The general consensus, if your centre falls victim to a negative publicity event, is to say nothing unless you are asked. But if you are asked, then you have to say something.
This blog post is almost an extension of the previous one – the fact that, increasingly, marketing is required to show a return on investment.
Of course, this also means that objectives for your annual strategy need to be SMART: specific, measurable, actionable, realistic, and time-bound.
As you dissect these elements, it gets confusing because they all seem to talk to each other and then they seem to overlap and you feel like you’re repeating yourself. So let’s do a quick overview of each element.
I have written about Tony Bennett before, but I need to write about him again.
It’s August 2014, and Tony has just turned 88 (I am, of course, very proud that I share my birthday with him in the month of August, as I do with Madonna, Michael Jackson, and Shania Twain).
I recently bought his book, Life is a Gift. It is a wonderful, inspiring read. In my opinion, anybody who is still singing and performing at the age of 88, after a 60-year career in music, is worthy of emulation and study. I hope that when I am 88 I will still be performing and singing, wherever, whenever.
Again, if you’re a regular reader of this blog, you will know that we don’t just discuss music, but life in general as it relates to music. So what does the power of the mind have to do with music?
I was doing my licentiate in singing through Rockschool back in 2009 (let me brag for a moment and say that I was the first person in the world to attempt the new singing licentiate through Trinity Guildhall Rockschool, and I passed it with distinction).
Contemporary marketing, shopping centre or otherwise, is under enormous pressure to shape up or ship out. Microsoft is scheduled to have their first job cuts in five years after their merger with Nokia, and rumour has it that the jobs to be cut will include marketing and engineering positions. In a struggling global economy, the first casualty is always the marketing budget.
So there you have it: first do the one and then the other, or delegate the one away, or find ways to integrate the two in ways that you never thought were possible, which will overcome the torture that you feel of having to choose between the two. I have used the third option to successfully integrate a music career with one in marketing, which includes having lectured on music marketing, growing my own personal brand, and doing my doctorate in marketing communications, but in the music industry (read the blog post about James Blunt’s undergrad dissertation on music for his degree in sociology).
So the first step you can take if you face the duality of career choices is to do the one and then the other. You would share the company of many a fellow musician if that is the case.
ABBA’s AgnethaFaltskög worked for a while as a secretary. As I understand it, and recall, Madonna worked in a burger joint in New York before she got her big break. And then there is a host of lesser known musicians, all of them excellent and very talented, who all had lengthy day jobs before they switched to music.
I write this article for myself as much as for the next musician. But before we get there, you may be asking yourself what this whole blog is all about (not just this post), and who is it for? Who is it aimed at?
Perhaps it would be too general to say that it’s aimed at the music content creator (the artist), the person who makes the music, and it’s also aimed at the music content consumer (the listener), who will hear the music and then make a decision about is likeability. Read more