Royal Wedding’s 3 Marketing Lessons
Ever since William and Kate announced their engagement, the world’s been a buzz with gossip. Prince William and Kate Middleton’s wedding isn’t just any wedding, a joyful occasion in its own right. It’s a royal wedding where the groom is in line to be the King of England. While Kate Middleton wasn’t a scullery maid when she met William at university, she’s not royalty. This point underscores that their marriage is a fairy tale come true where the bride is marrying her prince.
3 Marketing lessons from the royal wedding
What can you learn from this happy event that you can incorporate into your marketing strategy? Here are three actionable tactics you can use for your organization.
1. Fairy tales rule! When it comes to fairy tales, we’re all small children again who love to hear the same story over and over, even if we know every detail by heart. It’s even better if the fairy tale is the happily ever after type.
- What stories do your company, products and brands have? Are they unique to your organization?
- If not, can you use your company’s special history or attributes to make its version memorable?
- If you don’t have a great story about your firm, can you borrow one? For example, King Arthur Flour, a premium baking company, borrowed its name from the mythical king of England.
2. Everyone loves gossip. It’s a guilty pleasure. We all want to know how celebrities live, whether it’s British royalty or the latest movie star. Born into royalty, William has been the focus of media attention since he was an infant. Gossip sells whether it’s at the supermarket checkout counter or your favorite gossip blog. As a result, the news media’s been eating it up with any angle of the royal wedding they can get.
- Can you use old-fashioned public relations to get high profile individuals to wear or use your products?
- Can you create iconic personalities to attract public attention through effective use of media? Even better, can you incorporate these characters into your company’s story? For example, the rumor mills cranked up when Martha Stewart, the doyenne of American home decorating, hit the front pages of the tabloids with her insider stock purchase fiasco. Yet after being in prison, she’s re-emerged (although she’s not allowed to be CEO of the firm she created that still bears her name.) Alternatively with its 186 video campaign last summer, Old Spice turned their well built athlete turned advertising spokesperson, Isaiah Mustafa, into a dreamy celebrity that grabbed headlines.
3. Any excuse for a good party. Weddings are traditionally associated with parties. In honor of the royal wedding, public celebrations abound in England.
- What can you do to raise the profile of your company or brand by having a party or being strongly associated with one? 1-800 Flowers has created a sister content site focused on Celebrations since flowers are often used to commemorate a special date or event.
- What can you do to create a party atmosphere around a special event at your company? Birthdays and anniversaries are obvious answers. Don’t forget the party favors!
- How can you use the party to expand your content and community activities? For example, geo-location social media site Foursquare celebrated 4/16 as Foursquare Day with meetups around the world.
From a marketing perspective, use the attributes of the royal wedding to find opportunities within your organization that can be leveraged to build your brands and products.
What have you done for your brands or firm that draws on fairy tales, iconic personalities or fun parties? Please share your experience in the comment section below.
Wishing the happy couple the best in their new life together.
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Photo credit: Aurelien via Flickr