Member Since: 1/1/2014
Posts: 7,793
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Article from Entrepreneur.com talking about how much of a genius Taylor has been recently! I did say she would be lauded and cited as an example of excellence by the marketing industry and the business world in general. Here is the evidence.
Quote:
Taylor Swift may be synonymous with sugary pop music, but in the business world she’s known for her other talent: customer retention.
As I write this, Swift has just kicked off her 1989 world tour, which is set to include over 75 dates across three continents. This tour signifies the first time Swift is set to make over $100 million in annual earnings, a rare feat for a pop solo act. In the last three years, only Madonna has been able to reach that benchmark -- until now.
Even for the most diehard of "Swifties," this eye-popping sum is impressive news. Though the pop starlet has always been canny about building her brand, the newest album at the heart of this record-breaking tour, 1989, represented a serious business risk.
The challenge
There was a concrete reason for that risk: As Swift planned, first her album, then her tour, she had to deal with the reality that most of her following were fans of her country music roots. Though her music had always had a pop feel, 1989 marked her “official” transition into pure pop. Swift had to tread carefully to cross genres without losing her original audience; complicating the issue was the fact that she hadn’t released new music for over a year.
If that dilemma sounds strangely familiar, it should. Ecommerce companies face similar issues daily, whether those issues might be winning back about-to-churn customers after a period of inactivity or dealing with fallout from rebranding.
The solution
As it turns out, not only do ecommerce marketers have problems similar to those of country-turned-pop stars, they should also be taking notes. What followed from Swift and her team was a flawlessly executed master class in retention marketing.
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http://www.entrepreneur.com/article/246603
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the best line of BS
So excited omg.
I got into this song a few days ago
people on atrl won't and can't comprehend anyways
