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3 Things I Learned About Marketing From Bon Jovi

While I have enjoyed Jon Bon Jovi and his music (mainly thanks to my wife), I have never been a diehard fan.

But after I had a chance to see him perform in person recently, I realized he can teach us a lot about Marketing.

Here are the three things I learned about marketing from Jon Bon Jovi:

1. Know your audience

When I saw him perform live, I was struck by the fact that he played to his audience probably better than any performer I have seen - live or on television. He played the songs they were expecting to hear, he acknowledged their presence during almost every song. In short, he knew what they wanted, and he delivered.

As marketers we sometimes get so wrapped up in our "revolutionary idea" or worse the "really amazing promotion that will rock the consumer world," that we forget to play to our audience. What do THEY want to hear, what resonates? In short, what makes them feel special?

2. Involve your audience

I was also struck by how interactive a Jon Bon Jovi concert can be. Past just acknowledging them, he actually talked to them directly. He included them in singing lyrics, and he welcomed them to the show more than once during the evening.

The result? They ate it up alive! They felt they contributed to the experience and believed that they were important to him (no doubt they truly were).

How often do brands and companies see their consumers as contributors to only the bottom line? How many promotions/commercials/marketing campaigns do you feel that you are truly a part of when you experience them?

Maybe more important is the question: do you experience the marketing?

3. Have fun and your audience will too

For the whole concert, I truly believed that Jon Bon Jovi was having FUN! He even started the concert with the comment: "It's been too long, I really like performing for you!"

I'm not only a professional marketer, I'm also a speaker. The best feedback I get from my audiences is how much fun I'm having when I speak.

As marketers we need to enjoy the ride, provide our audiences with not only good information but a way to have fun with it too.

So the next time you're putting together a marketing campaign, remember this:

All three of my points talked about Jon Bon Jovi's AUDIENCE. The ones that pay his bills, keep buying his recordings and make him want to come out for more.

Take a lesson from a rock star - remember your audience, be loyal to them, and they'll be loyal to you!


Chuck Hester is the Chief Communications Officer for Big Think Innovation, a business architect consultancy that helps companies plan, grow and build their futures. He is also a LinkedIn trainer and speaker, helping businesses get the most out of LinkedIn, while teaching them how to communicate effectively. Contact him directly at

Need help with LinkedIn? Feel free to message Chuck and ask about one-on-one and group LinkedIn Executive Training.


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