John Mellencamp is a marketing innovator. Rather than introduce the single from his last CD on radio like everyone else, he negotiated a deal with Chevy to make "This is Our Country" the soundtrack for its pickup truck TV commercials. Just yesterday PyroManiac Clark Vandeventer wrote me with a great example of PyroMarketing from a John Mellencamp concert last night in California. Here's how Clark described his experience.
"Just returned from a John Mellencamp concert here in Santa Barbara. During the last song--Jack and Diane--he stopped for a moment while the band played softly in the background and asked everyone to take out their cell phones and call a friend. Once our friends were on the line he said hello to them and then launched into perhaps the most memorable lines John Mellencamp ever crooned. "Two American kids doin' the best they can...."
Here we were, a few thousand people who had paid $50 or more each to see Mellencamp in concert. Pretty dry tinder indeed. And we're now on the phone allowing our friends to experience a little bit of the concert too. Our being there and our calling the friend is even an endorsement of the product."
It's a great example involving three of the four PyroMarketing steps.
1. Gather the driest tinder: John was speaking to fans at a concert. These were his passionate customer evangelists.
2. Touch it with the match. John gave people an experience by letting his fans friend's experience part of the concert
3. Fan the flames. John was leveraging his current customers to spread his message to their social network. He even used their technology (cell phones).
The only thing Mellencamp didn't do was save the coals. Perhaps next time he'll use a service like TextMarks and, following the song, ask everyone to text a keyword to a short code to receive a coupon to their cell phone good for a discount on his music. Something like that would close the loop and create a complete PyroMarketing plan.
Thanks again to Clark for sharing. Spread the fire. GS