The world-famous violinist Joshua Bell stood and played for 45 minutes in a Washington D.C. metro station in the winter of 2007. It was rush hour and thousands of people walked straight past. Only six stopped to listen, and he took home USD32. Two days before, he had sold out a concert at a theatre in Boston where the average ticket was sold for USD100.
“If you are not in the right place at the right time, you won’t succeed,” emphasized Rachel Zalta, the Creative Strategist at Taboola, the leading content discovery platform and a Sherlock Communications client. In her speech at Adtech & Data 2018, organized by IAB Brazil in September, Zalta used the Joshua Bell example to reinforce the importance of context for brands to reach their full potential.
There is a world of difference between playing in a renowned theatre in the city and playing in a subway station. As Joshua demonstrated, in terms of his ability to sell his work, the talent of the musician and quality of the music were secondary. When it comes to reputation, context is everything.
What would have happened if, instead, Joshua Bell had stood in front of the doors to the metro wagon? People would certainly notice him, but in one moment, he would go from a musician whose music you might appreciate, to a guy hindering your passage. That is what he would be remembered for – getting in your way. Nobody likes to feel intruded upon, and the lesson goes for brands as well. Encourage positive associations about what you are offering. And don’t be intrusive.
