Last night I joined thousands of other parrotheads to witness the Indianapolis performance of Jimmy Buffet and the Coral Reefer Band, and I came to an interesting epiphany; as much as I've always enjoyed his music, Jimmy Buffet is not a musical genius. He is, however, a certified marketing genius. What is the key to his success? I argue that all of the success that Jimmy Buffet has ever had can be directly attributed to FRESH CONTENT!
Think about it. The great thing about Jimmy Buffet is that he's always doing something new. For example, at last night's show his big new push was for Landshark Lager, a new beer he released this year which is very similar to Corona. You can bet that there were hundreds of signs, t-shirts, banners, hats, etc. plastered all over everything and everyone in the arena.
Imagine if the promotional memorabilia wasn't at the venue. Imagine if JB wasn't promoting the new product on his website. Do you think there would have been anywhere near that amount of hype? Absolutely not! Every business changes. It's the only way to stay relevant in the market. Your website marketing must reflect your most recent activity. Your search engine optimization should be kept as up-to-date as possible to make absolutely sure that people looking for your company find it, even if you're not quite as famous as Jimmy Buffet.
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