Brands Can Learn from Taylor Swift's Marketing Era
Business-to-consumer brands can learn a lot from Taylor Swift. She is making money and growing her audience daily by implementing marketing best practices that work, y’all! She’s in her MARKETING ERA.
I was recently asked in a couple of job interviews, “What brand do you think is most successful right now?”- and my answer both times was, “Taylor Swift!” Let me explain. Over the past year and a half, I have become a hard-core Swifite. I’ve been #INFLUENCED! I mean to the point that my friends are like, “Who are you?!” as I’m cheering on the Chiefs in the NFL Playoffs and watching the Super Bowl for more than just the commercials.
I’m even watching football podcasts of Taylor’s boyfriend, Travis Kelce! And of course, I’m watching clips of the Eras Tour as they are being live-streamed across the world on TikTok. I’m hooked on this superstar, her romantic relationship, and her record-breaking marketing tactics! Okay, fan-girlness aside- as a marketer, I respect Taylor Swift as a brand and applaud these marketing moves that every consumer brand should be taking note of.
WHAT BRANDS CAN LEARN FROM TAYLOR SWIFT’S MARKETING ERA
Authentically being the under-dog
Since she was fifteen, Taylor Swift has been writing about her relationships and sparing no detail of her heartbreak along the way. Now that she has found love on the football field with Travis, her Swiftie fans are cheering her on like never before. Her boyfriend’s merch sold out after their relationship was revealed at a KC Chiefs game!
When Taylor’s former record label sold her masters, she came out with her own versions of her songs so that she could own the rights. Fans supported her and bought all their favorite songs- again.
There is a sense of community that comes in rooting for the underdog. I encourage brands to share the struggles of their humble beginnings and honor their history in blog posts and on social media channels. Your fans will value your journey to success and support you.
Surprising and delighting audiences
Taylor Swift’s social media accounts are full of teasers to build awareness and anticipation leading up to all of her album releases and other surprises! Fans go crazy for these “easter egg” clues. She also surprises fans with exclusive pre-album release events and listening parties.
Brands can take this tactic into product launches and other releases. I did this when I worked on the 2020 Nissan TITAN launch. There was a social media teaser strategy leading up to the debut as well as merch designed especially for select social media fans to reward them for their engagement. This campaign generated over one million social media impressions within the first few days!
Doing the right thing and being socially responsible
Taylor sets an example as an LGBTQ advocate, supporting fans’ families in tragic times, encouraging people to vote, getting water delivered to fans in Argentina during a heat-wave concert, and many more acts of service.
More and more younger generations seek out brands that they align with from a cultural and lifestyle perspective. Brands that take a stand tend to stand out and gain their niche followers quicker.
Ignoring the haters and letting the fans and legal team handle them
As Taylor said in her 2023 TIME Magazine Person of the Year interview, “Trash takes itself out every single time.” Taylor is no stranger to scandal and rumors, often by no fault of her own. Recently, there was a series of inappropriate AI photos of her all over X (formerly Twitter), and fans and legal authorities took action to get them taken down quickly. She simply smiled and kept shaking it off at her shows. The drama went away as quickly as it came.
As a marketer, I know the value of letting a negative comment just sit. The fans that love you will defend you and if it is anything too serious, the legal department will step in to address it. Brands don’t have to delete negative comments or reviews. For every bad comment or review, there will be three or four more positive ones. The truth always comes out.
Innovating with exclusive partnerships
Taylor Swift’s Eras Tour has made BILLIONS by creating deals with AMC Theaters, Disney+, and others to not only bring the experience to more fans, but to also create EXCLUSIVITY that drives demand. Singapore snagged a six-night concert series and exclusive rights to the show in Southeast Asia. That’s probably the best tourism dollars ever spent! (Like ever.)
Brands that are creative and bold with their partnerships will win lifetime fans. This is a great way to take a category lead over the competition!
Creating merch, merch, and more merch – with options
Taylor Swift is releasing her ELEVENTH studio album, “The Tortured Poets Department” on April 19, 2024. There are four album covers and bonus songs on each one for fans to choose from…and there’s more to purchase and collect! Taylor’s website offers format options too: digital download, CD, Vinyl, and even cassette tape - Do people still use those?! These are all sold directly to consumers because T.Swift doesn’t need a middleman!
Brands have an opportunity to give their consumers a voice by letting them weigh in on new flavors, colors, sizes, or whatever options are available. The more the merrier. People like options!
Taylor Swift continues to guide the way for brands in her marketing era. I am anxiously awaiting what she will do next! Until then, I’ll be over here streaming my favorite songs (Taylor’s Version of course).
