Suspicious Minds: What Elvis can teach marketers 40+ years after he left the building.

For those that know me, I'm an Elvis fan. Well more of a 'fanatic', really... Well, pretty obsessed actually. I don't think I was given much of a choice growing up. My dad was a singer in the late 50's and 60's and idolised Presley. My mum was (as all females back then were) a fan girl who, had she ever seen him live, would definitely be down at the front lobbing various undergarments at the wiggling Adonis. My brother had preceded me by 5 years and didn't really like Elvis. By the time I arrived, it was more a case of "you WILL like Elvis"!

That's why tickets to see the new Elvis Evolution "immersive experience" were the ideal Christmas present to have received from my wife. But, as we headed down to the big smoke last week with tickets in hand, I'll admit my expectations were lukewarm. The reviews had been dire - headline after headline making it sound like a helluva "Jailhouse Flop".

But here's the thing... I had a brilliant time! No, it wasn't groundbreaking. No, it wasn't Vegas. But it was a lovely, well-produced little theatrical experience. Had we seen the same show in our local Curve Theatre in Leicester, I'd be telling everyone it was fab.

So why such a disconnect? Perception versus reality.

A little Less Conversation, A Little More Accuracy

The problem wasn't the show. The problem was the marketing. Elvis Evolution had been hyped to the heavens, billed as an “immersive, groundbreaking AI-powered spectacular”, promising to resurrect The King in ways humanity had never experienced before. When you set expectations that high, you invite people to expect the moon (or at least a holographic reincarnation) and then judge you harshly when you deliver a very good but modestly scaled stage show.

This is a lesson marketers forget all the time:

Perception shapes value. If your promise is too big, you leave customers feeling under-delivered, even if the product is great.

If your product is calibrated with your positioning, you over-deliver and leave them saying, “I Can’t Help Falling in Love with your brand.”

Always On Your Mind - a lesson in customer centricity

Elvis was a master of customer centricity long before marketing professors coined the term. He adored his fans and famously kept ticket prices as low as possible so everyone could see him perform. He once said:

“My fans want my shirt. They can have my shirt - they put it on my back.”

That’s customer centricity in its purest form... Thinking about the world through the eyes of your audience. Not what you want to sell but what they want to experience, how they want to feel, and what value they expect in return for their hard-earned cash.

Had the Elvis Evolution organisers taken the same approach, they might have avoided the hype trap. By setting realistic expectations and understanding what fans were truly coming for - a nostalgic, heartfelt celebration of The King - they could have crafted a message that matched the product experience. In other words, it’s not about being “All Shook Up” over fancy tech, it’s about giving fans “A Big Hunk o’ Love” in return for their ticket money.

Touch points make or break positioning. From first click to final encore

And this isn’t just about the ads. Every customer touchpoint shapes perception:

• The promise in the Facebook campaign.

• The ticketing experience.

• The look and feel of the venue and stage sets.

• The souvenir shop.

If your positioning is “immersive and revolutionary,” but the journey feels like a standard theatre night out, the disconnect erodes trust and value. Touch points need to align with the story you tell or you risk disappointment before the curtain even rises. A truly customer-centric brand makes sure “It’s Now or Never” at every interaction to reinforce their promise.

The big lesson for marketers: Don’t step on their Blue Suede Shoes

Elvis may have left the building 40+ years ago, but he’s still teaching marketers a thing or two:

1. Expectation is part of the product. Sell honestly, then delight by over-delivering.

2. Customer centricity is everything. Put yourself in your customers’ shoes - they’re the ones buying the ticket.

3. Align every touchpoint. From first click to final encore, make sure every moment reinforces your positioning.

In the end, Elvis Evolution wasn’t the jaw-dropping tech extravaganza die-hard fans expected. But it was a heartfelt, toe-tapping, nostalgic trip through the life of The King... and I loved it!

Maybe next time, the marketing needs less Vegas swagger and more Elvis honesty. Because when you truly understand your customers and line up every touchpoint to deliver on that promise, you don’t just meet expectations, you make their hearts sing.

And that’s how you build real brand love, long after they bring the curtain down!