What Lessons Can We Learn From The Marketing Of Taylor Swift’s Eras Tour?
With all this hype and media coverage around Taylor Swift’s Downunder Tour it got us thinking about the marketing for such mania.
Did you know that the average Swiftie fan wasn’t just attending a concert, but embarking on a full-blown adventure?
With an estimated spending of $1300 on tickets, travel, accommodation, and merchandise, it’s clear that attending a Taylor Swift concert was more than just a show—it was a pilgrimage for fans.
So, grab your sparkly outfits and get ready to uncover the marketing strategies and business lessons that makes the Eras Tour an unforgettable journey for fans and a lucrative venture for Taylor Swift.
1. BUILDING HYPE
Taylor Swift, the ultimate boss lady, totally nailed her pre-tour hype game. Her team pulled off this amazing promotional fiesta, creating major excitement in her fan base.
How? Through social media teasers, secret-sauce clues, hidden gems, and FAN-tastic interactions. Swift sprinkled a dash of mystery, stirred in some fascination, and voila. She set the stage for an unforgettable and crazy-anticipated experience.
How to build this into your own business?
Create Buzzworthy Content.
Just like Taylor Swift teased her fans with cryptic clues and hidden gems, you can create buzzworthy content for your business.
This could be sneak peeks of upcoming products, behind-the-scenes looks at your team in action or how your products are made, or even fun challenges or contests for your audience to engage with.
Leverage Social Media.
This is something you are all most likely doing but it’s important to use social media platforms to your advantage.
Share your content across different channels where your target audience hangs out. Make use of stories, live videos, and interactive features to keep your audience engaged and excited.
Create an Aura of Excitement.
Build anticipation for your products or services by creating an aura of excitement. This could involve teasing upcoming launches, sharing sneak peeks, or even hosting exclusive events or previews for your most dedicated customers.
2. FORGED PERSONAL BONDS WITH FANS
One standout aspect of the Eras Tour marketing was Taylor Swift’s genuine commitment to building personal connections with her fans. She went above and beyond by organising intimate pre-show gatherings, spontaneous meet-and-greets, and exciting online contests.
These initiatives not only made fans feel deeply involved and invested in the tour’s success but also gave them a sense of ownership in its achievements.
To top it off, Taylor incorporates a money-can’t-buy experience during her shows where one lucky die-hard fan gets chosen to meet her, further solidifying the bond between artist and audience.
How to build this into your own business?
Engage with Your Audience.
Taylor Swift engaged with her fans through interactions and responses. Similarly, engage with your audience by responding to comments, asking for their opinions, and incorporating their feedback into your business decisions.
This not only builds a sense of community but also makes your audience feel valued and involved.
Use Social Media to Build a Relationship with your Audience.
Ensure you are including content that helps your audience, not just posts that ask for a purchase. Include people in your post creatives. When you include people it increases the chances of people seeing themselves in what you have to say, which in-turn increases engagement.
Seeing brand owners or the team behind a brand also creates connection. Like Taylor popping up in her fan’s feed, you are seen in your audience’s home so they start to feel they know you. This builds additional trust and connection.
Reward Customer Loyalty.
Just like Taylor Swift values her fans, show appreciation to your loyal customers. This could be through exclusive discounts, early access to new products, or special perks for being part of your community.
3. SPONSORSHIPS, PARTNERSHIPS & COLLABS
As is normal with touring music artists, Taylor partnered with one of the leading ticketing platforms and utilised their Ticketmaster’s Verified Fan Program.
Her tour partnered with Crown in Australia and her collaboration with Spotify offered an exclusive interactive experience that allowed listeners to curate their “Top 5: Taylor Swift’s Eras” and share their picks with friends on social media.
How to build this into your own business?
Expose your Brand to a new Audience.
Partnering with another business or Influencers exposes your brand to a new audience that may not have been reached otherwise. This can result in increased visibility and potential customer acquisition.
Pooled Resources.
Collaborations allow businesses to pool resources such as marketing budgets, expertise, and networks. This can lead to cost savings and efficiencies, especially for smaller businesses with limited resources.
Inspire Creativity And Innovation.
Collaborations often bring together diverse perspectives and skill sets, fostering creativity and innovation. This can lead to the development of unique products, services, or marketing campaigns that resonate with customers.
Enhanced Credibility.
Partnering with reputable brands or individuals can enhance your business’s credibility and trustworthiness in the eyes of consumers. It can also signal to potential customers that your business is endorsed by a trusted entity.
4. INFUSING A TOUCH OF NOSTALGIA
Taylor Swift brilliantly intertwined the threads of nostalgia into the heart of her highly awaited Eras Tour. Drawing inspiration from the success of her re-recorded albums, especially the emotive RED (Taylor’s Version), Swift is embracing the collective memories and emotions of her loyal fanbase.
Nostalgia, which evokes positive and familiar sentiments from the past, takes centre stage in this marketing journey. Instead of relying on external trends or brands, Taylor ingeniously leverages her own musical evolution and the emotional landscape that Swifties experienced during the original releases.
By revisiting her earlier works, she not only celebrates her artistic growth but also invites fans to reminisce about the moments when her music became the soundtrack to their lives.
How to build this into your own business?
Product Development.
Create products that evoke nostalgia by tapping into popular trends, styles, or designs from the past. For example, fashion brands can design clothing inspired by retro fashion trends, or baby & children products can draw on similar products from the brand owner’s own childhood.
Marketing Campaigns.
Develop marketing campaigns that resonate with customers’ nostalgic feelings. Use imagery, slogans, or themes that remind customers of their past experiences or fond memories. This could involve using throwback photos, vintage graphics, or references to popular culture from previous decades.
Customer Engagement.
Create opportunities for customers to engage with your brand through nostalgic experiences. This could include hosting events or workshops that celebrate retro themes, launching limited-edition products inspired by nostalgic trends, or sharing user-generated content that showcases customers’ personal nostalgic connections to your brand.
5. A MEMENTO OF THE MOMENT
From branded clothing to other exclusive goodies, fans were determined to get their hands on a piece of the Taylor Swift experience. Posters were priced at $40, while tour hoodies commanded a staggering $120, and T-shirts were tagged at $65. Water bottles were a hefty $40, and canvas tapestries were available for $55, with fans eagerly queuing up ahead of the shows to secure these prized items.
Even members of our own team got swept up in the excitement. One team member braved a trek across town just days before the show to ensure her family and friends were merch-ready for the upcoming event.
And let’s just say that while her family might be on a diet of beans on toast for the next month. As devoted Swifties they believe, every penny spent is worth it for the chance to be part of the magic.
How to build this into your own business?
Brand Visibility.
When customers use your product in their daily lives, they essentially become brand ambassadors, spreading awareness of your brand and generating buzz.
Incorporating your own branding on products and packaging is the best way to get this brand visibility. But be sure you are doing it in a way that still makes your product desirable.
The Ultimate Post Purchase Upsell
Swiftie fans were already committed to the experience once they had purchased their tickets. So tapping into their excitement and desire to show their loyalty made for easy merchandise upsells.
Create upsells, whether during the purchase or post purchase that are personalised to the product your customer is buying. Ensure your selling the customer benefits of the upsell product – how will it enhance their experience when used in conjunction with the product they have already committed to purchasing.
Limited Edition Items.
Offer limited edition or exclusive items to create a sense of urgency and exclusivity among your customers. This could include releasing seasonal collections, collaborating with local designers and brands, or creating special themed merchandise for events or milestones.
6. LETTING THE DATA HELP GUIDE DECISIONS
Utilising the strength of data-driven decision-making, the team leading Taylor Swift’s Eras Tour intricately customised their marketing tactics to connect with distinct target demographics.
This methodical strategy guaranteed precise resource allocation, significantly boosting the impact of their promotional endeavours and playing a pivotal role in the tour’s triumph.
How to build this into your own business?
Measure and Adapt.
Keep track of the effectiveness of your promotional efforts. Monitor metrics like engagement rates, website traffic, and sales to see what’s working and what’s not. Adapt your strategies accordingly to continue building excitement and driving business growth.
Personalised Customer Experiences.
Leverage data to personalise the customer experience. Use customer data to deliver personalised product recommendations, targeted email marketing campaigns, and customised offers that cater to individual preferences and needs.
7. BRAND STORYTELLING
In the world of marketing, storytelling becomes a powerful tool that adds a personal touch to brands, transforming them into more than just products or services but into relatable and unforgettable experiences.
Taylor Swift’s Eras Tour is a perfect illustration of this, showcasing her skilful storytelling as she takes her audience on a journey through the various chapters of her musical career.
How to build this into your own business?
Brand Identity.
Craft a compelling brand story that communicates the values, mission, and unique identity of your business.
Share the story of how your business was founded, the challenges you’ve overcome, and the passion driving your work. This humanises your brand and helps customers connect with your business on a deeper level.
Product Descriptions.
Use storytelling to describe your products in a way that resonates with your target audience. Instead of just listing features, share stories of how your products or services have made a positive impact on customers’ lives.
This helps potential customers understand the value your business provides and creates an emotional connection.
Content Marketing.
Create engaging content that tells stories related to your industry, niche, or area of expertise. This could include blog posts, videos, podcasts, or social media content that shares valuable information, entertains your audience, or highlights the human side of your business.
So, what’s the big takeaway from Taylor Swift’s Eras Tour marketing extravaganza?
It’s all about building hype, forging personal bonds, and infusing a touch of nostalgia into your brand. Just like Taylor, let your creativity soar and harness the power of storytelling to connect with your audience on a deeper level.
Whether it’s through engaging social media content, personalised customer experiences, or strategic collaborations, remember to let your brand story shine bright. So, go ahead, embrace the data, unleash your inner storyteller, and watch your business rock the stage.
