If EBS marketing told you about just how much marketing potential there is in the rabid teenage boy band fan market you’d be surprised. A BBC editorial released on the website today (Wednesday 2nd September) really brought it home to us. The most die hard fans of bands such as One Direction and The Wanted, as well as solo acts such as Lady Gaga, Rihanna and Katy Perry, are now recruiting hundreds of thousands of fans on Twitter on their own, making not just what their idols have to say, but what they themselves have to say, very important in the online market of 2013.
It’s no secret that celebrities are crucial, in some way or another, to any marketing campaign that intends to use popular culture to reach its audience. However, the onset of Social Media sites such as Twitter and Facebook, as well as the internet in general, has radically changed the way these fans interact with their idols. It used to be that you waited outside your pop star of choice’s dressing room and waited until they came out, counting on luck of the draw to get you noticed.
However, now these fans are going to ever more extraordinary lengths to get noticed; luck has flown out of the window and it turns out that the methods these fans are using, such as creating popular fan sites, and using their Twitter and Facebook accounts to gather hundreds of thousands of followers, are actually new ways of simply getting noticed. Considering that the majority of people like this are teenagers, they are creating their own slick marketing campaigns, with the core marketing principle, getting noticed, at the heart of it all. Guess what, its working!
The article highlighted a ‘Directioner’ (One Direction super fan) who has had a whole lot of success in using online tactics to promote interest, all with the purpose of being noticed by the five piece boy band. 16 year old SJ runs a Twitter account that is dedicated to the band, under the hash tag @STYLATORARMY that has an incredible 850,000 followers and counting. When SJ was asked why she was having such success she said that “I think it’s just because I tweet the content other fans want to see and can relate to.” The girl has mastered a basic marketing principle and she hasn’t even gotten her driving license yet.
This just really highlights how consumers are changing. It used to be that they knew nothing about marketing, and even less about online marketing. However, the younger generation, in a bid to fulfill their teenage fantasies, are coming to embrace marketing as a regular part of their everyday lives. EBS Marketing reckons that we have to change with the times. It’s these mini media moguls we need to be taking our cues from. It’s these teenagers we need to be targeting in a successful marketing campaign. We need to become a fan of the super fans.