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ERNIE, please use the form on the
linked page. Last week, Tom Marsh, the marketing genius behind BrassRing Systems’
rapid rise, stopped in for a meal to tell us about the latest release of
their product (Version 3.8). Complete with scheduling and communications
upgrades (an Outlook integration), the new release adds functionality and
fixes the bugs we’ve been hearing about.
Like all of the guests we really fawn over, Tom brought the gift of an
interesting idea (he called it a ‘thought meteor’).
After following our discontent with the term ‘advertising’ and our
constant search for a new core metaphor for the industry, Tom’s suggestion
was simple and interesting. He’d noticed that we are increasingly worried
about systems (and failing business models) that get in the way of the
core communications that form the transactions of our world. He said “What
if Recruiting is like a song?”
“I’ve always been amazed by the relationship between a musician and her
audience. Somehow, particularly in popular music, a bond between performer
and audience forms. The singer sings, the audience member hears and
emotions-ideas are communicated. A good song well sung stays in the head
of the listener.”
As you might imagine, we got off on a long digression about finding the
right audience, segmenting so that the wrong song doesn’t offend the wrong
audience and other technical details. But, at the heart of the discussion,
we were impressed. Recruiting is a form of musical conversation between
the singer of the right song and the listener.
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