By Dani Theisen, inbound marketing analyst
I recently saw Pearl Jam for the first time, and might I add, it was the best show ever. This year marks the 24th anniversary of the band being together (they’re older than my young, Millennial self) and through the years, the band has learned how to retain their original fan base while attracting new fans, as well. It wasn’t just the music I was in tune with that night – it was the fact that Pearl Jam can actually teach us a lot about marketing.
Know your audience
Over the past 24 years, Pearl Jam has evolved, as has their fan base. Their original fans have grown up and have families and kids of their own, and the band’s newest music resonates with this demographic. They still have the rebel appeal they did in the 90s to draw in younger fans like myself.
At one point during the show, Eddie Vedder stopped to tell a story about Old Milwaukee beer. He later referenced that Aaron Rodgers and others from the Green Bay Packers offensive line were at the show and had a humorous banter back and forth with the crowd about trading Rodgers for Jay Cutler (as Vedder is a devout Chicago Bears fan). They also connected with Milwaukee Bucks fans by bringing out a Bob Danridge jersey, attaching it to a light and raising it over the crowd.
Without all of this Milwaukee fanfare, the show wouldn’t have been the same. Pearl Jam found ways to connect to Wisconsinites on a very personal level, and they did so well. In the same way, brands today need to connect on a deeper level with their audiences, giving them something to look forward to and keep them coming back for more.
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