Bruce Springsteen: Marketing Genius
Yes…Bruce and the E Street Band have been announced as the performers for this year’s 2009 Super Bowl halftime show in Tampa, Florida. Bruce is a smart marketer and here is why.
Next time you go to a Springsteen concert, check out where the license plates come from. Right now, record labels are going out of business, but people will drive 250 miles to stand among 25,000 other screaming, sweating, and frequently OLD fans, just to be in the presence of The Boss.
I once wandered into a lobby and asked people how many Bruce concerts they have attended in their lifetime. One guy was reaching his 50th concert!!! Seeeeeriously.
Obviously, there is more to Bruce than his music. He understands how to capture an audience and keep ‘em sold for a lifetime. For what it’s worth, here are some strategic elements that I think help make Bruce a success. These same elements apply to radio stations, TV local news outlets, newspapers and magazines.
1. Enjoy what you are doing. Is there any doubt as to whether Bruce is totally into his music and the single concert event? It is unabashed JOY. People respond well to joy. How joyful is your media product? Many are down right depressing. Create total joy in your product and the people will become devote cult like followers.
2. Give them their money’s worth. Has anyone ever left a Bruce concert and felt cheated out of their money? Bruce sweats blood…even today. Then he gives you another pint. Listen to a radio station and they may give you a disinterested dj and maybe 2 songs in a row. Time is money and people want their money’s worth when they invest in you. Exceed my expectations and then I will come back for more.
3. Let them be a part of the party. Each Springsteen concert is a giant party hosted by Bruce. The difference between Bruce and gaggles of other no name entertainers is that Bruce celebrates with YOU….not without you. He isn’t up there thinking about Bruce. He wants you to be happy. He wants you to sing along. He wants you to cry and scream with joy. It is not about Being Bruce. It is all about Being the Audience.
4. Sell with emotion. If you are in the entertainment business, start thinking and selling with your heart…not your head. And use words that people use…. not contrived marketing slogans. Bruce takes it to the street and a page from the Chuck Berry theory of song writing….find the words, and the meaning will flow from there.
The highway’s jammed with broken heroes on a last chance power drive
Everybody’s out on the run tonight but there’s no place left to hide
Together Wendy we’ll live with the sadness
I’ll love you with all the madness in my soul.
Someday girl I don’t know when we’re gonna get to that place where we really
want to go and we’ll walk in the sun….
But till then TRAMPS LIKE US, BABY WE WE BORN TO RUN!!!
Have you got some more reasons why Bruce is a Media Marketing Genius? Send them on. There must be 100 more!
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It’s real…we went to see and hear Bruce a few months back @ the ice palace. The show had been postponed due to the death of his longtime friend and keyboard player and this being the first time back since the funeral the anticipation was early fueled by the screens filled with nostalgic pictures of the band and followed by the personal reminiscences of the glory days long past. It was an incredible night from the very beginning, so much raw emotion punctuated by the striving driving power of the music. There was magic in the air, a sorcerer in our midst and he had amplifiers! Our friends that had been to 40 or more shows said it was the best one ever which was very easy to believe…and after the music was long over and nearly everyone gone, my buddy still there said he saw the boss emerge and walk all around the stage, looking out at all the venue seats empty, smiling and waving to the few stragglers the pride evident…no doubt enjoying the last morsels of the evening and some thoughts of his friend.