If there’s any vocalist who can sing his way through his audiences’ TV sets and subsequently credit cards, it’s John Legend. On Saturday 1st of November, the singer delivered what could only be described as a legendary performance on the UK talent hunt show, X-factor. The live performance which aired during the 2nd intermission showed the velvet-voiced singer delivering his perfectly pitched notes with such ease that even an active 8-month old baby was held spellbound throughout 5-minute performance. When Dermot O’Leary, the host asked where viewers could get “more of that” John replied, “We’re planning a UK tour next summer” with such nonchalance that you could be forgiven for not realising that the show had been booked, with tickets being offered for sale.
That ladies and gentlemen, is how you sell out a show in 10 minutes.
According to The Chartered Institute of Marketing, this is the combination of activities under a company’s control that can be manipulated to achieve marketing objectives.
Marketing is the ability of an organisation to provide the right product, at the right price, via the right outlets (place) and presented in the right way (promotion). This is also known as the 4Ps. However, in addition to product, price, place and promotion.
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While many like me
luxuriated in enjoyed that X-factor performance, what we were actually experience was a carefully orchestrated marketing dance with two distinct features:
Back to John Legend. X-factor, the show where his performance aired is the equivalent of marching one’s family in a single file, sitting each person in front of the TV and gluing them to the sofa. And then getting them to call their friends to do the same. Ok, probably not, but at its lowest audience count, X-factor had 7.22m viewers. Not bad, considering that the classic movie “Beetlejuice” aired an hour earlier, and only attracted 1/10th (780,000) of the number of viewers.
With tickets selling between £19 and £42, one can only watch and wait to see if the pricing was right enough to sell out.