing System is a way to increase sales and build brand loyalty by giving customers a value-added premium whenever they make a purchase.

This premium can be any number of extra tracks not found on a CD that buyers of a CD can download from the internet after making a purchase. These bonus tracks can be unreleased tracks, or live performances. It can also be a video, or a photo album, or just about anything not otherwise for sale but which has a certain perceived value to an artist's audience.

Here's how it works:

Include a unique code number with every CD sold, and a web site address to redeem the code. This code can be packed directly in the CD Jewelbox, added during shipment, distributed over-the-counter at a record store, sent via email to online customers, etc.

When customers come to the web site to redeem the code, they see a menu of choices, and can select one item, or however many the sponsor wants to allow people to download. The "sponsor" can be the artist, the label, or a retailer. It could also be a corporate sponsor who has licensed tracks for use in a brand loyalty marketing campaign (see our OneSource PI site for more info on Corporate Sponsored campaigns).

Examples:

If the promotion involves a single artist, include one or two extra tracks or some other downloadable item specific to the artist.

If the promotion is for any artist on a label roster, include tracks from all of the label's artists, and let the customer select one or two tracks from a menu of choices. You can also include an HTML file with each download (regardless what the customer selects) that promotes all of the label's artists, complete with web site URL's for more information, etc.

If the promotion is for any sales from a specific retail outlet, include bonus tracks from a variety of artists who agree to participate with the retailer on the promotion. You can also include a catalog, an HTML file taking the customer to the retailer's web site, etc.

After making the selection, the customer is prompted for their authorization code (which can be used once and only once), as well as their name, postal address, and email address.

Once validated, OneSource fingerprints and personalizes the tracks and any graphics, barcodes and personalizes any coupons included, bundles the premium into a single file, and delivers it to the customer.

Coupon Inserts

The OneSource system allows you to insert a personalized coupon into every file downloaded, giving customers a discount on their next purchase of a label's artists or their next purchase at a specific retailer. This coupon can be barcoded with the identity of the individual, which prevents counterfeiting. And yes, the coupon can also be fingerprinted with PAN's DIF anti-piracy technology.

When people redeem the coupons, they can then get more authorization codes for more bonus tracks, thereby completing the cycle to create a circular marketing campaign.

Other types of inserts can include:

• e-Catalogs (check out Page Whiz for a remarkably slick way to create an e-Catalog)
  
• Tour Schedules
  
• Artist Bio's
  
• Upcomimg Release Dates
  
• etc. etc. etc.

Flexibility

The PAN/OneSource Bonus Tracks Marketing System is completely automated, which allows you to create or change a marketing campaign on-the-fly. Want to change the bonus tracks available on a weekly basis? No problem. Want the program to end on a specific date, or add an updated tour schedule? No problem. The system allows you to edit, add, replace, or delete individual bonus items or the entire promotion as you see fit, whenever you need to, 24/7.

The system is available to all companies, regardless whether or not you sell e-CD's through OneSource. It can be implemented solely for the marketing of physical CD's through traditional channels. Or it can be a combination of the two, where the bonus tracks are available for downloading automatically with an e-CD, and also made available separately to buyers of a physical CD.

The PAN/OneSource Bonus Tracks Marketing System is operational and available now.

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