Marketing, The Bryan Adams Way
by Cyndy Bolton
"Driving home this evening", I began to reflect on the entire experience from a marketing perspective. As to be expected, Mr. Adams gave an overabundance of energy and respect in his delivery. The audience was mutual in agreement. Love was shared. He made it personal, and was reinforcing the relationship with his fan base (a.k.a. his clients). This made me think of the entire experience, and how I got to the point of revelling in the wake of the nights performance.
Below are listed the steps that I took to get ready for the event. It was going to be a family affair, so I wanted to be prepared. In brief, here's my journal:
- Heard radio announcement of his local engagement.
- Searched online and obtained ticket selling information.
- Logged on about 5 minutes before tickets were on sale, and refreshed my browser when the clock struck 10:00.
- Bought best seats available (since I am a devoted fan).
- Searched his official sites and visited them as the tour came closer to our location.
- Family interest peaked as the tour date approached, many associated sites were visited.
- Merchandise was window-shopped before the concert to prepare for a purchase on site.
- Checked out his foundation which reinforced our image of him as a positive, socially-aware contributor to society.
- Bought glow sticks for us and the fans around us to make it a truly shared experience.
- 1Ate dinner out before the concert to make it more of a mini vacation in the wake of a tight family budget.
- Arrived at the event center 15 minutes before the show in order to watch the set-up crew and see the crowd build.
- Experienced one of the best genuine live entertainment shows in rock music.
We all had a blast. You know why? As participants, we were fully prepared. There wasn't any room left for disappointment; and after all, Bryan Adams is what he is. Nothing about how he presents himself to the public distracts from his image, and that's it. There is nothing shiny, but he is polished. Nothing metallic, but he rocks. T-shirt, jeans and a belt. In fact, the last time I saw him in concert 8 years ago he was all in white. This time, it was black. In 1981, I saw him perform in his birthplace of Kingston, Ontario. For me, this was the birthplace of his image. T-shirt and jeans. He is constant.
How does this relate to your marketing plan? Think about how constant your plan is. Are you consistent? Relate the concert preparation list above to how you reinforce relationships with your clients. How do you initially get their attention, and do you help them prepare? Is there a relationship- reinforcer like a loyalty program implemented? Do you have a plan of attack that is consistent and well thought out, or do you tend to fall off the beaten path? Is your online presence building their loyalty to you? These are some serious questions you need to address before you implement changes. Just make sure they are in the direction of client needs.
By revisiting your plan and introducing tools such as client feedback or check lists, you heighten the chances that they will call on you again for your product or service. Preparing your own custom marketing "list" and revise it frequently. Put some thought into solidifying client relationships. In a tough economy, experts say that your best plan of attack is to nurture what you have. To spend money and time on gaining new clients would be like chasing your tail.