How to Market Your Brand Like a Kardashian
Written by: Scott Baradell
The ninth season of E!’s “Keeping Up With the Kardashians” starts Sunday night and the previews promise a krazy season (See what I did there? I’m feeling more like a Kardashian already!)
Bikini Marketers should be getting their Kardashian on too, but not for the reasons you might think. Marketers can learn quite a few lessons from Kourtney, Kim and Khloe, but they have nothing to do with wearing on-trend outfits or perfecting the art of contouring.
Here are six marketing tips learned from the Kardashians.
Flaunt what you’ve got
These girls have never been shy about showing off what they’ve got. Kim, Kourtney, Khloe and younger sister Kendall Jenner have all posed nude for various magazines, advertisements and organizations. Even self-proclaimed momager Kris has shown some serious skin.
The key for marketers to successfully show off their, for lack of a better word, assets is to perfect the art of the humble brag. Share a client success story on social media or write a blog post to a recent award win. Just remember that only 25 percent of your content should actually be about you. The rest should be unbranded.
Diversify your offerings
Perhaps one of the best lessons from the Kardashians is their diverse empire. Their reality show has grown into brands in clothing, make-up, perfume, nail polish, book deals and even a short stint in the credit card business. Rather than worrying about overexposing themselves, these girls continue looking for business ventures in new industries.
Marketers should think this way as well. Specializing in one field of marketing, say, SEO, seriously impacts your ability to grow your client base. Instead, hire employees who are skilled in all areas of your industry. Building a team with diverse talents will allow you to increase your offerings without sacrificing quality of work.
Find something that makes your brand unique
For the Kardashians, this is their signature “K” alliteration. From their clothing line, the Kardashian Kollection, to their previously mentioned Kardashian Kard, this family has basically invented an entire new dictionary.
Whether you share the Kardashians’ affinity for alliteration or not, you should find ways to differentiate your business from your competitors. Do your employees participate in an industry-related charity event regularly? Does your CEO personally work on every client account? Find your something special and put it at the forefront of your marketing efforts. If done correctly, it will become as valuable as your logo.
Be prepared to defend yourself
The Kardashians are no stranger to tabloids, rumors and, to be blunt, open disgust. It seems every week there’s a new negative story about them. From Kim’s short-lived marriage and eyebrow waxing accusations to speculation that underage Kendall and Kylie partied at a club, the girls aren’t afraid to defend themselves when needed.
If a disgruntled employee attacks you on social media or a competitor starts a not-so-subtle smear campaign, you’ve got to stand up for yourself. The key is to do so in a way that gets your point across without sounding petty. When in doubt, run your statement by your company’s decision makers or your lawyer.
There’s power in numbers
Perhaps one of the reasons the Kardashians have been so successful is simply because there are so many of them. When one does something, they all come out to support the venture.
Little sisters Kendall and Kylie participated in a photo shoot for Robert Kardashian’s sock line. When Kris hosted her talk show in 2013, Khloe, Kim, her then-boyfriend Kanye West and Kourtney’s long-term boyfriend Scott Disick all appeared on the show.
You can use this same strategy to build relationships and thought leadership in your company and community. Reach out to other businesses in your area to cross-promote and attend networking events regularly. Grow a strong support base and you’ll set yourself up for success.
The Kardashians have basically taken over the social media world. On Twitter, the Kardashian-Jenner clan (minus Bruce) have nearly 60 million followers combined, and Kylie, Khloe, Kendall and Kim have four of the top 10 most followed Instagram accounts, ranking 10th, 9th, 6th and 3rd, respectively.
You should aim for this kind of domination in your industry as well. Set some time aside to evaluate your social media strategy. The most important factors to a strong social media presence are posting regular, quality content and interacting with your followers. Master these skills and, who knows, you might one day see the same social success as the Kardashians.