Ricky Garvey

Music | Marketing | Transparency

Category: Social Media Marketing

What The X-Files Reboot Taught Me About Music Marketing

After 14 years of being off the air, The X-Files has returned with a 6 episode mini-season. With the revival came a whole lot of buzz, especially since long-time fans were finally looking to get some questions answered. Questions we’ve had for over a decade!

The X-Files

But I’m not here to talk about the plot of The X-Files. Or what my thoughts were on the new season (especially that finale, am I right!?).

I want to talk about a few lessons you can take away from the reboot – be it the tools they used to create conversation, interviews with cast, or the episodes themselves – that can be applied to your music marketing.

Sound like a stretch? Maybe. But I definitely saw some of the tools they used and immediately thought of the potential for bands to take some key points and apply to their marketing efforts.

Right Place. Right Message. Right Time.

I was attending the Digital Entertainment World Expo in Los Angeles a couple of weeks back. While I was there with my currently employer, I was able to sneak off into a music marketing seminar since the panel held some very fascinating people. The panel discussed the future of music marketing and what artists need to do to stand out. That alone deserves a whole other blog post, and maybe I’ll get to that for the next post.

Brian Harris Frank, co-creator of Beats Music, Executive at Warner Bros. Records, and President of Interlude Music, had this to say:

It’s all about “getting the right message to the right consumer at the right time.”

THIS is what’s missing from music marketing today. In 2016. With all of the avenues we have with interacting with our fans. Such a simple, yet powerful comment.

So how did I come to this from watching The X-Files reboot?

Even before the announcement of the reboot, there seemed to be a resurgence of love for The X-Files. Kumail Nanjiani hosted The X-Files Files, a podcast where he discusses each and every episode, long before he could even dream of a new season. Gillian Anderson was a guest on The Nerdist Podcast and host Chris Hardwick pried into her about the possibility of a new season. From this episode ALONE, #XFiles2015 started trending like crazy on Twitter.

They had the right audience. The right consumer. The right time. All they had to do was deliver the right message. And Chris Carter and his staff of writers and actors did just that with the premier of Season 10 in January 2016.

Just take a look at Google Trends and their stats showing how “The X-Files” trended over the last 2 years. NOW was the time to take action.

The X-Files Google Trends

Know Your Audience

The act of “knowing your customer” is one that we hear all the time. But we usually use it to make sure we’re attracting the right customers and understanding their needs. This is all fantastic. But I want to know my customer in terms of understanding where they interact.

I’ve “live-tweeted” a few events in my life. Concerts. The Grammys. Political Debates. So of course I tweeted about the new season and live-tweeted the show as it was happening. (I also live-texted almost every episode with my buddy Adam Baxter. What’s up Adam!) The X-Files and Fox understand that their fans are ecstatic about the new season. They didn’t disappoint when it came to their interaction with fans on Twitter.

The X-Files Twitter Account

Look at that. Look at that in all of its glory. THAT is how you interact with fans. They knew their audience.

How are you interacting with your fans? Do you know which platform they engage with most frequently? Are they on Twitter talking about the latest hip show in LA? Can you find a way to engage with potential new listeners that way?

Are they tweeting during your set? Can you respond like The X-Files did and create something your fans will never forget?

It’s Ok To NOT Take Yourself So Seriously

Season 10 – Episode 3. Mulder and Scully Meet the Were-Monster. Written by Darin Morgan. Darin wrote some of the most classic X-File episodes – Humbug. Clyde Bruckman’s Final Repose. Jose Chung’s ‘From Outer Space.’

Filled with tons of Easter Eggs – both sincere and hilarious – ‘Mulder and Scully Meet the Were-Monster’ is a classic Darin Morgan episode filled with The X-Files humor we’ve all grown to love.

One scene that sticks out to me is when Mulder is sitting against a grave stone and his phone rings. It just so happens to be the theme to the show! I laughed and couldn’t believe they were actually doing that. A show that is known for such seriousness was making fun of themselves and having a laugh. I felt connected even more because of this silly moment.

And I got to thinking. No matter how serious your band is and how serious its theme may be, there’s always room for personality and humor. So don’t be afraid to show this in your online presence.

Have some fun behind-the-scenes video of you in the studio? You’re not too serious to avoid putting this up. Showing your personality helps build the connection.


Paying Attention to Social Media Comments

I was recently featured in The Network Journal’s article titled “You Know Those Comments On Your Social Media Pages? Pay Attention to Them.” The article discusses the importance and value of reading social media comments on sites such as Yelp, Facebook, or even Twitter.

Social Media Comments

Social Media Comments

Whether a comment is good or negative, you have an extremely important opportunity to improve the image of your brand.

I’ve worked with clients that feel that ignoring or deleting negative comments is the best route to take. This can’t be further from the truth! As I told The Network Journal:

“If you fail to pay attention to comments, you’re missing two huge opportunities. 1. You’re missing the chance to communicate with people who have had a negative experience with your brand…” and  2. You’re missing the opportunity to thank someone for the positive feedback. If someone is openly saying something positive about your brand, they are now a brand ambassador…” 

VP of Growth for MailBird.com, Jason Ephriam, puts it like this:

“There is a lot of benefit you have by working with positive comments. It can add legitimacy and awareness to your brand. However, it’s the negative comments that are often the real diamonds in the rough.”

A diamond in the rough. I LOVE that wording.

Since when did business owners fear criticism? Constructive or not (and we know the internet tends to avoid constructive criticism and go straight for harsh words), business owners have a huge opportunity here to have the upper hand.

Publicly apologizing to a negative reviewer sounds like it’s hard. That’s because it is. It can really humble you. But when a person considering going to your place of business sees the apology and the way you handled the situation, you’re going to look like a winner.

As I told The Network Journal:

“Be careful how you respond. “When it comes to positive comments, respond with some personality. If you’re responding to a negative experience, take the time to communicate a sincere apology. Invite the individual to give you another chance–on your dime.”

Have you ever written a negative review and gotten a response from the business? I hope their response left you confident enough to give them a second chance. If not, they’re missing out on a huge opportunity that could be costing them money.

Share your experience below!

Business News Daily Feature – 10 Facebook Marketing Mistakes You Need to Stop Making

I was featured in an article published by Business News Daily titled 10 Facebook Marketing Mistakes You Need to Stop Making. The article discusses the fact that even most marketers understand the ins and outs of using Facebook on a personal level but when it comes to using the platform to market their brand, mistakes are made. And they’re made frequently.

Read the full article here – 10 Facebook Marketing Mistakes You Need to Stop Making

Facebook Marketing Mistakes

Credit: GoingTo/Shutterstock

The article summarizes the top 10 responses from a wide variety of individuals. I was really impressed with the depth of knowledge displayed by the other marketers that were featured and interviewed.

The Largest Facebook Marketing Mistakes

1. Thinking It’s OK To Buy Likes. After all, the number of likes your page has is a total vanity metric! What’s important is how well your page is converting fans into customers.

2. Posting Inconsistently. What a difference this makes! Studies have shown that Facebook’s algorithm picks up on the frequency of your posts. The more consistent you are, the more your posts will be seen by fans in their news feed. Make a content calendar and stick to it.

3. Targeting the Wrong Audience. If you have a budget to promote your content on Facebook, don’t make the mistake of targeting the wrong people. Facebook is great at allowing you to target individuals based on detailed demographics. Do you have a customer list? Upload their emails into Facebook and set an objective to upsell current customers. Looking to bring in new customers? Create lookalike audiences based off your current customers. Make sure you put that budget to good use.

Lessons From Purple Cow – A Decade Later

It’s been well over a decade since Seth Godin published Purple Cow: Transform Your Business by Being Remarkable. I decided to give it a read again too see how relevant the lessons remain.

Seth Godin Purple Cow

Seth Godin’s Purple Cow

For those of you who may be out of the loop (for whatever strange reason), Seth Godin is an extremely respected author, marketer, and public speaker. He is known for books such as Purple Cow, All Marketers are Liars, and The Dip. AdPage also awarded Godin with the number one marketing blog out of the nearly 1000 tracked.

So what is Purple Cow all about?

Godin discusses his idea that we’ve reached a point where we can no longer market directly to the masses. In addition to offering a product in a remarkable way, marketing must play a role in offering and creating a truly remarkable product.

So what do we have left? We need to stop treating our marketing departments as simple advertising units and start treating them like innovators.

Alternative methods aren’t a fun novelty any longer. In fact, they’re all we’ve got left. The fact remains – consumers have more available choices and much less available time. Because of this, traditional marketing like television and print advertising is no longer effective.

The old system consisted of a making a profit, buying ads, widening distribution channels, selling more, and continuing this cycle. It worked years ago. As of 2003 (and definitely in 2015), it no longer works.

Why do so many businesses fail? They try to make a product for everybody. This leads to advertising to anyone and everyone. When you were the first company to introduce aspirin, this worked. Today, it doesn’t. Marketing for the sake of marketing is one of the most unhealthy things a business can do.

So what is the biggest take away from the book?

Today, more than ever, we’re seeing successful businesses understand the importance of introducing marketing into the development stages. Marketing needs to be the act of inventing the product. Marketing needs to be involved in designing it. Marketing needs to be there when the producing it. A Purple Cow company must be run by a marketer.

If you’re part of a marketing department and want your company to understand your need to be more than an advertising unit making pretty pictures, you need to purchase them this book. It could make your job a whole lot easier.

Twitter Product Pages – What It All Means

I wrote a post on the recent Social Commerce trends occurring, specifically in Twitter. The recent update included the announcement of Lighting, which will help push live events as well as “Collections.” Now, Collections are pretty darn exciting, especially if you’ve been asking yourself “How the heck can I put product in front of my Twitter followers without being so dang spammy?” The key to showcasing product on a social platform is to do so in truly magical and visual way. Think Pinterest. Essentially, we’re looking at products pushed from brands and brand ambassadors, but the visual engagement makes the platform work in a really cool way.

Twitter Product Pages

Twitter Collections

Twitter Product Pages – A New Journey

We’ve seen Twitter dabble in the buy button as a primary focus, but I think their move into Collections is a strong move considering the recent negativity in the press about their business strategies. I love this quote from Amaryllis Fox, product manager at Twitter:

“Every month, millions of people Tweet about what they love: products they buy, places they visit, books they’re reading or vacations they’re planning… So today we’re testing two ways (Lightning and Collections) to make it easier for you to discover rich and relevant content on Twitter.”

Penguin Random House Kills It!

One of my favorite uses of Collections came from Penguin Random House. As you’ll notice in the screenshots below, a user can browse promoted collections without being sent to multiple shopping carts. Twitter’s win? Shopping on Twitter can be done without the business being forced to use Twitter’s underwhelming Buy Button. As an avid reader, this is genius! It’s like having a library at my fingertips pointing me to the easiest (read: mobile friendly) checkout experience possible. Tweets tend to get lost in the stream quite easily so these pinned / placed Collection buttons are great to maintain customer engagement with your products. Just how a pinned tweet works when you’re looking to keep a topic at the top of your stream and in focus, Collections work in a similar way.

Twitter Product Pages

Penguin Random House Collection Part 1

Twitter Product Pages

Penguin Random House Part 2

As a musician, I’m loving this idea of Twitter Product Pages and can’t wait to see how record labels or artists use this feature. Instead of scheduling tweets as reminders of your albums, you can have customers and fans engage with your content while browsing a collection of goods, promotions, albums you have to offer.

Powered by WordPress & Theme by Anders Norén