Recently, I got into a spirited discussion with a group of buddies I’ve known for more than three decades about a topic of monumental importance: most influential music albums of the 20th century. Our choices may surprise you…
- Michael Jackson – Thriller
- Beastie Boys – License to Ill
- Fleetwood Mac – Rumors
Since our debate I’ve thought a lot about the music — why it resonates and what it means for marketers. A couple of ideas for you to consider when planning your next campaign:
- Stray from the Pack: employing proven tactics for demand generation is the foundation of a smart program. Do you have budget allocated though for something unexpected? Greatness is achieved by breaking from the comfortable. Beastie Boys approached hip hop with a fresh eye and, as a result, sold more than 50 million records worldwide.
- Play for the Audience: I once had a client tell me the campaign in development didn’t speak to him. He failed to grasp that he was not a corporate buyer of datacenter and network infrastructure – his company’s customer. Step into the mind of your customer when developing messaging and a creative execution. Michael Jackson will forever be the King of Pop because he understood his fans and what they expected from the music.
- It’s OK to be a Rebel. Vanilla and bland fades to the background. Shake things up. Express an opinion. Challenge the market. There will always be haters. Yet, the customers you probably want are the ones who demand (and respect) innovation. For Fleetwood Mac, turmoil among its members produced Rumors, the band’s most creative and commercially successful result.