This fourth blog is a blog about a young man who had a dream. In a couple of years, this eccentric, stubborn, gifted, talented young trumpet player made his dream come true. Kyteman played with his own HipHop orchestra in sold out places, entered the charts and sold over 50,000 records. The keys of this success are his talent and passion for his music but also his gift to bring the right people together. Niels Aalberts took control over Kyteman’s marketing program. He made Kytemans dream come true with a budget of €53,10,-. Welcome in the world of Zero Budget Marketing Online.
Niels Aalberts wrote a book about this fantastic marketing story. The book “Doorbraak!” (“Breakthrough!”) is a typical boys story and marketing book in once. Literarily two books in one. The hardcover part describes the rising of Kyteman. When you turn the book around there is the marketing part with a soft cover. Aalberts is a big part of Kytemans success but what is his vision?
1. Your Story – “The biggest bar in the world”
Through internet we are able to spread our interesting thoughts and stories very easy. Different kinds of (free!) social media are the most important tools. Think of, Tweets on Twitter, posts on Facebook, songs on MySpace or blogs on Blogspot for example. Actually, it is kind of the old school ‘mouth-to-mouth’ advertisement. The biggest advantage is the wider range you have through internet. If you make sure your own story is interesting and unique, people will read it. Instead of telling it to one or two friends in the bar, in this way the internet will form the biggest bar in the world.
Through internet we are able to spread our interesting thoughts and stories very easy. Different kinds of (free!) social media are the most important tools. Think of, Tweets on Twitter, posts on Facebook, songs on MySpace or blogs on Blogspot for example. Actually, it is kind of the old school ‘mouth-to-mouth’ advertisement. The biggest advantage is the wider range you have through internet. If you make sure your own story is interesting and unique, people will read it. Instead of telling it to one or two friends in the bar, in this way the internet will form the biggest bar in the world.
2. Your Reliability – “OK, you made up a story”
What’s wrong about “you made up a story”? You don’t make your story! Your story need to be reliable, not made up. Your product (book, music, movie, whatever) needs to be yours. Your own story is fact, true and reliable. The internet will help you to spread out your story easier. The biggest differences with traditional marketing and promotion are:
a. Your story needs to be real. Back in the days, marketers didn’t have any trouble by making a wrong (under)statement: “Now, new better taste!” These days, the product you point out needs to be 100% real.
b. Your story needs to be part of you. Don’t shoot around reckless with your story is a blind cowboy. You need to participate with your target group and you use your story to start op communication. Then, your target group starts following your ideas and start thinking with you.
What’s wrong about “you made up a story”? You don’t make your story! Your story need to be reliable, not made up. Your product (book, music, movie, whatever) needs to be yours. Your own story is fact, true and reliable. The internet will help you to spread out your story easier. The biggest differences with traditional marketing and promotion are:
a. Your story needs to be real. Back in the days, marketers didn’t have any trouble by making a wrong (under)statement: “Now, new better taste!” These days, the product you point out needs to be 100% real.
b. Your story needs to be part of you. Don’t shoot around reckless with your story is a blind cowboy. You need to participate with your target group and you use your story to start op communication. Then, your target group starts following your ideas and start thinking with you.
3. Do It Yourself – “Do It Together”
In the 21st century you have many opportunities to ‘do it yourself’. Different media are easy to access and free to use. That’s why, ‘Do It Yourself’ is a growing attitude amongst entrepreneurs. Although, the power of a well smeared machine is still important for success. Therefore, the next years ‘Do It Yourself’ will become ‘Do It Together’. Don’t be afraid to add people to your dream team to success (Kyteman and Aalberts).
In the 21st century you have many opportunities to ‘do it yourself’. Different media are easy to access and free to use. That’s why, ‘Do It Yourself’ is a growing attitude amongst entrepreneurs. Although, the power of a well smeared machine is still important for success. Therefore, the next years ‘Do It Yourself’ will become ‘Do It Together’. Don’t be afraid to add people to your dream team to success (Kyteman and Aalberts).
4. Your own sender – “Your own media must be the epicenter”
There are many platforms to focus on as promotion. Radio shows, TV shows, newspapers, magazines and so on. These platforms are important because they reach the bigger audience. You are not the only one to reach these platforms, so you get a ‘Yes’or ‘No’, it’s ‘On’ or ‘Off’. To increase this risk you need to use your own sender (for example a blog). Use your own sender to feed the big platforms when you are ‘On’ and use your own sender as the constant flow of your news, promotion and publicity.
There are many platforms to focus on as promotion. Radio shows, TV shows, newspapers, magazines and so on. These platforms are important because they reach the bigger audience. You are not the only one to reach these platforms, so you get a ‘Yes’or ‘No’, it’s ‘On’ or ‘Off’. To increase this risk you need to use your own sender (for example a blog). Use your own sender to feed the big platforms when you are ‘On’ and use your own sender as the constant flow of your news, promotion and publicity.
“Doorbraak!” (“Breakthrough!”) is a very nice book with a great story about Kyteman and practical information you can use yourself. Nice detail, is the ‘free’ publicity Aalberts choose to promote his book. He distributed some of his books with a note: “read this and seven days and pass it through to someone else”. So people left the book in trains, passed it through to friends and family. So the same book was read by a bigger public. I like these ideas, but I bought the book. I have another very nice story on my book shelf :)
See you next time.
