Heinz Tomato Ketchup Blended with Balsamic Vinegar BY, Bob Lefsetz

Posted on October 27, 2011 by

1


Ain’t that a mouthful.

You can only get it on Facebook. And I want it. Costs more than the original and you pay $2 for shipping, but who cares, it’s a minor treat, much cheaper than a Mercedes-Benz or a BMW.

How can major marketers get it so right and the entertainment business get it so wrong?

The entertainment business believes in hype. Maybe that’s because its products are so often close to worthless. You get every media outlet known to man to write about your project, and then you launch it and in most cases nobody cares.

Want to grow a project? Only care about the insiders, those who are paying attention. If what you have is good, they’ll spread the word, they’ll make your career.

We all want exclusivity, we all want to be members of the private club. But the entertainment business won’t let us. They hype the projects to high heaven and if we want to go, we can’t get in, not for a reasonable price. But what if only you knew about the band, and the band treated you right, and you got access up close and personal, would that thrill you? Would you abandon the band when they gained traction? No, you’d be happy for them, and feel you were a part of it, that you spread the word.

Everything is upside down.

You’ve got to start with something desirable. How is it that Pixar makes movies everybody wants to see and everybody else is throwing them against the wall to the point where we ignore them? We all know when the new Pixar movie is coming out. We look for it at the beginning of summer. We’re attuned. But we’ve tuned out the competitors. Who think they can gain our interest by beating us over the head, again and again. Do you find that enjoyable? I certainly don’t. I hate musicians and movies that I’ve neither heard nor seen, because of the hype. It’s relentless.

There is another way.

But it requires you to unlearn everything you know. It requires you to focus first on creating an insanely great product. What’s an insanely great product? One that sells itself. That people tell others about because they want to spread the word on something so great. If your project requires hype, it’s probably not gonna be successful in the long run, it’s just not desirable enough.

And after formulating this project you release it to a select group of people who care. Being sure not to announce it in mainstream media. Just like mainstream media ignored Occupy Wall Street at first, it’s probably going to ignore your project, because the mainstream media is fending off a tsunami of submissions, outlets don’t have time for that which isn’t pitched to them.

And then you do nothing. You let your project percolate.

This is the Weeknd phenomenon. If you’re really hot, you don’t have to do the constant social networking, all the new media stuff the charlatans tell you is necessary. Because everybody’s already connected, everybody’s online, there are more cell phones than people in the United States, the public will do the work for you, they’re connected.

This is a slow process.

But everything worth lasting develops slowly.

Yes, I want to get this ketchup so I can brag to all my friends.

If it sucks, it’ll be a novelty.

But if it’s good… I’m a fan for life, I’m gonna buy it again and again!

http://www.nytimes.com/2011/10/26/business/media/ketchup-moves-upmarket-with-a-balsamic-tinge.html


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