Music retailer Tower Records has hired online sales house TSMSi to
pull advertisers into its e-commerce website.
Jez D’Netto, online marketing manager at Tower Records, said he had
approached ’four or five’ specialists, including 24/7 and DoubleClick,
before appointing TSMSi.
’Some online sales houses have grown too large and you feel the level of
service is rather impersonal. I was impressed that TSMSi came in to see
us, showed a good understanding of our business and immediately came up
with loads of ideas. It also went into a lot of detail about what sort
of advertisers we wanted to attract.’
TSMSi sales manager Peter Wilson said it was the first win for the
reorganised agency, following the departure of managing director Vic
Synott for portal site The Biz (Media Business, 15 November).
He said the battle among online sales houses was not necessarily for
business but for the most prestigious accounts. ’There’s so much out
there that we could all double our portfolios. It comes down to who you
want to work for and what you can offer them. From our point of view, we
try to be fun to work with, as well as efficient.’
Tower’s website has been running for just over a year, after a false
start that D’Netto admitted was ’a bit of a disaster’. It now attracts
around a million hits a month. ’The site is easy to navigate and
complements our bricks and mortar business,’ D’Netto added.
He hoped TSMSi would be able to pull in a wide range of advertisers,
from web brands such as Clickmusic, to youth-oriented products, with
brands aimed at an older age group on the classical section.
’The site is general rather than chart-based, so it appeals to a wide
range of consumers,’ D’Netto said.
He also plans to promote specific areas of the site, such as the games
section and Ask the Oracle, which gives users the chance to seek advice
from Tower’s music buyers around the globe.
In the future, users may be able to download music, said D’Netto, but
that area is fraught with legal difficulties at present so it could be
some time before such a service appears.