We enjoyed Celine Dion in Omaha from the sixth row a few months ago. I couldn’t help but filter her concert through the marketing grid in my head. Here’s what came out.
Be honest and humble. Celine’s original concert in Omaha last fall was cancelled because she got sick. Her first words after the opening blast of “I Drove All Night to Get to You” were “thank you for allowing me to sing for you,” and “I’m so sorry I had to cancel.”
- Question: Have you had an opportunity to be honest about a situation in your business? How did that go?
Be audience centric. Her stage was set up so she could connect with the audience from all sides. There were catwalks that extended almost into the seats so she could walk out and be close. This may be more common than I think, but I have never seen it done before.
- Question: What are you doing in your business to keep prospects and customers the center of your attention?
Tap into the emotional pipeline. Celine is a master at speaking to the audience’s felt need. She sings about LOVE – what it feels like to have it and to lose it. Everyone can relate. She is totally into her performance and into our hearts.
- Question: How are you caring for the felt needs of your prospects and clients?
Mix it up. Celine gives something for everyone.The opening act was an impressionist (fall off the chair funny) and the concert was filled with dancers, scene changes, video, quick sets and elaborate costume changes. It was totally captivating.
- Question: How can you mix it up with your services and bundles?
Follow up. The morning after the concert we got a thank you email and survey asking how we liked the concert and reminding us of her newly released album. Still feeling up from the experience I felt more apt to buy (although I didn’t). Good thought though, and I liked it.
- Question: How is your follow up working for you?
I have never been a huge Celine fan, but I gotta admit, after attending the concert I have a new respect for her. Celine and her people are marketing geniuses. And here’s the main takeaway: I never once felt marketed to.
Therein, I believe, lies the secret.
What do you think?
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Photo credit Anirudh Koul
