Platinum Selling Recording Artist Dierks Bentley Launches New Album
with Vontoo Voice Messages to 15,000 Fans
Client: Echo Music
Goal: Promote New Album, Long Trip Alone
Call Size: 4000
Almost 15,000 Dierks Bentley fans received phone calls from the platinum
selling recording artist on the street date of his new album release, Long
Trip Alone. The marketing strategy was created and executed by Nashville-based
echomusic (http://www.echomusic.com), who partnered with permission voice
messaging provider Vontoo (http://www.vontoo.com). The pre-recorded calls
resulted in 99.9 percent positive market response and a flurry of new fan
club subscriptions on www.dierks.com.
The week of the promotion, Long Trip Alone reached
#1 on Billboard’s Country Album chart and #5 across all music genres.
The “Win a Phone Call From Dierks” promotion included a two-step approach:
a recorded voice message from Dierks went out to all of his mobile messaging
opt-ins on the same day that Dierks made a live call to the winner. More than
4,000 fans registered for the contest, in addition to thousands of fans that
already opted-in to receive information from Dierks via their handheld
devices.
The promotion was a big success for Dierks in a number of ways. “Hearing
Dierks’ voice continues to build brand loyalty with his audience,” said Mark
Montgomery, CEO of echomusic. “In addition, it continues to show Dierks as a
forward thinking artist, who understands the idea of building direct relationships
to his consumer.”
The calls were enabled by Vontoo’s permission-based on-demand voice messaging,
which allows organizations of all sizes to create, send and track voice messages
to people who want to hear from them.
Marketers access the Vontoo solution through any web browser, anytime or any
where. Online they can import customer lists, create a library of audio messages,
schedule delivery and track results. The solution is entirely Do-IT-Yourself Voice
Messaging™ and requires no training.
All messages were delivered on the day Dierks’ new album was released. The winner
of the live call with Dierks Bentley was called shortly afternoon Central time and
information on the winner was posted on www.dierks.com soon after.
Echomusic set aside a dedicated phone number just for this promotion. Once the
Dierks messages started going out, the number started ringing and text messages started
coming in. “Fans were curious if they really had captured Dierks’ cell phone number,”
said Montgomery. “The phone didn’t stop ringing for three days and Dierks’ fan message
board included posts that were overwhelmingly positive.”
"The entire echomusic and Dierks teams are very pleased with the results of this
first campaign with Vontoo,” said Montgomery. “There was a great spirit of teamwork
from everyone involved, the promotion went off without a hitch, and we are looking
forward to our ongoing relationship with the Vontoo team."
“Nothing can convey emotion, enthusiasm and energy like the human voice, and
Vontoo helps organizations capitalize on this,” said Dustin Sapp, co-founder and
chief technology officer at Vontoo. “Vontoo voice messages were the perfect addition
to echomusic’s marketing efforts for Dierks.”
In addition to entertainment, Vontoo has customers in a wide array of industries,
including retail, publishing, consumer services, business-to-business, government
and non-profit. The Vontoo system uses voice over IP technology and can send from
one to millions of audio messages to any type of phone.
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