Same product, new market Oldies, but goodies.

The situation
This large media and entertainment conglomerate created some promotional videos of famous artists, producers and industry insiders talking about how to succeed in the music industry. Over time, they turned this concept into a series of distance learning courses, which they were mass-marketing through bookstores and Websites. They hired O’Donnell & Associates to help them develop a college course market for their materials.

The process
First, O’Donnell & Associates had to conduct research to find out what types of courses are most appropriate for these materials. We conducted Web research and some informal phone interviews at big music and entertainment universities to find the market. Then, we developed a target list of schools and conducted Web and phone research to locate the appropriate faculty at about 40 schools.

Using the phone and e-mail, we generated interest, and sent out sample materials to each of the schools. Then, we conducted follow up interviews to learn more about how these materials could be used in college courses.

The results
Nearly all of our target customers found the materials exciting and interesting. They generated their own ideas for using these in college courses. Our clients walked away with a strong group of early adopters, and a good deal more knowledge about how to market their products for college courses.