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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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Marketing

Marketing Quote of the Week

• Join our conversation on Twitter about Customer Service for Audience Building with Goldstar CEO Jim McCarthy @goldstarjim and Shoshana Fanizza of Audience Development Specialists @AudienceDevSpec on September 25, 2014, at noon ET. Use #auddev to participate with questions and comments. The chat will run one hour.

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Marketing

Want to Impress Me? Predict the Future, Not the Past

Niels Bohr was quoted in 1970 as saying, “Prediction is very difficult, especially about the future.”So it is, but, of course, only predictions about the future have any value.I appreciate the effort that goes into developing an algorithm to predict the success of something like a Broadway show, but this attempt shouldn’t be the basis for changing your marketing plans.Why not?If you’re looking back at results, you can always make a model that appears to have predicted reality. Start...

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Marketing

Six Words That’ll Get You Free Promotion

Ritz-Carlton recently launched a campaign that has the bonus effect of drumming up free promotion: The company invited its social media friends and followers to provide six-word stories about their Ritz-Carlton experiences with the hashtag #RCMemories.The stories are called “Six Word Wows,” and the ad campaign honors Ernest Hemingway. The legend goes: Someone bet Hemingway he couldn’t write a story in six words, and he responded, “For sale: baby shoes, never worn.”Similar to the Mothers and Sons Daring Twitter...

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Marketing

The Goal: Toss Out Pink Think

Back in April, Jim commented on the possible dangers of trying to appeal to a specific audience (like men or women). He wrote that "pink think" is outdated and that the reverse, or reverse pink think, doesn't work, either.Instead, he advised: Start with respect, move forward by understanding and finish with the hard work of making something the desired audience would actually like.The NFL is a good example of an organization doing just that. Not a case of "Bic...

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Marketing

Hamlet (or Rather Cumberbatch) Beats Out Beyonce

Who'd have thought that Shakespeare, in this day and age of Instagram and MTV, would have surpassed Queen Bey as the fastest-selling ticket in London theater history?Of course, the Bard owes a debt to another classic character, Sherlock Holmes, or really the actor who plays him, Benedict Cumberbatch.Thanks to Cumberbatch's rabid fanbase, his run of Hamlet coming in 2015 outpaced Beyonce and Jay-Z's "On the Run" tour by 214 percent in searches on ticketing site Viagogo, according to The Wall...

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