In the age of information overload, it has become highly essential for the brands to constantly ‘up’ their levels. This is to ‘stand out’ amongst the several other brands, which are providing the same set of services or products to the consumers. With the rapidly advancing technology, the need of reinventing the marketing and branding strategies is now incessant!
As it is quite evident, there are a lot of self-proclaimed ‘experts’ and ‘pundits’, who dictate the branding strategy do’s and don’ts. Most of us fall for it and end up experimenting or rather disrupting the brand image, sometimes. Instead of falling for such schemes which offer short-term benefits and lead to disastrous effects, in the long run, it is beneficial to learn from the experts. By experts, we also mean the celebrities who have caused upheaval in terms of their own personal branding. These celebrities heavily rely upon tried and tested techniques, as their branding depends upon their own self. They are a brand identity in their own self.
Take the cue from the master marketer Taylor Swift. The ‘1989’ singer and diva reinvented her branding strategies and even her brand image, not so long ago. She began with the most radical step- she deleted all of her posts on the social media. This is a step that collides with the strategy of several branding and marketing strategists, as it is extremely drastic. Naturally, only someone as famous as Taylor Swift can manage to pull off such an act and end up increasing the number of the loyalists, AKA the Swifties.
The core idea at the marketing ‘gimmicks’ that Swift implemented was what is known today as FOMO- Fear of Missing Out. This is the driving force or the motivational source of the millennials. They form the majority of the fanbase of the star. It is quite essential to note how the entire PR team of Swift and even her, have tapped this feeling and used it to their maximum benefit! After removing the old posts, the radio silence that followed left the followers stunned and shocked! After all, she used to post regularly and her social media presence was quite noteworthy! This gives us a lesson that disruption is not negative at all times!
Now, after it was evident that the curiosity levels of the fans had piqued enough, there was a series of mysterious posts. These were quite contradictory to her image- to that of a sweet teen, the girl-next-door. They were dark in nature, and this aroused the fans even more! Once seen in a chronological order, these posts were strategically placed to gain maximum attention before the big announcement. There were posts of a snake, which was in reference to the spat which got much of media attention. She was labeled allegedly as a snake in the KimKanye spat. This was also utilized in a very deft manner by Taylor Swift, for the release of her new album.
The PR team of the singer also ‘swiftly’ used the preview options for videos that they uploaded on social media so that the fans did not even have to view the complete videos. It was also easily comprehensible, for what lay ahead. This feature helped the fans a lot- since they didn’t have to view the videos. However, they could know what it is! Complete working knowledge about the functionality of social media platforms is a key component in facilitating the success of marketing campaigns.
Apart from this, Swift and her PR team broke the conventions. They partnered with the brands which do not completely align or resonate with the brand image of Taylor Swift! It was astonishing for people to see Taylor Swift on the UPS delivery trucks! She even did a partnership with the cellular network AT&T and Target, in order to promote her own brand identity, and her work. The alignment of her social media strategy was directly proportionate to the theme of her song “Look What You Made Me Do”. The song comprises of the lyrics of how Taylor is unreachable- as she is dead. This is also in sync with the process of deleting the social media posts. Iowa City Police also teamed up with her! (WOW!)
Apart from the compelling and overpowering online marketing, Swift also was highly successful in carrying out vigorous offline marketing, by selling the album merchandise. This may seem to be a very common and ordinary trick. However, Swift here too changed the rules of the game. Each time a fan bought the merchandise, they got farther in a ‘virtual queue’, to get the tickets of the singer’s tour.
The involvement and the personal touch of the brand are always beneficial. The diva ensures that she is very much a part of the lives of her fans. She responds to them regularly, and even went out to send personalized gifts to them! The digital marketers ought to analyze their target audience and change the way of communication. It always has to be a two-way street. Not only that, provide your consumers an experience, and not just a product- just like Taylor Swift!