Secrets Sell!

There is a new blog I've been frequenting called "Producer's Perspective", written by Broadway and Off-Broadway Producer Ken DavenPort. It has definitely become one of my favorites since I have started the Entertainment Business Masters Program. He mainly covers topics directly about the the theatre industry, but also writes about every day occurrences that can relate the the industry and business in general.

One of his more recent posts is titled "Why I Love In-N-Out Burger...And It's Not The Fries." The article talks about how there has always been a "secret" menu for the popular burger joint, that anyone can order of of, but only the the most exclusive of people know about. He states "You wouldn't know any of these items existed if you just looked at the menu that hangs above the 17 year old's head at any of their 250+ locations. To know about these "special" items, you'd have to be in-the-know, you'd have to be a "real" fan . . . you'd have to be cool." He's right! He goes on to discuss how consumers respond to anything that makes them feel like they are part of something exclusive.

The more I have thought about it, I've realized I can't even count how many instances where I have probably purchased something due to the fact that it was considered exclusive, or for special members only. Whether it was a promotional code, first seats available to a show, or like in the example, something that wasn't on the menu (Thank you Starbucks for your amazing blended Strawberry Lemonade!), I am definitely a testament to this ploy. I really do think Mr. Davenport has a huge point when it comes to marketing. Customer's want to feel special, and they want to take advantage of something that isn't available to everyone. There are several department stores that have yearly events for "Friends and Family Only" where the entire store is discounted and reserved for only those invited to the event. I'm sure night clubs do well, by considering some of their guests as VIPs for the night. What other examples can you think of where companies use selectivity in order to gain profit?

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So…What Could Possibly Be Different About This Singing Reality Show?!

I hate to say it, but I think this could be the last successful year for American Idol. With only the first few episodes out, The Voice has proven to have something completely new to offer audiences in the singing competition genre. And how can we forget the new highly anticipated X Factor coming this fall from Idol producer Simon Cowell?! What new element could the producers possibly add to excite the audience? Aren’t people getting bored with the same premise for most of these reality shows? It is possible, but I’ll tell you one thing I know for sure: twists (no matter how large or small) work for these audiences.

I was over in Ireland when the last season of the U.K.’s X Factor was airing its final episodes. I thought it was so odd that they aired on Saturday and Sunday nights instead of I night where people would more likely be home to watch it. I was amazed that the show got the viewers that it did. I’m still not sure if the air date and time choice was due to culture differences or what the reasoning was. Regardles,s the viewers were there EVERY single night without question. Here are the twists that make X Factor “unique” and may draw in the viewers as well:

- The initial auditions are in front of arenas full of thousands instead of a sound stage.
- The contestants may audition as a solo or group.
- Even if the contestant auditions as a solo act, during the “Boot Camp” phase of the show, the judges have the ability to put them into duos or groups if they feel that the contestants would be successful.
- Each judge mentors a category, and ultimately mentors one of the four finalists for the show.
- From what I saw in Ireland, the artist development is much better than what I have seen on American Idol. Each one of the contestant’s performances felt like a mini concert with light design, specific arrangement of the song, and dancers.

Also from observing in Ireland, the show did have a different feel to it than American Idol did. It is a lot less about singing than it is about preparing the contestants for the real world and developing their own unique style that is marketable to the public. I have no doubt that America will eat this up like they have everything else that Simon Cowell has attached his name to!

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