I had a chance to chat with Amy Maiden in advance of my trip to Australia to give the keynote at the Ticketing Professionals Conference in Sydney and to deliver my new workshop, “Fans For Life: Creating and Keeping Modern Fans” in Melbourne.
I wanted to catch up with Amy in advance of my trip to Australia because I think she has some ideas and points of view that are refreshing and need to be heard in today’s world of paint-by-numbers marketing.
This episode of “The Business of Fun” is a must-listen for marketers in all industries but I wanted to highlight three big ideas to whet your appetite.
Consumers are actively avoiding your marketing and advertising efforts:
This is the big point of Amy’s presentation that is coming up in Sydney.
She says that she uses the idea of being more likely to die in a plane crash as hyperbole to focus people on the idea that just because you can do something doesn’t mean you should and that marketers are in desperate need of rethinking their approach to marketing and advertising to better reach their audiences.
Amy shares several examples of how she actively avoids pop-ups, banners, and other forms of advertising and, rightly, she shows that she isn’t the only one that is doing these things.
This means that just following the best practices other folks are following isn’t smart marketing, but likely bad marketing…because if you are doing the same thing everyone else is doing, why should anyone pay any attention to you.
We are in the middle of a marketing revolution:
Amy says that marketing now is about “changing the culture” and she goes on to show why her point of view holds up.
We talked a little about how this revolution lines up with the reality that marketing is about making money and how changing the culture doesn’t mean that you aren’t making a lot of money. It just highlights the need to be more focused on “tribes” and the people that are already signifying that they want to be a part of your group.
Great brands are emotional:
We didn’t get into brand purpose and I think that’s good because I find that most of the stuff around brand purpose is garbage.
Instead, we talked about the emotional connection people have with the brands that they love.
While I’d say that this doesn’t hold up across all brands, somewhere we all do put a brand or a purchase in place as an indicator of who we are.
We talked about this a lot because the thing is that buying purchases are all about the emotional. If you buy, you need emotion to help you make the choice. If you don’t buy, that’s also an emotional reaction.
Even indifference, that’s an emotion.
So download this episode and let me know what you think.
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