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#TBT

#TBT: Preparing for a Zombie Invasion Makes Good Marketing

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Preparing for a Zombie Invasion Makes Good Marketing.I got a good comment from a person who said he’d like to hear more ways that someone can actually take word of what they’re doing out to the marketplace. The reason this is such a big question now [circa 2009] is that a) traditional marketing is expensive, and b) traditional marketing is ineffective. The worst of both worlds.Here’s an idea that I just had...

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#TBT: You Are Your Marketing, Part II

Happy #TBT! Here’s an oldie-but-goodie post from Jim: You Are Your Marketing, Part II. [This post was originally published in April 2009. Read Part I here.]Unfortunately, being your own marketing goes a lot deeper than just designing a cool product, service, show or whatever.It’s about building your whole operation to support that which is cool and interesting about what you do.It’s about commitment to something special.And it’s the enemy of mediocrity.Yesterday, I was reminded of this as I stood in...

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#TBT

#TBT: You Are Your Marketing

Happy #TBT! Here’s an oldie-but-goodie post from Jim: You Are Your Marketing. [This post was originally published in March 2009.]Become your own marketing. I’ll give you a few examples of this that should illustrate what I’m saying.• The Prius is its own advertising. There’s a reason they built it as ugly as a toaster. They were trying to demonstrate visibly that this was a different car and that the reasons to buy it were not the same as for an...

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#TBT: Even Lions Can’t Play Where the Gorillas Play

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Develop a Niche.In nature, niches are pretty straightforward. Owls survive on mice and snakes while hunting at night, so as to avoid most bigger predators and to have less competition for food. That’s how they get it done. Lions have a niche, too; they travel in groups and hunt herds in big open spaces. Even they, bad asses of the animal kingdom that they are, can’t play where the gorillas play. Or...

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#TBT: A Taste of Things to Come for Live Entertainment

Happy #TBT! Here’s an oldie-but-goodie post from Jim: “Recordings Have Become Advertisements for Shows.”That’s a direct quote from a piece by Sasha Frere-Jones in The New Yorker [circa 2009], and yes, it’s absolutely true.Interestingly, this has become conventional wisdom in a very short time. If you had tried to make this point two years ago, most “smart” music business people would have tut-tutted you or agreed, but only in the far-off future.So listen to me now when I say this...

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What’s Your Multiplier?

Happy #TBT! Here’s an oldie-but-goodie post from Jim: “What’s Your Multiplier?”Lately, for reasons that are too dull to bother explaining, we’ve been looking at the “multiplier” we have here at Goldstar whenever a person signs up. Specifically, we’ve been thinking about what happens when we actually spend money to reach out to a person through either a sponsorship or our affiliate network or some other paid program whose goal is to get new people signing up for Goldstar.Let’s say that...

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#TBT: “The Transforming Fire of Machines … ”

Happy #TBT! Here’s an oldie-but-goodie post from Jim: “The Transforming Fire of Machines … .”Is not a tagline from the upcoming Terminator Salvation movie [circa 2009], although it might work for that, too.Instead, it’s one of the “New Rules for the New Economy,” which, although not so new anymore, are still highly relevant because they were ahead of their time, back in the benighted year of 1998.In full, it’s this: No one can escape the transforming fire of machines.Before you...

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#TBT: You Know What Customers Love? Rules

Happy #TBT! Here’s an oldie-but-goodie post from Jim: You Know What Customers Love? Rules.I understand the reasons that the secondary market gives some venue operators the heebie-jeebies. Any kind of disorder or chaos created by sellers acting badly in the secondary market rolls downhill onto them when the customers who bought tickets from the secondary market actually arrive at the venue.Most obviously, fraudulently sold tickets are a real bummer. Imagine that a ticket broker sells a phony ticket, gets the...

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#TBT: What’s the Difference Between Roller Derby and the XFL?

Happy #TBT! Here’s an oldie-but-goodie post from Jim: What’s the Difference Between Roller Derby and the XFL?I’m here to tell you that as a viable form of live entertainment, roller derby is for real.By “viable,” I don’t necessarily mean, to paraphrase Lloyd from Say Anything, that it’s the “sport of the future” -- only that it’s something that may have the ability to sustain itself with a fan base and even grow.But let’s catch you up a little bit. Many...

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#TBT

#TBT: Who Wants to Be a Pontiac?

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Who Wants to Be a Pontiac?[Editor’s Note: When Jim wrote this on February 20, 2009, Pontiac was still in business. GM discontinued manufacturing and marketing Pontiac on October 31, 2010. This post is a helpful reminder about the importance of branding.]Not many takers on that, I’m guessing. To put it the way The New York Times Business section did, Pontiac will “shrivel up” over the next couple of years. Here’s the key...

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