Comments on: The Dixie Chicks – a Hard Lesson in Target Marketing http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/ Small business marketing blog Thu, 21 Apr 2011 08:39:07 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Succeeding Steps LLC » Blog Archive » A Marketing Lesson from the Dixie Chicks http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-13065 Succeeding Steps LLC » Blog Archive » A Marketing Lesson from the Dixie Chicks Wed, 30 Nov -0001 00:00:00 +0000 #comment-13065 <pingback />...push them, help them, be true to yourself and don’t look back. Read the full blog post here.  This entry was posted on Tuesday, June 27th, 2006 at 12:07 pm and is filed under small business, operations . You can follow any ... …push them, help them, be true to yourself and don’t look back. Read the full blog post here.  This entry was posted on Tuesday, June 27th, 2006 at 12:07 pm and is filed under small business, operations . You can follow any …

]]> By: To Thine Own Self Be True » ACCAbuzz http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-13067 To Thine Own Self Be True » ACCAbuzz Wed, 30 Nov -0001 00:00:00 +0000 #comment-13067 <pingback />...in hot water with their political statements. However, John Jantsch of Duct Tape Marketing believes that when the fans who didn’t appreciate their politics turned their backs on the band, they were free to make the kind of music ... …in hot water with their political statements. However, John Jantsch of Duct Tape Marketing believes that when the fans who didn’t appreciate their politics turned their backs on the band, they were free to make the kind of music …

]]> By: Lisa Wilder http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-637 Lisa Wilder Wed, 30 Nov -0001 00:00:00 +0000 #comment-637 Excellent advice, John. I couldn't agree with you more. Working with ideal clients allows you not only to do your best work but to love every minute of it. And being true to yourself, being fully self-expressed is the best way to attract your ideal clients. When you're fully self-expressed you're rarely neutral - people will love you or they'll hate you, but you'll be doing the work you love for those you're meant to serve. It may feel safer to water down your message to appeal to anyone and everyone but being true to yourself and to those you're meant to serve is worth stepping out of your comfort zone. Excellent advice, John. I couldn’t agree with you more.

Working with ideal clients allows you not only to do your best work but to love every minute of it. And being true to yourself, being fully self-expressed is the best way to attract your ideal clients.

When you’re fully self-expressed you’re rarely neutral – people will love you or they’ll hate you, but you’ll be doing the work you love for those you’re meant to serve. It may feel safer to water down your message to appeal to anyone and everyone but being true to yourself and to those you’re meant to serve is worth stepping out of your comfort zone.

]]> By: Todd http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-639 Todd Wed, 30 Nov -0001 00:00:00 +0000 #comment-639 So targeted they had to their new concert tour in half. http://abclocal.go.com/kfsn/story?section=local&id=4253008 So targeted they had to their new concert tour in half.

http://abclocal.go.com/kfsn/story?section=local&id=4253008

]]> By: reese http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-640 reese Wed, 30 Nov -0001 00:00:00 +0000 #comment-640 This is a fascinating way to exemplify the issue of narrowing a target market. Creative example! One of the things that I think is relevant about the example you chose is sometimes there can be growing pains associated with narrowing one's market. Obviously, the Dixie Chicks had huge growing pains, but for your average business, the tide of change can be stressful to ride. Several months ago we greatly narrowed our target market(s). Our business had previously been booming--in fact, TOO booming--it was stressful and we had no lives. So we chose to focus on attracting the sort of clients we work with best and enjoy the most. In doing so, the amount of inquiries we receive has significantly decreased (there's the stressful part) yet the quality of the ones we do receive is better, and the projects we take on are more profitable than our time of taking on all kinds of hodge podge. It still hurts sometimes. When the inquiries are not coming in in a steady flow, I worry, but I remind myself the markets we've targeted bring us fulfilling, profitable and highly exposed work. Thank you for posting this. It was a fresh way to start my Monday :) This is a fascinating way to exemplify the issue of narrowing a target market. Creative example!

One of the things that I think is relevant about the example you chose is sometimes there can be growing pains associated with narrowing one’s market. Obviously, the Dixie Chicks had huge growing pains, but for your average business, the tide of change can be stressful to ride.

Several months ago we greatly narrowed our target market(s). Our business had previously been booming–in fact, TOO booming–it was stressful and we had no lives. So we chose to focus on attracting the sort of clients we work with best and enjoy the most. In doing so, the amount of inquiries we receive has significantly decreased (there’s the stressful part) yet the quality of the ones we do receive is better, and the projects we take on are more profitable than our time of taking on all kinds of hodge podge.

It still hurts sometimes. When the inquiries are not coming in in a steady flow, I worry, but I remind myself the markets we’ve targeted bring us fulfilling, profitable and highly exposed work.

Thank you for posting this. It was a fresh way to start my Monday :)

]]> By: Bob http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-641 Bob Wed, 30 Nov -0001 00:00:00 +0000 #comment-641 The Dixie Chicks are an interesting example. While you may be correct about connecting to their ideal target market and making the music they want to, but from a business/marketing perspective I believe this has been a total fiasco. <br><br> While album sales are through the roof, ticket sales for their US tour are poor enough that they are cancelling over half their dates and doing shows in Europe and Australia. I don't know what the Chicks have for a record deal, but typically live shows bring in much more revenue to the artists than album sales do. They have limited their own revenue potential with their attitudes. <br><br> Conversely, the music industry is notoriously fickle. It's difficult to stay on top for any significant length of time. While the Chicks may have alienated some of their audience with their shennanigans they have also managed to keep themselves in the spotlight. <br><br> I find it difficult to believe that two of the most talented female bluegrass musicians in the world have an 'ideal client base' that would purchase a rock oriented album produced by a very commercial producer. It seems much more likely this is a last ditch attempt to salvage careers that were nearly destroyed by a bad PR incident. Fortunately for them it appears to be working out. The Dixie Chicks are an interesting example. While you may be correct about connecting to their ideal target market and making the music they want to, but from a business/marketing perspective I believe this has been a total fiasco.
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While album sales are through the roof, ticket sales for their US tour are poor enough that they are cancelling over half their dates and doing shows in Europe and Australia. I don’t know what the Chicks have for a record deal, but typically live shows bring in much more revenue to the artists than album sales do. They have limited their own revenue potential with their attitudes.
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Conversely, the music industry is notoriously fickle. It’s difficult to stay on top for any significant length of time. While the Chicks may have alienated some of their audience with their shennanigans they have also managed to keep themselves in the spotlight.
<br><br>
I find it difficult to believe that two of the most talented female bluegrass musicians in the world have an ‘ideal client base’ that would purchase a rock oriented album produced by a very commercial producer. It seems much more likely this is a last ditch attempt to salvage careers that were nearly destroyed by a bad PR incident. Fortunately for them it appears to be working out.

]]> By: Steve http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-642 Steve Wed, 30 Nov -0001 00:00:00 +0000 #comment-642 Very impressive comeback. Of course let's not forget one of the finest albums to come along in a long time by three of musics most talented artists. I’ve been a long time gone now Maybe someday, someday I’m gonna settle down But I’ve always found my way somehow By takin’ the long way Takin’ the long way around Very impressive comeback.

Of course let’s not forget one of the finest albums to come along in a long time by three of musics most talented artists.

I’ve been a long time gone now
Maybe someday, someday I’m gonna settle down
But I’ve always found my way somehow

By takin’ the long way
Takin’ the long way around

]]> By: Jeni http://www.ducttapemarketing.com/blog/2006/06/26/the-dixie-chicks-a-hard-lesson-in-target-marketing/#comment-643 Jeni Wed, 30 Nov -0001 00:00:00 +0000 #comment-643 Only in the bizzaro world of the dixie chicks and their fans is success measured in losses instead of gains. I am willing to bet had your words or your actions caused your company to lose 1/3 to 1/2 of its business, they wouldnt be championing it as a success. No, in fact I know they wouldnt. To say otherwise is merely "spin". The chicks rode the country money pony until Natalies mouth broke its back. Now they want to claim it was in their intention all along. Total BS. Had they not aliented half their fans with their constant bashing of others, you most definately would see them continue to pander to that culture. If you believe otherwise, you are a ill informed lemming. Only in the bizzaro world of the dixie chicks and their fans is success measured in losses instead of gains. I am willing to bet had your words or your actions caused your company to lose 1/3 to 1/2 of its business, they wouldnt be championing it as a success. No, in fact I know they wouldnt. To say otherwise is merely “spin”. The chicks rode the country money pony until Natalies mouth broke its back. Now they want to claim it was in their intention all along. Total BS. Had they not aliented half their fans with their constant bashing of others, you most definately would see them continue to pander to that culture. If you believe otherwise, you are a ill informed lemming.

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