Last month I was one of the lucky ones that beat the Ticketmaster queue and attend the Taylor Swift Eras Tour in London. Yes, I’m a major Swiftie and after three hours of screaming to each song, I reflected on the immense career of Taylor. Then on Monday morning, sat back at my desk, I thought of the marketing genius behind it all.
Whilst taking tips from a singer songwriter may seem strange, Taylor and her team’s ability to maintain relevant and connect with her audience offers several lessons HE marketers can adopt in their own strategies. Here are the top three marketing lessons we can take from the career of Miss Swift.
Community and Connection
Creating a sense of community is invaluable. From a customer’s first interaction with your brand to their last, the communities you build with your audience help establish a level of trust.
Despite her global fame, Taylor Swift tactically creates a sense of community amongst her fans, the Swifties. Taylor consistently fosters connections with her fans, whether its sending them surprise gifts or giving lucky audience members a piece of her clothing, she is seen directly engaging with her audience. Even more organic initiatives like the fan-driven friendship bracelets strengthen the bond with her fanbase.
Looking through an education lense, the true value is making students feel as though they are part of something bigger than getting a degree. Sending university merch to a few successful applicants or involving existing students in live Q and A sessions during social media takeovers are just a few ways to recreate a sense of belonging.
The lesson: Create a sense of belonging by naturing both online and offline communities for prospective students.
Creating a Moment
The education industry is very saturated, with over 165 universities and 200 Colleges in the UK alone. Creating memorable moments for your target audience can help you distinguish your brand from the rest.
Taylor Swift is a master of creating buzz-worthy moments. Whether it be announcing a new album during a Grammy acceptance speech or hosting secret sessions at her home for select fans before releasing an album, the artist knows how to make an impact. Even her re-recording of albums has been transformed into an event with clever marketing strategies like collaborating with Google, engaging fans to decode “vault tracks.”
Whilst your budget may not allow for Grammy-stage announcements or Google partnerships, HE marketers can still create significant moments. Annual events and exclusive on-campus experiences for prospective students can showcase that your university offers a unique experience. Whether in person or online, you should capitalise on every opportunity to hype up future activity for your audience.
The lesson: Create memorable experiences that highlight the experience of the university journey, making it more than just an academic achievement.
Adaptability and Reinvention
While tried and true methods are reliable, adapting to changes in industry and society is equally crucial.
Taylor Swift’s career spans multiple genres, a testament to her ability to reinvent herself. From strategic collaborations with established artists to re-recording her earlier albums, Taylor manages to keep her core product fresh and exciting. Taylor Swift’s acceptance speech at the Billboard Women in Music awards really is a testament to the number of times her and her team have made a pivot in response to criticism for writing yet another breakup song. Perhaps the most prevalent example of her reinvention was the release of her Reputation album, a bold response to the 2009 VMA incident and ensuing conflict with Kanye West. Whilst it was something entirely new for the artists, it has since become one of her most popular albums with a highly anticipated re-recording.
HE is highly susceptible to change from platform targeting restrictions to government regulations. The industry is constantly forced to adapt and embracing these changes is key. Exploring new channels and messaging, while engaging in forums can really support your brand in being responsive to the evolving needs of students.
The lesson: Periodically assess what you are offering your customers, evolve with wider society to show your ability to adapt.
It’s a Love Story
The key takeaway of this all is that Taylor Swift and her team are nothing short of tactical masterminds. It’s more than just music that Swifties are connecting to, there is a broader strategy to connect Taylor with her fans. After a career spanning 18 years, countless number 1’s on the charts, and the most financially successful tour of all time, it’s clear to see her team is doing something right.
Whilst universities can’t replicate Taylors work, unless they try their hand at producing a banging album, by following the core marketing principles of community, creating a moment
