May 14th 2010
A couple of nights ago I was in the front row watching KISS, and something struck me, the absolute range and diversity of the 20,000 plus people with me. And I thought how on earth have these pensioners from the USA continued to remain relevant to such a large and varied demographic.
You know what, it's simple and a lesson to many a B2B and dare I say it B2C marketer. All that KISS have done is give their market what they want. They haven't continued to release new music or try and go off in some new fangled rock/rn'b/dance/jungle/hip hop/folk hybrid direction, they listened to their fans and brought back the facepaint, pyro and spectacle which if the 3,000,000 or so people who saw their last tour is anything to go by was the right decision.
So there's the paradox - everyone's searching for the next big thing and hoping that the market wants it. When in fact all we need to do is listen, adapt and be relevant to those you want to reach. We call it Serious B2B Marketing Fun - KISS call it Rock n' Roll!