MARKETING TECHNIQUE: In Practice - Wired for a sound investment

Music Sales has taken the innovative step of launching the first

ever Web site selling sheet music. This commercial venture uses

quick-browsing technology, a system to protect copyright interests and

inbuilt security measures to safeguard purchasers. Carrie Rose looks at

the company’s strategy to bring sheet music to the world.

Web site: Sheet Music Direct

Publisher: Music Sales

Those living in the Outer Hebrides can now have instant access to sheet

music from Oasis to Elgar - provided they’re on the Internet. This

month, Music Sales, European market leader in sheet music publishing,

launched its latest venture together with its US partner, Hal Leonard

Corporation.

Sheet Music Direct is the first worldwide, 24-hour service providing

commercially copyrighted printed sheet music via the World Wide Web (at

www.sheetmusicdirect.com).

Sheet music thus joins a growing list of products that can be ordered

over the Internet, from books and CDs to groceries and t-shirts. The

distinction is that, in this case, it is actually delivered over the

Internet, too.

This calls for some interesting technology. The front-end employs the

latest quick-browsing system, so customers can run quickly through the

online catalogue. It is designed to offer rapid recognition of in-demand

items. The browser was built by Thought Interactive, which also manages

the catalogue.

Customers are invited to download MusicPage, a specially designed piece

of free software. This enables them to download the music in a few

seconds, view it and print it. But because of the need to protect

copyright, each file can only be printed once, and within a specific

time period.

Chris Butler, Music Sales’ general manager, has some concerns about the

security of shopping over the Net, as well as the need to ensure that

the material can’t be pirated. Currently, Sheet Music Direct uses the

joint technology of BT and Barclays, which allows the user’s credit card

details to be securely encrypted and transmitted, and the card itself

verified online and in real time.

In terms of payment security, Butler feels that the Internet is such a

big opportunity for credit card companies they will spare no effort to

ensure fraud isn’t an issue.

Music Sales represents the print interests of firms such as Sony and

Polygram and individuals from Eric Clapton to Michael Nyman. It boasts

the controlling share of a UK market worth pounds 35m to pounds 40m

annually. Its output is about 500 books a year (an average of two every

working day), supplying music from the past 70 years, from music hall to

pop, classical and jazz.

However, Butler explains: ’We’re keen to be involved with the latest

innovations. As a small company we can be very nimble in our reactions.’

Its 1995 launch of Music by Fax, which won a 1995 Marketing ’new

channels to market’ telemarketing award, is a case in point.

’At that time, the fax machine was the fastest-growing domestic

appliance in terms of market penetration, so we jumped on the band-wagon

into a highly successful, award-winning venture,’ says Butler. ’But now

the fax doesn’t have the power of the home computer and is limited in

its application, whereas there’s an explosion in usage of PCs in the

home.’

The new Internet venture is being marketed primarily through banner

advertising on the Web search engines, and advertising in Internet

journals. As it is an electronic service, the main pitch is to those

known to have Internet access.

Music Sales will also use its printed publications to introduce their

Internet site. This is a powerful advertising tool in its own right.

During the autumn, 30,000 to 35,000 units a day will be sold, all

carrying references to the Web site.

’I’m keen to propose Sheet Music Direct as a complimentary service to

our existing business, rather than as a replacement,’ Butler says. ’We

think of it as a parallel opportunity and don’t want to alienate our

customer base, which is a middle man selling on to the end user. Sheet

Music Direct obviously sells direct to the end user.’

Music Sales believes it is the only European company currently providing

this service. As Butler says: ’We have a track record of being involved

in new areas. Also, there’s no point investing the sort of money

required if you’ve only got three or four songs under your belt.

Consumers want to be able to go on site and buy the broadest range of

material possible.’

The company’s best-selling music is contemporary pop, followed by

classical/easy listening, jazz and country. But it covers everything

from gospel to brass bands.

In marketing terms, Music Sales sees itself as reactive rather than

proactive.

It relies on others to create the next superstar, then it is up to the

company to respond quickly to make the music available.

Music Sales’ strategy is directed at publishing a huge amount of

material, creating compilations and repackaging. But it is always

looking for new openings. Butler says: ’As soon as the next opportunity

manifests itself, we’ll get involved - whatever it is.’

This article was first published on Marketing