concertgoers vary in the degree of relationship they have and want to maintain with the band. Whereas customers want to engage in a piece of music history, fans want to add to their repertoire of personal experiences with the band. Regardless of the degree of fanaticism, audience members are attracted to the core Rolling Stones product, which is Mick Jagger on vocals, Keith Richards on guitar, Charlie Watts on drums, and Ron- nie Wood on guitar. The classic product is augmented on tour with the dazzling keyboards of Chuck Leavell and bass playing of Darryl Jones. While the fans appreciate variation between tours and perhaps even in how the songs are performed, they want the original Stones performing Stones music. th e ro l l i ng s ton e s: b e yond s at isfac t i on |     They also want the trademark energy of Jagger, who trains for months to prepare to go out on tour. In a 60 Minutes interview, Ed Bradley asked Keith Richards how he prepares for a tour. The weath- ered Richards just looked at him and laughed. "Oh Ed, I just turn up... theres no secret. People ask me if I work out and I say, are you kidding, I play guitar with the Rolling Stones. You try that. Thats enough of a workout for anybody."2     The Single: Fro m Product to Marketing Tool   In gearing up for the Forty Licks tour, the Rolling Stones looked to a combination of marketing and promotion methods to announce the concerts and generate buzz. The key would be to hit traditional fans and a newer generation of fans through channels and with partners that were relevant to them. The presale of Forty Licks tickets received an overwhelming re- sponse from fans. It provided the perfect platform to launch Clear Channel Entertainments (CCEs) new membership program, called GetAccess. It teamed up with album retail chain Sam Goody for the Stones promotional program, which granted people who bought a $60 GetAccess membership the right to buy two tickets to the concert of their choice. Because demand for tickets was expected to be very high, the urgency to secure them was high among fans, many of whom would have paid even more than $60 to get tickets to the con- cert of their choice. Sam Goody promoted the GetAccess program throughout its 900 stores with in-store signage, bag stuffers, and radio and online advertising, and the program was also marketed to nearly 2 million members of Replay, Musiclands customer-loyalty rewards program.