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Lessons from Ellen DeGeneres
I was prepared to write to you about the many reasons to subscribe to your local business journal, and I'll do that another month. Right now I feel compelled to say a few words sooner rather than later about "The Ellen DeGeneres Show."
I've been working on a half-day version of my audience development workshop, but the truth is, all you really need to know about connecting with your audience you can learn from this weekday morning talk show.
Everything about this show is designed to involve Ellen’s viewers, whether they are live in the studio or remote in living rooms far, far away. If a talk show host can successfully make people — strangers! — so far away feel like they know her — and love her — imagine how much easier it will be for you to engage folks in your own backyard, who you can actually meet live and in person.
Ellen's world is a place where:
- The studio audience can decide the topic of the day's monologue
- Home viewers are invited to be guests
- Home viewers are offered the opportunity to invite Ellen to attend their events
- Ellen responds to viewers with phone calls and home visits
- Viewers send in materials for ongoing bits, like pictures of babies who look like celebrities
- The web site features 11 ways to "be a part of the show"
Most of all, Ellen connects with her viewers through dancing.
For some time now, she's been opening her show with a dance-in. Ellen dances her way through the aisles, where everyone is up on their feet grooving, while the DJ spins. I, for one, never miss this opportunity to step away from the computer.
The show features young dance troupes, as well as videos sent in by viewers dancing at home. Ellen dances with guests, like John Travolta. One former June Taylor-type dancer showed Ellen how to create a "big finish" for her numbers.
"The Ellen DeGeneres Show" demonstrates the powerful difference between what, in marketing parlance, is called "push" and "pull."
Too often in the arts we "push" our ideas and ideals into the world, assuming that, since they are so important to us, they will or should be to others, as well. "Push" was the basic premise of mass media commercials that repeated ad nauseum across radio, TV, and print. Past the point of overload, no one responds to push anymore.
(When's the last time you received a telemarketing phone call?)
Today, marketers realize the wisdom of "pulling" in customers on their own terms. Customers become the drivers — and even owners — of the experience. Hence the power of blogs and fan clubs, write-your-own book reviews and design-your-own sneakers. Apple is encouraging customers to design dashboard widgets for its new Tiger operating system by featuring them as free downloads from its website.
"The Ellen DeGeneres Show" is an inspired example of how much people want to be a part of the show, and of how we can invite that participation in creative and fun ways. Check it out. I'll be dancing right along with you.
Best,
Ann
September 2005