Dane-Elec Sets USB Drives Apart with 5-Song Giveaway

 

Back-to-school shoppers will get much more than a gigabit or two of memory when they purchase a Dane-Elec USB memory stick from Target this summer and fall.  They will also receive a music download code good for five songs of their choice from a Dane-Elec branded music store powered by Puretracks.

With USB memory sticks quickly becoming a commodity, global manufacturer Dane-Elec Memory is using music downloads as a gift with purchase promotion designed to differentiate its product from the competition and, in turn, garner better placement from retail partners. 

"It makes perfect sense to offer digital content with digital storage media ¨C especially digital music given that cars are now being sold with USB ports in their stereos,"  notes Jon Christeson, Director of Marketing for Dane-Elec Memory.  "And in differentiating our
flash drives with a unique, exciting offer, it enables us to generate excitement among
our retail partners.  Ultimately, it's all about feeding the retailer's bottom line."

Christeson, who says his company is also teaming with Duracell to launch a Duracell-branded flash drive that will be available in grocery stores, views the digital music offer as a long-term marketing strategy þu making the fully branded music store option offered by Puretracks an important consideration.

"We wanted the music store to be a Dane-Elec branded experience because we want consumers to associate free music content with our USB drives," says Christeson.  "When we launch the Duracell flash drives, we'll feature a music store customized for that brand too."