By: Pets Adviser
When it comes to marketing, the music industry has a formula that’s been used for years to market its icons. The formula is:
Put out a single on the radio first, then blanket the market with promotion, and finally schedule a big release party.
This is how it’s always been done.
That is, until pop-star icon Beyonce changed the game in 2013 and broke a few sales records on iTunes by announcing her latest secret album, BEYONCE, to her fans with a single mention on Instagram.
She bypassed the music distribution hubs and went directly to iTunes – selling over one million copies in just five days. This is unheard of in this industry.
So what does this mean for all us not-so iconic business owners? Put simply – A LOT.
Four Ways to Build Buzz Like Beyonce
#1: Connections Count
Your fortune is in your following. And by following, I’m not just talking about your list – the difference is that a following includes the people that you actually talk to – who hang on to your every word, post, email, photo and appearance. They’re not just the ones on your list but the ones that open the emails, LIKE the FB posts, and retweet your tweets. These are the people you need to connect with. They’re valuable!
#2: Think Outside the Box
Every industry is ready for a game-changing move – pay attention to formulas but don’t get stuck in the forms. Beyonce wasn’t afraid to think outside the way things have always been done. She dared the industry, and won. You can do this with your own business by taking intelligent risks, and not being afraid to try something completely different.
Look at how you can market and communicate differently or serve a unique segment of the market in a new way for starters.
#3: Social Media is a Tool – Use It
Don’t underestimate the power of social media as a marketing tool.
Listen, I kicked and screamed and did everything except call for a boycott of all things social media, but alas – the networks won! Don’t try to build your business without using social media. It’s too powerful, and if you use it you won’t have to work nearly as hard to find clients and customers.
#4: The Time Is NOW
There’s no “better” time to go for it. Not the New Year, not the summer, the best time is always now…when the idea hits you.
So are you ready to build buzz for your business?
Let us help. Check out our action plans and discovery sessions to get your business in gear.
Great post, Désirée!
I think you are definitely right that Beyonce’s following made it possible to get a success like that. Her brand and fan base was the key success factor, more than the different launch tactic, I would guess.
I’m curious how much she would have sold if she had built up expectations… 0.8 million? 1.2 million?
Perhaps the music buyers were so used to being marketed that they thought ‘this must be special’ when someone did not. They felt special knowing of this “secret” launch and felt they could share with friends more than something that is advertised heavily.
By the way, you promoted this post very well on FB! Great title and a description I just had to click!
Thanks Jens! I agree about fans being marketed to. Something about the idea of exclusive or secret access is great bait for followers/fans.
Another very interesting launch was ‘Google Glasses’, which was only available for purchase for 1 (one) single day!
That creates desire. Google took a page from Apple’s book but went one step further.