In my life outside of Canright Communications, I play the cello in a band called The Damn Choir. We’re in the middle of recording our second album, and while doing research on an Executives’ Club event for our Canright Calendar I stumbled upon some much-needed and much-appreciated inspiration from each of the speakers on the program. By the time I attended the breakfast, I had already used each of their ideas to find resources I had never considered. I was inspired to (please excuse my sentimentality) turn my band’s dream of being backed by an actual choir into a reality.
The more I learned about Bob Thacker’s history in marketing, the more I noticed a trend of highly successful campaigns that also happened to be extremely inexpensive. Instead of being defeated by the smallest advertising budget among his competitors, Bob ran with it and created the now famous “Elf Yourself.”
At the time of my research, I was struggling with how to make our band’s dream choir a reality for our recording. By struggling, I mean I was resigned to the idea that we simply could not afford it. Bob Thacker’s ideas on advertising (and life) inspired me to simply decide to make it happen. I hadn’t figured out how yet…
The driving force behind Threadless t-shirts is revolutionary but simple: consumers and employees need not be mutually exclusive. Threadless t-shirts are designed and chosen by the Threadless “community,” as Cam calls it, blurring the line between the company and its consumers.
Because the band was already on my mind, this made me think about the line between artists and art appreciators. Whoever we got to sing in the choir on our album would probably be significantly more invested in us as a band. On the flip side of that, the people who were already fans of our band would probably be more interested in singing on the album. I still had to get them to show up though…
Fizz Corp focuses on word-of-mouth marketing. I am very new to the marketing / communications world, and until I read about Ted Wright, I had no idea word-of-mouth marketing was even a thing. I knew word of mouth could be a force to reckon with, but had no idea there were so many strategies out there to harness the power. Simply put, Fizz identifies “influencers” (potential customers most likely to talk about your brand) and then finds ways to make them say good things and say them a lot.
Word of mouth has always played a part in the success or failure of music groups. Although I will most definitely apply what I’ve learned about it to our band’s future marketing endeavors, at the time I was focused on making the choir happen. In addition to using every social media outlet we had, asking everyone we could think of, and making an announcement at the big show we had a few days before the recording session, I decided to figure out who in my life were “influencers” and focus on getting them involved in the choir. One of my friends in particular, who will remain un-named, is not the greatest singer but loves going to see live music and has many musician friends. I pressed her to come, without telling her why I cared so much, even though we both knew she couldn’t sing, and (as if to prove the theory of the “influencer” correct) she brought four of her semi-pro singer friends.
When the day came, our friends (and their friends) showed up, sang their hearts out, and we had a fantastic choir for our album. I am very thankful the Executives’ Club Thought-Leader discussion came when it did, because simply reading about the speakers not only inspired me to make the choir happen but helped me figure out how.
-Katy Myers, administrative assistant, Canright Communications