The Rolling Stones packed the Horseshoe this weekend. Translated, this means that one of the biggest, most loved college football stadiums in the nation played host to one of the biggest, most loved bands of all-time.
The band, composed of five men whose average age is 74, showed legacy trumps old age. The Stones even made a little history on Saturday by playing "Hang on Sloopy," for the first time since 1966– a tribute to their Buckeye state fans in attendance.
Most people would call it a rock concert. I call it brand magic (and a lesson in good marketing). Between the tones of the sage voices of the Stones telling you how hard it is to get satisfaction, they’re also urging you to put your marketing game face on, invest in original content and start a blog. Here’s why:
As the story goes, the Rolling Stones got a off to a good start, but there was a moment when they had to ask themselves if they wanted to be good or great. They were playing shows, building a following and releasing albums, but they weren't doing anything dramatic enough to write home about. The competition was tough for American blues start-ups on the south side of 1970.
Somewhere along the way, the band met Jerry Garcia, the front man and creative mind behind for the Grateful Dead, who’s recently come to be known as a brand and marketing mastermind. Are you thinking of dancing bears on the bumper of a hand-painted Volkswagen Beetle? Me too. Meet good branding.
Mick Jagger’s education from London School of Economics, paired with Garcia’s alleged influence and precise management steered the group to make some solid decisions about their identity and avoid the dreaded second hand record store’s 99-cent rack. They made some shrewd marketing moves, hired artist John Pasche to design their epic tongue and lips logo, and changed the course of their future.
What does good branding and great content do for your business? It gives you the ability to pack a house big enough for 105,000 people for 50 years running.
RevLocal got a backstage pass to the performance at the Shoe to pick Jagger and Richards’ brains a little bit on marketing. Alright, we didn’t. But if we could find ourselves in that scenario, we're pretty positive that the Rolling Stones would tell you to start a blog.
The more you give, the more you get.
In today’s world, the attention of a consumer is like gold. In 1966, the advertising world produced 172 billion impressions. Today, that number has eclipsed five trillion. One-hundred percent of today’s average consumer will abandon a video if it doesn’t start playing in less than two seconds.
The days are gone when consumers are satisfied with flashy starburst coupons for 50 percent off. Every marketing move the Rolling Stones have made in the last 50 years was intentional. As Forbes contributor, Jonathan Baskin, puts it, they're capitalists. "The Rolling Stones are unrepentant capitalists, and their product consistency, limited exposure and deep support mean that they can afford to aggressively market stuff to people — yes, actually ask for the sale — and their fans/consumers are happy to oblige."
Be more like the Stones.
Your prospect wants something in exchange for the time spent considering you as a vendor. And if you want to beat the guy down the street, you should put a strategy behind telling them the benefits of choosing your product of service.
In 2014, blogging outpaced YouTube, Twitter and Linkedin to win the top spot on the list of areas of growing interest for marketers. B2B’s are 74 percent more likely to start a blog this year, and B2C’s follow them closely, being 63 percent more likely.
Content turns likers into lovers.
People don’t just like the Rolling Stones, they love the Rolling Stones so much that they’re selling out concerts 44 years after releasing their newest album.
They have 1.56 million Twitter followers, 19 million Facebook fans and 550,000 subscribers on their YouTube channel. That’s 22 million content consumers.
Blogging creates more content for your business, which solidifies your brand so that your consumers can get to know you better. You’re opening up the window for people to go from knowing of you to actually knowing you.
They call it “conversion” for a reason.
"But my whole point was to inspire people to take action."
- Jerry Garcia
When a prospect converts in to a consumer, it’s because you, as the marketer, have done the same thing that rock and roll does: you’ve inspired them. People don’t spend money without being convinced of something, and a blog gives you a fighting chance to make your case.
Mick Jagger and Jerry Garcia both knew it. They made their moves with their audience in mind. They weren’t just thinking of their brands, they were thinking of how their brands would impact, inspire and convert listeners into lifelong fans. What’s the easiest way for you as a small business to follow in their footsteps? Blogging. It's your stage.
Maybe you don’t hear the Rolling Stones prophetically delivering your business a marketing strategy through their timeless sound, but the wise marketer would take note to listen a little more closely. When you look into the journey that made the epic group so successful, you’ll find a harmony of free content, a lovable brand and a desire to inspire. Take the same three components, and you’ve arrived at your reason for starting a blog.