{"id":3575,"date":"2014-12-10T13:16:51","date_gmt":"2014-12-10T18:16:51","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=3575"},"modified":"2018-03-27T20:13:48","modified_gmt":"2018-03-27T20:13:48","slug":"foo-fighters","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/foo-fighters\/","title":{"rendered":"How a One-Minute Video Brought the Foo Fighters Back to Richmond"},"content":{"rendered":"

When your favorite band hasn\u2019t played in your town for 16 years, what can you do to persuade them to visit?<\/p>\n

If you\u2019re Andrew Goldin, you use a video to sell so many tickets for show that\u2019s not even on the calendar that the band can\u2019t ignore you. And there\u2019s much associations can learn from this video marketing strategy.<\/p>\n

\"Tweetables\"<\/a><\/p>\n

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Think of your association as a network with channels of distribution.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

Content doesn\u2019t market itself. Make sure members and other followers know when and where content is\u00a0available, \u00a0and that it’s worth the time to watch\/read\/listen.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

Tell members and other audiences about your content\u00a0in every way possible. Guide them toward the actions you want them to take after viewing your content.\u00a0\"LilTweetablesSmall\"<\/a><\/p><\/blockquote>\n

Here\u2019s how a one-minute video turned into a rock concert:<\/h2>\n

At the beginning of 2014, Goldin, a freelance creative director and copywriter who at the time was living in Richmond, Va., is a loyal Foo Fighters fan who realized that his beloved band hadn\u2019t played in his city since 1998. So he and friends John McAdorey, Brig White and Lucas Krost created a one-minute video<\/a> asking fellow fans to purchase $50 tickets to a Foo Fighters concert in Richmond that didn\u2019t exist and wasn\u2019t yet planned, in the hope that the outlay of money, commitment from fans and buzz would convince the band to play once again in Richmond. No problem!<\/p>\n

They posted the video to Crowdtilt, a crowdfunding site similar to Kickstarter, where those interested could purchase tickets online and receive updates about the potential show. The plan to bring the Foo Fighters to Richmond was laid out like this:<\/p>\n

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  1. Fans pledge to purchase concert tickets on Crowdtilt.<\/li>\n
  2. Their credit cards would be charged only if the Foo Fighters agree to play in Richmond and an actual concert is planned.<\/li>\n
  3. While up to 1,400 phantom concert tickets (totaling $70,000) are sold, Goldin and friends spread the word about their concert wish online.<\/li>\n
  4. Foo Fighters notice the effort and plan a concert in Richmond.<\/li>\n
  5. Rock on!<\/li>\n<\/ol>\n

    \"Bring<\/p>\n

    The video was the centerpiece of the campaign. Just over one minute long, it succinctly and cheekily laid out the above plan. Anyone who views it can easily see the group\u2019s genuine love for the band and their music, and desire to create a memorable experience for Foo fans like themselves.<\/p>\n

    But creating and uploading the video was only one piece of the campaign. Goldin and friends clearly communicated their goal through a simple website. They created a Twitter account dedicated to the campaign<\/a>. They also worked with a local radio station<\/a> to spread the word through on-air mentions, station-sponsored tweets, and through connections station employees have with RCA, the Foo Fighters\u2019 label. In short, the friends created so much buzz through social media, email, and other websites that local<\/a> and music news media<\/a> couldn\u2019t ignore their unique effort \u2013 and neither could the band.<\/p>\n

    \"FooFighters<\/a><\/p>\n

    The Foo Fighters played the crowdfunded show on Sept. 17 at Richmond\u2019s National Theater.<\/p>\n

    \"Andrew<\/a>
    Andrew Goldin, center, successfully used video, social media, and offline marketing to persuade 1,500 people to buy tickets to a Foo Fighters concert that wasn’t yet planned. The campaign caught the attention of the band, who played in Richmond on Sept. 17, 2014.<\/em><\/figcaption><\/figure>\n

     <\/p>\n

    \"Foo<\/a><\/p>\n

     <\/p>\n

    If your association produces video or a TV channel, what can you learn from this campaign?<\/strong><\/h2>\n
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    1. It\u2019s not enough simply to produce content. You must push it to the masses through the media channels they use most often.\n