When you hear the name of a celebrity like Elvis, a certain image pops into your mind. In this case, it’s a vibrant, handsome, and talented vocalist who had his own style. Or, maybe you imagine a man with a certain ability to make people swoon at the sound of his voice, his hip-gyrations, and wink-finger-point move (you know the one).
I’m convinced that another image fills your imagination next: the sea of screaming people surrounding him (mostly young women), some even crying just at the opportunity to set eyes on this heartthrob superstar in person! No wonder that today you can simply refer to him as The King (shortened from The King of Rock and Roll when he grew too large for one genre).
What business wouldn’t want to be sponsoring that guy? Or better yet, be that guy?
Have you ever seen people go nuts about a company that they love? I’ve known people (including myself) who have refused to use a competitor’s product because of loyalty to their favorite brands. To me, when a family will only drive GM vehicles, that is equal to having Elvis’ screaming fans!
But even Elvis didn’t start as a heartthrob rockstar. So where do you start?
Step 1: Get Started
One of my favorite quotes provides the perfect answer:
Start where you are.
Use what you have.
Do what you can.
Sometimes, you just have to start. How many famous artists and bands traveled the country singing in local bars and at various music festivals trying to gain fans? You have to “cut your teeth” in the small places before you make it big.
How does this translate to a business setting? How can you grow your business and leave a heartthrob legacy?
Start where you are
You have to start somewhere. So why not in your current position? Truthfully, you can’t start anywhere else. Take a look all around you. The impeccably talented Elvis had friends and family supporting him. Chances are, you are already a master of your art too. Now is the time to objectively analyze the details of your process.
Questions to consider:
- Is your product awesome? Or, does it need a little tweaking for different markets?
- What is it that makes you special?
- Do you have a growth strategy?
If you have a hard time answering these questions, ask trusted friends and advisors to help. Believe me, they want you to succeed! We at 212 Media Studios are also glad to come alongside and be your support and provide our insight into your situation.
Use what you have
You have customers, a product development system, and a bucket full of determination. Now, it’s time to push hard. Take a look at all of the benefits in your favor. For Elvis, they were a great voice, good looks, and an entertaining personality. Now is the time to analyze the details of your growth plan.
Is your team poised for growth? Do you need to do more research on your target market? Do you have a marketing strategy that will be effective in your target growth?
If you need help finding solutions to any of these questions, it may be time to find a partner to help you reach your goals. If you decide you need creative marketing help, you don’t even have to leave this website to start a conversation with us!
Do what you can
You’re determined to grow now. This is where you cut your teeth. You will need to be sure your marketing plan is in full swing and analyze how effectively each of your strategies is performing. Then, make the necessary changes to help you reach your goal.
Step 2: Get Discovered
Getting discovered is what you are trying to accomplish by getting yourself ready in Step 1. Now you have to manage to accomplish it—not a small task.
Look for opportunities to be known
There are always opportunities to push your brand recognition a little further. Whether that is at a trade show booth, through YouTube ads, speaking engagements, or a perfectly timed coupon, it is imperative that you recognize opportunities and maximize them. Think about all the shows Elvis played before he hit it big. Each one was a stepping stone to his fame. Each opportunity you take is a stepping stone.
Disclaimer: not all opportunities are good ones. Focus on the ones that are going to offer the highest return.
Send your record around
Market yourself. At some point, you have to get people to play your music. The world wasn’t always as connected as it is today. We’ve all heard stories of people taking their records, or cassettes, or CDs around to radio stations trying to convince them to play it on the air. You need exposure, right? If people never heard Elvis’ voice, he wouldn’t have made it big. Similarly, if people don’t know what product you offer or how great it is, how will they know to choose your product over a competitor’s?
This is my favorite step. It requires a specific success plan. Just randomly handing out your product to a bunch of people, or placing ads in random places without considering why just doesn’t work. Which is why I work at a marketing agency—to create roadmaps for success through brand awareness and marketing efforts.
Step 3: Build the Aura
Even after Elvis became a household name, his story didn’t stop expanding. He performed in the biggest venues, built Graceland, wore unique clothing, and even had some personal life issues that captured the nation’s attention.
I’m not saying air your dirty laundry for attention. Bad idea. What I am saying is that once you have attention, don’t let it slip away by getting complacent. People can be fickle, and will move on to the new thing quickly if you don’t keep them interested.
Be creative with new marketing strategies, introduce new products, refresh your logo, or give discounts to loyal customers to keep customers coming back. Stay recognizable by doing interviews on popular news broadcasts or YouTube channels, offer coupons, and secret recipes. It all boils down to giving people a reason to keep looking to you as the best in the business.
I’ll leave you with a scene from one of my favorite movies, The Sandlot:
“Remember kid, there’s heroes and there’s legends. Heroes get remembered, but legends never die. Follow your heart, kid, and you can never go wrong.”