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4 Power Marketing Lessons from Beyonce’s “Formation”

by / Wednesday, 10 February 2016 / Published in Branding, Digital Marketing, Entertainment, Marketing, Music, Promotion, Social Media

Beyonce’ has done it again with the release of “Formation”.  She is a marketing genius that slays every time. The execution of her “Formation” release was in one of Bey’s favorite words “flawless.” Within 48 hours, she released the “Formation” video, did an awesome performance at the Super Bowl, and announced her “Formation” tour. While you may not have superstar status like Beyonce’, you can create the same excitement among your fans and for your brand. Here are four marketing lessons from Beyonce’s “Formation” campaign:

 

Visuals matter– Beyonce’s “Formation” video “sold” this song. While “Formation”  is a powerful expression of Beyonce’s blackness and blackness as a whole, the visually, stunning video communicated the song’s messages and created an intense emotional connection with fans. Everyone talked about this video for hours. Along with her video, Beyonce’s team also posted photos and videos on her website and Instagram during the video release and right before she performed at the Super Bowl. Create high-quality photos and videos that tell your brand story and engages your fans. Consider the principle quality over quantity. It is better to create one high, quality video than to release several mediocre videos. Using subpar imagery diminishes the quality of your brand.

 

Optimize your sales funnel–  All of Beyonce’s moves helped her to generate sales for her “Formation” tour. The video created awareness for her new single (and possibly album).  Her Super Bowl Halftime performance sparked desire among her fans. Her tour is the enticing offer that made her fans part with their hard-earned dollars. Along with the tour, Beyonce’  also had merchandise to support her single and tour. Her single is available for free download on Tidal. (Tidal is also offering 3-month trial  in conjunction with the download which is another level within itself). Create interest for your music by releasing a high-quality, engaging content and offer your single for free in exchange for your fans’ email. (Seriously, you have to stop just posting your music links online and thinking people will magically become fans. Cmon, even Beyonce’ (or Tidal?) is capturing emails for downloads to continue to connect with fans).  Provide an experience for your fans that creates intense desire and then make them an offer they cannot refuse. Combine online and offline tactics to create a memorable, fan experience.  Your offer can be an actual album or a special live show.  Put yourself in your fans’ shoes and think about what they want, which flows into my next point…

Create interest for your music by releasing a high-quality, engaging content and offer your single for free in exchange for your fans’ email address. (Seriously, you have to stop just posting your music links online and thinking people will magically become fans. Cmon, even Beyonce’ (or Tidal?) is capturing emails for downloads to continue to connect with fans).  Provide an experience for your fans that creates intense desire and then make them an offer they cannot refuse. Combine online and offline tactics to create a memorable, fan experience.  Your offer can be an actual album or a special live show.  Put yourself in your fans’ shoes and think about what they want, which flows into my next point…

 

Give your fans what they want- Beyonce’ knows that her fans love seeing her perform live.  She announced her tour immediately after her halftime performance. As previously mentioned,  she also had merchandise with witty lines from her song. She anticipated her fans desires ahead of time. Study your fans to see what gets the most favorable feedback and reaction then consistently give your fans what they want.

 

Be strategic-This campaign was the perfect combination of planning, execution, and timing. Beyonce’s team had all the elements in place before releasing “Formation” including her website, photos, merchandise, and tour. They also pushed the right buttons at the right time during the release. Stop rushing to release your music without a proper marketing plan.  Releasing your music without the right marketing and promotion leads to lackluster results. Create a marketing plan that includes goals, strategies, timeline, metrics, and milestones then be flawless in your execution…like Beyonce’.

 

Related: How to Market Your Music Like Queen Bey

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