Since the 1970’s, KISS managed to embody much of what we love about rock n’ roll. They were bigger, bolder, and musically simpler than many of their counterparts. They had their fans… and their haters. But whether you support their tunes or not, it can’t be argued that they were among the best musical acts of all time in one specific field: Marketing.
It’s been more than 4 decades since KISS reached “legendary” status, and still their memorabilia is everywhere. Today, their merchandise and marketing materials, decked out with their various logos and characterized faces, seem to have stood the test of time– and have done a better job at helping them remain relevant than their music has; music which many critics have always considered “average” at best. Was it luck, or was Gene Simmons a marketing genius?
Here are 3 of the core marketing principles that helped a standard band become an absolute cultural phenomenon:
Find your story
Identify what your brand stands for and find an enduring, truthful message to attach to it. Kiss did this by crafting mythology and stories around its music.
- Speak directly to your target customer. Prepare to make it personal with your messaging.
- What is the problem they are trying to solve? Are they trying to “look or feel good” or achieve a goal?
- How do they think this problem is solved? In other words, what are they doing, trying, buying that they think will solve this problem?
- How does the industry say this problem is solved? What is the conventional thinking about how to solve this problem?
- How do you believe this problem is solved? Do you have a system or process or way of being that will solve this problem?
Stick with your story
Once you find your story, consistency is key. Find fresh and unique ways to share the narrative over time without changing the storyline itself. Kiss went beyond concerts and albums to TV shows, apps and even video games with its story.
Create a list of content types; video, slides, articles, podcasts, social, etc. and outline specific ways that you can re-tell your story through different kinds of content.
Use a content calendar to organize your ideas. (@CoSchedule has a great content calendar)
Let others tell your story
When a brand’s narrative is continued by relatable, legitimate sources, that narrative gets turbocharged. Kiss did this by creating the Kiss Army, one of the first analog ambassador programs. The band had its fans successfully call and hassle radio stations to play its music.
Build a community of rabid fans (customers) around your product or service. Start by creating a group on Facebook or LinkedIn, join groups on Facebook and LinkedIn. If you’re a Twitter fan, join Tweet Chats on your topic area.
Whether Gene Simmons & Co. were aware of the exact principles and techniques they were employing or not is almost irrelevant; these rockers displayed marketing expertise in a way that is totally admirable for any enterprise.