Reference no: EM132164145
CASE STUDY : PARROT HEADS UNITE!
Are you a Parrot Head? If you don't know what that is, then you definitely are not. Jimmy Buffett fans all over the world proudly refer to themselves by this name. In many respects, they represent one of the most dedicated fan bases anywhere.
Why the name Parrot Head? In a 1985 concert, a member of the Eagles looked at the audience members with their bright Hawaiian shirts. He announced that they "looked like Deadheads in tropical suits. They're like Parrot Heads."
Some critics think Jimmy Buffett's career peaked in the late 1970s, though between 1978 and 2006 he released eight gold, six platinum, and three multiplatinum records. During this period he gained a reputation for his concerts, wrote five best sellers, and became one of the world's wealthiest musicians through his Margaritaville brand, a multibillion dollar business that includes restaurants and casinos.
Buffett fans gather by the thousands at concerts. Each event is like a beach party, with fans decked out in Hawaiian shirts and parrot hats. But the concert itself is only part of the experience. Fans get to know each other year after year at tailgate parties. So many people party before Buffett concerts, in fact, that many venues charge admission now just to get into the tailgating area.
In recent years, Parrott Heads have taken to social media to share their enthusiasm for the brand. In a MomentFeed study of 65 restaurant brands on Instagram, Margaritaville took the top spot for the average number of photos tagged to the brand's locations.
Kyle Collins, the director of marketing for the Margaritaville Hospitality Group believes it is the company's responsiveness to fans' posts that has led to the high engagement numbers on Instagram. Social media with its viral nature and ability to empower and engage consumers seems like a perfect fit for a "cult brand" like Buffett's Margaritaville. Cult brands motivate what has been described by Bueno and Jeffrey as an almost "magical participation with their customers, helping them to embrace a certain way of being."
These brands find ways to play an important part in the lives of their fans, treating them like family members. Bueno and Jeffrey go on to explain that Parrot Heads are drawn to Margaritaville's lifestyle, reflected in Maslow's B-values of aliveness and playfulness. They draw energy from the experience individually, but more importantly, want to share it with others.
How die-hard are Buffett fans? Consider that many plan regular vacations around a Buffett concert (some have racked up dozens) or special trips to visit Buffett-themed restaurants in Caribbean destinations.
Fans will even have the option to own a timeshare condo in St. Thomas at the Margaritaville Vacation Club, a partnership between Jimmy Buffett and Wyndham, Inc. Houses, boats, and RVs decked out in tropical Buffet décor are not uncommon, and there have been a good number of Parrot Head-themed weddings.
Buffett fans come from all walks of life, age groups, and occupations; they typically cite "escapism" as a reason for their devotion.
But Parrot Heads do much more than just "wasting away again in Margaritaville." Many spend their free time as volunteers at blood drives, raise thousands of dollars to grant the wishes of sick kids, or build houses for the needy.
Parrot Heads in Paradise, a group of fans with more than 26,500 chapters, has donated more than $39 million and 3.4 million volunteer hours to charity.
DISCUSSION QUESTIONS
Discuss how Jimmy Buffet fans and the Parrot Heads in Paradise clubs connect with your understanding of the role of consumer identity and lifestyle marketing. Are there particular personality or lifestyle characteristics that Parrot Heads share?
Describe the brand personality for Margaritaville. How does it compare with other brand personalities with which you're familiar? What has led to the long-term success this brand franchise has experienced? Why have some experts come to consider it a "cult brand"?
What kind of opportunities does the existence of the Buffett community present to marketers? Develop a list of specific marketing and promotional tactics they might use to reach this target market.