Commerce Chronicles 015

The Taylor Swift Effect And What It Means For Your Business 📧 

Yeaaaaaah. We are intellectualizing the whole Taylor Swift<>Travis Kelce moment from this past weekend and making it applicable to how we run our brands!

If you’re not up to speed, global celebrity Taylor Swift recently attended a Kansas City Chiefs (NFL) game, hanging out with star Tight End Travis Kelce’s Mom in their watch box.

Maybe you don’t think this is important info. And you’re probably right. I personally couldn’t care less about this happening. But what was fascinating to me—what I think we can all take away from this—is that Taylor Swift attending a single football game has created a “marketing peak” for the NFL, the Chiefs, and Travis Kelce.

Celebrity marketing still works, yes. But what’s more interesting for us to dig into is the narrative behind it. The storyline. What most people don’t know is that Travis Kelce actually attended a Taylor Swift concert a while back for the sole purpose (at least it seems) to get Taylor’s attention.

Now I’m sure there was some “your agent talk to my agent” backchanneling going on, but the point is, there was history here. Specifically, history that made him the hero of the story.

The mass consumers eat that storyline up. How sweet is it for a guy to attend someone’s concert, and then fast forward she attends his football game? It’s Hollywood teen movie plot writing 101.

The lesson is that your customers want to both root for a hero and be the hero. This is why user-generated content (UGC) works. Why the “before and after” and “us vs. them” ad creative angles work.

Your customer wants to be the hero. So show them an example of a hero you helped and they’ll happily be part of your story.

Okay, that’s enough about Taylor Swift and Travis Kelce.

Five Insights From The Screen below.

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