Breakthrough thinking. I LOVE LOVE LOVE breakthrough thinking. "Think Like a Rockstar" is an absolutely awesome example of breakthrough thinking when it comes to marketing.
My very, very short distillation: Rock stars focus their energy on the people who love their music. They play concerts and sell tickets and the people who buy are the people who already love their music. Do you buy tickets to a band concert if you've never heard the band, don't know what kind of music they play, and haven't talked to anyone who loves them? No, you don't. So why do most organizations focus marketing on people who don't know them? Why do the new customers get special deals and the old customers get... nothing? Why aren't we thinking more like rock stars?
I've been in organizations which do a lot of public-facing events, and universally they bemoan the fact that most of the attendees to those events are people with whom they are already doing business. I've engineered events to be more about brand loyalty than lead generation, and Mack's "Think Like a Rockstar" presentation now give me a defensible position. The best lead generation we can do is through our brand advocates - the people who love our music, play it often, and share with their friends and colleagues.
Read Mack's blog post. See if you don't find it to be breakthrough thinking too. And maybe you'll fall a little bit in love with Mack like I have.
Thanks, Mack. You inspire me. And I guess my feelings aren't such a secret now, are they?
Thank you Margaret ;) I am so passionate about this area of marketing, and I really think more companies would engage with their advocates if they simply knew how, and understood what advantages they can gain from doing so.
ReplyDeleteThank you darlin', this post made my day ;)