Jim Brickman Plays the Music of Precision Marketing

As a musician, Jim Brickman has enjoyed the kind of success that fuels the dreams of “American Idol” contestants. His artistic achievements include several Top 40 radio hits, a platinum-selling album, four gold records, and a Grammy nomination. His latest album. “The Disney Songbook,” has won rave reviews from both critics and fans, with a concert version airing on PBS. In addition, Brickman hosts a syndicated radio show, has written two best-selling books of essays, and performs sold-out shows in more than 125 cities each year.

His obvious talents notwithstanding, Brickman credits the popularity of his music (mostly romantic piano ballads) to his natural marketing acumen (like Barry Manilow, he got his start writing commercial jingles), including his early embrace of database marketing. Never one to shy away from asking people for their name and address, Brickman communicated with his core fan base via direct mail newsletters. His grassroots efforts in small markets across the country ultimately allowed him to grow a loyal following on a national scale.

“Of course, when I was collecting all those names I had no idea that with the advent of new technology and the Internet the database would become so powerful,” Brickman says, knowing full well that probably no other artist has harnessed that power so effectively. JimBrickman.com has evolved into the most sophisticated Website of its kind, boasting an impressive array of features and functionality, all designed to promote Brickman-related content, community, and commerce (from CDs and books to a Signature Series clothing line).

Fans who visit the site will find opportunities galore, including an invitation to become an “online team member” and thereby gain access to exclusive benefits such as insider news, video footage, and Brickman’s “personal” blog. The only prerequisite: “You love Jim Brickman and want to help by spreading the word about him online.” As if that weren’t enough incentive to complete the application: “Everything you do as a member of Jim’s Team earns you points toward gifts and prizes.” How many other artists have launched a viral marketing program that uses rewards points to encourage people to act as brand advocates?

For a $35 annual fee, fans can also join a VIP club, with platinum-level perks that include merchandise discounts, online newsletters, and invitations to after-concert meet and greets (concert tickets not included). Membership in this club should be enough to satisfy even the most ardent fans among the 200,000-plus registered users of JimBrickman.com.

In addition to generating ancillary revenues, these online clubs provide Brickman and his team with valuable customer insights. (“Some artists don’t think of fans as customers,” notes Brickman, “but that’s exactly what they are. They’re customers of my retail store.”) During the registration process, new members are asked for information that includes “what you like about Jim and his music” and “a short description about yourself.” It’s the kind of information you can’t buy from a list broker but that practically every consumer marketer would love to be able to capture, analyze, and act upon.

“The Website had to be a place where people felt comfortable interacting with me,” says Brickman, “and where I could continue to brand the product and maintain control of the merchandise, all in one place.” He notes that most artists’ Websites reflect that they have “different partners for different aspects of their career.” To buy a CD, for example, visitors may be redirected to Amazon.com. To buy a T-shirt or other merchandise, they may be redirected to another vendor. The same holds true for a concert ticket.

“Each time, it’s a lost opportunity, because you’re basically saying, ‘Thanks for visiting. Now leave my site and let someone else take your information and sell you five other things.’” It was this concern that prompted Brickman to purchase copies of his CDs and other merchandise and to hire a team to build his own online shopping and fulfillment system.

According to Brickman, most musicians do a lousy job of collecting customer data. And strangely enough, their managers don’t seem to care. “A lot of managers are stuck in this ’80s mentality,” he says. They think their job is done once they secure a record deal and a tour schedule. “The new version of a manager is a marketing director,” declares Brickman, who readily admits to wanting not only to know who his customers are but to understand their online viewing habits and purchase behaviors. “I want to know how long they spend on my site, where they go, and what they buy, so that we can identify our best customers and then offer them incentives.” Brickman’s insatiable appetite for customer insight has spurred his team to build a number of proprietary Web analytics and reporting tools.

Given the success of his development efforts, coupled with the relatively high investment level, his strong affinity for online marketing, and the opportunity he sees in the marketplace, it’s no surprise that Jim Brickman decided to launch a new company. Aptly named Brickhouse Direct, the company is dedicated to extending the JimBrickman.com concept by helping other artists build their brands and interact with their customers via a strong and enduring online presence.

In essence, Brickhouse Direct provides a one-stop shop for all your celebrity brand-building needs, from members-only community fan clubs and merchandise warehousing and order fulfillment to customer data management and precision marketing activities. Based in Cleveland, and working in partnership with Web design firm ViaWerk, Brickhouse Direct is off to a roaring start. Only a few months old, the company boasts a client roster that includes such big names as Michael Feinstein, Amy Grant, and Michael W. Smith.

Ultimately, Brickman’s vision is to establish a growing community of artists (not only musicians but also actors, comedians, and others) where everyone benefits by being able to share customer data and tap into one another’s relevant fan bases. So, for example, when you buy something from JimBrickman.com, you’re asked, “Would you like to receive information on Jim Brickman and like artists in his genre?” Now, suddenly, you’re part of the larger Brickhouse community.

“Music is so personal,” says Brickman. “People feel a one-on-one connection with the artist.“ With Brickhouse Direct, he wants to break down some of the barriers that exist to make the artist more accessible to his or her fans, and vice versa, ultimately strengthening the relationship. To create this level of intimacy would seem to require nothing more than technology, analytics, and some serious marketing know-how from someone who knows how to write a hit love song.

Jeff Zabin is coauthor of “Precision Marketing” (Wiley, 2004) and a director in the Precision Marketing Group at Fair Isaac, a leading provider of marketing decision management solutions. He blogs at http://www.paretorules.com/ and can be reached at [email protected].