Retail Observer

RETAILOBSERVER.COM JUNE 2016 40 I just went to my umpteenth Bruce Springsteen concert. I'm not going to write about how I got duped one minute after tickets went on sale and that my front row center seats cost twice what the face price was. As I expected it was a great event and I spent three and half hours out of my seat singing along with the crowd. What I didn't expect—especially after decades as a Springsteen follower—was to finally see some of the business lessons that keep the Boss and his iconic E Street Band at the top of their game. • Respect your audience—Best described by Dannos Tsakalos, Marketing Manager, TDG, "Bruce Springsteen treats his fans as human beings, not as wallets. He interacts with them… he brings them on stage and dances with them… he plays unrehearsed requests… he even comes out hours before the concert starts in order to play a short acoustic set as a 'thank you' for the early comers. In everything he does, it's obvious that not only does he respect them, but he also cares about the fans." • The best team wins—Since 1972, The E Street Band has been more than the Springsteen backup group, they are some of the best musicians on the planet. Although the group is rarely credited on the Boss' albums, individually and collectively, they are key to any Springsteen concert performance. When not touring with Bruce, they are some of the most in-demand musicians today. • Collaboration—In almost every number, the Boss gives sway to another band member and gives each the spotlight at some point in the concert for a long solo highlighting their individual talents. • Fans not customers—As Ken Blanchard wrote years ago in his book Raving Fans the difference between customers and fans is loyalty and referrals. Customers buy once; fans won't buy anywhere else. Fans bring their friends who become fans too. I frequently take a newbie with me to a Springsteen concert. I've never had a friend only go once. They're immediately converted. They start buying albums and listening to E Street radio on Sirius/ XM. They give me a heads up when the next concert date is announced. They're fans for life. • Credit (and pay) the band–Late in every concert one song is extended to include an elaborate introduction of each member of the band by Springsteen, introducing nicknames, characterizing some like "Professor" Roy Bittan, "Miami" Steve Van Zandt, "Phantom" Dan Federici, "Mighty" Max Weinberg, and Garry "W." Tallent. Other band members now include Soozie Tyrell, Charles Giordano, Nils Lofgren, and the Boss' wife Patti Scialfa. Until his death in 2011, Springsteen would whip the audience into frenzy for the final, over-the-top introduction of the late "Big Man," Clarence Clemons. Even more impressive, Springsteen splits concert revenues equally with the band members, a practice almost unheard of for backing bands in the music industry. • Future proofing–And there's even an element of succession planning as saxophonist Clarence Clemmons' nephew Jake has replaced him and Max Weinberg's son Jay often sits in for him. • Be an activist—As I've written in the past, cause marketing pays. The Boss has lent his name to causes he thinks are important since he first started performing. He has spoken out and raised money for nuclear disarmament, Vietnam veterans, USA for Africa, Human Rights Now!, LGBT rights, Concert for Sandy Relief, revitalization of Asbury Park, Amnesty International and President Obama's 2008 campaign. Concerts end with Springsteen's famous call-out to his band "Tonight, you've just seen… the heart-stopping, pants-dropping, house-rocking, earth-quaking, booty-shaking, Viagra-taking, love- making, legendary E–Street–Band!" And that should be your goal–to make your company a heart-stopping, house-rocking, earth- quaking, booty-shaking experience for both your "fans" and your "band members". Elly Valas is an author, speaker and retail consultant. She can be reached at elly@ellyvalas.com or 303-316-7568. Elly Valas Retail Views RO THIS BOSS KNOWS HIS BUSINESS

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