Twelve Things Any Brand Can Learn From A Justin Bieber Concert (Without Wishing They Were Deaf)

Twelve Things Any Brand Can Learn From A Justin Bieber Concert (Without Wishing They Were Deaf)
SHARE
THIS



On Wednesday B&T had the pleasure to be invited to watch a Justin Bieber concert – alongside Kochie, Sam, Jackie O, Kyle and a thousand teary teens – on Sydney Harbour. Being on an island we were unable to escape the hideousness of the music (we were at least 20 years too old!) but still managed to note the marketing genius of the 21-year-old Canadian.

Get ’em young: When most of your market’s bolted-on 15-year-olds then there’s a good chance you’ve got a customer for life.

Make it permissable: Why do gazillions of young girls flock to a Bieber show? Because their peers and their parents allow them to. We’re pretty sure most mums and dads would be happier their teenage daughters scream at Justin than some of the rap artists he constantly name drops.

#BIEBERISLAND - iHeartRadio LIVE - Justin Bieber fans

Cool’s gone mainstream: Cool brands used to mean new and exclusive to a few early adopters. But as Apple (and Bieber) has shown brands can now be everywhere and still pack plenty of cachet.

Be “exclusive”: We’re guessing teenage girls scream and cry at the very sight of the Beebs because he’s (A) undoubtedly attractive, (B) presumably single and (C) there’s a presumption on the screaming fans’ behalf that they’re in with a shot with the 21-year-old. Brands need to find that one-on-one connection with customers too.

The internationalist: Justin’s music may be bad but it translates globally. Better to be crap and sell worldwide than be super cool and seen by nobody.

Find Jesus (or some other well meaning cause): As Justin knows, you’ll get far more followers if you’re clean, green and seen to be doing the right thing. Justin’s fan base are socially aware and he’s manoeuvred “Brand Bieber” to match.

Steal, steal and steal some: Young Justin cites Dr Dre, Will-i-am and some other rapper we’d never heard of, and that’s because his own music’s all a bit banal and vanilla. No need to be unique if you’re openly stealing from and hitching your own wagon to some of the best now, is there?

PR, PR and PR some more: Beebs may have only been playing to a 1000 people on that island but the whole thing was going to millions via Sunrise and Kyle and Jackie O. A bad social media experience is going to be far more damaging than a bad in-store experience.

#BIEBERISLAND - iHeartRadio LIVE - Justin Bieber on stage with dancers

Proven success (often) beats originality: There’s nothing Justin does that 1000 others don’t. You want the middle ground, you want the masses and you certainly don’t need to re-invent the wheel.

Surround yourself with pros: Can’t dance that well? Well, nothing some very good (and attractive) back-up dancers won’t take the attention off. Same with your marketing, social media or any other pillar of a business, really.

A crisis can make the perfect marketing opportunity: Caught doing cocaine with a monkey? Yes, you made a mistake. Yes, you’ve learned your lessons. Yes, you’re a bigger, better, improved person. Lesson? If your brand fucks-up admit it and admit it loud.

You can polish a turd: Product ain’t that good? Nothing a bit of smoke, mirrors and a well-polished spokesman out the front can’t fix.

Sex (continues to) sells: It’s the oldest marketing trick in the book, but pretty people can still sell a turd. Beeb’s music just ain’t that great but it’d be a whole lot worse if it were sung by a fat, bald 40-year-old!

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]