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For those "people who need people" to influence their behavior and buying habits, Barbra Streisand's tour patter fulfills the definition of word-of-mouth marketing....
I saw Barbra Streisand's tour performance this week. Before I get into the marketing rationale for this post, let me share something personal with you.
I saw her on Broadway in Funny Girl in 1965 when I was a kid. It was at that moment that I became enraptured with her and the experience influenced me profoundly. I had already been studying the violin in school since grade four, and sang whenever I could -- in school performances, in front of the class... After Barbra, I taught myself the guitar, began to write music and performed throughout my teen years at coffee houses, sweet sixteens and school concerts.
I learned to emulate her phrasing and style, practicing her material in addition to my own. I admit it -- I idolized her. Because of Barbra's influence, I developed a deeper love of music. It eventually lead to an undergraduate degree in music, a teaching degree, and a public school music educator's job. When I resigned from teaching to take my stab at a professional singing career, Barbra was there with me, in spirit.
When I saw her perform this week, after 41 years (really, it only sounds like I'm old), I cried. She had played such an influential role in my life and my music, and even though I had never met her, it was her public personna that had affected me greatly.
So, when she came out on stage, I hung on her every word and nuance, listening attentively to her stage patter. It wasn't long before she made reference to my city and the southwest in general, something she probably revises in each tour city. (It does work effectively to draw in the local crowd.)
For comic effect, she compared the desert to her original home of Brooklyn, not just in landscape and nature, but in food differences. She shared her experience of being introduced to some new southwest foods, then she actually mentioned at least three local restaurants and specific menu items!
Now, it's likely that this content was just for entertainment value and effect, but can you imagine if it was actually a form of product placement? What if the restaurant chain she mentioned had paid for her to utter its name along with her favorite menu item? Who in her audience of fans wouldn't listen?
It happens when celebrities wear a new designer's clothing. The clothing line takes off simply because it was seen on someone people admire. What would make this different?
I doubt any local restaurant could afford to pay Babs to say its name on stage, but it makes me think... It is possible for big companies to buy this type of exposure. Maybe I'm naive and they already do. In any case, I wonder how many people showed up at those three restaurants the next day.
As an aside, Kris Kristofferson was playing in town the same night. He and Barbra hadn't been on stage together since they filmed A Star is Born in the 1970s, right here in Phoenix at Sun Devil Stadium. He showed up after his concert finished and joined Babs on stage for a brief embrace -- no song. But, it was incredibly special.
In retrospect, maybe I'll check out those special foods she loved. Just kidding :)
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Comments
I too love Barbra! I have never been fortunate to see her live. I'm sure she has someone to collect that local flavor for her shows, but I agree it's pretty powerful stuff coming from her. I have been a performer as a singer songwriter in several bands and most of the people I have met always throw out a little local flavor from their home town even if it's just at Joe's Tavern in somewhere USA on a long tour in a stinky crowded minivan.
I grew up in Phoenix and I now live in Tucson. What restaurants did she mention? Just Curious...Bill Clinton always stops by MiNidito here when he has a chance.
Thanks for the story.
Posted by: Tammy Strnatka | 11.20.06
Interesting post -- Babs has a powerful brand and has influence within her own particular context.
She also bled credibility when she overstepped these bounds and got deservedly heckled for her ill-conceived rant against the president on stage. In New York, too! Wow.
Barbara's brand is performance, part of which is relating to her audience and making each performance a personal event for those in the audience (I'm guessing... you tell me if that hits it); but there's no way she's going to lecture me about politics.
Interestingly, Bono -- another performer -- has developed credibility within certain aspects of politics, namely global/African humanitarian causes, over the years and at significant personal investment. I'm willing to give him a listen within his sphere of knowledge -- I couldn't care less who he thinks I should vote for, though.
Brands are powerful within their particular contexts; when they try to go too far outside them, they get heckled.
Posted by: Stephen Denny | 11.20.06
Barbra did NOT rant about Bush or politics. It was a comedy skit that was actually very tame. The impersonator is a REPUBLICAN and he even WROTE the material! She is the greatest singer and talent on the planet. Appreciate that you are living in her lifetime.
Posted by: Vince Kind | 11.20.06
Tammy, I'm afraid I don't remember the restaurants Barbra mentioned. I've lived in Phoenix for two years, so everything is still relatively new to me.
I did hear from my friend in Toronto, who said that the restaurants Barbra mentioned in her concert were on the local news the next day. In fact, one pizza restaurant re-named the pizza Babs ordered in her honor. Now that's the power of word-of-mouth marketing and celebrity endorsements.
As for her ranting on stage, I agree with Vince. The comedy bit with the Bush look-alike was for amusement, and probably to give her voice a small break. It can't be easy for her to sing her guts out each night and stay in shape vocally.
She did take a few mild shots at the Republicans, but she always added how great it is that we live in a country where we can speak our minds.
I think anyone attending her show, knowing in advance how committed she is to liberal values, should try to overlook any political differences and enjoy the music. She is entitled to say whatever she pleases (within reason, of course), and her patter didn't come across as lecturing in my opinion. She shared her elation about the election results, hence her show finale of "Happy Days are Here Again."
Posted by: Elaine Fogel | 11.21.06
Elaine-
As I recall the blissfilled evening, she only mentioned two restaurants. She mentioned the first which escapes me and then mentioned Oregano's. First she had the thin crust pizza and prior to leaving had the huge chocolate chip cookie covered with ice cream etc.
But none of it is true....
I attended previous concerts and she did the same in each (mentioning three local restaurants).... its just banter to let everyone know that she loves food.
Oregano's has a wonderful business and I go to the Camelback location regularly (and did so a couple of days after the concert) and overheard several patrons discussing her mention of the restaurant.
Posted by: Chris W | 02.03.07
Speaking of Barbra Streisand, There is a popular and exciting new group on Yahoo called THE JUDY GARLAND EXPERIENCE.The group features amazing audio files, photo's, lively discussions, and more!
This weekend they are having a contest where you can win unreleased concert recordings by Frank Sinatra (in Jerusalem, 1975), Barbra Streisand (in San Francisco, 1963), Judy Garland (in Chicago, 1958), Johnnie Ray (in New York, 1989), Frances Faye (in San Francisco, 1980), and others. You can hear sample tracks from all the rare CD's at the site until tomorrow evening. Just go to
http://movies.groups.yahoo.com/group/thejudygarlandexperience/
Posted by: Daniel | 02.12.07