I open up my windows, take off my blinders, and take my business lessons from wherever (and whomever) I can get them from. I have no shame and apparently no restrictions. I am an equal opportunity lesson-snatcher. I consider today’s message nothing short of brilliant.
I bet most of my readers have never bought a record or CD from Justin Bieber.
Although Justin has grown up a bit and has been keeping a low profile as of late he still makes for a good lesson for marketers.
The Biebster came upon the scene via YouTube and made news when he blew his nose in public or got a haircut. Why? How? For what? Personally, I never understood the attraction, but I’m not 15.
A few years back Justin won an award at the Country Music Awards. “Holster your six-shooters, cowboys and cowgirls, and put your chaps out to dry.” Justin Bieber won a country western award.
How did the young stud pull that one off? He wasn’t a country crooner and probably thinks Willie Nelson was Harriet’s husband.
After giving this “news” time to sink in, I found myself screaming, “Brilliant.” After the initial shock, I pieced it all together.
The following are my interpretations. I have not officially substantiated them.
Justin won an award by collaborating with an established country boy: Rascal Flatts. The “Rascal” has a voice that is easy to listen to and his band does a great job. He has a following, but I am betting they are in the thirty-something and up demographic.
Mr. Bieber, on the other hand, has the key to the younger set’s pocket book, those people who are still dreaming about the day they can drive a car. In short, this was a partnership made in heaven. And the partnership worked! The old “synergy-trick” on display at its finest, 1 + 2 = 4. I take my hat off to this fundamentally basic tactic.
What can you and I learn from this story? What strengths do you demonstrate? Who in your marketplace has a complimentary set of assets? Who can you team up with to achieve your own “brilliant” results?
This next sentence has been substantiated, and I know it is as true as rain. If you do not share your ideas with anybody, you will never enjoy the fruits that collaboration can bring to the party. Today’s Message: Find somebody you can play with.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at firstname.lastname@example.org.
Mike’s daily column is made possible by AmaWaterways.