It’s been months since the VMA’s and the world is still a-buzz over Miley Cyrus’ disturbingly captivating performance. Many say that her antics are immature and tasteless, but one thing’s for sure, “we can’t stop” talking about Miley! Just like the line in her song of the same title, Miley and her entourage continue to execute very effective marketing ploys that trigger millions of people to talk about her.
Marc Wayshak, author at Huffington Post, agrees that “Miley’s stunt worked – and it worked big time.” “Regardless of your personal feelings about her performance, it’s difficult to argue with the fact that Miley Cyrus pulled off the greatest marketing triumph the entertainment industry has seen in quite a while. And we can all learn from what she’s done.” Wayshak added.
From a business standpoint, who wouldn’t want increased buzz about their brand? Take these 5 lessons from Miley and see if you can apply them to your online marketing strategy:
1. Re-Invent Your Image
Miley hasn’t let her Hanna Montana days on Disney define her persona. Her new devil-may-care image and attitude have certainly gained her media attention. Reinventing your business’ image is not without costs but if you’re willing to take risks (the right risks, of course), great rewards are possible. Businesses that stand the test of time are always innovating and evolving to retain their competitive advantage.
2. Know Your Audience
One of the biggest marketing mistakes is trying to market to everyone. Miley wasn’t hoping to appeal to every single person who saw her VMA performance. Miley knows her audience and she geared every single “twerk” for them. The fact that the over 40 demographic has criticized her actions has only helped strengthen her teen appeal. Companies that try to please everyone with their marketing often accomplish nothing. Make sure your marketing is targeted to appeal to your ideal audience.
3. Give ‘Em Something To Talk About
Miley broke Google records on September 9, 2013 with 103 million Google searches for her VMA performance (a staggering figure when compared to the top term on Monday September 10th, “Syria,” which reached only 100,000 searches). On social media, Miley generated over 300,000 tweets per minute during the performance, which was more than during the Super Bowl blackout. During the days following the performance, she gained over 200,00 Twitter followers and 225,000 Facebook likes. To set yourself apart from the competition, don’t be afraid to be bold and catch people off-guard every once in a while. Surprising your audience is a valuable strategy that is great for attaining short-term success and to get people talking about your brand.
4. Timing is Everything
Many companies are not strategic about the content and timing of marketing campaigns. But Miley has taught us that content and timing go hand-in-hand like macaroni and cheese. Her single, “Wrecking Ball,” was released on the very same day she preformed at the VMAs. It was a move that was strategically planned to gain exposure and boost sales. By generating the most scandalous performance of the year, the song was downloaded 90,000 times and debuted at No. 13 on Billboard’s Top Digital Songs chart. Your marketing campaigns should be just as strategic and intentional. When you think about launching a new service or introducing a new product line, carefully consider WHEN and how you will launch.
5. Don’t Let Fear Get in the Way
Miley isn’t afraid to stand out. Cyrus’ strategy to be as outrageous as possible increased her visibility. Don’t be afraid to take risks and even be extreme or outrageous within your brand.
Miley not only reinvented herself before our eyes, she was also able to captivate our attention to her advantage. At the end of the day, whether you love her or hate her, Miley will be laughing all the way to the bank with her massive album sales. You go girl! We think that any businesses could apply some of these marketing lessons to ‘twerk’ their brands and get people talking too.
