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For many people, a brand is just a company name and logo. But in reality, it is much more than that. When people buy famous things or products, they pay for prestige, image, and emotional satisfaction. But can every project become famous and earn many times more than others? Let’s analyze the example of Taylor Swift and her Eras Tour.
By the way, our team has put together a playlist with the singer’s songs for you. So, turn it on and read the article below!
What is branding?
A little theory to understand the information. Branding is a powerful marketing communications tool that generates demand and drives sales. A brand regulates consumer behavior and creates a sustainable, favorable image of a company and product. In today’s marketing system, the formation and promotion of brands is central. Advertising campaigns for such promotion have their own peculiarities. By advertising a company, business owners seek to increase its recognition, image, and ratings.
Below we will analyze from A to Z an example of a strong brand built by singer Taylor Swift.
Taylor Swift as an example of popularity
First, it is worth telling you who she is and why we are going to talk about her.
Taylor Swift is not just a pop star. She and her team are brilliant marketers who captivate audiences around the world. One of the prime examples of her marketing skills is The Eras Tour. This is a monumental concert event that demonstrated her evolution as an artist.
This tour is one of the most profitable among pop stars of all time. It is estimated to have brought in over $1 billion. The records don’t stop there.
On the first day of Taylor’s “eras” tour, 2.4 million tickets were sold, breaking records for the number of tickets sold by an artist in one day. Ten weeks after the tour started, Taylor’s popularity increased by 79%. As a result, the singer earned millions for her performances every week.
Eras Tour analytics: catalog by weeks (official data on demand in the USA):
Tips for brand promotion
Based on the tour data and analysis, we’ve compiled a list of recommendations that not only helped Taylor Swift achieve such amazing results, but can also be useful for branding your own company or product.
1. Create exciting experiences
Eras Tour was more than just concerts. It was an event that engaged all the senses. From complex stage designs with incredible visual effects to special cocktails, every detail contributed to the overall experience.
- Visitors participated in the show with the help of programmed RFID bracelets.
- During the performance of the superhit “Bad Blood”, the pyrotechnics were so intense that you could feel the heat.
- The audience enjoyed clear sound while watching the recorded content that was on the stage with LEDs. It enhanced the storyline.
You can apply this experience in your work — using all the senses. To create an atmosphere that will immerse the audience in the world of your brand. If your business is represented offline, you can easily use aroma design or audio design. This will add a special touch to your branding.
2. Evoke emotional resonance through content
Taylor Swift’s work is known for its emotional resonance. The way her fans can feel the ups and downs of her narratives makes her music recognizable.
Just like her songs, you can create content that resonates deeply with your target audience. Using the power of emotions, you can arouse genuine interest and loyalty to your brand.
Marketers, in turn, can build strong connections with subscribers and create unforgettable experiences for them through the content component. But in order to create such content, you need to have a clear understanding of such things as:
- the target audience of the project, on this topic, we have an article “Identifying and Segmenting the Target Audience in B2C”;
- project positioning — how it should be perceived at the level of consumer consciousness;
- project communication strategy.
In addition, you need to be immersed in the project, preferably using the product yourself and following market trends at the same time. It helps to be on the same page with the audience and speak the same language.
3. Get closer to your target audience
Despite the fact that the heroine of our article is one of the most famous pop stars in the world, Taylor is simple. During the tour, the singer said that she wrote the songs “Folklore” and “Evermore” when she was at home during the pandemic, with nothing to do but drink wine and watch TV.
During her performances, she is surprisingly human, sometimes confusing the words of her unexpected songs or getting her hair stuck to her costumes. Her fans love this because it makes her feel like she’s “one of their own”, like someone they can relate to.
Marketers can connect with their audience on a deep level by showing a side of the brand that is close to them. Not everything you post has to be polished to appeal to your audience. It is much more important to feel the same needs of the target audience so that they understand that you can be trusted and understand their problems. It is also very important to show the “behind the scenes”: the process of teamwork or product creation. Don’t forget to add humanity to the brand so that the audience becomes closer. Use storytelling techniques, give your brand a “face” in the form of a live representative or a created character. In addition, don’t be formulaic, don’t forget about humor, and don’t be afraid to make mistakes.
4. Develop your brand in step with the times
Taylor Swift started out as a country music artist. Her style has evolved and touched many genres throughout her career. On the Eras Tour, she takes her fans through this development. The artist’s journey through the different stages of her career (her albums) demonstrated the importance of growth in marketing. She fearlessly embraced change, experimenting with different musical styles. Some fans were with her from the very beginning. Some appeared at other times in her career.
Using trends, Taylor grew her audience, attracted new fans, and retained existing ones.
As a digital specialist, you can keep up with trends and attract a new audience to your project. At the same time, you can maintain your brand identity and use marketing strategies. It’s important to remember that one product cannot be constant. It must adapt to the needs of the target audience and market changes. For example, you used to sell cosmetics without any details. Now you have to specify that your products are eco-friendly and not tested on animals. And, if necessary, adapt the content to the current requirements of the audience.
Remember that you need to periodically research trends, be loyal to new tendencies, and make decisions quickly. Otherwise, there is a high probability of getting lost among other competitors.
5. Add elements of surprise to your marketing
During her acoustic set at every concert, Taylor Swift plays two surprise songs. Fans don’t know what they are until she starts singing. The crowd goes wild when she sings these songs. You can learn a lot from the surprise songs on the Eras Tour.
Just as Taylor Swift surprised her fans by performing their favorite songs, marketers can surprise their customers with exclusive offers, limited-time promotions, or unexpected content. Such surprises create excitement and foster a deeper connection with the audience. It keeps them interested and makes them want to see what happens next. After all, this tool helps to increase brand loyalty and customer engagement. But you need to do everything to exceed the audience’s expectations. All sorts of bonuses, gifts, promotions — anything that may be inexpensive but can produce a “wow” effect.
6. Discover the power of storytelling
Storytelling helps brands get closer to their audience. Brands that use storytelling are more memorable and recognizable.
The Eras Tour demonstrated Taylor Swift’s ability to tell a compelling story.
You too can use storytelling as a powerful marketing tool. In this way, you will engage your audience by revealing messages that align with your brand values.
7. Use data-driven insights
The success of the Eras Tour was not just based on creativity. Many decisions were made on the basis of data. The producers used the audit results to shape their marketing strategies. When the demand for the concert was high, the singer’s team increased the number of events in the tour city. As a result, it brought millions in revenue.
You can also make data-driven decisions to maximize the impact of your marketing strategies. It is worth analyzing audience preferences by tracking key performance indicators and optimizing advertising campaigns based on this information. Analytical data helps businesses better understand their audience and provide products and services when they are in demand.
Conclusion
Taylor Swift and her Eras Tour are an example of marketing excellence. You can learn valuable lessons from the singer’s approach to promote your own brand. By incorporating the recommendations described in this article into your marketing strategies, you can create memorable brand experiences that resonate with your audience and contribute to long-term success.
