Paul Thorn Case Study

Overview

Viral Marketing is no longer 'the next big thing' - it's what matters now! Today's advertising savvy consumers, wary of banners, pop-ups and bulk emails tend to tune out yesterday's marketing strategies. Paul Thorn, a former boxer and current painter, songwriter and performer has four albums under his belt as well as tours with Sting, Mark Knopfler and Jeff Beck. For the past 12 years, Thorn has been simmering slightly under the media's radar. A performer with a Southern, roots-y style and a down-home, handshake-deal charm, who better than Paul Thorn to employ a forward-thinking grassroots marketing effort. Why not take Thorn's message to the people, spreading the word, person-to-person, like the troubadours of the past.

Challenge

Paul Thorn has spent time with 4 record labels. Many record labels, major and independent, have New Media marketing departments, as well as traditional marketing departments, in place. Theoretically, it is the job of these departments to create and develop a fan base for their recording artists. Unfortunately, these departments, utilizing old-fashioned means of advertising and promotion, do not realize that they may be scaring off as many potential fans as they are recruiting.

Solution

Lotos Nile's River Runner program employs word of mouth recommendations to promote our projects. Simply, word of mouth is the most direct and reactive tool to utilize in marketing a product or service. Who better than a friend or other trusted individual to tell you about a new band who recently blew her away? We trust these people's opinions and want to experience the band for ourselves.

Who are these trusted individuals? Lotos Nile River Runners are the 'tastemakers' in their respective markets as well as die-hard fans of the campaigns that they promote. These are the people that others look up to for their good-taste and acumen. Many are bloggers and other internet-savvy individuals who pride themselves in their ability to turn people on to the best new products.

Lotos Nile utilizes River Runners collectively and independently - personally communicating the project's directive and message, one-to-one - exercising River Runners' individual strengths while directing each on how to employ existing, unique talents to further every project. We direct the River Runners where to go and how to speak (and post) about the product, and sometimes just how to 'just plain-old communicate' with people.' Lotos Nile also utilizes the existing spheres of influence of our River Runners - knowing that tapping into our people's in-place relationships creates a valuable 'ripple-effect,' further expanding the reach of our campaigns.

To promote Paul Thorn's upcoming concert in Nashville, TN, his River Runner Team not only utilized web-based activities (blogging, internet event listings, message board posting and chat-room discussion), they literally took the word to the street, passing out postcards to potential fans at like-genre events, hip venues and high-traffic locations - as well as organizing an exclusive meet-and-greet gathering prior to the evening's show (with custom-invite VIP laminates).

Results

Paul Thorn's Nashville, TN, show was completely sold out - without a single mention in either traditional or non-traditional press and radio. The word was spread and fans - new and old - were alerted to the upcoming event! Some drove over 4 hours from surrounding states for the meet-and-greet and performance.

One Alabama rock radio DJ in attendance met a group of River Runners through the night's events. The DJ now plays Paul Thorn during his lunchtime specialty show - broadcast in Alabama, and streamed over the Internet to the world.

One River Runner attended the show and bought one of the artist's paintings - falling in love with the artist's work so thoroughly that she championed the artist to a friend who DJs an XM Radio show. Lotos Nile acted on the lead and is now pitching an interview for the artist on the show.

By utilizing word of mouth marketing, new fans are not only interested in this artist for the moment. Through positive endorsements and the camaraderie of an honest interchange between current and potential devotees, Paul Thorn has expended his fan base, not only for a sole Nashville show; the artist now has gained loyal fans for a career.