Beyoncé, Hollywood & Broadway Launch Strategy
Beyoncé for Cécred, Zendaya for Challengers, Alica Keys for Hell’s Kitchen
In preparing for my U.S. intensives, I thought I would share this training from the final seminar on audience engagement — personal touch with public impact.
What typically happens when artists and creatives want to share something? We immediately go where… social media!
Stop yourself and follow these five steps for the success of your next creative project.
Step One = Product(ion)
While this likely starts with months of pre-pro, you want to develop your product with a specific audience in mind.
Before you start promotions, make sure your product is ready for an audience!
Examples:
Developing Cécred Hair Care (Product)
Casting & Creating Challengers (Film)
Writing, Casting & Creating Hell’s Kitchen (Musical, Play, or LIVE Event)
Step Two = Packaging
Before anyone will be interested in consuming your product, you’ve got to focus on the packaging. Make sure you have great photos, videos, and other forms of media to take this to market.
Resource:
Questions to Ask When Creating Logo Design & Key Art
Step Three = Web link(s)
We can only do so much with email and social media. You need a central hub to send folx who are interested in learning more.
I always recommend adding your latest work to your website monthly. There are also marketplaces one can use, such as Etsy, EventBrite, StubHub, etc.
Examples:
Selling via Cecred.com (et al.)
Selling via ChallengersMovie.net (et al.)
Selling via HellsKitchen.com (et al.)
Step Four = Email Announcements
When you realize that organic reach on social media is only 1 to 5% of your audience (that is only 1-5 people out of every 100 followers or friends you garner), I hope you’ll start to prioritize email marketing.
Email marketing delivers to 100% of your subscribers and your open rates will be in realm of 50-90% of that audience — especially if you’re not sending frequent emails.
Examples:
Sign up on Cecred.com (10% off your first purchase)
Sign up on WarnerBros.com (updates on all upcoming projects)
Sign up on HellsKitchen.com (email or texts with exclusive updates)
Bonus Insider Tip
Another big tip is to leverage your email signature as a “campaign” spot for the duration of this promotion period.
Add a secondary line in grey and I guarantee people will still see it and engage!
Step Five = Social Media & Traditional PR
Use social media and traditional press after you’ve completed all of the prep work above to ensure your product(ion) is ready for an audience.
You want to create a “runway” for your launch — leading with teasers that direct people to sign up for an email announcement or “exclusive” pre-sales and discounts.
Putting It Together
You want to make sure your product is ready and appealing to your audience. Take the time to have a web link and email list ready to secure leads — it’s difficult to follow up with your audience and track success if you don’t follow all of these steps.
Here is how this all was brought together with the official launch of Cécred Hair Cair on February 20th, 2024.
February 7, 2024
Beyoncé uses social media to direct audiences to visit Cecred.com for the “journey” that begins on February 20th — approximately two weeks before the official launch date.
February 7, 2024
Email subscribers are immediately directed to follow Cécred on ALL social channels — turning a follower on Instagram into an email subscriber AND follower across multiple social networks.
February 19, 2024
Hype or re-engagement email the day before — a second chance to grow followers on all social networks.
February 20, 2024
Launch day email to “Start at the Foundation” and receive 10% off your first order — taking away risk from early adopters.
Did you enjoy this post?
This blog is part of a series to create, market, and sell your next creative project.
Check out these two additional posts.
