Dave Chappelle in Portland – A Marketing Lesson For All of Us
Thousands of fans packed Pioneer Square in downtown Portland at 1am last night to see and hear comedian Dave Chappelle perform. Later dubbed “Davestock” by some in the crowd, the event was a truly remarkable night.
The evening unfolded something like this.
Allegedly, Chappelle, while wandering around Portland yesterday, told a handful of people he would be doing a free set at 1am on the steps of the downtown gathering spot.
Word began to spread through social networks, via Twitter and Facebook status updates. Anticipation began to build. (As did some healthy skepticism that it was all a hoax).
Chappelle expected a couple hundred people to show up and instead, this is what happened.
An utter mob scene – but in typical Portland fashion, totally chill.
I think this is a wonderful illustration of two driving concepts in today’s web economy; the power of giving something away for for free and the power of social networks to distribute that message for you.
Let’s tackle the first concept – as Chris Anderson explains in his book Free, “free” is a incredibly powerful motivator and can instantly build brand loyalty. How many Chappelle fans, spurred on by the thrill of him just showing up, raced home and purchased his CDs or DVDs off Amazon? How many will be in line to buy tickets the next time he swings through Portland? By deciding to perform for free on a whim, he instantly connected with a legion of local fans and gave them a unique night to remember.
So what are you giving away for free? A market report, your home search tool (i.e. no registration). There’s lots of things you can be doing for free.
Secondly, the excitement around the mere thought of a Chappelle appearance in Portland was amplified exponentially by online social networks, as friends told friends, and the word of mouth buzz spread. And, either online or offline, this buzz (and good will) will likely continue for weeks as the story is retold over and over.
Granted most of us aren’t stars the magnitude of Dave Chappelle, but each of us, in our own way, can use this understanding that by doing something remarkable, and better yet, by giving it away for free, you can create instantly communicate, invigorate and even resuscitate your brand to your fans.
We can all learn something here. Even from a funny man like Dave Chappelle.
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- From portland real estate – Latest portland real estate news – Dave Chappelle in Portland – A Marketing Lesson For All of Us … | Jun 4, 2010
Marc Davison | Jul 15, 2009 | Reply
Having just returned from 4 days in Portland I get the “totally chill” part and wish I stayed just a few more days.
To your point about Free, how much more evidence do real estate folks need in understanding the benefits of giving a penny getting a dime.
Maybe none. Maybe everyone is getting it these days. Maybe the only challenge left is trying to figure out what to give away.
Bob Watson | Jul 15, 2009 | Reply
The power of any star like Dave Chapelle lies in his creativity…that’s why he is so dang funny…gotta get agents and brokers to think outside the box. It is NOT all about cold calls and warm calls folks.
Nick Krautter | Jul 16, 2009 | Reply
I agree that you have to start with value [usually free] when starting a new relationship. The problem in the free concept is usuing already largerly and expensively promoted artists or brands. Dave Chappelle was built with millions of dollars in marketing and while his continued popularity lies with his talent as a comedian he did not build his brand for free. I also have this problem with Radiohead and their pay what you want CD release as an example of how free works. These tactics work great for established brands. Don’t think that you would even know about radiohead without the millions of dollars Capitol Records spent on radio and tour support.
The free concept will become real to me when we have anyone new and remarkable that has developed in this environment.
Kori Covrigaru | Jul 16, 2009 | Reply
On a random note, I may have to argue that Boulder, CO is a more “totally chill” city than Portland, though Portland is much larger, so it’s more impressive. Man, I wish I had been there. Big fan of Dave Chappelle. Fascinating dude.
Free stuff is very cool, and can generate a heck of a lot of business and top notch branding. Sometimes it can be tough to get the value of your service across to people when you give it away for free. When they don’t pay, they shrug it off, or think that it may not be all that valuable if it’s free. A good marketing director knows where to draw that line. Great post. Who’d a thought Dave Chappelle’s actions could be related to real estate marketing.
Louis Cammarosano | Jul 16, 2009 | Reply
“free” was not the draw here-it was Dave Chappelle who has been MIA.
As Joel writes “by doing something remarkable, and better yet, by giving it away for free, you you can create instantly communicate, invigorate and even resuscitate your brand to your fans.”
Agree 100%.
The efffort needs to be made in “doing something remarkable”.
In many resepects however, if you do something remarkable you may be able to charge for it!
Giving away unremarkable stuff won’t create any value for any one and is the equivalent of spam.
Sean Flanagan | Jul 17, 2009 | Reply
Grass roots direct marketing can be some of the most effective
Costa Rica Fan | Jul 20, 2009 | Reply
This is one of the the basic methods of persuasion. When you give out something for free, the other person feels committed to give something back. In this case they buy CD’s, etc..
J.Lamar Ferren | Jul 20, 2009 | Reply
@Louis
I think “free” and Dave Chappelle were both the draw due to the amount of people that showed up. Had he charged for it, some people may have not showed up and the turn out would have been much less.
The word Free triggers and emotion that practically everyone will react to. It’s up to the content provider to follow through and give people the value they deserve.
Dave Chappelle has no problems in that department. The dude is hilarious! lol
With that said, I absolutely agree with you that giving away unremarkable stuff won’t create any value for anyone. It’s useless and a waste of time for the reader/client. As Bob said, it’s all about thinking outside the box.
Forex Review | Jul 21, 2009 | Reply
I agree with ‘Louis’ above. I’m sure the “free” part was a factor, but it also depends on what is being given away for free. I would pay $200 to go see Dave Chappelle, but I wouldn’t go see 90% of other comics even if they were free. This is also the first time I’ve seen an example of Twitter actually being useful! Thanks for the article.
Matt Gentile | Jul 22, 2009 | Reply
Incredible. I wonder how long it took for the message to be shared among so many people (two, three hours?). Who doesn’t like Dave Chappelle and of course who doesn’t love free! Great post Joel, thanks for sharing.
Baltimore Homes | Jul 22, 2009 | Reply
I know the power of social networking is more powerful than any newspaper Ad or print marketing, but try telling that to a real estate agent who has been advertising in the local paper for 30 years. I did and they just looked at me like I had 3 heads and was crazy. Very good example!!!
Andy Paul | Jul 23, 2009 | Reply
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Overland Park Real Estate | Aug 3, 2009 | Reply
This same exact thing happens to me every time I Tweet where I’m about to be eating a sandwich at.
Bob | Aug 3, 2009 | Reply
Louis gets it. It isnt the free part. If I offered to show up there and entertain for free, well…
Peter Eisenmann | Aug 4, 2009 | Reply
Here in little ole’ Aiken something like this would never happen, but we do have our chill moments. But the real core of the lesson is the power of networking and how it is growing. I can’t wait to see where we are going in the next 5 years.
Pete @ www.rentaiken.com
Devpo | Aug 30, 2009 | Reply
Good Article, thanks for share
Gainesville Real Estate | Aug 30, 2009 | Reply
That’s pretty amazing.
Heather Mortgage Modification | Sep 8, 2009 | Reply
Man I love the internet. 5 years ago even it wouldn’t have been possible to twitter your friends to let them know about a free concert. He was a mastermind in marketing. If people can figure out how to master marketing using these two items, it will help them whether it is real estate or any other product on the market. Thanks for the reminder that marketing is the key and free is sometimes good.
Sam The Video Dude | Sep 11, 2009 | Reply
When you push the free line and add value to your customers it comes back many times over. This is a good post!
Berlin Property | Oct 15, 2009 | Reply
Just found this now…Great article, thanks for sharing…”Knowledge is power”
Jennifer Stevenson | Dec 8, 2009 | Reply
A very good and knowledgeable article. Your work is really appreciated and admired. And above all thanks for sharing.
John | Jan 19, 2010 | Reply
How I wish I could visit Portland someday..Thanks for this post!
Aaron Majors | May 6, 2010 | Reply
I totally believe that the future of real estate will be influence by social media and good seo driven websites.
GOOD POST!!!
Thanks,
Aaron
albert | Sep 28, 2010 | Reply
promotion for estate marketing is also creating more jobs for advertising
Jonnet Solomon | Nov 20, 2010 | Reply
promotion for estate marketing is also creating more jobs for SEO now days
gary roberts | Dec 2, 2010 | Reply
estate marketing is really creating too many jobs for freelancers
gareth fields | Dec 11, 2010 | Reply
Estate marketing is on fire everywhere now a days
Portland Seo | Feb 20, 2011 | Reply
Great and knowledgeable article. Thanks for sharing.
Joshua Monesson | Aug 5, 2011 | Reply
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