I Want My MTV

This month, I have chosen to blog about events or anniversaries that we recognize in the month of August and how they relate to marketing. First up on my list is the launch of MTV.
Believe it or not MTV will celebrate its 29th anniversary on August 1st. Whether you believe MTV to be worthwhile or not, you can’t deny the powerful influence that it had in the 80’s and 90’s – marketing is all about influence.
MTV from its start had almost an immediate influence on what was selling in the record stores (do they still have those?). Record stores where MTV was available found that even if the band was not receiving airtime on the local radio station, if it was playing on MTV, it was selling. That is influence!
MTV not only influenced record sales but they were making or breaking careers. Once popular contemporary artists like Christopher Cross began to see their careers dry up because they did not fit the MTV core audience. On the other hand, artists like Michael Jackson, Paula Abdul, Tears for Fears and such had great success due to MTV. Thriller was obviously a great album in its own right, but it’s out of control success is owed to MTV’s huge influence.
So why did MTV have such influence and power? I believe it is because they truly knew their audience (generally 14-24 year olds). While they catered to them, they also created trends that were followed. They were not only influencing the music they were listening to, but what they were wearing and saying. Remember “I want my MTV”, “Rock the Vote” or “Too much is never enough”.
Do you know your audience? Are you having an influence?
It doesn’t take catchy slogans or even Madonna to influence your audience. How about having the right product for the right audience at the right price? How about having excellent customer service? How about talking to your audience and asking them about their needs now and in the future. If you can engage your audience then you can influence them.
Now I must end with just one more MTV slogan:
“Think”.