Pro Tip No. 3: Content Marketing With Kristen Giordani
Title: VP of Content & Merchandising
Hometown: Costa Mesa, Calif.
Best Live Show She’s Ever Seen: “It’s nearly impossible to pick just one. Hamilton, of course. But back when MTV Unplugged was a thing, I was in the audience during Alicia Keys’ performance recording. Oh, and then there was that time I was a fan in the crowd for a Lenny Kravitz video. That was an amazing and intimate performance.”
SO: What strategies does Goldstar use to get members excited about events that are new to them. For example, how do you get non-sports fans excited for a baseball game? Or someone who’s never been to the symphony to want to go?
KG: We do this in various ways — it’s really at the heart of every event summary we write and every promotion (big and small) we do every day. Our goal is get people to go out to things they wouldn’t normally think about going to. We do that by highlighting the aspects of these events that the typical fan wouldn’t necessarily care about. With baseball, for example, non-baseball fans could care less about which team is in first place or whether the buzzed-about pitcher will be at the mound on game day. But they do care about getting together with friends on a warm summer night to sip on beer, throw back some peanuts and maybe do the wave. It’s about the experience of going and being there as much as it is about the event right in front of them. We try to bring that out.
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