Notes from Summer School....What Jimmy Buffett Taught Me about Marketing

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Real Estate Services with Concierge Auctions

Saturday night I went to summer school, not your typical summer school, but summer school as in Jimmy Buffett's 2009 summer concert SummerZcool.

Never in my wildest imagination did I think I would leave that event with a better understanding of marketing.  That assumption couldn't be further from the truth.  Buffett has an amazing ability to connect with his audience.  Most of 30 or 40 thousand parrot heads have as much in common with Jimmy and his Coral Reefers as I do with the man on the moon.  However Buffett connected with everybody.  How did he do this....He Kept it Local.

Every imaginable reference to Chicago was made.  He talked and sang about Bars on Belmont Street, Hamburgers at the Billygoat, Surfing Lake Michigan, Tourists from Iowa, Hookers from South Cicero and had people on the Southside of Chicago singing Go Cubs Go.

Much has been said about being the local expert.  Buffett has been the king of local for his entire career.  I have seen him in numerous places at various points in his career and each time he made me think the city and venue he is playing is special.  It is this ability to connect that keeps this 62 year old, who has only had a handful of radio hits one of the highest grossing concerts year in and out. 

Local appeal and local information is the key to keeping and attracting loyal parrot heads.  Weather its real estate, or entertainment, people also want to feel the connection. 

 

 

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Topic:
ActiveRain Community
Location:
Illinois Cook County Chicago
Groups:
People & Properties
Tags:
people and properties
marketing
chicago gold coast
chicago
jeffcastner
prospecting
innovation

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Ambassador
1,063,500
Melissa Zavala
Broker, Escondido Real Estate, San Diego County
Broadpoint Properties

I guess that is why we are being encouraged to write hyper local posts--for the very same reason, right?

August 10, 2009 10:59 AM
Ambassador
1,155,670
Kathleen Daniels
San Jose Homes for Sale - Probate Specialist
KD Realty - 408.972.1822

Jeff: For the most part people care about things that "hit home" and generally that means local. "Wasted away in Margaritaville" obviously reached a much larger "local" audience. (lol)

August 10, 2009 11:09 AM
Rainmaker
1,089,569
Li Read
Caring expertise...knowledge for you!
Sea to Sky Premier Properties (Salt Spring)

Good reminder!    It is certainly a "global world", but that's based on a lot of individual "local areas", all fitting together into the mosaic of the globe.  

August 10, 2009 11:12 AM
Anonymous #10
Anonymous
Veronica

It is amazing how people feel connected to various situations when it relates to their daily life!  This advise can be used in all of our interactions.

August 10, 2009 11:28 AM
Rainer
8,222
Jim Bishop
Morgan Stanley

Bring it home, show you have an interest in the market.Talk about that not about you.

Great post Jeff.

August 10, 2009 11:57 AM
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Rainer
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Jeff Castner

Luxury Real Estate Auctions
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