Une autre façon de voir les choses... Bon Jovi analysé au niveau marketing

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March 05, 2008

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This past weekend, I treated myself as well as my sister and my friend
to a rather sweet indulgence. For anyone who grew up loving "hair
bands", [Vous devez être inscrit et connecté pour voir ce lien] was the ultimate hair band. Now, some 20 years later, the band doesn't quite have that 80's hair (most of you probably are saying Thank God!), but they still put on a great show. As I explain it, [Vous devez être inscrit et connecté pour voir ce lien] is the only man above 40 legally allowed to wear leather pants in public.

For some reason, I always find myself looking at things from a
marketing perspective where ever I go. I could be in the grocery
store, at Cold Stone (shhh!), or even just driving and see a bill board
and I get inspired. Sunday night was no different. I came home and
jotted a few notes down that have turned into this post.

What a [Vous devez être inscrit et connecté pour voir ce lien] Can Teach You About Online Marketing:

• Get Your Message Heard and Understood
  Is your message coming through, can your audience really hear what you are saying?
  
  While we had awesome seats, near the stage, we found it really tough to understand anything that [Vous devez être inscrit et connecté pour voir ce lien] (the opening act)
  was singing, since he didn't use the same sound system as Bon Jovi.
  The three of us knew maybe 2 of his songs from hearing them
  occasionally on the radio, but felt "lost" because we really couldn't
  understand the words to the songs he was singing, since all of his
  speakers were facing the front, and we were on the side.
  
  Bon
  Jovi was a little better, but both acts would have benefited from
  having another speaker or two facing the crowd that was "behind" the
  open stage. Then everyone could have fully enjoyed the songs they sang.
  
  So,
  stop and think, is your audience understanding your message? Is
  something hindering them from truly understanding what you are trying
  to relate. If you have a high bounce rate on your website, you might
  need to "re-tune" that message so your visitors understand what you are
  trying to convey.
  

• Can Everyone See the Show?
  

• While we had these truly awesome seats (like as almost as cose as you could get to [Vous devez être inscrit et connecté pour voir ce lien] at [Vous devez être inscrit et connecté pour voir ce lien]),
  and it was an open stage that Jon Bon Jovi did move around, there were
  parts that blocked our view. The stage lifted up from the back, and
  they had these TV screens that dangled from chains and moved along
  tracks. Those blocked our view of the show and really frustrated not
  only us, but the fans around us too. At the time, the screens weren't
  showing what was going on stage, they were showing some cartoon like
  video, which frustrated us all a little more.
  
  What I take away
  from that is, can all your visitors see your website? Have you tested
  it in Firefox, IE, Opera and any other browser out there? If someone
  is running with images off, can they understand what your images are
  trying to convey? Can someone who is blind and uses a reader,
  understand what your site is all about?
  

• Distractions From the Real Message
  I just mentioned the
  "floating" TV screens that they had at the concert. At times they
  would show videos or cartoon type videos during the songs. Between my
  sister and my best friend, we looked at each other and thought "what
  does this have to do with the song". Finding it rather distracting,
  rather than adding value to the song or show.
  
  Are there parts of
  your site or even your ad campaign that distract from your real
  message? Do you have annoying images that spin, or music that plays "on
  load"? Just because you like it, doesn't mean that your audience
  will. Run your site through user testing and see how the users react
  to it, are they really "getting" your message, or is all the "Fluff"
  distracting from it?
  
• Get the Crowd Involved
  [Vous devez être inscrit et connecté pour voir ce lien]If
  there's one thing that rock bands to well, it's getting the crowd
  involved. Bon Jovi does this extremely well because they have a
  catalog of hits that spans over 25 years. From "You Give Love a Bad
  Name" to "Who Says You Can't Go Home", the crowd sings the lyrics on
  queue, does the hand gestures, claps and screams. There's no better
  way for a band to know they are relating to the crowd than when a
  stadium of 18,000 people sing back their lyrics to them.
  
  So how
  do you get your audience involved? How do you get the feedback you
  need to know if the services you provide are meeting expectations?
  There are a lot of different avenues companies can take to get their
  audiences involved. From contests to forums, email forms to asking for
  comments on blog, the key is to find what works best for your
  audience. Are they passionate and fanatical about your products? Do
  they rave about the service they receive? Start highlighting your
  client's responses, thank them for the feedback and heck, even give
  them a coupon for being so honest. That will get them involved!
  

• Using the Familiar to Introduce the New
  When bands go out
  on tour, it's usually to promote a new album that they have released.
  There's a lot of new songs on that album that the audience might not
  have heard before, so they might not feel as "comfortable" with the new
  line up of songs. Bands that have been around a while have a great
  advantage, they can use their older hits to help lead into the new
  music and warm the crowd up to the newer stuff. Bon Jovi's "[Vous devez être inscrit et connecté pour voir ce lien]"
  tour has a few songs in their lineup, that unless you've listened to
  the album you might not have heard, but they meld it perfectly with
  "Blaze of Glory", "Runaway" and "Have a Nice Day".
  
  Brands that
  have been around have that kind of leverage too. New products and
  services are always an expensive venture, even online. But being able
  to leverage the familiar successes with the new items can help your
  audience warm up to the products or services. You can also leverage
  that familiar audience, the established one, to attract a new one as
  well. Don't throw away the "old" just because of something new,
  leverage it to your advantage.
  

• Change is Good!
  "I'll Be There For You" (don't know why I previously had "I Would Die for You" - doh! Thanks Sabina & Jon's Girl!) is probably one of
  my most favorite songs that Jon Bon Jovi sings. It's probably a
  favorite of many women, as well. I can remember screaming women
  falling at the stage when Jon still sported that long mane of hair. At
  Sunday night's concert the scene was a little different. Of course Jon
  now has shorter hair, he's a little older and his teeth are a little
  whiter. That I already knew "changed". What I wasn't expecting was a
  change in the lead singer of "I'll Be There For You". This time out Bon
  Jovi guitarist, [Vous devez être inscrit et connecté pour voir ce lien],
  sang the lead on this song, and you know what - it was great! It also
  gave Jon Bon Jovi, time to change into this really funky red shirt!
  (hey at least I didn't drool!)
  
  Sometimes we're afraid to change
  what works on our websites or in online marketing plans and
  strategies. Rock bands are forever re-inventing themselves. Putting
  new twists on old songs to see if they "work", they experiment
  constantly. As marketers, especially online marketers, things hardly
  ever stay stagnant, so neither should our online marketing strategies -
  remember change is good! Take a crack at putting a new twist on an ad
  creative, change the color on a display ad or even add some new content
  to a page, you never know until you try!
  

• With Age Comes Experience
  The opening act for Bon Jovi was Chris Daughtry, who came from [Vous devez être inscrit et connecté pour voir ce lien].
  What was interesting was when Chris came out and did a song with Bon
  Jovi. There was a definite difference between the singers, but it went
  a lot further than tone, and style. With experience, singers can learn
  to grade their voices - Jon Bon Jovi does this beautifully. Chris
  Daughtry still needs a few years to be able to do this properly. As a
  result, it was like Chris was screaming into the microphone, rather
  than just tempering his voice, and knowing that he didn't need to be
  "so loud", we really could hear him!
  
  Online marketing is still a
  very young business. We are all still learning, but we also learn from
  mistakes we've made in the past. The other places we learn are from
  our past experiences in older media forms. Some of us have come from
  offline Public Relations, Graphic Arts companies, Madison Avenues
  advertising firms - each and every one of these fields (and more) have
  something to contribute to the learning process of online marketing.
  The wise online marketers knows to tap into those fountains of
  knowledge to help the new strategies succeed.
  

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Sometimes I think it's fun to take something that is far removed from
the online world and see how I can learn and relate it back to online
marketing. It certainly gets my brain thinking "outside the box"! So
now I ask you, is there something that you indulge in that can teach
you even one thing about the job your do?

vraiment nice de voir ca d'un autre point de vue
je suis un cours de marketing dans mon bac universitaire et javoue que je revois des notions
mais ca fait quand meme étrange à lire

J'ai eu la même réaction que toi. C'est un article hors du commun pour un forum BJ, mais comme ce site désire publier des articles sérieux, je trouve que celui-ci avait sa place. Mais j'étais loin de me douter qu'il pouvait interesser quelqu'un à ce point.