Step 4: Leveraging Local

In the days leading up to the Sirens release, Sons of Bill held a series of free concerts in their home state of Virginia, thanking their long-standing fans. Through digital and traditional marketing, we spread the word about these shows to every fan who could attend them. Then, to cement the value of those performances, our graphics team created download cards that allowed fans to relive the concerts online with free streaming audio and, while they were on the site, to pre-order Sirens.