Happy Birthday, Wordville

What can marketing managers learn from Kim Kardashian?

From an outsider’s point of view, Kim Kardashian’s domination of the world’s media is a mystery, probably an irritation and very often dismissed.  But being ‘famous for nothing’ is harder than you think.  Although I can’t call myself a fan, I don’t like the monochrome kiddie clothes and haven’t even watched the reality TV show, as a PR professional I have to take my hat off to Mrs West for how she captures so much editorial attention.  So, if there’s something you want to share – you might actually have done something amazing that it’s worth being famous for – then you too can learn from Kim’s campaign:

1.     Produce shareable content – It’s not just social media that is hungry for videos and pictures that people can comment on and share.  More media outlets than ever seem to be snapping up the snaps from paparazzi, members of the public and Instagram.  Have you got a way of showing off that can be recorded quickly, is entertaining, and might be shared by strangers?  Don’t make it difficult to understand – the first glance has to say it all.  Don’t expect to be an internet sensation from the first attempt.  Short, frequent, popular content will help move you up the social media hierarchy.

2.     Always on brand – Whether she’s stepping out in Paris, pottering around in LA or home with her family, Kim’s clothes seem to be a very strict uniform of black or white – perhaps a beige colour but always monochrome.  It’s like she has some pretty serious brand guidelines and is committed to a small handful of Pantone colours. It means that her ‘look’ is recognisable and sparks debate. Does every piece of marketing you share have your own ‘look’? If what you’re sharing is very similar to other brands in your market then your lack of originality isn’t doing you any favours. 

3.     If a strategy isn’t working – change it.  According to my hairdresser, Kim Kardashian had her blonde hair for a total of three weeks.  Not every strategy works.  And it can be difficult if you’ve spent time working on a year-long marketing plan and securing senior management buy in, to admit that you’re not getting the results you wanted and need to revert to an old method.  Think Kim.  Take a good hard look at the evidence and go back to the drawing board.

4.     Whatever you have flaunt it.  Don’t be shy.  Really.  I mean it. We sometimes get informed by potential clients that they are nervous ‘putting their head above the parapet’ in case their ideas get stolen, they get criticised in their industry or their own staff object.  I'm afraid in any one of these cases the company is not ready for PR and should probably spend a little more time sorting out their internal communications and market relevance before worrying about fame.  However, if you have a business you’re proud of, if you are connected to your industry in a way that means you have a view on its future success, and if your staff are right behind you, then start speaking.  We’re living in a show off society and those that can’t ‘pull a Kim’ now and again to get noticed and stir things up a little, won’t just lose their reputation, they’ll lose their market share.

by Lucy George - Mayor of Wordville (not shown in this picture)