Engaging the Consumer

keith-urban-10Friday evening my wonderful husband took me to see Keith Urban and Sugarland in concert at Tulsa’s BOK Center. If you knew how much my husband despises country music, you would realize what a sacrifice this was for him.

But that’s beside the point.

I enjoyed the concert a great deal, but one thing in particular stuck out in my mind. During the two plus hours of rocking music, Keith Urban did a fantastic job of working the crowd. At one point early on, he made his way through the throngs of insane female fans on the floor, playing guitar the entire way, to a small stage at the back of the arena where he then played a relatively low-key, acoustic set. He later moved from the main stage to the side of the arena for a song as well. In between, Urban energetically worked the main stage, playing every corner. Urban and Sugarland even combined forces to throw the Oklahoma audience into a tizzy by singing “You’re the Reason God Made Oklahoma,” which they claimed to have just practiced Friday afternoon as a treat.

Now, I’ve been to many concerts in my life and this was the first time where I truly felt like the artist was connected with the audience. Urban wanted us to have fun, and worked hard to make it so. My marketing mind mulled that one all weekend, thinking about how important it is for brands to find the right balance between selling a product and connecting with the consumer.

How many brands have you found that truly interact with the consumer, whether that is through social media channels or mainstream marketing methods? Does the amount of time a brand spends engaged directly with you impact your loyalty? I’m curious what you think.


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