“Love them or hate them, the Kardashian Klan is undeniably the greatest marketing machine of the modern age. I’ve been intrigued by how they had become famous “for being famous” (what does that even mean?!) so I’ve done a little digital media and marketing study on LA’s most outrageous family.
“Their business is feeding the biggest beast on Earth: human nature”
Are the Kardashians “famous for being famous”?
When your former athlete and Olympic Champion dad just became a woman, your mum’s boyfriend is younger than you, your boyfriend had cheated the day before you went to labour, your brother’s child’s mother is your boyfriend’s ex and you kick-started your “career” by releasing a sex tape, things might get a bit dramatic. Beyond all the outrageous drama, the Kardashians have created an industry for themselves with simple, clear, classic marketing and digital media tools. Their business feeds the everyday people’s cruelty – watching how the rich and famous lives that makes them feel good or bad about their own lives. Criticise and adore them, follow their every step into the latest trends. Their business is satisfying the biggest beast on Earth: human nature.
Influence your network
Kris Jenner being talentless is a huge misstatement. She has built a multi-million dollar kingdom using nothing else but a great sense of business. It is a talent to sniff the money out and to be able to network with the right people in order to make things happen when and how she wants them to happen. Being influential is what they all do – and that could be truly hard work. The Kardashians are a metaphor of the 21st century that is all about entrepreneurship, digital media, being your own boss and having the possibility to do whatever you want in life. The life of Gen-Z started with one thing that has changed how we live today: social media. Instagram, facebook, youtube and personal or professional blogs are the best ways to influence people and lead them to your business. In 2019 you don’t just try to sell your product, you sell the life that comes with it. How?
“The Kardashians are today’s Coca Cola”
And the number one golden rule is: be visible. Back in the days, when Coca Cola and Pepsi started to target the same audience, Coca Cola was way ahead of the game. And not because it was a better drink – because it was everywhere. People saw the famous red-white floating letters in the corner shop, on the coaster under their drinks, on banners, in Sex and the City, in tv adverts. The Kardashians are today’s Coca Cola. Not are they only visible but they also listen to their audience and interact with people through different channels. Consistent communication with your target audience will bring people closer to your brand on a personal level which will generate more business by emotional attachment. In the age of social media, no one advertises single products anymore – people are after the latest, the greatest, the bullshit-free and something that sells them the dream. And this is when having a blog and a strong social media presence will turn the needle for you – get out and talk about the things you know, show your expertise, your talent. Engage with people, teach them how-to’s and give them solutions to their problems offering your business as a first aid kit.
Stay authentic, whatever that means to you. Today’s generation has a highly sensitive bullshit filter. As soon as they sniff out that you may not be true to yourself, you’re dead to them. Take Kim Kardashian for example, she was Paris Hilton’s personal assistant for a while, then she released a shameless sex tape with Ray J, got married 3 times, gets naked for social media every now and then, has her own cosmetics brand, own app, even released a book called “Selfish” featuring selfie upon selfie of herself . She’s shameless and doesn’t care what people think of her. And that mindset made her $390 million, the second highest revenue in the family following little sister Kylie with $900 million.
It doesn’t matter what you’re selling, metal screws for Ikea beds or Hollywood glam make-up kits, the one rule you have to follow is to focus. Digital marketing and social media strategies are based on people’s interest, the places their go to, the people they meet there, the food they crave, the countries they travel to. It’s never been so easy to target people through consistent communication and social interaction. Your target audience is out there waiting to hear from you. You have to get out and sell them the dream. Focus. Post once a day, release a blog post twice a week, tweet and live broadcast, but stay true to your audience. If you are a travel agent, people will follow you to stay informed about the coolest destinations, your latest offers and to get inspired. If you suddenly start posting about cats that are dressed as Santa Clause, you will lose a big portion of your followings. Focusing on your statement product will help you build a community that is all ears to hear what you have to say. Focus on them and you will win.
Love them or hate them. But first of all learn from them. The Kardashians are one of kind, but a hell of a marketing machine. They market the *** out of themselves with consistent communication, social visibility, interaction and focusing on their own brand. These easy marketing steps need to be implemented in any company strategy in the 21st century.
Be quick though – you snooze, you lose.