If you know me, you know I (Kendra Wright) love music. No, I LOVE music.
I’m not biased as to genre. I love country music – Willie Nelson, Tim McGraw, Randy Travis, Darius Rucker… I love crossovers like Zac Brown Band more than I can express.
And, I love many other kinds of music, including artists like Kanye West and Justin Timberlake. (Somehow I can separate out behavior from musical talent, in case you noticed that several of the artists mentioned have exhibited less than exemplary behaviors at times.)
But I digress.
As events, we ARE entertainment. So when I see musicians promote themselves well, I feel there is something to be learned. Justin Timberlake’s recent release of his 20/20 Experience album was admirable, no matter what you think of his music.
I often talk to events about building up to a fevered pitch (and doing this as early as possible with strategically-timed, pre-event announcements). JT (you don’t mind if I call him JT, do you?) did this brilliantly, by doing these four things incredibly right:
1. He hosted Saturday Night Live a week before his album hit. He reminded us that he is not only an incredibly talented musician, but a talented comic actor as well. And most importantly, he was self-effacing and likeable. You wanted him to succeed.
2. The week prior to the release was deemed “Justin TimberWeek” on Jimmy Fallon, the late night show perfectly suited to his demographic. JT was on EVERY night that week. He did everything, including charming interviews, hysterical bits, and once again, he showed his diverse musical talent by even doing a barbershop quartet version of SexyBack.
3. Then the Saturday night before the release, he did a “secret show” in Austin, TX at South by Southwest, a renowned music festival (and as we geeks are quick to point out, includes an even larger interactive festival). It was the world’s worst kept secret. People, myself included, went crazy in a contest to get one of the 800 tickets to the show.
4. There was a clever Target co-promotion (including an exclusive, extended version of his CD), a Bud Light commercial, and so much more. There was a Twitter feed dedicated to it, and tickets were given out in secret locations. You could enter to win online. There were emails aplenty. It was a frenzy, and I loved everything about it (except the fact that I didn’t win tickets).
So let’s say you’re an event. What can you possibly take away from this little anecdote? Well, let me put it this way. Many albums are released every week. But JT, at least in my mind, strategically worked it and maximized every opportunity for promotion. If you are in his target audience (or want to be), you couldn’t miss what I think were calculated, impeccably-timed promotions.
As a marketer, I often think about the marketing meetings that led to great ideas. I imagine JT and his people discussed:
- Who are the people most likely to buy this album?
- Where do they “hang out?” What do they like? (for JT, clearly SNL, Jimmy, Target, drinking, social media, etc.)
- What can we provide to appeal to them where they are? (contests, “experiences,” and being real and relatable)
- When can we dole out our promotions in such a way to build a fevered pitch?
As event managers, be inspired to think:
- Who are the people most likely to come to my event? For JT, it’s hipsters and wanna-be hipsters (like myself). For you, it might be families and young people. Be clear on your audiences.
- Where do they “hang out?” Do young people and busy moms (who generally control the pocketbook) read the newspaper? If not, how do we reach them? Choose strategic partners carefully.For JT, it’s Target. Maybe for you, it’s Walmart. Moms love Facebook and Pinterest. And young people spend untold time on YouTube and Instagram. Reach people where they are.
- What can I do to appeal to them where they are? Most fair attendees love contests. They love any kind of “experience” you can put together (media loves this too). And one surprising thing they care about is you. Your job is fascinating, so be real. Admit to loving JT, or whoever your version of that is. Show personality. Give them compelling reasons to care.
- When can we dole out in our promotions in such a way to build excitement about your event? Don’t release news as you have it. Be strategic about it. Give people a reason to care about your event every day in the weeks leading up to it. Give some of your most important partners some “exclusivity.” Build a fevered pitch.
And above all, watch the competition. Watch the most fanatical brands. And whatever entertainment you like, study what they do and how they do it.
Here’s to a great event season!