The Secret Marketing Voodoo Behind the Austin Blues Revue
How do you create a serious buzz in a town full of buzz? The answer might surprise you. In this installment of A Moment of Clarity I show you how you can do the same for your business.
A lot of people have been asking me how we are reaching and motivating so many business people so quickly with the Austin Blues Revue? What sort of “marketing magic” are we employing to make it happen?
No magic. What you are seeing is the execution of a plan. The secret behind the Austin Blues Revue is this: our team created an actual marketing plan then we executed on that plan. Ding. That’s it.
Its kind of boring – the spreadsheets and the research and the operational stuff. I’m bored just thinking about it. But its this very stuff that makes it happen.
Later in this short video I’ll share with you the six steps we took to make it happen. And boy, did we make it happen.
With a net promoter score in the top 75 percentile, 91% attendees rated the Austin Blues Revue “Excellent to “Very Good” and over three fourths rated the quality of contacts as “Very Good” to “Better than average” – we call that a success.
Plan. Execute. Measure – rinse and repeat.
That’s it. That’s the magic called “marketing”.
A business process. Nothing more, nothing less. The real challenge is managing and synthesizing a lot of complex information about your business, it’s customers and the marketplace. It’s easy to say. Hard to do.
This is why we created the MAPS™ framework. It gives businesses an organized and efficient way to make marketing decisions – then deliberately execute on those decisions.
MAPS is a pretty simple process but it takes discipline to do it first – before you start executing.
Here are the six steps we took to quickly inspire and motivate our target audience
- We asked our stakeholders (customers, venues, musicians, sponsors) what they wanted and desired (needs, wants, problems, ideas, expectations, buying criteria, price sensitivity, etc.)
- Our team analyzed the options people have to meet these needs (competition/environment). In other words, what other choices do these folks have to spend their Monday evening? What are those experiences like? How can we be different?
- We analyzed secondary data about the economics of the music industry (searching databases, analyzing census data and a study put forth by the City of Austin
- We created our offering, brand and value proposition
- We developed a week over week execution schedule with roles and responsibilities.
- We executed to the best of our ability
It’s not the social media. It’s not the web site or the publicity. It’s the plan before the big show that works. The great music and booze is just a bonus.