The Marketing of Beyonce and the Bachelorette

consumer marketing

 

 

As someone who works in marketing and digital/social world, my view of pop-culture is very analytical. The new season of The Bachelorette (BacheloretteABC) and Beyonce’s upset (Twitter @TheBeyHiveTeam) Beyhive has inspired me to blog. Both of these pop-culture phenomenons share a few similar elements worth exploring.

1) Primarily female fan base

Both shows have primarily female bases that are passionate advocates and ambassador for these two brands. Women, it is well known are obtaining both post secondary degrees as well as the accompanying salaries to facilitate a growing purchasing power. Most big household purchases are made by women, so you want to get in front of this powerful consumer group with both buying power and disposable income.

2) Drama and romance

The public loves drama and romance. Beyonce and Jay-Z as a couple are the pop culture embodiment of the power couple along with the occasional Solange elevator drama. Beyonce leverages that drama for album releases or for their On the Run tour. Similarly, the Bachelorette packs a room full of the nation’s sexiest fitness instructors along with lots of alcohol as a recipe that attracts millions of viewers. The premise of the Bachelorette is to find “everlasting love” for the contestants that has yet to be determined. For those of you who watched the Lifetime show Unreal will get that reference. Smile.

3) Consumer Behavior and social media

The offline world is very similar to the online word because people seek communities to connect with. Both Bey and Bachelorette provide that to the public. Several of the contestants on the Bachelorette were many times fans of the show. Beyonce has created a passionate engaged fan base on social media called the Beyhive. This Beyhive was so engaged that they woke up early for the launch of her new food product line. Bachelorette fans complained loud and passionately about slut shaming during the current season. Feedback from this highly engaged fan base has created a bi-directional communication between the brand and the community.

FYI, Ladies you can follow all those sexy bachelors on social media or LinkedIn.

4) Consumer engagement

Beyonce is the best example of this with millions of fans on various social media channels. As I mentioned before millions of fans woke early for her “special announcement”. She gives the fans that up close and personal connection that keeps them coming back for more via social media. A change in her hair color can blow up twitter. Bachelorette still has an engaged real time audience when other content creators struggles to get eyeballs in Hulu/DVR/Netflix age.

5) Revenue

Here is the bottom-line. Beyonce nor The Bachelorette franchise would spend all this time and energy, if revenue was not being generated. Both are bankable brands that are delivering via fans and in dollars. Beyonce was able to sell an album straight to iTunes. She gets it that girls rule the world!!

 How do you feel about these brands and their connection with their consumers/audience?

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A Farmed and Funny TV Show

 

chipotle-farmed-and-dangerous

 

Typically, I don’t talk about television shows here, but this one intrigued me. Farmed and Dangerous Sponsored by Chipotle Mexican Grill seemed like it would be interesting. Chipotle Mexican Grill is known for its Food with Integrity movement focusing on organic ingredients.  Farmed and Dangerous is interesting from both an agribusiness and a marketing perspective.

The show appears to be the standard good guys against bad guys’ paradigm, but as it relates to agribusiness.  Buck is the CEO of Industrial Food Image Bureau (I.F.I.B.) a PR firm representing an agribusiness business company named Animoil. Animoil found a way to feed cattle petropellets, which increases the efficiency with, which the cattle can be raised for food.  The only consequence is that a cow can explode.  Sophia Marshall, his daughter, comes on board as a marketing guru at the firm. On the side of all that is good and wholesome of this epic battle for exploding cattle is the range free cattle rancher Chip Randell from Sustainable Family Farming Association. He is a rancher focused on sustainability along with being the party that posts a video of Animoil’s cows exploding on the internet. The posted video went viral causing Buck all types of trouble, so Chip was asked to take it down and refute the information provided in the video. Chip, of course, refused the request of Industrial Food Image Bureau (I.F.I.B.) and the series begins.

The series leverages satire to educate the public about food origins in tandem with spreading the message of sustainable farming. Chipotle uses the show as a vehicle to increase its brand awareness among those interested in this issue. Fresh Meat references the sponsors Chipotle only once.  However, Hulu really focused on branding the television show as being associated with Chipotle. The show is slightly preachy, but in a cute Lisa Simpson way about sustainability, while being fun. Sometimes it is best to entertain first and educate second as done by the show. The message is packaged in a fun and easily digestible package with both the funny PR CEO and the attractive actor playing Chip. Additionally, the blowing up of the cows is dramatic, but is needed to get the audience’s attention. The attention getting explosions, attractive actors, and a funny CEO is a great recipe cooked up by Chipotle for teaching about the origins of food.

Kudos, Chipotle! Chipotle executed a smart marketing campaign that their increased brand awareness better than a Superbowl ad, while educating citizens about food origins in a palpable way. Lack of good marketing, in my opinion, is why healthy lifestyles are not adopted by citizens, such as being a vegetarian, working out, and meditation. For example, if vegetarians emphasized having a full head of hair, clear skin, and slimmer waistline as a result of being vegan/vegetarian more people might convert, while simultaneously emphasizing  the PETA issues less, which are very important. A little satire sprinkled on top of any topic cannot hurt even encouraging the public to adopt a healthier lifestyle. We all love to laugh. The end result would be the same, healthier people and animals saved along with a better environment.

I give the show a B+, because it was not something that I felt the need to give my full attention. However, it was an enjoyable show, that I would recommend to others to explore agribusiness and food origins in a fun way.