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. 

 

 

 

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

AUG
10
2009
488,829 Points 7 Featured Posts Outside Blog

Hi Jeff, "keep it local" is excellent advice.  Thanks for your blog.
10:14am • #1
260,643 Points Outside Blog

Great take on Buffet's popularity. If we applied his marketing and stayed local we would be more successful in our market. I have been doing that lately with Bob Stewarts challenges, and it is working. Thank you for your observations.
10:15am • #2

Sometimes the most obvious things evade our thoughts. Thanks for the reminder. Excellent choice of example, I might add!
10:19am • #3
305,993 Points 4 Featured Posts Outside Blog Attended Rain Camp

Thanks for sharing your take on the concert and keeping things local.  Your perspective was right on!  Hope you enjoyed the concert!
10:31am • #4
137,153 Points

Jimmy Buffett he is THE MAN. I'm not a parrothead- could never think of wearing one of those hats. I do have a huge collection of his CDs, catch him live when I can, listen to the Margarittaville station on Sirrius Radio... he can always put a smile on your face!
10:32am • #5
609,664 Points Outside Blog

Your comments about Buffett are well taken. Not only in entertainment but in all facets of life keeping it personal (local) is the key to a close relationship.

 

Betty
10:55am • #6
939,762 Points 94 Featured Posts Outside Blog Attended Rain Camp

I guess that is why we are being encouraged to write hyper local posts--for the very same reason, right?
10:59am • #7
847,791 Points 71 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

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)
11:09am • #8
946,588 Points 8 Featured Posts Outside Blog Called Shot Master

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.  
11:12am • #9

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.
Veronica
11:28am • #10

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

Great post Jeff.
11:57am • #11


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Jeff Castner

Jeff Castner

Chicago, IL

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