The Music of Marketing

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The power of music is palatable. Reaching where no hands can touch, music lifts us up and demands that we move our feet. However, the power of music’s ability to be as far-reaching and all-encompassing as it can be is due to the genius marketers behind every tune. Without the proper channels, the best tune in the world is little more than a bar song. What are some of the secrets behind the greatest musical successes of 2015?

Few can touch the hem of Adele’s fur coat, especially after her dominance of the music scene in 2015. Adele’s album, “25,” was a smash success. Selling nearly 4 million copies in its first week, Adele broke the record for most albums sold opening week by a cool million. Her single “Hello” broke records of its own, quickly becoming the most watched video online. In only 24 hours, her hit song grabbed the attention of 27.7 million fans. But what is her secret? What simple tools were implemented by her and her marketing team to send his album into the stratosphere?

Adele

Adele

Well, first there is the element of quality. Adele has made it known, through tireless live shows and practice, that she has the skill to back up her record. Far too often, unskilled performers are exposed to the public as little more than the result of clever sound design, and that peak behind the curtain is enough to turn diehard fans away. Aside from her considerable talent, Adele’s choice to withhold her album from the many popular streaming sites added an element of exclusivity to her music.

Additionally, two days before the album was released, Adele held a free concert in NYC. Separately, the raw talent of her voice and a free concert make for enjoyable experiences. Together, Adele created an exclusive moment that would be remembered by all the fans who took the time to attend. Directly emailing her fans with news of the concert and passes to get in, Adele’s marketing team ingeniously strengthened a bond made manifest through the power of her music. It’s not the job of a competent marketeer to force people into enjoying something, but to press the perfect keystone and let gravity do the rest.

Customer Crisis Communication

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Crisis is a broad term that means many things to many different people. Whether building a business or managing a mega-corporation, a crisis in the world of business can mean the difference between success and failure. Part of managing a crisis when it occurs (yes, that’s “when” not “if”) is being prepared. By showing customers that you are ready for the worst, and their best interest is still at the center of your thoughts then you have a customer for life. Below are some simple tips for being sure that your next crisis remains under control.

Plan: Whether it means building an FAQ so customers can look to a pre-established list of answers, or briefing your employees on what they should say in light of your issue, putting a plan in place can never hurt when facing a crisis. Like practicing your Fire Drills in school, having a set path to take when there’s trouble lessens the possibility of panic when you need cooler heads to prevail.

Tony Bilby winning

Winning

Observe: This step does not mean for you to set-up intricate security systems and listening stations, but rather to observe your customers and their behaviors. Though this does little to help you respond in the event of a business issue, it does make for excellent PR with your customers. By illustrating that you care, a business can get ahead of the curve when planning for customer issues, and react for it snowballs into a full-blown crisis.

Act: Few trust a brand that hides behind their corporate logo. In a time of unprecedented connection, we are closer to our favorite companies than ever, and people have shown that they need to see a human element present in their companies. After observing what your customers need, respond. Showing transparency in your actions will only serve to bring your customers closer to you.