Meet Them Where They Are (Case Study)

Relevance rules: Nonprofit marketingGet this! Media recluse Bob Dylan recently gave his first interview in a few years…to the AARP magazine.

Dylan and his handlers were being crafty, not crazy, here. Dylan’s just-released album, Shadows in the Night, is 100% Sinatra covers. “Bob…wanted to reach the AARP audience. And he thought that this record would be more appreciated by people who had more wisdom and experience in life,” says Robert Love, publisher of the magazine.

Relevance rules! What better way to love up Sinatra and Dylan fans than via AARP, which describes itself as “a nonprofit, nonpartisan organization that helps people 50 and older improve the quality of their lives?”

Where are your people? Figure it out, and get there soon.

P.S. I bet AARP thrilled many of its members with this exclusive as well. Win-win.

More Relevance Rules Case Studies & How-Tos
Match Your Message & Your People
Ray Bradbury Relevance—Ready to Roll: Libraries Take Your Mark
Too Many Choices—Your Greatest Pain Point

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Nancy Schwartz on February 4, 2015 in Planning and Evaluation | 3 comments
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  • juliosimon

    I had the pleasure of auditioning these tracks at AARP’s Radio Studios before the release and I can say I totally recommend this album…in fact I’m going straight to itunes to download it as soon as I finish this comment. In this album, Dylan uses a wind ensemble (or martial band) instead of the typical string orchestra; generating a beautiful sound that is so quintessentially American… reminds me of Aaron Copland

  • Julio, great to know! I heard a cut on the radio the other day and loved it.

  • juliosimon

    yes!…and I had totally forgotten about the Steel Guitar work on I’m a Fool to Want You… this is really a great artistic proposition by Dylan

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