Marketing
CMA/NARM POP Campaign Now in its 23rd Year
CMA, the National Association of Recording Merchandisers (NARM) and the Recording Industry Association of America (RIAA) continue a 23-year joint point of purchase (POP) campaign to promote "The 39th Annual CMA Awards."
The POP displays at music outlets target consumers and increase high visibility of the live CBS Television Network broadcast of "The 39th Annual CMA Awards." The campaign helps drive album sales in the weeks leading up to the show and after the broadcast.
"The NARM POP campaign plays a very important role in our efforts to promote tune-in for the CMA Awards," said Rick Murray, CMA Vice President of Strategic Marketing. "This year, in particular with the one time only move to New York City, it has become one of our pivotal visual advance communication pieces that ties Country Music, iconic New York City imagery, tune-in information and emotes the energy and enthusiasm that New Yorkers, Country Fans across the country and our industry will be experiencing the throughout Awards Week."
"By itself, the show is a valuable promotional tool for album sales at the retail level because of the publicity for the artists," said Sue L'Ecuyer, NARM Vice President of Communications and Marketing. "Too, the implied endorsement of the nominees and winners by their peers acts as a kind of Country Music 'seal of approval' for consumers, letting them know that the music they are purchasing is the best of the best. The POP campaign materials help extend the CMA Awards show brand and implied messages even further, and also serve to provide a useful and valuable tool for consumers to easily identify the nominees and winners in the store environment, enabling consumer education and purchases. Everybody wins."
The campaign, designed by Mr. Big Studios in Nashville, features three display pieces: a two-sided poster (18" x 24"), a divider card (5 ¾" x 15") and a two-sided flat (12" x 12"). The promotional use only materials are offered free of charge to music retailers and wholesalers throughout the United States and Canada. More than 250,000 display pieces were ordered in 2004. "Our members have always responded enthusiastically to the CMA Awards show, and certainly appreciate the ongoing support of CMA for the in-store POP campaign," said L'Ecuyer.
"Music retailers are one of vital arteries, carrying Country Music, artist branding and a sense of community amongst fans to our current and potential audience base," said Murray. "As I travel across the Country and drop in various retail stores, it is exciting to see how the individual sales associates and store managers embody creativity and our music in the way they utilize various POP materials to promote our genre and our artists. The window prior to the CMA Awards seems to bring out the best of this creativity - and most importantly, it resonates perfectly with Country fans."
CMA/NARM Artwork |
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