|Snarky Puppy’s Smart Marketing Builds a Feeder Program
By: Cindy Wendland
We look at restaurants where most of the clientele is older, and we wonder what will happen to the restaurant when those people stop dining out or, worse, pass on. While this may be an odd intro, it points to the fact that businesses need to continue to bring in new blood to be successful.
Feeder programs are something popular in athletics. To build a successful football team, you need a deep bench. You need players who are good every year, and you need the players coming up in the ranks to be good. How do you achieve that? You build a feeder program. You get young kids involved in football, teaching them skills and the sport so as they age, they become the new blood in the program.
Snarky Puppy, the U.S. jazz acoustic band so popular in Europe, has done an outstanding job building their feeder program with their listeners. One of their band members is also their marketing guru, and he excels at various things he does. One such marketing feat is offering master classes in cities where they perform. Master classes allow them to teach music to new young followers. They build an incredible connection during these classes. These students are socially wired, and it helps to spread the Snarky Puppy name, reputation, and build their following. They also record their music live and offer it on YouTube as well as iTunes.
While jazz is the least popular genre of music in the U.S., it is more popular in Europe, Japan, and around the world. Snarky Puppy may not be a household music name here, but their music is fresh, inspiring, and marketed beautifully. While they travel and perform, they are cultivating a passionate following among young people who will age with them. Very smart.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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