Recently I attended a packed outdoor concert that included an active and engaging performance by KISS. Three things struck me about Gene Simmons and the band:
- Their longevity: I attended my first KISS concert as a young teen, swaying to Peter Criss’* ballad, Beth.
- The diversity of their fan base: The audience ranged from a 21 year old calling out, “I love you Gene Simmons,” to rockers in their 60s and 70s.
- The strength of their marketing engine: Whatever your opinion of Gene Simmons, it is difficult to refute the power of his marketing.
In 1935, the average age of a company on the S&P 500 was 90 years. By 2011, the measure dropped to 18 years. Fifty percent of small businesses still close within 3 years and 70% within 5 years. What do these long-standing businesses do well?
- First, they identify what their customers most highly value. The KISS fan club is but one way they gather market data.
- They maintain the highly valued products and services. They are careful to not prematurely discard or alter successful products or services.(Remember New Coke?) Gene Simmons still dons the same stage make-up, costume and platform boots of 45 years ago. And the fans don’t want it any other way.
- They market their products and services relentlessly. KISS appears on lunch boxes, Gene Simmons, wife Shannon and family aired Family Jewels in 2006 and their website features blogs, videos, VIP offerings and more.
- They exploit social media. Your company and you as a leader are more visible today than ever before. I have seen companies opt for a passive online presence, responding to customer, media and community comments situationally as deemed appropriate. That is a flawed practice. You must determine the brand, the presence, the attributes you want ascribed to your company and you as a leader and then proactively, consistently and regularly demonstrate these actively on social media.
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*Corrected: Thank you to Paul Kelly, pop song geek (his words) and CEO extraordinaire for pointing out Peter Criss (of KISS) wrote and sang “Beth” – not Paul Stanley.