Jeremy Larochelle offers up two reasons why he thinks it’s a bad idea to use physical press kits when selling your live entertainment services.
If you need help building your presskit, check out these online services that make life a bit easier.
Sonicbids: https://www.sonicbids.com/electronic-press-kit/
ReverbNation: https://www.reverbnation.com/band-promotion/press_kit
Bandzoogle: https://bandzoogle.com
Differentiating your product, service, or brand is not only good. It is imperative. However, the marketer should not overlook the psychological importance of establishing brand parity before engaging in this practice.
In his book Predictably Irrational, Dan Ariely discusses the consumer behavior of herding. His theory is built upon decades of research which reinforces that, when making decisions, buyers need a point of reference from which to weigh their options. We rarely blindly pick that new car or cup of coffee. Rather, when considering a purchase, our subconscious is weighing the opportunity in front of us against our history with, and what we have learned about, the choice in question. Inexperienced marketers will forget that regardless of how new or radically different the product is, the customer needs to weigh it against like options to complete their decision. This is where brand parity comes in.
Brand parity is the attributes that all products of a specific classification share. Soda comes in 12oz cans. Cellphones include a charger and loaves of bread come with a twist-tie. These elements are of strategic importance for a number of reasons. Perhaps the most vital is that they set-up your product for proper differentiation. I will borrow Ariely Starbucks’ example to explain.
Anyone who has visited both a Dunkin’ Donuts and Starbucks knows that the two differ on many levels. Dunkin’ is a transactional business. Stores are designed for the customer to get a cup of Joe and get out. Sizes are easily labeled as Small, Medium, Large, and Extra-large. The ambiance is bright. The chairs uncomfortable and there is an overall “cafeteria” vibe throughout. Starbucks is designed for customers to hang out. Their stores are characterized by deeper-earthy tones. Lighting is soft and subtle. Customers are surrounded by expensive cups, grinders, and coffees they can buy to take home. Even the product sizes are labeled uniquely as Short, Tall, Grande, and Venti.
Regardless of these differences, the core product of both of these brands – the coffee remains similar. Both organizations serve theirs fresh, extremely hot, and provide basic accouterments to enhance the taste such as cream, sugar, and sweetener. Both serve their java with lids and offer drive-through service. It is this brand parity that helped Starbucks slip into the coffee game and then initiate the power of its product differentiation genius.
It may be hard to remember the first time you visited a Starbucks. If you can, you would probably recall it as a little overwhelming. I still have trouble remembering which size coffee I get. Is it the venti or the grande? However, when faced with that initial decision. You likely (even if you didn’t realize it) weighed the Starbucks’ option in front of you against something you knew. As an East-Coaster myself, that was Dunkin’. Since the Starbuck’s option was close enough. I mean it’s still just coffee, right? You were probably like me and gave them a shot.
Now that Starbucks’ brand parity with Dunkin’ has done its job to get you through the door it is time for the company to separate themselves with cohesive differentiation. This is when a company aligns all of their branding, packaging, and overall feel in a way that places them in a certain price range relative to their competition. For Starbucks, that position is “premium,” so they have aligned their brand pieces in a way to promote that ideal. The ordering process is refined and “classy.” Patrons ask for a “Venti” as opposed to an “Extra Large.” Customers are placed in a nicer atmosphere that encourages them to hang-out and pen their next screenplay. (This consequently increases the feeling that one needs to “pay rent” to stay longer and contributes to increased revenue per visit). When seated, patrons are surrounded by expensive cups, grinders, and coffees.
All of these elements work together to shift the consumer’s perception of where Starbucks sits in relation to other options such as Dunkin’. You still know that both Starbucks and Dunkin sell coffee and can give you that morning pick me up. However, the cohesive elevated experience you found at Starbucks has pushed it further away from your relative experience at Dunkin. It has now become harder for you to see them as similar and you lean towards one or the other moving forward.
The thing to keep in mind is that none of this differentiation would work without first establish brand parity. Your prospects need a reason to “jump ship” and check out your option. If you present yourself as too different… too radical, you will confuse them and they are more prone to stick with what is known. However, if you can find that unique balance between brand parity and differentiation. You too could become the Venti of your product world.
It is a misconception that a concert is all about the artist on stage. While they are a key component to the success of the venue, they are not as important as the customer. The customer is the person who buys the ticket… the food… the drinks… the merchandise…the VIP packages… and whom the sponsors want to get in front of. Without them, the venue wouldn’t exist and the artist would be out of a gig.
Fortunately, appeasing your customers can be rather simple. Give them a great concert experience and they will stay longer, spend more, and hopefully return to see you again. One of the ways to enhance their experience is to make it about them. You can do this a number of ways. Treat them right and with kindness at every step of the way. Surprise them with upgrades and constantly thank them for their business.
Another way both venues and entertainers can make the experience about the customer is by taking a picture.
During your next performance, announce to the crowd that you want to get a group picture with everyone. Then, grab a selfie with the crowd behind you. The goal is to get as many of your fans in the frame as possible. After that, announce that you will upload the shot to your Instagram feed and encourage them to check it out and tag their concert-going buddies and friends who missed the show.
This simple action will enact a number of psychological triggers on your audience. They will feel a sense of belonging, community, and pride. The posts will likely start social engagement with people who also attended the show, further solidifying their pack bond. All positive stimuli that will likely lead to positive actions such as return trips to your next performance. However, the psychological triggers don’t stop there.
When your fans share this image on their social feeds psychological triggers such as Fear of Missing Out (FOMO) kick in for their friends who didn’t attend the show. If anyone watched the FYRE Festival documentaries, this negative trigger contributed to the social-success of that epic festival failure. Those who missed out are given an unintended edited view of what the show was really like. They do not see the long lines to use the restroom. The parking fiasco. That $20 beer. Rather, they see pictures of their friends having a great time followed by likes and comments that reinforce those stimuli.
This strategy works for venue ownership as well. Encouraging fans to share their concert pictures by tagging your brand or through a unique hashtag so your marketing team can re-post offers a huge return with little spend. Not only do these pictures give your brand a positive stimuli response and induce FOMO behavior, but they also act like customer reviews providing a decision reinforcement vehicle for people looking to purchase a ticket to your next show.
If you run a concert venue, your fans are your biggest asset. Without them, nothing would be possible. Part of your core strategy should be to find economical ways to WOW them at every turn. While the concept of simply taking a picture seems like a no-brainer, many do not take advantage of this opportunity to connect. I hope this post provides social and psychological evidence as to why you should snap a selfie with the crowd.
Brand parity is an important component to marketing strategy. At its core, brand parity is aligning your product with the anticipated demands of the consumer by making sure you have the same attributes as rivals in your market. In his paper “Measuring Perceived Brand Parity.” James A. Muncy, from Valdosta State University, defines it as, “the overall perception held by the consumer that the differences between the major brand alternatives in a product category are small.” That statement is important from a marketing perspective because it reminds us that strategically aligning your offerings with what is expected in the marketplace can mitigate potential competitive advantages of your rivals. In venue management, this can be witnessed quite well in heavy “club” markets such as Vegas, Sao Paulo, Montreal, and Berlin where consumers have come to expect items such as VIP/ bottle service, security, scantily clad cocktail servers, top-of-the-line sound systems, impressive light shows and marquee DJs on deck. Club owners are happy to oblige because they know to compete they must “keep up with the Joneses,” or as marketers state – establish brand parity.
This brings us to the other side of brand parity strategy in venue management – if your pockets are deep enough. You can use it to oust competition by creating barriers to entry. This can be witnessed in Las Vegas where resident DJ’s (look at the list below from electronic.vegas) cost tens of thousands of dollars in performance fees alone with many easily cresting the $100,000 mark.
3LAU – Omnia Nightclub
A-Trak – XS, Surrender, Intrigue, Encore Beach Club
Above & Beyond – Hakkasan, Omnia, Wet Republic
Adrian Lux – Encore Beach Club
Alison Wonderland – XS, Surrender, Intrigue, Encore Beach Club
Alesso – XS, Surrender, Intrigue, Encore Beach Club
Afrojack – Hakkasan, Omnia, Wet Republic
Armin van Buuren – Hakkasan, Omnia, Wet Republic
Arty – Drai’s Nightclub, Drai’s Beach Club
Audien – Marquee Nightclub, Marquee Dayclub
Axwell – Light Nightclub, Daylight Beach Club
Baauer – Light Nightclub, Daylight Beach Club
Benny Benassi – Marquee Nightclub, Marquee Dayclub
Bingo Players – Hakkasan, Wet Republic
Borgeous – Hakkasan, Omnia, Wet Republic
Borgore – Marquee Nightclub, Marquee Dayclub, Tao
Brillz – XS, Surrender, Intrigue, Encore Beach Club
BRKLYN – Hakkasan, Omnia, Wet Republic
Burns – Hakkasan, Omnia, Wet Republic
Calvin Harris – Hakkasan, Omnia, Wet Republic
Carnage – Marquee Nightclub, Marquee Dayclub
Cash Cash – Hakkasan, Omnia, Wet Republic
Cedric Gervais – XS, Surrender, Intrigue, Encore Beach Club
Chuckie – XS, Surrender, Intrigue, Encore Beach Club
Clockwork – Light Nightclub, Daylight Beach Club
Dada Life – Hakkasan, Wet Republic
Danny Avila – Hakkasan, Wet Republic
Dash Berlin – Marquee Nightclub, Marquee Dayclub
David Guetta – XS, Surrender, Intrigue, Encore Beach Club
Deadmau5 – XS, Encore Beach Club
Deniz Koyu – Encore Beach Club, Surrender
Deorro – Encore Beach Club
Dillon Francis – XS, Surrender, Intrigue, Encore Beach Club
Dimitri Vegas & Like Mike – XS, Surrender, Intrigue, Encore Beach Club
Diplo – XS, Surrender, Intrigue, Encore Beach Club
DJ Irie – Light, Daylight
DJ Mustard – Marquee Nightclub, Marquee Dayclub
DJ Shift – Drai’s Nightclub, Drai’s Beach Club
DJ Snake – XS, Surrender, Intrigue, Encore Beach Club
Duke Dumont – XS, Surrender, Intrigue, Encore Beach Club
Dyro – Light Nightclub, Daylight Beach Club
Dzeko & Torres – Hakkasan, Wet Republic
EC Twins – Marquee Nightclub, Marquee Dayclub
EDX – XS, Surrender, Intrigue, Encore Beach Club
Eric Prydz – Drai’s Nightclub, Drai’s Beach Club
Eva Shaw – Hakkasan, Wet Republic
FAED – Hakkasan, Omnia, Jewel, Wet Republic
Fedde Le Grand – Encore Beach Club, XS
Ferry Corsten – Marquee Nightclub, Marquee Dayclub
Fergie (DJ) – Hakkasan, Omnia, Jewel, Wet Republic
Flosstradamus – XS, Surrender, Intrigue, Encore Beach Club
French Montana – Marquee Nightclub, Marquee Dayclub
Galantis – Marquee Nightclub, Marquee Dayclub
Gareth Emery – Marquee Nightclub, Marquee Dayclub
Getter – XS, Surrender, Intrigue, Encore Beach Club
Ghastly – Marquee Nightclub, Marquee Dayclub
gLAdiator – Drai’s Nightclub, Drai’s Beach Club
Grandtheft – Surrender
GTA – Hakkasan, Omnia, Jewel, Wet Republic
Hardwell – Hakkasan, Omnia, Jewel, Wet Republic
Heroes x Villains – XS
Hook N Sling – Light Nightclub, Daylight Beach Club
Illenium – Hakkasan, Omnia, Jewel, Wet Republic
Ingrosso – Light Nightclub, Daylight Beach Club
Irie – Hakkasan, Omnia, Jewel, Wet Republic
Jauz – Hakkasan, Omnia, Jewel, Wet Republic
Julian Jordan – Hakkasan, Omnia, Jewel, Wet Republic
Kaskade – Hakkasan, Omnia, Jewel, Wet Republic
Kennedy Jones – Marquee Nightclub, Marquee Dayclub
Krewella – Omnia
LA Leakers – Hakkasan, Omnia, Jewel, Wet Republic
Laidback Luke – XS, Surrender, Intrigue, Encore Beach Club
Lil Jon – Hakkasan, Omnia, Jewel, Wet Republic
Lost Kings – XS, Surrender, Intrigue, Encore Beach Club
Markus Schulz – Marquee Nightclub, Marquee Dayclub
Martin Solveig – Surrender
Madeon – Encore Beach Club
Major Lazer – XS, Surrender, Intrigue, Encore Beach Club
MAKJ – XS, Surrender, Intrigue, Encore Beach Club
Marshmello – XS, Surrender, Intrigue, Encore Beach Club
Martin Garrix – Hakkasan, Omnia, Jewel, Wet Republic
Matoma – Hakkasan, Omnia, Jewel, Wet Republic
Morgan Page – Surrender, Encore Beach Club
Nervo – Hakkasan, Omnia, Jewel, Wet Republic
NGHTMRE – Hakkasan, Omnia, Jewel, Wet Republic
Nicky Romero – XS, Surrender, Intrigue, Encore Beach Club
Ookay – XS, Surrender, Intrigue, Encore Beach Club
Paper Diamond – Surrender
Party Favor – Hakkasan, Omnia, Jewel, Wet Republic
Paul Oakenfold – Marquee Nightclub, Marquee Dayclub
Porter Robinson – Hakkasan, Omnia, Jewel, Wet Republic
Puff Daddy – Hakkasan, Omnia, Jewel, Wet Republic
Quintino – Drai’s Nightclub, Drai’s Beach Club
Robin Schulz – XS, Surrender, Intrigue, Encore Beach Club
RL Grime – XS, Surrender, Intrigue, Encore Beach Club
Ruckus – Marquee Nightclub, Marquee Dayclub
Sander van Doorn – Marquee Nightclub, Marquee Dayclub
Skrillex – XS, Surrender, Intrigue, Encore Beach Club
Slander – XS, Surrender, Intrigue, Encore Beach Club
Stafford Brothers – XS, Surrender, Intrigue, Encore Beach Club
Steve Angello – XS, Encore Beach Club
Steve Aoki – Hakkasan, Omnia, Jewel, Wet Republic
Sultan & Ned Shepard – XS, Surrender, Intrigue, Encore Beach Club
Sunnery James & Ryan Marciano – Hakkasan, Wet Republic
The Chainsmokers – XS, Surrender, Intrigue, Encore Beach Club
Tiesto – Hakkasan, Omnia, Jewel, Wet Republic
Timmy Trumpet – Marquee Nightclub, Marquee Dayclub
Travis Scott – Hakkasan, Omnia, Jewel, Wet Republic
Tritonal – Marquee Nightclub, Marquee Dayclub
Tommy Trash – XS, Encore Beach Club
Ty Dolla $ign – Marquee Nightclub, Marquee Dayclub
Vice – Marquee Nightclub, Marquee Dayclub
Vinai – Marquee Nightclub, Marquee Dayclub
Virgil Abloh – XS, Surrender, Intrigue, Encore Beach Club
WeAreTreo – Hakkasan, Omnia, Jewel, Wet Republic
Wolfgang Gartner – XS
Yellow Claw – XS, Surrender, Intrigue, Encore Beach Club
Zedd – Hakkasan, Omnia, Jewel, Wet Republic
This impressive list demonstrates that if one wanted to start a club on the strip in Las Vegas, they would be extremely hard-pressed to do so as the environment demanded by consumers in this area would force them to meet the venue design, ambiance, and reportedly $1 million Calvin Harris makes each night at Hakkasan. Quite simply, they would need to adopt the brand parity of a market put in place by conglomerates backed by casino money. And if they choose not to, they would be lost in the advertising noise of a collective market working against them.
Obviously, other attributes come into play when launching a venue. You could position yourself in a tighter niche in the EDM world such as trance. You could reduce costs and charge consumers less than the $30-$50 charged by the major-branded clubs. You could even move off of the strip and cater to the locals. However, that is not the point of this post. The lesson here is. When planning, launching and running an entertainment venue, one must forego the blanket advice of many armchair marketers to simply differentiate the brand. Rather, you need to pinpoint what attributes you should (and can afford to) fall in line with to meet the customer expectations your competition has put in place. Only then, should you look for ways to differentiate.
Gone are the days of malls, mom and pop stores, and various other brick and mortar outlets. They have been replaced by online merchants, specialty “long-tail sites like Etsy,” demand channels such as eBay, and social sales through Facebook, Pinterest, and Instagram among others.
When the distribution point of your product changes, it is imperative that your marketing strategies change with it. Why? New distribution points suggest you are dealing with consumers who have adopted new purchasing behaviors or, perhaps even more challenging. You need to re-train existing customers on these new digital protocols without losing their business. A great example lies in the fact that online buyers can’t physically touch the merchandise before they buy it. For some, who have grown up in the “online” world. This isn’t an issue. However, for department stores such as JCPenney’s and Macy’s with a funnel full of brick and mortar customers used to handling the merchandise. This is a problem that must be addressed.
The savvy marketers at Zappos quickly found the solution to this problem with their free returns and exchanges policies. Today, major retailers (including the aforementioned) have followed suit and now offer free returns. Some go so far as to streamline the process by providing return labels inside their packages and expedited reimbursement paths through the customer’s account section of their site. While John Q buyer still can’t touch the product before he makes his purchase, these policies reduce the perceived risk of their pre-purchase rituals and help close the gap between the brick and mortar and online worlds.
This is just the tip of the iceberg in regards to the changes the new “online” marketing landscape has forced on firms large and small. Customer reviews have become imperative for a company’s success as well as PCI compliant websites, PayPal payment channels, mobile-friendly landing pages, and social listening and engagement by the brand.
However, one core marketing element remains unchanged.
Opportunities to See still dominates the marketer’s playbook. Ultimately, the adperson’s primary goal still boils down to getting the brand name in front of as many relevant consumers as possible, so you can get them into the sales funnel where they will start the buying process.
I will argue that it is even more important now than ever.
In the past world of brick and mortar selling, competition was somewhat limited by physical location. E.g. you had to have a store or place for your customers to go to compete. Today, many barriers to entry like this have been torn down like the Berlin Wall. It no longer matters where you are located or how much intellectual and financial capital you have. If you have the will and an internet connection. You can compete. Last year, popular online commerce platform Shopify announced the company supported over 375,000 merchants alone by the end of 2016. That’s just one “out of the box” provider that caters to the “limited entrepreneur.” Add in other services such as Volusion, Magento, Bigcommerce, Wix, WordPress, and proprietary sites and it is very likely your business (no matter how niche it may be) is competing with a plethora of other brands across the web for the same customer’s attention. However, it get’s even more difficult. Since it takes the average online patron numerous views across multiple channels before they click “buy now.” Getting your message in front of those customers as many times as possible becomes a key ingredient to your success.
Yes, the distribution channel has changed and, yes, marketing strategies have changed with it. However, don’t let modern agencies scare you with new terms such as bounce rate, page views, click-through rate (CTR), cost per thousand (CPM). It all boils down to one basic fundamental that hasn’t changed in marketing strategy.
Opportunities to See.
