One of my favourite blogs is written by a guy named Scott Ginsberg. His blog is always filled with great advice about standing out from the crowd and being memorable. He recently posted about finding a “Huh?” for your product, which basically is something that makes people stop and ask themselves that eternal question, “Huh?”
We decided to give it a go at the recent Ohio Music Educators Conference where we were promoting our new musical, Shout!. All of the music in Shout! is performed a cappella so we knew we wanted our “Huh?” to reflect that. We brainstormed on a variety of ideas until we had our little “Aha!” moment: The only “musical instrument” you need to perform Shout! is a pitch pipe!
We bought a shiny silver pitch pipe and put it in a classy display case (intended for displaying baseballs, of all things!). We put the display case on a pedestal, made sure it was nicely lit, and attached a little sign reading, “You need one musical instrument to perform Shout!”
It worked great. Everybody who walked by the table stopped to look at this curious little case. We confused a few people – some thought it was a pitch pipe of some historical significance (used by the choir at the Lincoln inauguration perhaps?). Some even thought it must be diamond-studded to be kept behind glass.
But in every case the “Huh?” sparked conversation. About Shout!