Like 63 million other households around the globe, I started 2021 by getting completely engrossed in Netflix’s new series, Bridgerton. Not only is the bingeworthy drama filled with romance and suspense, it’s also an artful lesson in marketing that is very much relevant to our 21st Century landscape
Here are my top three Bridgerton-based marketing insights.
1. Have a Plan
In Bridgerton terms, the extent to which a young lady’s ‘Mama’ prepared her for facing the nerve-wracking landscape of ‘season’ greatly impacted her success in landing a husband. For a young debutante, being prepared meant being well groomed, light-footed on the dance floor and possessing the ability to present her talents and interests seamlessly and effortlessly.
How this translates to your brand: In order to garner the attention of potential clients, you need a brand strategy. Your brand voice should be well groomed; defined and recognisable. Brand execution should be light-footed on the dance floor – or marketplace. And brand communication should be seamless, across multi-channel platforms.
Moral of the story: Whether it’s a well-to-do husband you’re hoping to attract or a client, the principles remain the same. Those who approach their suitors with a well-formulated strategy are more likely to succeed than those who do so haphazardly.
2. Define Your Audience
Much like a Bridgerton ballroom in season, today’s marketplace is swarming with potential suitors. A debutante would know exactly what she desired: A love match, a seat at a wealthy family’s table or a royal title. Such factors guided her efforts and determined which men were worth her time. BY the time she stepped out, she had already segmented the market and was pursuing only those who fit her criteria.
How this translates to your brand: You’ve heard it before, but it still rings true – brands who approach the marketplace haphazardly, without prior research to inform their target segments are likely to run into difficulty. On average, brands have about 8 seconds to grab a consumer’s attention. When consumers don’t find what they need, or feel an emotional connection to your messaging, they will move on.
Moral of the story: In the pursuit of husbands and clients, your first step is to know who you are targeting. This way, language, channel and relevancy can be tailored to the audience – and chance of conversation increased.
3. Speak Your Truth, Tell Your Story
In Bridgerton, those who don the most elaborate frocks or deliver the most eye-catching campaigns may succeed in attracting a flurry of attention, however that attention is not always sustainable.
How this translates to your brand: Brands who say all the right things are likely to attract attention. The extent to which they are able to convert this attention into a genuine customer relationship depends on the authenticity of their messaging. Telling an authentic story comes naturally. Continually needing to fabricate a story you think the market wants to hear takes a lot more effort – and has a much higher chance of failing.
Moral of the story: Much like the courting scene, what people say about your brand usually precedes you. Social proof and word-of-mouth marketing hold incredible power in today’s market, where more and more purchase decisions are referral-based. If what you are saying about yourself correlates with what others are saying about you, it immediately builds brand trust. And trust is the cornerstone of any fulfilling relationship.