The House of Blues has been bringing great music to its locations around the United States for more than 20 years. Whether for a boy band, a ’70s tribute rock band, or anything in between, it’s CMO John Behling’s job to fill the venue.
The House of Blues, which is part of the LiveNation family, relies on social media to help reach many different and unique demographics. “We obviously live in a digital age, but it’s not always the young kids that are in the digital and social space,” Behling said.
One challenge is knowing which social platform to use. That’s where Behling’s “petri dish strategy” comes into play. “The biggest thing is when you did a traditional media buy, way back in the day, you’re committed, you signed a contract, you ran that campaign,” he explained. “Now we can do a lot of beta testing. ... Your financial risk to your ROI in the social space isn’t nearly as challenging.”
Other highlights from this episode of Marketing Superstars include:
- The importance of brand experience (3:30)
- Systematic social strategy (6:25)
- Tips for measuring social success (12:20)
- 360-degree execution (15:35)