Todd Rundgren, Rocker or Loyalty Leader?
When you think of an organization that is effective at building customer loyalty, you think of companies like Starbucks, USAA, and The Ritz-Carlton, right? Well add a new one to the mix. But this one isn’t a business; it’s singer/songwriter Todd Rundgren, of the song “Bang on the Drum All Day” fame.
Rundgren, whose career dates back to 1967 and is known for songs “Open My Eyes and “Hello It’s Me,” turned 60 on June 22. Rather than throw a fancy private party in honor of the landmark birthday, Rundgren opened his celebration to his fans on his estate in Hawaii and held a week-long extravaganza called ToddStock. He posted the invitation on his fan forum called the TRConnection in which he's actively engaged.
My colleague Susan Doherty was one of the 150 fans in attendance. She said Rundgren let the group camp on his property and he organized day trips, such as kayaking and hiking. He also provided the meals and drinks, gave tours of inside his new estate, and even played a concert on his lawn for the devotees.
Doherty said it was an experience of a lifetime—one she’ll never forget and will probably relay to many people over the years. Rundgren serves as an example to marketers who say it’s difficult to execute customer loyalty. The next time you’re in a rut, to get your creative juices flowing, think of Rundgren leading a group of fans on a hike through the mountains. Sometimes loyalty takes fewer resources than you think.
