Unlocking The Power Of “Belieber” Marketing

Bieber in WingsWhether you’re a Belieber or not, there’s no denying that Justin Bieber has long been a teen phenomenon and is a model in the marketing world as well. He’s built an army of loyal fans from social media, paved the way for other artists to do the same, and remains a powerhouse performer and teen idol. We attended his concert at Madison Square Garden last night, where it became eminently clear why he’s still a favorite among tweens, teens, and twentysomethings; he continuously celebrates fans for being a part of his journey and for believing in him. This authentic attitude and his enormous appreciation for his fans is something that marketers across all industries can learn from and adopt.

Fans have always been a huge part of Bieber’s success from making his YouTube videos go viral to showing up at events to support him. Throughout the concert last night, he kept thanking his fans for all that they’ve done and even took time to express this in video form. Various clips of him circa his childhood YouTube days were shown on screen and Bieber noted how his fans helped discover and launch him to stardom. As a result, fans feel a strong attachment to him since they knew of him before he was famous, and in essence, were invited in to the process of making him a star. Brands can take note of this by inviting their consumers/fans in early as well, and letting them give their input in the creation of a product.

Bieber also went into detail discussing how fans have always been there for him, and he thanked them for everything they’ve done, no matter how big or small. They’ve tweeted about him and retweeted his links, bought his albums, merchandise and movie tickets, attended his concerts, made shirts, signs, and more. Many of the actions he mentioned related to fans sharing their love on social…

 
 

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Millennial News Feed

Quote of the Day: “I consider luxury items as something that is nice to have, but that I can also live without.”—Female, 23, FL

How has the recession made Millennials reject capitalism? According to a Harvard University survey, 51% of 18-29-year-olds say they do not support capitalism, but it may be that young voters are essentially frustrated by the “flaws of free markets.” When asked about socialism, only 33% said they were in support of the alternative system, making the analysis of the data complex. It is also unclear how the Millennials surveyed define capitalism, since the meaning has shifted throughout the years. According to one pollster, the term once meant freedom from totalitarian regimes, but is now blamed for the financial crisis. (Washington Post

Financial technology startups are narrowing their focus to keep Silicon Valley interested. It is no longer enough for a young company to disrupt the financial industry, they need to think niche to stand out from the competition. Financial start-up Pave targets consumers with a lack of credit history, like college students. Promise Financial provides loans specifically for weddings (which 74% of 18-33-year-olds say have become too expensive), and has partnered with over 100 wedding venues and vendors to offer loans when major purchases are being made. (Wall Street Journal

Luxury brands are looking towards the future by focusing in on Millennials. The generation has the potential to be the largest spending group in history, and by 2020 the oldest Millennials will be entering their peak earning years. To prepare, luxury brands are shifting to cater to the generation who values “über-luxe” travel over costly jewelry, shoes, and bags. Brands are turning to new influencers—from the Instagram-famous to video game characters— to form relationships with Millennials before they become the core luxury demographic. (WWD

GE has created an unexpected product to attract Millennial engineers: hot sauce. In partnership with thrillist and High River Sauces, the company has introduced the limited edition 10^32 Kelvin—named after the temperature that “scientists believe all matter ceases to exist.” The sauce combines the two hottest peppers in the world, and is made to get the attention of young applicants who may be more inclined to work for a “trendier” company. There is no doubt that hot sauce is a major trend: one market research firm predicts that by 2020 popular sauces will earn $632 million in new sales. (Fox News

An exclusive club called Magnises is “targeting Millennials and brands, wallets and insecurities.” We first told you about Magnises as a start-up targeting high earning Millennials, and since then it has branched out as a community-focused platform joining the ranks of WeLive and Soho House. Playing off Millennials’ struggle to form connections, the company wants to bring “the benefits of an online social network immediacy, convenience, interactivity—into the real world,” through member-only and sponsored events. They are expecting $5 million in revenue this year, with the  majority coming from brands. (Racked

Quote of the Day: “When shopping for a home, my must-have is an in-law suite.”—Male, 23, DE

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