Re: from a marketing standpoint, this makes NO sense whatsoever
Date: October 29, 2009 04:42PM
I agree. The way Frontiers has been fanning the flames of speculation was a pretty bad marketing move, because by allowing the matter to go unresolved for so long, they're just stirring up negative feelings & assumptions. The vacuum of information is being filled by negativity due to the obvious tidbit of info we DO have (ie, Huff isn't involved...no, quiet...Huff isn't involved in any kind of REAL capacity).
So theyre just letting people stomp all over the idea for a month or two and allowing the perception of cheap cash-in to spread without any balancing information from their end.
Teasing works when you have an established band returning; e.g., if Harem Scarem returned. That works. Fanning the flames of speculation works if, say, Gotthard or Stage Dolls were returning after highly acclaimed albums.
When Giant is returning headless, the strategy that works is to build your credibility up front as much as possible by assuaging people's fears....again, on the front end. Do some damage control, "So Huff isn't involved BUT...Mark Spiro is, and Dann plays guitar." Or whatever.
The way theyre doing it, theyre just building up expectations that can never be matched by the final product. They cant deliver what people *really* want, and you never hype up if you cant deliver in spades.
They should underpromise & overdeliver instead of overpromising and underdelivering...
Dean Kirkland : Dean Kirkland