Insights|Blog

When better than Nigel Tufnel Day, or 11/11/11, to talk about the relative volume of your marketing efforts in business, and the fans brought in by those efforts?

11/11/11 gives us the perfect excuse to take 2 minutes out of our workday to relive the funniest moments of This Is Spinal Tap. At the same time, it reinforces to us that Hollywood is full of business lessons—in the most unexpected places.

In the scene, you hear the sustain; or, do you? Often, the going assumption is that what worked before in sales and marketing will sustain going forward. Alas, the world changes quickly, and it may be time to consider new ideas and marketing techniques. We see the greatest opportunity in digitally balancing your business—considering how much is online versus offline, and whether people still hold onto the assumption that 95% of their efforts should go into old offline infrastructure.

Ask yourself this: If consumers all want the richest, deepest sound, why do they listen to digital files that are far inferior to vinyl for great audio? Because convenience wins over sound quality, and the digital enablement of this convenience means that it’s where money is being made. Though I worked at Tower Records when in high school, I would say, “Sorry Mr. Tufnel, we need to spend more online.”

At Stax, we tap into what the markets and your customers want, tell you where to find them, and how to deliver profitably—so you can rock on.