Recently, I attended ExactTarget’s Connections 2009 Conference and I really enjoyed Kelly Mooney’s discussion about her marketing theory, O.P.E.N.Brands. One of our clients, Pretty Lights knowingly or unknowingly, utilizes this theory in their email marketing and website. What makes Pretty Lights an O.P.E.N. Brand? Let me explain a what O.P.E.N. Marketing is and how Pretty Lights meets this criteria.

The O stands for On Demand: The brand delivers accessible, self directed, instantly gratifying experience. Pretty Lights offers  live streaming of their shows to include fans who are age or geographically “challenged”. These shows are then archived at iclips.net for fans who may re-live their experience.  These features offer an accessible, self directed way for all fans to access the band.

The P stands for personal:  The brand facilitates meaningful interactions to markets of one. Using Dynamic (personalized) content, their newsletter encourages fans to be a part of Pretty Lights by submitting pictures of themselves at their shows. These submitted pictures are then  accessible to the whole world wide web on their website photo gallery. This feature of the Pretty Lights website, makes it personal to the fans and their experinces. It also creates a fan network and bond with the brand.

The E stands for Engaging:  The brand deepens attachment through relevant emotional experiences. Pretty Lights engages their fans live, through web-streaming, photo galleries, and their neato flash website.

The N stands for Networked:  The brand taps the exponential potential of individual consumers and online niche communities. Pretty Lights makes themselves attached and well-networked to their fans by providing communities for their fans to interact with them as well as receive incentivized opportunities. The band is on Twitter, Facebook and Youtube.

Pretty Lights does a great job making their brand O.P.E.N. and accessible to its fans. They have also mastered the newsletter call to action. The homepage of their website only has one call to action, to join the newsletter. This join button stays at the bottom of the screen on all other pages of the website as well. On the website, they offer some free downloads and ask again for the fan to sign up to their newsletter. Overall, Pretty Lights has a great strategy for hooking and keeping fans! Check ‘em out!

This entry was posted on Monday, November 23rd, 2009 at 12:20 pm and is filed under Entertainment Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.