Hidden Potential

       Seth Godin in his talk on TED.com spends 20 hilarious minutes discussing things that are broken. In this lecture, he talks about things present in his everyday life that he (and perhaps you) perceive as broken. “If I think it’s broken, it’s broken” he tells his audience as he shows slide after slide of examples split into 7 main categories: 1. Not my job, 2. Selfish jerks, 3. The world changed, 4. I didn’t know, 5. I’m not a fish, 6.Contradictions, and 7. Broken on purpose. These ideas inspired him to co-create a website called www.thisisbroken.com where users can upload their own personal “broken” experiences.

       Mr. Godin’s passion is evident in every word he speaks. It is as if the ideas are moving so quickly through his head, it’s all he can do to get them out at a speed that we can understand. He is most focused on the interaction between people and how these poorly designed situations devalue the customer experience.

                           

       I find this lecture particularly relevant because, although he focused on the things he has observed in everyday life, a lot of examples have to do with marketing. From Spam email, to signage, to product packaging, he explains how each one of these “problems” break the interaction between the audience and the intended message. He describes how many companies are not taking advantages of the possible continued relationships with their customers.  Marketing is a conversation between a company and its intended audience. Clear communication solidifies the relation between a company and its consumer. The poor execution of simple ideas can form barriers that hinder this relationship.

       What a great way to look at your marketing strategies regardless of the industry. Many companies, artists, etc. have such great ideas, but poor execution. Mr. Godin inspired me to look at my everyday environment and see what can be improved, then take action to fix it. This ties right in to what I do for my clients, problem solve. It’s not enough to notice something isn’t working, its time to do something about it and discover the hidden potential within your company, art, or product, and develop it.

DIY Branding Profile: Turquoise Jeep

     For all you newbies out there in the music industry wondering, “How am I going to make it, if I’m not signed to a huge label?” Put your worries to rest. The industry is changing and shifting into a Brave New World. It is no longer necessary to be embraced by a media giant in order to create a presence in the music scene. All you need is a great idea, catchy music, and an image.  Now don’t get me wrong, you can’t do it alone. Surround yourself with a group of positive and talented people. You’ll need a producer, a video director, and a beast editor. You’ll need to write your own music, really figure out what audience will be most receptive to your unique sound, and do everything you can to Sound More Epic ;). Next step: Activate your YouTube account and ask the masses “What kind of music is missing from your IPod?” and you too, can create your own following. It is all about the brand. A prime example of successful do-it-yourself branding would be the phenomenon that is Turquoise Jeep .

     The most important part of branding is: Identify your target audience. The music of Turquoise Jeep is definitely for the masses. How many times have you heard the question “What happened to the good old days when music made you feel something?”  Whether the reaction is laughter, shock, confusion, or disbelief, with over 4.5 million views their hit single Lemme Smang It is clearly what their teen and college student demographic is looking for.  These viral videos along with their album Turquoise Jeep Records: Keep The Jeep Ridin' ,“have already made them cult heroes.” says Jason Newman in his  MTV Buzzworthy Blog.

     So what makes TJ so successful? In a recent phone interview with Co-CEO Whatchyamacallit, we discussed their marketing strategy. Heavily influenced by the RnB, Hip Hop, and Pop music of the late 80’s and early 90’s, “We’re stuck in a time capsule. [we make] feel good music, rather than emotionally driven [such as anger] from a time when music was fun and safe to do”. Looking to their fan base for confirmation via social media , whether it be tribute videos on YouTube or comments on their Facebook/Twitter pages (@TurquoiseJeep) , people enjoy watching the videos because, “Every member has a [distinct] character and every character is relatable", says Whatchyamacallit.

   They are certainly “characters” all right with:

                                  
   (the "Ladies Man")             (the hardcore             (need I say more?)   
                                               rapper/dancer)     


                                             
(Mr. "Blue Eyed Soul")           (the crooner)           (the genius behind all
                                                                                     of TJ's bangin' tracks)

“Every song is represented by dance and the visual aspects look the way the music makes you feel,” he continues. Part of the visual they create in their videos is with their clothing line: Turquoise Jeep Records.


     Another marketing tip: Get your fans involved. The more interactive your product is, the more people come back. Signature dances give people something to learn. They also give people a reason to watch the videos again and again and even more reason to download the album as the perfect soundtrack to perform their freshly learned moves at parties, the club, and for friends and family.

     

     Once you know the words, dances and have the T-shirt , what better place to show off your new duds that at Turquoise Jeep concert? They will be hitting the stage again on their Keep the Jeep Ridin’ College Tour this fall. Next stop July 30, in Boston, MA at Good Life Bar , with two more shows booked in late August in Athens, GA and North Carolina. Just in case you were unsure whether they are  serious or not, check them out  March 2012 at the South by Southwest Music Festival ( SXSW)! If their past shows are any indication, their fans are willing to drive quite a distance to support them.

     This constant exposure puts them in the right circles and their commitment to networking positioned them to be able to open for Big Boi of Outkast at Atlanta’s CenterStage, Co-CEO Flynt Flossy explains in his interview with Nick Murray of the Village Voice “Q&A: Flynt Flossy On The Past, Present, And Future Of Turquoise Jeep Records”They’ve even had some of their signature phrases quoted on the NBC drama The Cape .

      “The objectives that a good brand will achieve include: Delivers the message clearly, Confirms your credibility, Connects your target prospects emotionally, Motivates the buyer, [and] Concretes User Loyalty ”, says marketing expert Laura Lake in her article

“ What is branding and how is it important to your marketing strategy". Their simple videos, exaggerated catch phrases, vibrant clothing line, individual character development and high energy concerts have clearly defined their brand.

     Ultimately, their commitment to their fans, asking questions and really adapting according to the responses, have put Turquoise Jeep on the fast track to success. And all TJ can do is say thank you. “ What makes us most successful is our connection to our fans. There are so many other artists out who are completely disconnected. The fans make you. Without them there would be no album. They accepted us just like this. They came into our world and didn’t try to rape it.” ~ Whatchyamacallit.

     The people speak and Turquoise Jeep listens. TJ will be adding 3 new designs to their clothing line by popular demand: The Flynt Flossy tank featured in the Can he Move Like This video, a Cavities design, and a Fried or Fertilized themed shirt expected to be released in the next couple of months. Also be on the look out for their second album KTJR2 and the highly anticipated Flow with the Floss Dance instructional DVD  to be out later this fall (what a great holiday gift! J)

     Whether you’re a lover or a hater, think they’re hilarious, or just don’t get them, Turquoise Jeep is definitely something you remember. And isn’t that the point?