Why You Should Channel This Living Rock ‘N’ Roll Hero In Your Marketing
As the frontman for Hard Rock act Clutch, Neil Fallon is a highly-respected musician. Clutch enjoyed a large wave of popularity in the mid-to-late 1990s, and while they have never quite broken into the mainstream, they’ve received heaps of praise from critics while assembling legions of die-hard fans ever-aching for the next Clutch release.
Clutch’s appeal runs far and wide, and their music became a connection for father-son duo Adam and Tyler Pomerantz. With Adam on drums and 9-year-old Tyler on guitar duties, the pair regularly cover Clutch songs in their basement, releasing the video footage onto Twitter and other social media platforms.
When Neil Fallon heard about it, he immediately jumped on board. He reached out to Adam and offered to lend some vocals to one of their Clutch covers. To his surprise, Adam responded by explaining that young Adam had some original music he’d love for Fallon to sing on.
Always the cool rock star (and a father himself), Fallon obliged. Together, the trio created a track called “The Joy of Homeschooling,” a hard-driving rocker that sounds much like a genuine Clutch track.
To be sure, this is something young Adam and his dad will never forget, and it’s likely something they’ll both cherish for the rest of their lives.
Why Neil Fallon’s Actions Are Noteworthy From a Marketing Perspective
Here’s why Fallon’s actions matter—and the lessons to learn from them:
1. Free press coverage. We’re covering it here for the marketing angle, but the underground rock community is also eating it up. Music site Loudwire covered it. The PRP covered it. These are major publications that Clutch fans frequent, which means they’re getting pulled back into the Clutch orbit once they read the story.
The Lesson: Your press-worthy moments aren’t limited to the typical products and services you offer. Acts of charity and community-focus can drive just as much attention as a commercial—and they’re much more memorable.
2. Turning huge fans into super fans. Think about this from Adam and Tyler’s perspective. One of their favorite musicians reached out to them and offered to collaborate. Afterward, Adam likely told everyone at work about it, and Tyler likely told all of his friends and classmates about it. Little by little, this word of mouth helps to build intrigue and bring new fans to Clutch.
The Lesson: Your biggest fans are your biggest supporters. If you can expand this demographic, you can cultivate brand evangelists who will spread the word about your brand on your behalf. Example: Think of all the people who wait overnight for new Apple products!
3. Neil Fallon put real time and effort into it. Neil Fallon has a reputation for lending his vocals, and he always does a great job for the bands he supports. For Adam and Tyler, his vocals are just as powerful, compelling, and authoritative as anything he does for Clutch.
The Lesson: You can’t fake good deeds. Fans and haters can spot dishonesty from a mile away, so your efforts must be genuine. This is also a reminder to always go the extra mile. Think of a snack brand that offers free chips to people who are willing to promote the product on their Instagram channel. While this is a good start, offering a standard product or service is relatively boring (and isn’t newsworthy). Think hard. How can you engage with fans in a way that delights and surprises?