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Marketing

Three Things You Must Consider About Email Marketing

In his recent post “'Customer Information' or License to Spam?" Jim wrote: Customer information is valuable when it’s the result of permission and when it’s not just “data,” but when it actually represents a person with value to and interest in what your organization is doing. It’s not a blanket license to spam. Now, James Baggaley at Spektrix chimes in with "Stop Spamming Your Customers Before it's Too Late." He outlines three things arts organizations should do right this second when...

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Marketing

The Most Important Thing in the World for Marketers to Understand

On October 23, I gave the keynote at the (very fun) Arts Reach 2014 conference in (very fun) downtown Los Angeles. The talk was called “The Great Jump Ball” because my point was to explain that the cultural and business and societal norms of the next 50 years or so are up for grabs right now.The reason for this is that we’re handing off the torch of power from one massive generation (The Baby Boomers) to another (The Generation...

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Marketing

Marketing Quote of the Week

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Marketing

Learning the Wrong Lesson From “Artificial Scarcity”

Pumpkin Spice: Every food marketer wants in on the trend, which Vanity Fair’s Dan Pashman chronicles hilariously here.And though I don’t think the purpose of Dan’s piece is hard-nosed business analysis, he makes a statement that's similar to the incorrect lesson that a lot of marketers take away from the "Pumpkin Spice" phenomenon:“ … as an American there are two things I love -- sugar and artificial scarcity. Stamp the words “LIMITED EDITION” on a package of something sweet...

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Marketing

3 Simple Reasons We Love “Sneaky”

Like all of you, I'm frequently given the opportunity to learn “one weird tip,” or “one little trick,” or occasionally “one sneaky trick” that will enable me to improve something very suddenly with a minimum of effort.Mostly, these are the things that normally bedevil people, like losing weight or regaining your mojo with the opposite sex. I once got an email saying there was “one sneaky trick” I could learn that would help me “smack monster drives” on the...

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Marketing

3 Ways to Build a Brand People Will Remember

“Brand” is one of those terms you hear a lot if you hang out with marketers. Even non-marketers, as long as they’re vaguely involved in the selling of something, throw the term around. After listening to this for the last decade or so with a growing sense of unease, here’s what I’ve realized: Most people say “brand” when they mean something else. For example, “we’re trying to build this performer’s brand” usually really means “we’re trying to build this performer’s sales.” There...

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Marketing

People Like Themselves

Back in March, Jim wrote about Last Night at The Met, the tumbler of pictures taken by photograph Rose Callahan of people attending shows at the Metropolitan Opera in New York. Jim wrote: Here’s a marketing insight from the category of brilliant-but-freaking-obvious: People like themselves.The audience of any show or event is made up of people and, therefore, by the transitive property, if you can connect your event to the people in the audience, they will enjoy that show or...

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Marketing

“Customer Information” or License to Spam?

Today’s marketer, including live entertainment marketers, put a lot of value on what they call “customer information.”Years ago, when we started Goldstar, this wasn’t the case. Very few people cared about “information” on its own. We were very early to the understanding that customer information had value, and in many ways, we've built our business on it.But now, just about everyone gets it. Let me rephrase that, because it’s not really true. Now, just about everybody has at least...

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Marketing

Marketing Quote of the Week

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Marketing

Want Some Breakthrough Ideas? Just Do What Other (But Different) People Have Already Done

I picked up a habit a long time ago that I want to share with you: I fly a fair amount, and every couple of months when I’m going through an airport, I pick up a magazine that I would never normally read. I look for topics, almost at random, that wouldn’t typically interest me.The reason I do this is because I believe very strongly in learning from people in other fields, even far off fields. I think I...

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