of his new music-and even fewer will admit to still being fans.     The Art of KISSing: Rolling Out the Strategy   Creating a vast fan base requires more than having the right product and promotional campaign in place; it also requires strategies to induce trial of the product in the right markets. Having released three records in just over one year and with image, concert experi- ence, and brand strategies in place, it was time to roll out the KISS brand-take it to the people. With all four members living in the back of a station wagon and in cheap motels, they took the KISS experience to rural North America. Their first stop would be South Edmonton in Alberta, Canada, where they appeared as a replacement for another group. KISS toured and played anyplace someone would listen; however, the members were strategic in choosing the cities they visited. In his book, Kiss and Sell (Billboard Books, 1997), Chris Lendt explains the rollout strategy that established KISSs brand. "Performing in out-of- the-way places was a key ingredients to KISSs success. KISS would appear anywhere and take with them their legendary stage show with all of its trappings-the full arsenal of explosions, fire, smoke, flash pots, flame shooters, bombs, props, lights, and sound. No town was too small for KISS to appear at local hall." From Ashville, Columbia, and Wyandotte to Lethbridge, Kitch- ener, and Regina, small towns were central to KISSs fan-building strategy. Why? Because KISS could roll in and be the biggest thing to hit Wyandotte-perhaps ever-leaving a lasting impression in its wake. While the band might not make as big a splash or have as great an impact in Los Angeles or Chicago, where concerts by famous per- formers were commonplace, it could be the most exciting event of the year in towns that big-name bands ignored. This was grassroots marketing, rock-and-roll style. To build momentum and publicity, KISS courted the press every- where it went. Frankly, most people found the group so strange that it wasnt hard to get media coverage-though granted, it was often     less than flattering. Nevertheless, KISS focused on its impact on its fans. "From the time we started in New York City, our belief was always that we can love other bands. But alls fair in love and rock and roll," says Stanley. "When we hit the stage, our purpose and our mis- sion is to destroy any other band these people have heard before us or will hear after us." Consequently, announcing a KISS concert in a small, rural Amer- ican town was like throwing raw meat to hungry dogs. Kids living in these conservative towns were even more drawn to the drama of KISS because the rest of the townspeople were so against what they thought the band stood for. Concertgoers packed fairgrounds and skating rinks to live the KISS experience theyd heard about. Never rude and never turning away kids seeking autographs, KISS built its brand at the grassroots level. Farmers, blue-collar workers, and mid- dle America appreciated KISS coming to their usually neglected towns, where