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The
Musical metaphoric model of
entrepreneurial success
presents an effective
business model that helps to
bring art, music, and show
into business − the
art of
innovation, the
show of performance, the
music of marketing |
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Key Features
The key features of a
musical such as
a Joyful compressed show;
Storytelling; Emotional
content; Revealing key
characters through songs;
Orchestrated teamwork;
Creative designs; and Artful
marketing can be translated
into components of a
business design of a
successful entrepreneurial
firm. |
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Teaser
Trailer
A teaser campaign,
also known as a pre-launch campaign, is
intended to arouse interest or curiosity especially
in something to follow. A teaser trailer is a short video segment related to
an upcoming musical or film, that is usually released in advance of
the product, so as to "tease" the audience.
Their purpose is less to tell the audience about a
musical's content than simply to let them know that
the musical is coming up in the near future, and to
add to the hype of the upcoming release.
Teaser trailers today are increasingly focused on
Internet downloading and the fan convention circuit.
Similar teaser
marketing strategies and teaser ads can be used by
entrepreneurs.
Example:
Purple Cow book by Seth Godin
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Seth Godin, a famous
creative marketing guru,
used the Teaser strategy to
market and sell his new
business book
Purple Cow. In
his book, Seth Godin advises
to market an unusual purple
cow, not an ordinary cow,
because nobody pays much
attention to an ordinary
cow, but everyone would
notice a purple cow and
would love to share photos
of it. Seth Godin started
creating teaser ads
of his new book well in
advance of its release. By
the time the book was
released, millions of people
were ready to buy it. |
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Tell
Stories, Sell Stories
Storytelling marketing
means using a narrative to communicate a message
with the aim is to inspire the viewers to take
action.
Musicals teach us how
to tell exciting stories in an artful way
using
various genres and styles. The story and
emotional content of a musical – humor, pathos,
love, anger – are communicated through words, music,
movement and technical aspects of the entertainment
as an integrated whole.
Artistic story telling is a must-have skill of a
modern marketer. Studies have shown that telling a
story makes information way more memorable.
Prospects are 20+ times more likely to remember a
fact when it has been wrapped in a story. Stanford’s
Graduate School of Business found that when people
listened to pitches, either containing facts and
figures or a story, only 5% recalled a statistic,
but 63% remembered the stories.
Example:
Steve Jobs as a Storyteller
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Steve Jobs' innovative
presentation techniques
turned the
Apple CEO into one of
the world’s most
extraordinary corporate
storytellers. He transformed
product launches into an art
form by following his three
simple presentation
principles “Ignite, Involve,
and Entertain”. Steve Jobs
was selling dreams and
emotional benefits, not
products. He didn’t sell
computers or mobile phones.
He was selling the promise
of a better world. For every
major launch of a new
product,
Steve Jobs created a
delivered a narrative story.
He described a major problem
people experienced with the
current product choices to
allow the audience to see
Apple company as a hero and
its product as a great
solution to their problem. |
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Brand and
Promote Your Best Product Prominently and Viraly
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Marketers promote the
most attractive moments of musicals in a very
aggressive way, using
buzz marketing techniques and strategies.
For example,
the best song 'Belle' of the musical 'Notre Dam de
Paris' was performed at many concerts and
broadcasted globally. The song got famous and made
the entire musical famous. Having got famous thanks
to its best song, the
musical was staged worldwide with great success.
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Similar creative
promotions of their star products can be used by
entrepreneurs.
Example: 'No
More Whoppers' buzz marketing campaign by Burger
King
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Burger King company invented
a curious fusion of an
innovative
market research approach
and
buzz marketing. In a
stunt aptly named the
“Whopper Freak-out!” Burger
King made one of their US
branches a “Whopper
Free Zone”. Using hidden
cameras, they recorded the
reactions of their customers
upon being told “Sorry, we
no longer serve Whoppers.”
Published on YouTube, the
videos showing contorted
disbelieving faces of
Whopper-lovers went viral
and brought crowds of new
customers to Burger King. |
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❶
Create the
business design of your
entrepreneurial firm like a piece of art
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Use music, improvisation,
storytelling and other arts to
improve creative teamwork
❸ Market
your company and products innovatively
and virally, use teaser ads, create a
buzz, tell amazing stories that promise a
better world
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