It is hard to write if you have nothing to say. That’s why it has been so long since the last LiveWorks Newsletter.
Today I was again reminded of creative and memorable advertising that we could easily create in Live and Branded Live Entertainment but somehow seem to always fall short. Well if imitation really is the greatest form of flattery, why not just steal others ideas?
“It’s not that original but it’s super affordable…” is the line at the end of the new Burger King TV commercial for its sausage breakfast sandwich that’s a dead ringer for McDonald’s Sausage McMuffin. In fact, the ad shows Bk’s character, “The King” breaking into McDonald’s headquarters and stealing the secret recipe for the mega-brand’s Sausage McMuffin with Egg. Funny, smart, daring.
Will these spots end up selling more breakfast sandwiches for Burger King? I’m betting yes. Why, because the marketing message is extremely clear and simple. We have exactly what they have, for less. Most fast food consumers are also aware that Burger King’s are usually not as busy as McDonald’s restaurants so if the drive-thru looks crowded @ Mickie D’s, you just go down a few restaurants on fast food row to BK and try their new sausage sandwich.
Now cut to one of our spots. Are we selling American Express, the acts new record, Coors Light, one of three pre-sales, or tickets to the show? Hopefully, none of the above. If you aren’t creating an experience for your consumers, you will continue to get beat by companies out entertaining the entertainment business. My friend Mike from Yes Dear Entertainment sent me an article stating that Apple is thinking about entering the ticketing business. Hopefully they will create an iPod type device or some kind of tech gadget that holds paperless tickets, photos you can take and email to your friends of you at the show and other entertainment apps…just to continue to show us how to do our jobs and improve the guest experience.
Just look at products like Flip Video. This is the future and we are somehow missing it. There are young people ready to change our business and we aren’t embracing them. Entrepreneurs like Alex White from Next Big Sound. Brent Smith from WME was talking with me about him today…about what his company is compiling and how that data is a gold mine for predicting future consumer spending, etc. Plug in!
I’m more hopeful than ever that we can make a difference. Of course it starts with a product…but for our shows out this spring and summer, let’s makes sure we spread the right message. It is about the experience our guests will have if they come to our shows! It isn’t the new single no one has heard, the sponsor no one cares about, or the promoter of the show… how long you’ve been in business, or anything else. What’s the show, and how is your guest going to have a great time. That’s your message! Go spread the word!
Look forward to hearing from all of you as usual! It is great to see our subscription list grow so much even when I’m not writing.
Thank you for reading and writing back!
Jim
LiveWorks Newsletter 