Marketing and Entertainment
Street performers and marketing seem like a natural fit. Many adults still get a kick out of seeing some close-up magic or a thrill out of seeing a fire-breather up close. Loads of giant companies spend money on marketing campaigns that feature performers to amaze and entertain and clearly it works. Our performers have done ads for Adidas, Intel, Coca-Cola, FIFA, Cadbury, etc etc. The question for smaller businesses is this: WHY does it work and how can we replicate the basic process on an affordable scale? Let’s take a look…
Seeing death defying stunts, laughing at a comedian and being blown away by the dedication of a juggler all cause their audience to have some sort of emotional response. A huge part of branding and succesful marketing is causing your audience to have an emotional response to your company. Some ads cause us to dislike the competitors product, others invoke a caring response by showing us cuddly kittens or laughing babies. However the method, entertainers and successful advertisers both invoke an emotional response within us, leading to our escalated engagement with the brand in question.
An entertainer that is truly disengaged from their audience is probably destined for failure. On the street, an audience will simply wander off. In a theatre, they’re not likely to return and will most likely blast the internet with poor reviews. Stand-up comedians give us another level to this philosophy when they work the room, directly engaging with the audience. Despite their material being planned (or mostly planned) ahead of time, it really gives the audience the impression that it’s a two-way dialogue instead of “just a show”.
Encouraging a Dialogue
Humans are most definitely social creatures. Social media sites seem obvious now, but they weren’t always around. Identifying opportunities for a dialogue is a great way to encourage your audience to be participants and become more than just an audience. A dialogue with your audience will hopefully lead to a positive relationship with both parties.
Forming a Relationship
Brand loyalty is more than just a buzzword. People that have an emotional connection to brands often have a hard time purchasing other brands. Marketing research indicates that those with a strong sense of brand loyalty often feel as if they are “cheating” on “their brand” by purchasing a different one! This indicates that a lot of the purchasing decision made by consumers isn’t governed by reason, but by an emotional attachment.
All of these concepts sort of build on each other to form a web of branding that allow the audience to become attached to the brand in emotionally powerful ways. Taking away one aspect severely hurts the overall strategy. All must be paid diligence, but can definitely be used to enrapture an audience and encourage them to form an attachment (and therefore loyalty) to your brand.