I’ve always been drawn to live music.
Growing up, I was fascinated by how instrument sounds moved me. I remember listening to the CDs my parents would play while making dinner or just as background noise, which were eclectic in genre — we’re talking everything from Garth Brooks to AC/DC, folks. My mom took me to my first concert when I was about 6 years old, to see the Dixie Chicks. Then, when I was about 12, my dad took me to see Linkin Park for my first real concert. From that moment on, I was hooked.
Since then, I’ve seen a lot of live music, probably more now than ever. My co-workers would probably describe me as the resident concert-goer. Purchasing tickets has become more of an instinctual habit than a well-thought-out decision.
Simply put, there’s just something about watching talented, passionate musicians pour their heart out to a crowd of strangers, no matter how large or small. It’s magical, soul-fulfilling and fun.
Featured image: Photo taken by me at a Dirtwire concert at the Aggie Theatre in Fort Collins
Marketing can feel like that too. This could be because I’m reveling in the afterglow of another great show, but I find myself easily drawing connections between my affinity for live music and my career in marketing.
I’d go as far as to say going to a concert brings a lot of the same feelings you might experience when getting professional marketing help. OK, weird correlation there, I know, but hear me out.
Determining Your ROI
As soon as a concert is announced, most sound, reasonable people unlike myself have several questions that pop into their minds. Should I buy these tickets? What are the pros and cons of going? What will I gain by being there? Will it be worth my time and money?
Those questions are similar to ones that potential clients ask themselves before they fully leap into marketing for their business. They’re ultimately questions regarding their return on investment. Business owners want to know that by investing in marketing, they’ll see results, whether it’s improving brand reputation, growing their business, reaching a new market or something completely different.
It’s natural to consider your ROI as a decision-maker for a business. I can tell you, as a marketing professional, it’s worth it. Here at Jet, we’ve helped various clients meet their goals; oftentimes exceeding them. It’s hard for me to recall a time in which some extent of marketing didn’t help a business. As a concert-goer, I can also tell you I’ve never seen a show I didn’t like in some capacity.
Everyone’s There for the Same Reason
At a show, we crowd into congested venues to be on our feet for several hours for the same reason — we all like the artist or band that is about to play, to some extent. We all have the same goal of enjoying ourselves and seeing how that performance speaks to us individually.
Here’s something for you to listen to while you get through this blog, brought to you by the Jet crew.
In marketing, all businesses and organizations are also in it for the same reason — to be successful and to promote their business. Sure, there might be different ways or perspectives of how a business can achieve its desired goal, just like there are different genres and styles of music. But in the end, businesses want to flourish, and marketers want to help them get there. It’s up to the marketing company you choose to either blow you away or make you want to throw tomatoes at them (figuratively speaking, of course).
It Leaves You Wanting More
A really good show is like a really good marketing campaign — it leaves you wanting more, even if you’re not the one in control and you’re simply watching the professionals do what they do best. It can create a sense of community, and quite frankly, be thrilling to experience from either side.
I love being a part of the marketing process for our clients. Jet is kind of like the band in this analogy (hopefully I haven’t lost you yet). I love brainstorming ideas with the intention of helping our clients succeed. I love getting their perspectives and others’ perspectives on how they viewed our campaign. I love finding out the overall outcome of the campaign. I’m excited from the initial stages to the very end, and thereafter.
And I hope our clients feel the way I feel before and after a concert — overall, feelings of trust, exhilaration and contentment. From the butterflies in my stomach leading up to the show, uncertain of how it’s going to go, to the animated and emotional recaps after it’s over, the feelings can more or less be the same.
There’s a lot of work and time that goes into creating an effective marketing strategy and developing its associated components. Most times, consumers and clients are just seeing the end product. They don’t see the behind-the-scenes work — the scrapped drafts, 20 revisions of design or whiteboard scratches. Our jobs are to make it look easy, just like the hundreds of musicians I’ve seen in the past 15 years. At a show, I realize I’m only experiencing that moment, not the countless hours of practice that go into making all of the layering sounds come together.
The connection between concerts and marketing might be a loose one to some people. But as a marketing professional and avid fan of live music, I truly believe that effective marketing and a good show can change your life for the better in their own respective ways.
Kati Velazquez, Content Manager
Kati is passionate about marketing, live music and dogs — and that’s about it. If you ever need some new music suggestions, drop her a line.