Overnight Success?

Last night I watched Carrie Underwood win entertainer of the year at the Academy of Country Music Awards for the second consecutive year. As she excitedly accepted the award and gave thanks to all, I thought about how few of the American Idol graduates have truly “made it.” She is the top one. For all the hype and attention Idol receives, its winners, mostly, are not even one-hit wonders.

Why?

Many cynics may answer that fame is fleeting or that the attention span of the average American is short. While both may be true, I don’t think that either apply to this situation. The answer lies with all the other winners last night who were not contestants on Idol. Although they may suddenly appear on the national scene, they are not overnight successes. No, they have been performing for years, building a fan base. Successful performers do more than thank their fans. They interact with them. They talk to them. They sign autographs. They wade into the audience during the performance and do meet and greets after. They tweet their fans and have a MySpace or Facebook page.

As a back stage coordinator for Country Fest and Rock Fest for a couple of years, I witnessed this process first hand. An artist who was just getting his start at the time, Jonny Lang, sticks out in my mind. After his performance, the autograph line was so long that finding its end was difficult. That didn’t bother Jonny. He stood in the booth, talked to the fans, had his picture taken hundreds, if not thousands of times, and signed until the last fan was satisfied. In fact, the next act almost finished before he was done. From my perspective, he and his management were very easy to coordinate.

I can’t say that for everyone. There were some big names who were very difficult. You’d be surprised at the acts which made me cut the line and disappoint fans. I did not like doing that. Turning away a customer goes against my grain.

For those of you who are thinking, “There is more to success than pleasing the fans such as good tunes and new stuff,” I agree. However, giving fans attention increases their connection with the artist and that builds loyalty. Loyal fans play well-loved tunes longer and more patiently wait for new ones. Shania Twain is an excellent example of an artist who has loyal fans. Although she has not had a new album in years, her fan base is eagerly awaiting one. Her appearance on Idol this year was highly watched, prompting the producers to invite her back for next season. Just like Shania, the other winners last night have spent years building that fan base at every performance they give.

As business people, we would be wise to take that same attitude with each customer. View each customer not as a single transaction, but as a life-time customer. Even if what you sell is only purchased once in a lifetime, customers talk to other potential customers. Word of mouth is powerful marketing. Encourage customers to say positive comments about your business. Give each customer the attention that you give your biggest customer. Treat each customer as critical to the health of your business.

In truth, they are.