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Our Partial Song Playlist
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Marketing Consultant • Website Design • Content Management • E-Commerce • Creative Design
Playing in a band for seven years was a great experience and I met some terrific people along the way. But underneath the music and entertainment level was a serious business at hand. From the start, I realized it wasn't just about the music because it was the customers who bought the drinks and supported the clubs. No, we were in the business of increasing revenues for our clients, the club owners. And we did that by keeping the customer satisfied! Interestingly, my experience as a musician laid the groundwork for what I do today. I'm still in the business of increasing revenues for my clients. Back then, it was for club owners, today, it's for corporations, large companies and small businesses. 'The Bergdoll Brothers', a two-man dance band comprised of John and Buzzy Bergdoll, performed in night clubs and did general business gigs like weddings, parties and functions in greater Boston and New England. Even though our audiences ranged from 20 year olds to the senior set I had a knack, or let's say instinct, for picking the right songs for the right crowd. This proved to be a valuable skill both then and now with our diverse client audiences. Our song repertoire included popular songs from the top 40 Billboard charts, rock, standards, sing-alongs and when necessary, country.
Good Vibrations: Meeting Expectations As entertainers, we were also expected to keep the customer satisfied. That meant making sure the customers had a good time, spent their money on food and drink, came back another night and brought their friends. So basically, our fundamental job was to make money for the club by keeping the customer satisfied, much akin to the expectations of Creative Solutions clients. New Visitors and Returning Customers One way we improved our customer experience was to regularly expand our music repertoire with fresh material. Another way was to create original medleys of songs tied together with a theme. So instead of starting and stopping with a bunch of unrelated songs, I developed our performances into a flow of music through groups of medleys. The strategy worked; the dance floor was always packed, it made money for the club owners and they kept wanting us back for more.
Our Strategy: Make Money for Our Clients Similarly, if Creative Solutions discovers today through our Website Analytics, for example, that a webpage is not living up to expectations, we can make the necessary adjustments. And just like me wanting a song to get a desired response, Creative Solutions works to make sure that each webpage or marketing piece delivers the intended desired response. Different Strokes for Different Folks When the customer crowd was young, we played rock because that's what kept them engaged. When the crowd was older, we played music to fit their tastes. And when it was a mixed crowd, well, I needed to strike the right balance to engage them all. Keep the customer satisfied and they'll call you back for more. The philosophy of focusing on the customer works as well today as it always did. Creative Solutions helps improve its clients business because we keep their customers satisfied.
The Pulse of the Crowd and the Art of Being Flexible This immediate response and on-the-spot flexibility allowed us to keep the dance floor busy all night. And when the crowd is busy dancing, they go back to their tables and order more drinks increasing revenues for the house, our primary goal. This flexibility also came in handy when a large crowd entered the room in the middle of a set. I would immediately adjust my playlist to accommodate the new visitors while being mindful of the tempo already established with the existing customers all the while making sure that we had a big closer song so that they would all stay until we returned from our break. Like the crowd that joined the party late, the strategic thinking at Creative Solutions has proven to be an invaluable resource in modifying customer behavior and helping clients navigate through today's fast changing marketing landscape.
Knowing Our Audience and Identifying Trends Popular taste in music, however, changes frequently and staying current was always important to keep the customer satisfied. When a recording artist was hot or a new trend in music was emerging I jumped all over it. So too is the case with websites, branding and design communications. Creative Solutions stays on top of identifying trends, staying current with emerging technologies and best practices. Sometimes marketing trends are worth exploring, but other times they are a 'flash-in-the-pan' and not worth the investment in time or money. Creative Solutions leverages its 20 years experience to decipher the difference. Crazy Little Thing Called Love, Dedication and Passion In my view, our tasteful arrangements and style helped set us apart from other duos. We worked on our arrangements and had a full sound. We often heard 'You two guys sound like a four or five piece orchestra." Here again is a fine example of how we developed our brand. Creative Solutions continues to do the same for its clients by helping set them apart as unique. My contributions were singing lead vocals, talking with the crowd, playing guitar, keyboards, programming the percussion instrument, selecting and preparing most of the music charts, and selecting each song as we went along. And to think, 'multi-tasking' wasn't even a word back then! Both Buzzy and I are self-taught musicians ... one instrument just seemed to lead to the next. The thing of it is, my passion for music was always there. It was completely absorbing. I loved all the strategic plannning, practicing, mingling with our diverse audiences and of course ... show time! It was exhilarating to turn our customers into 'raving fans' and influence so many people with our brand of music and entertainment. Not only that, the hard work and dedicated passion paid handsome dividends for our clients, the club owners. That same enthusiasm and all-consuming passion is still with me today. I love helping Creative Solutions' clients increase their revenues through our website design, website analytics, branding, design communications and business development. As a kid, I did this instinctively, now it's my business focus. Now after 20 years of business experience and insight, I have honed this skill further and have systemized it so that it can be replicated for each client. What I did then is what I continue to do now: increase revenues for my clients by keeping the customer satisfied!
These days I spend less time in the barbershop and hardly ever wear polyester (just kidding). I still love music and still get the same thrill from increasing revenues for my Creative Solutions clients by keeping their customers satisfied as I did when I played in the band. Rock on! # # # About The Author:
233 Manning Street, Needham MA 02492 Tel: (781) 444-8883 Home About Us Clients Say It Best Creative Services Client List © Creative Solutions, Inc 2008 All rights reserved
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