With the curtain closing on the UK segment of the Eras Tour this month, Senior Copywriter Rachel Escott looks at what marketers can learn from Taylor Swift’s success.
It’s been a long wait since the tickets went on sale in spring 2023, but the Eras Tour finally landed on UK shores in June. And no one is happier than the Swifties in the Denfield team, who have been venturing across the UK to see this summer blockbuster.
Yep, it’s been anything but a Cruel Summer – for Swifties and indeed Swift herself, who has topped the charts for the highest-grossing tour of all time. Aside from these personal bragging rights, her impact on local economies (often called ‘Swiftonomics’) has hit the headlines regularly – the tour is predicted to provide a £997 million boost to the UK economy alone.
So how did this music event manifest into a multi-billion-dollar behemoth?
Marketing Mastermind
Put simply, Eras is more than just a tour; it’s a masterclass in building brand loyalty. Here are 22 (just kidding – seven) key marketing tips we can learn from her success.
- Create a compelling narrative
The Eras Tour is a journey through time, with each ‘era’ showcasing Swift’s extensive back catalogue. This narrative keeps fans engaged, as they’re not just attending a concert but experiencing the story of her life. Ready to party like it’s 1989?
Marketers can learn from this idea of making your audience feel like they’re part of a journey. Craft a compelling, authentic narrative around your brand or product to connect with consumers on an emotional level.
- Be Fearless
Swift has also leveraged exclusivity – not a new marketing concept, but one that makes the FOMO hit hard when it’s done well.
The tour is experiential marketing at its best. Sold-out shows, viral social media moments and limited-edition merch to drive demand and excitement – all things that marketers should take note of.
She’s also a master at creating a sequence. Despite scheduling an impressive 60 stops, she’s kept things fresh by releasing a new album and TWO rerecorded albums while on tour – creating another wave of interest and engagement.
- Build a community
Swift is known for her strong connection with her fans, often interacting with them on social media and acknowledging their support. In turn, her fans feel a personal connection with her.
“‘Oh hey!’ said Swift, managing to sound surprised at bumping into 73,000 people… For all the extravaganza of this vast stadium show, it was the glimpse of the person inside that really made it work…She knows how to connect.” – Phil Wilkinson, The Times
Why not take a leaf out of her book? Engage with your audience on social media, respond to comments, share user-generated content and show appreciation for your buyers.
- A new form of Folklore
The Eras Tour capitalises on the social media buzz. From surprise guest appearances to elaborate stage designs and special song additions for each gig, every aspect of her tour is designed to be shared online. You should look to create shareable moments and encourage your audience to post about their experiences with your brand. Use hashtags and interactive content to boost your online presence.
- The devil’s in the data
Swift’s team meticulously tracks ticket sales, merchandise trends and fan feedback to optimise the tour experience. This data-driven approach allows for real-time adjustments.
Collect and analyse data from your marketing efforts. Use this information to understand what works, what doesn’t and where you can improve. This also comes in handy if there’s any negative publicity, helping you Shake It Off!
- Form strategic partnerships
Throughout her career, Swift has successfully collabed with over 30 artists, including Ed Sheeran, Bon Iver and, most recently, Post Malone – not to mention the host of surprise guests on the Eras Tour. It’s safe to say she understands the power of leveraging other people’s audiences – something you should consider when building your marketing strategies.
- Surprise and delight
And last but not least, Taylor Swift is famed for surprising her fans with special performances, hidden Easter eggs and personal touches that go beyond their Wildest Dreams. Other brands and towns have been getting in on the action – the mayor of Pittsburgh changed the city name to Swiftsburgh during the tour stop.
Meanwhile, Edinburgh Zoo offered a discount off admission to Eras ticket holders during the tour dates, as well as proudly showing off a series of friendship bracelets (a fan-favourite among Swifties) for its resident penguins.
These surprises create memorable experiences and keep fans talking. How can you incorporate unexpected elements into your marketing campaigns?
A marketing Love Story (Taylor’s Version)
So, could embracing your inner Swiftie be the next big marketing opportunity? Our Enter-Shakiri-loving MD might not think so!
But whatever your music tastes, it’s clear that by considering the above tactics, you can boost your brand and create memorable experiences for your customers. Whether you’re a small business or a large corporation, these tips can help you build a loyal customer base and drive growth.
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