From jewelry to perfume, workout videos to diet systems … the Kardashian sisters know how to reach women. Whether you love them, or just love to hate them … they’re here to stay (thank you very much E!). While many think they’re just famous for being famous, they’ve created a brand that’s raking in big bucks. So, what can we learn about marketing to women from Kim, Khloe and Kourtney?
1. Appearances Matter
Although many of their wardrobe choices are questionable … the trio has their long-hair-tons-of-makeup-look down to a science. They’re always picture perfect. And when they’re not … they’re relatable. “Kim Kardashian without makeup” is an insanely popular Google search (and quite shocking to see!). No matter what they do … people actually care. And that’s the key to keeping any brand relevant – getting consumers to care and then of course, share with their peers. They know that every move they make – from a single Tweet to a cover story – is another opportunity to grow their brand, audience, and potentially achieve total world domination. Wouldn’t put it past them…
2. It’s Important to Think Big
Most reality show “stars” have their 15 minutes of fame and then wind up in a “How I lost 15 pounds!” magazine spread. But the Kardashian girls aren’t banking on just one big thing. Their growing empire is constantly evolving – new products, TV series, retail stores, and more. Brands that appear stale and stagnant don’t succeed in today’s marketplace.
3. Know What Women Want … And Run with It
Cupcakes. Check. Thigh toning exercises. Check. Teeth whitening. Check. If women want it, these girls are selling it. Their endorsements span across women’s lifestyle categories, not just limited to one small sector. Branching out and diversifying is crucial to expanding your audience and reach. But beware, you don’t want to be all over the map and veer too far away from your strategy or message.
4. Social Media is Key to Growing a Fan Base
Kim has close to 6 million Twitter followers that want to know what she had for an afternoon snack. She’s mastered the art of the tweet – using it to give fans a minute-by-minute glimpse into her real life and of course to promote EVERYTHING she’s doing. Right now it’s a sneak peak from her new music video – yikes! Staying on top of social media is key. A lackluster, inconsistent and unfocused social media presence will lose a brand fans faster than you can type 140 characters.
Okay, so they’re great at tweeting and helping women fit into skinny jeans. However, the Kardashians have had a few missteps along the way, specifically Kourtney giving birth on TV. Regardless of what you think of their fame and choice of boyfriends … they’re here to stay. Is it just luck? Shiny hair? Marketing genius? A little bit of each? Who knows … But maybe it’s not such a bad idea to follow a few rules from their playbook to reach women. Just don’t wear anything they would to a client meeting.