What’s up music lovers?
Listening to music is my favorite hedonic pleasure (Babin/Harris, 29). It gives me great pleasure without adding calories or stopping me from getting my sh*t done. I am a strong proponent of streaming services and I’m always willing to take advantage of different promotions. My most recent streaming service purchase was through the Amazon Prime “Music Unlimited” promotion, and since this lasts 6 months I will not be purchasing any music until at least March. I will, however, keep you guys updated on all the different services available!
Today’s post is going to revolve around this Amazon promotion. I was sitting alone in East Quad waiting for my discussion to start when I received an email regarding the promotion. The subject of the email said “6 months of music for $6” and I felt compelled to check it out. Listing the $6 price in the subject was a great marketing move, because $6 is relatively cheap and immediately drew my interest when music is such a passion of mine.
Paying $6 up front for 6 months of streaming pretty much any song imaginable sounds like a great deal, but I still had to consider the value since money was involved. Value = what you get - what you give (Angell, 9/13/17) and there is definitely high value in this promotion. First off, I get sick of illegally downloading music and I usually end up with a guilty conscience and low-quality tunes. The emotional impact of illegal downloads makes me feel immoral, and I’m sick of sacrificing my emotions in the value equation (Angell, 9/13/17). Second, I’m not always on my laptop when I want to listen to a specific song. Waiting until I’m near my laptop to download the song, then waiting for it to transfer to my phone, takes up time and feels extremely inconvenient. Thus, this promotion’s convenience, along with song quality and emotional appeal is worth it in value for a low price of $6 over 6 months (Angell, 9/13/17).
I also compared this promotional price to the normal price of Amazon’s unlimited streaming. This costs $6 over 6 months, so it’s basically $1 per month but you’re forced to keep the service for at least 6 months. The normal price for Prime students is $4.99 per month which makes this $1/month deal an 80% price reduction. This percentage is far above smallest price reduction percentage needed to influence the customer, otherwise known as the just meaningful difference (which can be measured by other stimuli as well and not just price) (Angell, 9/18/17). When you measure the just meaningful difference in terms of price reduction, it requires a 20% or greater price reduction - so 80% makes a clear difference (Angell, 9/18/17).Amazon’s marketing strategy in this case - sending out those emails - was a highly-effective and low-cost strategy. Peter Roesler (2014) explains that companies can email consumers at an inexpensive rate of just a few cents per email, compared to paying for advertisements on platforms such as Facebook and Twitter. Although companies sometimes pay for advertisements to appear directly on likely consumers’ news feeds, they’re not being sent directly to their inboxes so they’re easier to scroll past and ignore.
Angell, A. (2017, September 18). CB Chapter 3, 4, and 5 Perception, Learning, Motivation. Lecture presented in University of Michigan in Ann Arbor.
Babin, J.B., Harris, E.G. CB, 6th edition
Roesler, P. (2014, September 29). Top 5 Reasons Why Email Marketing Still Works. Retrieved October 01, 2017, from https://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html
Images:
http://www.hustlermoneyblog.com/amazon-prime-music-unlimited-student-promotion/
https://ak1.picdn.net/shutterstock/videos/4875431/thumb/1.jpg
https://www.beatsbydre.com/
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