Over the Super Bowl weekend, Kanye West pulled off a unique marketing move that went against the usual norms.
He invested a hefty $7 million for a commercial slot during the Super Bowl LVIII finals weekend but decided to spend $0 on producing the actual commercial to be aired.
Reports reveal that yeezy.com generated an impressive revenue of $19 million within just 24 hours.
So, how did Mr. West manage to achieve this, and what can we learn from it?
Firstly, he recognized the undeniable reach of the Super Bowl finals, which boasted an estimated viewership of 123 million people, according to Nielsen media research.
Secondly, Kanye understood that a $0 commercial production was feasible because of his substantial and dedicated brand following. With over 100 million followers across all social media platforms, he didn't need an extravagant production to convey his message. He opted and prioritized authenticity and clarity in his communication.
As part of the promotion, Yeezy.com offered every product on its website for $20, and to add a generous touch, customers who had made purchases before the discount offer were refunded.
Here are the key lessons from Kanye West's unconventional marketing strategy:
📌 Build a strong brand:
A solid brand pays off in the long run. Be intentional about constructing and maintaining one for yourself and your business.
📌 Choose effective communication channels:
Identify communication channels with significant traffic and value, even if it involves a cost.
📌 Leverage a reputable brand for low-cost lead generation:
Building a reputable brand can make lead generation more seamless and cost-effective.
📌 Motivate customers with discounts:
Price reductions can be a powerful motivator for customers to make prompt buying decision. Consider incorporating them into your marketing plan if feasible.
📌 Simplicity is everything, message was simple and navigating the e-commerce website to make a purchase was concise and less cumbersome
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