Will it play in Peoria?
It’s been awhile since I’ve heard that statement, but every now and then it still surfaces. Before social media, big data and predictive analytics … “Will it play in Peoria?” was a question with a special meaning for marketers.
During the heyday of American vaudeville, the answer to that question determined whether a show would be a hit or a flop. The thinking was if it wasn't acceptable to those in the heart of America's heartland, there was no chance it would make it anywhere else in the country. If it didn’t receive a strong approval, one of two things usually happened: The production was rewritten, or it was canceled. With that, the phrase later became an association with an initial target area for testing new products, services, and even for gathering political viewpoints.
New questions from Peoria…
Not long ago, Gartner analyst Laura McLellan predicted that by 2017, the CMO will spend more on IT than the CIO. In fact, articles now appear quite frequently explaining how CMOs are becoming the big spenders on technology. The technology solutions mentioned in many of those articles span marketing functions that will invoke new and deeper questions like:
· Where specifically in Peoria did it trend best?
· What communication channels filled the house … Email? Mobile? Search? Social? Video? Print?
· How did we encourage, track and respond to audience / sponsor engagement?
· Which guests were the most profitable?
· Which guests are likely to be advocates?
Your marketing organizations technology needs will vary based on your industry and customer engagement processes. But make no mistake; the marketing technology landscape is shifting the questions that will come from Peoria.