PolyGram charts M.A.P. of music in P&I programs

polygram Special Projects, a division of PolyGram Canada, wants sales promotion and incentive program planners to tune in and turn on.It has launched a campaign to introduce 'The M.A.P.' (Music and Promotions), a 'how-to' guide to making music work in premium...

polygram Special Projects, a division of PolyGram Canada, wants sales promotion and incentive program planners to tune in and turn on.

It has launched a campaign to introduce ‘The M.A.P.’ (Music and Promotions), a ‘how-to’ guide to making music work in premium and incentive programs.

Through a database marketing approach, PolyGram has ‘members’ of ‘The M.A.P.’ sign on by filling out an insert in Marketing magazine or by phoning for a fax registration.

Being a member means special offers: music merchandise, concert tickets and special pricing on compact discs.

Taking the stand that ‘everyone loves music,’ subsequent creative targetting the planners teases with headlines demonstrating ‘how target audiences are already pre-sold on PolyGram’s many world-famous artists’.