If you don't know- NOW you know!Tokio Hotel is coming to Houston
August 28 at the Verizon Wireless Theatre and I can't tell you how excited I am. I initially found them after watching episodes I missed of "America's Best Dance Crew" where I also fell in love with the Jabbawockeez.
Why you need to love Tokio Hotel...
The name - let's face it... It caught my eye because I absolutely love foreign music. At first I thought they were Japanese and from far away, Bill the lead singer had sort of a Harajuku image. Honestly, I wouldn't have given them a second glance on MTV's site if their name wasn't Tokio Hotel.
What they stand for -- or what I think they stand for...
It's SPECTACULAR that a band so young has written and created such deep music to inspire people. If you know me, I'm all for doing what you want to do in life and being happy. This group has done just that even before they became teens. Anyone with that much passion and ambition has to be given props. On top of that, they really do look like they enjoy what they do from watching their episodes on YouTube. They are original and obviously setting trends just by being themselves. No matter what anyone says, I truly believe that they stick to their guns to be who they are and not told who they need to be.
Music & Performances
Everyone knows, content is KING! What does that mean in this regard? Tokio Hotel's music, performances, videos, etc. is what rocks! The real reason why I fell in love with Tokio Hotel is watching their performance of Monsoon at the 2007 Europe Music Awards. From there, I bought their cd and love every song on there.
What does this have to do with marketing?
The long tail - I found out about Tokio Hotel through MTV while just bored and surfing through links. You can probably consider that editorial but I found them which is key. Being linked on various sites and being easily found is great and it works. It may take weeks or months but if someone finds you, it works.
YouTube videos - who wouldn't want a little insight to the band's life and lifestyle? Who wouldn't want to get to know the band a little more and feel like they are apart of the band's day to day life? The videos in general get a lot of response, comments, linking, etc. It seems so simple to do and it has quite a lasting effect. It's on YouTube so it is easily searchable, users can watch it over and over (I do), you'll find other videos from other users, it creates buzz, it's easily link-able or easily forwarded, it's free* promotion (which is important for those on a budget).
Viral - Many of their fans found out about the band from a friend. Needless to say having attractive band members didn't hurt them either. Viral campaigns are difficult to gauge since it may take a while to get there or it may be instant. When you're creating a "viral" campaign, you just never know what is going to take off and what is going to sink. From their YouTube episodes to their VIP site, selling their cd, etc., this group is big on promotions always remind their fans that they are there and they are where their fans want them to be. They take advantage of marketing to their fans every chance they get and boy do their fans love them. (I do.) Building that fan base that Tokio Hotel has is what every company wants.
Am I saying this is what your company should be doing too? ABSOLUTELY not! Every company is different and every business is different. You need to figure out who your audience is first and foremost and listen to what they want/need and see how you can provide that for them . That is what Tokio Hotel and their team has mastered (as far I as I see it). But like I said, everyone is different and you just need to figure it out. Try some things and see if it pans out and if not, try something else. The only thing I say you need to do is LOVE TOKIO HOTEL!
*Everyone knows there is no such thing as a free lunch and in this regard, it takes human resources, time and energy to create, edit, produce videos so consider that when you're reviewing your strategy.
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