Comments on: The Dixie Chicks – a Hard Lesson in Target Marketing

By: Lisa Wilder

Lisa Wilder — Wed, 31 Dec 1969 19:00:00 +0000

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

Todd — Wed, 31 Dec 1969 19:00:00 +0000

So targeted they had to their new concert tour in half.

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

By: reese

reese — Wed, 31 Dec 1969 19:00:00 +0000

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

Bob — Wed, 31 Dec 1969 19:00:00 +0000

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.

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.

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.

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

Steve — Wed, 31 Dec 1969 19:00:00 +0000

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.

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

By takinâ€™ the long way
Takinâ€™ the long way around

By: Jeni

Jeni — Wed, 31 Dec 1969 19:00:00 +0000

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.

By: John Jantsch

John Jantsch — Wed, 31 Dec 1969 19:00:00 +0000

Jeni – The Lemming Sisters are another musical topic all together.

We all at one time or another pander – heck, choosing an obviously hot and emotional topic as my example for this post probably makes me guilty of that.

I’ve not said the Dixie Chicks plan was anything intentional, maybe though it was inevitable.

What’s interesting to note is the result. That’s the point of the example. Why is their new album selling so well? Could they have continued on the path they were on and still beleived they were doing what they were meant to do?

This post was not meant to support or bash their actions, it’s not a fan’s point of view, it’s simply an observation and illustration of a marketing principle.

Read the last line of the post and forget the rest if you think it’s “Total BS”

“Life is too short to feel trapped, to dread going to work, to have clients that suck the life right out of you. There are so many incredible people and businesses out there waiting to find and experience your unique talent. Find them, push them, help them, be true to yourself and don’t look back.”

By: Jeni

Jeni — Wed, 31 Dec 1969 19:00:00 +0000

Nobody expects honesty from chick fans.