Lordi's lessons for email marketing
Latest posts | Feed | By Mark Brownlow on May 22, 2006
The Eurovision Song Contest is a huge televised song competition in Europe. It enjoys a celebrated cult status thanks to its extraordinary inanity, inadvertent humor and political voting.
Traditionally, contestants combine bland pop with elements of national tradition. They sing about love, sparkly moons and similar. And the watching public determines the winner. Past victors include Celine Dion and Abba.
The winner this year was Lordi, a Finnish heavy metal group dressed like extras from Lord of the Rings. The song "Hard Rock Hallelujah" advises us to prepare for the "Arockalypse" and the "day of Rockoning."
As one paper put it, "Hell really has frozen over."
What has this got to do with email marketing?
1. When everyone is doing the same thing, doing something different can catch the imagination of your audience
2. Being different is not enough, there must still be substance behind it. Lordi's song actually contains a good tune.
3. Think twice before jumping the bandwagon. If a dozen heavy metal bands enter next year, the winner will probably be a sylph-like French chanteuse singing about teenage love.
4. Whatever we think we might know about our audience's preferences, they still have the capacity to surprise us. Never stop learning.
It's rock and roll.
Traditionally, contestants combine bland pop with elements of national tradition. They sing about love, sparkly moons and similar. And the watching public determines the winner. Past victors include Celine Dion and Abba.
The winner this year was Lordi, a Finnish heavy metal group dressed like extras from Lord of the Rings. The song "Hard Rock Hallelujah" advises us to prepare for the "Arockalypse" and the "day of Rockoning."
As one paper put it, "Hell really has frozen over."
What has this got to do with email marketing?
1. When everyone is doing the same thing, doing something different can catch the imagination of your audience
2. Being different is not enough, there must still be substance behind it. Lordi's song actually contains a good tune.
3. Think twice before jumping the bandwagon. If a dozen heavy metal bands enter next year, the winner will probably be a sylph-like French chanteuse singing about teenage love.
4. Whatever we think we might know about our audience's preferences, they still have the capacity to surprise us. Never stop learning.
It's rock and roll.
[This post brought to you by Campaigner Email Marketing]
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