Hubspot just posted an article by Lindsay Kolowich‘s about presidential candidate, Hillary Clinton, borrowing marketing strategies from pop superstar and the queen of random acts of kindness, Taylor Swift. Hubspot develops software and content regarding inbound marketing. Kolowich is the lead writer of the Hubspot marketing blog.
Hillary Clinton Is Borrowing Marketing Tactics From Taylor Swift (And It’s Working)
By Lindsay Kolowich | Hubspot | 7/16/15
Over the past several months, Hillary Clinton’s team has been taking note of Taylor Swift’s marketing tactics for her own presidential campaign promotions. That’s right: A 67-year-old woman is marketing her campaign to become President of the United States with techniques borrowed from a 25-year-old pop star.
And so far, it’s serving its purpose to bring warmth and authenticity to her brand.
How, exactly? Let’s take a deeper look into the two main aspects of Taylor Swift’s marketing program, how Clinton is adapting them for her presidential campaign, and how her efforts are panning out.
Marketing Play #1: The “Everyman” Persona
While most celebrities’ personalities and lifestyles can seem way out of reach for us “normal” folk, both Taylor Swift and Hillary Clinton find ways to relate to their fans and followers using social media.
Marketing Play #2: The “Shock and Aww” Factor
Both Taylor Swift and Hillary Clinton enjoy surprising and delighting their fans with publicity stunts that are a little unconventional — especially for someone running for President of the United States.
Taylor Swift Is A Marketing Genius
A presidential candidate is taking marketing lessons from Taylor Swift, the 25-year-old pop star, who in the opinion of many experts, is nothing short of a marketing genius. She knows how to win people over, build consensus and even prompt corporate policy change. She has mastered her brand as an artist and how she communicates that with the world.
Her social media tactics are now being copied by some high-profile brands, including political heavy-hitter, Hillary Clinton. By taking cues from Ms. Swift, Clinton hopes to develop a rapport with her supporters that will inspire them to spread the word about her campaign and raise donations on her behalf.
What Taylor Swift Can Do For Your Nonprofit Marketing Strategies
Nonprofits who want to learn the best ways to connect with their audience can take cues from Taylor Swift who currently has 60.5 million followers on Twitter and likes on Facebook. Let’s take a look at a couple of ways that Taylor’s signature fan engagement game plan can be tailored (no pun intended) to become one of the most effective nonprofit marketing strategies your organization can implement to engage supporters:
1. Candidness, transparency and the “everyman” persona.
I give you Exhibit A: Prom fashion advice from
a superstar a friend on social media. #nobigdeal
Use social media, video and mobile communication to reinforce the fact that your beneficiaries, organization leaders, volunteers and donors are all connected on a very basic level with the common ground of caring about your cause.
- How can our supporters relate to our cause?
- How do we turn our message into a two-way conversation?
2. Surprise your donors with “Shock” and “Aww…”
Taylor Swift is full of surprises! She takes selfies with fans, crashes her fans’ weddings, mails hand-picked gifts to social media followers, and donates money to fans’ crowdfunding campaigns. A Swift-inspired Hillary Clinton made headlines when she personally signed a get-out-of-school note for a student at a campaign launch event.
From sending out thank you emails, to using a MobileCause fundraising thermometer at an event to thank donors on-screen in real-time as they make contributions from their mobile phones, Nonprofits are no stranger to understanding the importance of thanking supporters. While some of Ms. Swift’s stunts are a little unconventional, that is exactly why they are memorable.
- What are some unique or funny ways we can thank our donors? Mobile messaging and videos are simple and cost-effective places to start
- How can we interact with supporters or surprise them throughout the year?
Nurture your supporters by communicating to them from a shared common ground, then think of ways to surprise them in unexpected ways to help to build a strong and long lasting relationship that will reflect in the donation process.