The ultimate north east girl next door Cheryl Cole, is the Pop Princess of the moment, but how has she got so phenomenal? As record labels continue to suffer poor sales, album sales were down six per cent last year and face limited resources for marketing their acts. You need to look closer at how she does it.

We need to look beyond Cheryl Cole’s extraordinarily high profile, her appearances on the covers of tabloids, her berth in Girls Aloud, her marriage to the football star Ashley Cole, her role as judge on The X Factor, and most recently, her ongoing stint as the cover girl of L’Oréal, and see her marketing path leading her to the chart summit.

The label behind Cole, Fascination Records made the most of sites like face book and Twitter for their promotion of Cole’s album, providing incentives to fans across the online retailers. Amazon were given 200 signed albums to sell, hmv.com had personalized calendars, while Play.com offered a shopping trip to meet the star. Peter Loraine, general manager at Fascination said: “We had to make sure we were catering to every fan out there.

PR expert Mark Borkowski. Mentioned that it’s this open aspect of her character that Fascination were able to capitalize on. In keeping with her down to earth humility, she is the ultimate north east girl next door. To read more on this story go to independent.co.uk.

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