When I was growing up the only “bearded ladies” were in circuses. And frankly, they were there for their “freak” value.
So who’d have thought that last year’s Eurovision Winner could be a “bearded lady”. How things have changed.
Conchita Wurst, a persona created by drag queen Tom Neuwirth took Eurovision by storm. He obviously has talent. But then so do all the other contestants.
So what made him stand out?
Novelty value? It’s more than that. Tom created a personal brand persona, Conchita Wurst. Immediately identifiable and unique, he/she stood out from the crowd.
There are two broad schools of thought in marketing. Brand and image people versus direct marketers.
Put simplistically, brand and image focuses on evoking good feelings about the organisation. Raising awareness in the marketplace. But it generally doesn’t reach out and target consumers asking them to take action.
Direct marketers couldn’t give a toss about image. Their only goal is to get someone to buy through a specific offer. “Ugly sells” is their mantra.
And each denigrated the other!
But times have changed. It’s now critical you combine both approaches.
To differentiate yourself you must take a stand. Be known for something.
Now I’m not suggesting for one moment you need to become a female impersonator 🙂
Having said that, being controversial will get you noticed. Go against conventional opinion. Spruik it and be prepared to back it up.
You’ll attract both proponents and opponents. People will love you or hate you. But you’ll never be bland.
Donald Trump is an outstanding, albeit controversial example. No matter what you think of him, his attitude, or cringe at the thought of him becoming the leader of the free world, you have to give it to him when it comes to personal brand.
He’s set himself up as an anti-establishment candidate who is attracting a large audience while repelling the rest.
Conchita’s singing in the Sydney Opera House. Was interviewed on the ABC 7:30 program (Australia’s premier current affairs program). Tom stacked the odds by being different. He appeared dressed as Conchita – beard and all.
But remember, marketing success today comes from combining “personal branding” with direct marketing encouraging action. Be that buying tickets to your next performance, getting them onto your marketing lists or even voting for you.
Donald Trump doesn’t just rely on his persona. He has legions of supporters actively ringing potential voters and getting them out to vote.
Every band, artist, writer or movie director, no matter how well known makes constant media appearances to remind audiences to come buy their books or come to their gigs.
Brand and Direct Marketing. The whole is greater than the sum of its parts!
Need help with figuring out your brand persona? And how to put it together with direct marketing campaigns to attract your audience?
Call Rashid on 0414-913-334 and take advantage of our free Business Acceleration sessions where we’ll help you come up with a strategy you can take to market.
