It’s no secret to my readers that I am a true blue Jimmy Buffett fan, a Parrothead through and through. He is a great example of many of my ideas from storytelling to building a unique and an apparently sustainable, powerful client experience. So it came as no surprise to me when he launched a new idea, The Live @ The Drive-In Concert Series.
In an effort to support his love of the drive-in movie and to leverage his concert experience, Jimmy and the Coral Reefer Band put on a full show at the Coyote Drive In in Fort Worth TX, then simultaneously broadcast it to 87 other drive-in theaters throughout the country. In theory, he could duplicate his Dazzling Blue client/concert experience for thousands of die hard fans that might not normally be able to attend a concert due to price constraints or venue location. This is the idea of stretching your brand and Jimmy is an expert at stretching. You can add the drive-in concert idea to the Margaritaville empire that includes clothing, retail stores, restaurants and frozen foods, Land Shark Beer, best selling novels, a full on stage musical and any other way he can make a buck from the leverage of his original story of “island escapism”.
The Fort Worth drive-in sold out in TEN SECONDS! There were over 20,000 pre-sold tickets across the country and that number was expected to radically increase with “drive up business.”
So, the lesson is… What are you doing to STRETCH your brand? How can you reach your market in new and inventive ways? What can you do to your client experience that raises the client expectation ONE LEVEL ABOVE (OLA) to separate yourself from the commoditized business world you live in?
It often doesn’t take a huge step. Not surprisingly, a simple, powerful and elegant action is all that is needed. Looking for help along these lines? Drop us a note and we will show you that your Margaritaville and Parrothead passion is just an idea away!
Clay Kadlic says
I am a Parrothead myself and no one markets themselves better than Jimmy!
Fins Up!