Given the ever-present media coverage of airline-related customer experience nightmares, I wanted…
I had the pleasure of seeing U2 live at the Rose Bowl as part of their Joshua Tree Tour. I’ve long been a fan of U2, and I was surrounded by other long-term fans. In other words, the people at that concert were not teeny boppers; they were 40-somethings who have been listening to U2 for 20+ years.
The reason some bands like U2, The Rolling Stones, and Bruce Springsteen and the E Street Band continue to bring stadium-sized crowds decade after decade is because they create a tribe. For fans, it feels like coming home when they attend a concert.
During the concert, Bono heightened the inclusiveness and the tribal feel when he said, “From the party of Lincoln to the party of Kennedy, you are welcome here. We will find common ground reaching for higher ground.”
While Bono is very vocal about his personal/political beliefs, he also feels that inclusiveness is better than divisiveness. By specifically stating from the stage that “Republicans are welcome,” he acknowledges the power of the U2 tribe to cut across party lines and bring people together.
As you may have seen on Facebook, U2 took over Jimmy Kimmel Live as part of their efforts to promote their Joshua Tree tour. In their only TV appearance to promote the tour (they very rarely do TV as a group), the band members talked with Kimmel for 15 minutes before taking over the stage to perform for the crowd.
The power of U2’s music doesn’t need to be discussed here. Anyone who has ever listened to their music understands completely the emotional feelings that come from Larry’s pulsing rhythms, Adam’s beating bass, Edge’s driving guitar, or Bono’s lilting voice.
One of my most favorite aspects of the Joshua Tree concert was the band’s incorporation of stunning visuals into their performance. A breathtaking screen (the largest un-obscured, hi-res LED video screen ever used in a touring show) flashed videos and images that added an extra layer of depth to the overall experience. This exquisite pairing of imagery and sound helped U2 move from “playing a concert” to “creating an experience.”
Whether scrolling powerful poetry, sharing poignant landscapes from the American west, or enticing with aerial drone footage of a Syrian refugee camp, the imagery deepened the emotional experience of the evening. You can see one of the images displayed during the concert in the interview linked above.
If you have fans of your business/brand, what are you doing to create a tribe for them? Do you make them feel like they are a unique part of your operation?
Think about what you can do for your customers that might be equivalent to the concert t-shirt for your brand experience. I’m not talking about an actual t-shirt, unless that makes sense for your brand and you create something that they will WANT to wear. I’m talking about coming up with a way people can visually share with others that they are a part of your tribe.
Think along the lines of Apple’s white headphones. If you see someone with white earbuds (or AirPods if you’re lucky) you immediately know they are part of the Apple tribe. In my upcoming book, Never Lose a Customer Again, I talk extensively about ways you can use symbols to showcase your tribe. Check out my friend Jackie Huba’s great book: Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, for a fantastic book-length case study on how to do this. You can find the book here.
You may have seen the Heineken ad on the news or in…