This post is about Karaoke. Except not really.

This weekend I went to Karaoke with a few of my friends. One of them is a pitch-perfect singer, one is assuredly not.  The crowd was equally split between people who use Karaoke as way to get their singing fix and those who just want to be silly.

To be sure, I fall into the latter group as marketing, not music, is my expertise.

I've not done Karaoke a tremendous amount in my life; maybe three or four times all told. It's an absolute blast and I enjoy it, but it's never been an entertainment activity that I pursue on a regular basis like, say, film or theatre.

And while Karaoke was a brilliant invention, this post isn't about the activity or the technology. It's about the man (the host) who was facilitating this particular show. He was a Karaoke master.

Except not really.

While he had a perfect voice, quickly got many people up on stage (and then got them off the stage), had top-notch equipment and an affable disposition, his gift is the most natural form of marketing that I've seen in some time.

In fact, I enjoyed watching him as much as I did the vast--and varied!--range of characters crooning to hits spanning the 50s -90s.

Why was he so good? Because he helped everyone look better. Be it shaking the tambourine to complement their particular musical selection, chiming-in to provide them a real-time back-up chorus, ensuring that everyone got a chance to sing, helping them muster their courage when starting out a song...or helping them get back on track when they got lost between lyrics...his facilitation led to a more excited crowd (energy is crucial in Karaoke), a more relaxed group (thus, more participation--as Karaoke is not so fun when only 4 people do a zillion songs each) and a crowd that will come back for more of his shows...and refer him to more gigs.

Because when you stand out, people notice when your brand is missing--be it from supermarket shelves or other Karaoke venues with mediocre hosts (who only facilitate the efficacy of the tools, not the experience).

And while the Karoake equipment is his tool, his facilitation technique is his true product/brand...with his attention to detail and customers as his differentiators. Sure, anyone can buy equipment (Karaoke machines, microphones, an exhaustive library of songs, a set of top-notch speakers). But tools are just that and are easily replicated.

Those that are gifted, or are just natural marketers--no matter their profession--place their focus on their customers (instead of the tools). And thusly, those are the brands that win hearts, minds and market share. Because those are the brands for which there simply are no alternatives.

Amazing how many companies and professionals focus on tools, not craft, and focus on equipment instead of customer experiences. Perhaps they, too, need to attend this particular Karaoke show to see natural marketing in action.

Oh, my Karaoke selections included songs from Garth Brooks, The Beatles and Journey. I botched all of them equally. I'm sorry I didn't get any of these on video for you to enjoy; I truly wasn't thinking ;-).

Comments

[Bob LeDrew]

I really like this post. Great way of tying your experience to a more general point.

Thanks!

[gianandrea facchini]

Ck, a nice and well designed tool is a great patch to cover lack of creativity and know-how, while it should be a great vehicle to deliver compelling ideas.

[Mario Vellandi]

Yup, let the personality shine.
I think the importance of psychology, sociology, interpersonal communication, emotional intelligence, and related topics will increase in the coming years. Knowledge and expertise alone don't cut it, esp. when it coming to marketing, personnel/volunteer management, negotiation, and sales.

[Neil Vineberg]

Wish I was a fly on the wall!

[gianandrea facchini]

Neil is right. No streaming available?

[Gavin Heaton]

Oh I think you could have sold tickets to that karaoke show ;)

[Alan Wolk (The Toad Stool)]

I have a really good video camera. You know, in case you wanted to go back and tape it or something.
The Garth Brooks song in particular.

Seriously, this is a great analogy about the dividends to be found in focusing on the customer. Something way too many companies forget in an attempt to find some sort of difference.

If only it were more easily quantified...

[Marc Meyer]

2 things. First, by engaging his users, his audience, and interacting with them, their brand experience is wratched up. If they are veteran karaoke'ers (is that a word?) then they will know and appreciate the difference and quality of this experience over all others.

Second thing, WOMM and a viral effect takes place and they tell others and his reputation grows. Underneath, the songs, the music, the delivery..all of that is the same as any other karaoke-er except for his treatment of the client.

There are those that mail it in and make the money and then there are those who understand how they get paid and why..

[Ann Handley]

Great post, CK, about how making your customers "stars" actually benefits the brand as much as it does the customer.

p.s. You should *see* me do Gloria Gaynor "I Will Survive"...!

p.p.s. Actually, maybe you shouldn't.

[Nick Dynice]

I was totally that guy the last time my friends and I went to a karaoke studio. And I am a gear head too, and I used to be geekier about gear than socializing. But you are right, making sure your friends are having fun is much better than good sound or anything else.

[Karaoke fun]

I love karaoke.