The first segment of this week’s This American Life episode offers proof that marketing departments everywhere run up against the same challenges, regardless of whether they are in the for or not-for profit world, whether they are selling art and culture experiences or hamburgers.
How many times have you said, this is a really great product/experience, but I don’t think there is a market for it?
That is what the marketing team for Hardee’s says about a mashed potato, gravy and chicken sandwich they are sampling from the company’s test kitchen. The taste and texture are really great, they think anyone who bought it would really like it, but they don’t think there are enough people who will make that initial decision to buy a sandwich with mash potatoes on it.
This is exact conversation that occurs when many arts events and performances are first conceived or proposed. It’s great. Anyone who experienced it would like it. Is there enough to it to impel people to that choice?
Really folks confess, how many of you have made a sandwich that included mashed potatoes at some point during the holidays? It was good wasn’t it? You might not want to order it in public though.
Here is a picture by the way.
My guess is the arts run into the same issue to some degree. People are curious or have experimented creating something similar themselves, but are reluctant to be seen publicly participating.
What correspondent Zoe Chace says the Hardee’s team has to do is figure out the story they are going to tell that makes all the weirdness make sense.
They offer some interesting insight into customer psyche, at least in terms of food. The Hardee’s marketing team says that a macaroni and cheese burger is an easier sell than the chicken sandwich with mashed potatoes and gravy because it only adds one unfamiliar element-macaroni. People are used to cheese on their burgers. Their gut tells them that Mashed Potatoes AND Gravy on a chicken sandwich may be too far a leap. (That said, from what I can find it appears they market tested the mashed potato sandwich but not the macaroni and cheese burger.)
I am not sure if that offers anything that can be applied to the arts, but it might bear paying attention to how many variations from an expected norm an event that sells well has versus one that that doesn’t sell well.
Another thing the Hardee’s team talks about is the importance of naming to the image you are trying to project. They discuss how they tried selling a burger with pulled pork on it three times. It wasn’t until they included the term “Memphis Barbeque” that it started selling well, they assume it’s thanks to the cachet Memphis has as a source of good barbeque.
I can completely relate to that. Once I presented a performance that was extremely high quality. The challenge was that it was a collaboration of artists from different disciplines, in a format that was unfamiliar to audiences. This made the show difficult to quickly explain and the title of the event didn’t help matters.
About a year later, I saw the show advertised elsewhere with a title that was much more representative of the content. I contacted the manager and asked if it was the same show with the same principal artists. I assumed one of them had left and so the show couldn’t be advertised in the same way.
It turned out it was the same exact show and they hadn’t been particularly invested in the title they had been using. They were happy to call it whatever helped sell it best.
Ninety-five percent of productions, the title is an immutable part of the brand identity. At least once a year since learning a performer was flexible about the event name, I have been able to negotiate some minor alterations on the name or description of a show to make it sound more appealing and accessible specifically to my local audience. It never hurts to ask.
In the third segment of the podcast, This American Life asks advertising agencies how Volkswagen can extract themselves from their current difficulties. While many say VW is in trouble because it broke faith with its customers, everyone they asked had sentimental feelings for VW based on the company’s past ad campaigns.
There is something to be said for generating good will.
One company suggested a documentary style self-examination. Another suggested VW appeal directly to the consumer, saying their focus was on what they thought over any governmental or industry investigation–essentially throwing themselves at the mercy of the Internet.
A third suggested building a plant in Detroit to bolster jobs there and have Lin-Manuel Miranda and the cast of Hamilton do a TV ad in the style of their Broadway show (mixing hip hop and Constitutional themes). It is a little strange to listen to the audio of their sample ad as they transition from lyrics drawn from the Constitution to mentioning the importance of environmental stewardship.
The thought that annoyed me though, and this has nothing directly to do with the podcast, is that the arts are dismissed as a viable career path—until it comes time to rally goodwill around a billion dollar international company or some other tragedy.
This isn’t a direct criticism of VW or ad agencies, both of which know the value of creative artists. I just feel like I need to call attention to these situations as a bit of counter messaging.