Christina's website and its webmasters:
Marketing Christina Aguilera -
creating a brand community
future of marketing is in offering and supporting a renewed sense
of community. Marketing becomes tribal marketing."
of partnership between the company and the tribe is another crucial dimension
of the tribal approach."
Sites dedicated to pop stars
are very common. Taking the form of news sites, shrines or personal homage,
they provide an important link for fans of an artist.
Creating a link between a pop
star (product) and the consumer is important. A new marketing theory suggests
that creating links between consumers is as, if not more important. Tribal
marketing, a method which encourages the creation of a tribe (a group
with a shared identity) should create strong brand loyalty. Traditional
marketing tends to start and end with the product. With tribal marketing
the product becomes the link between members of the tribe. The benefit
to the record company is that people will repeat-purchase the product
to reinforce their link with the tribe.
Christina Aguilera's website appears
to have embraced this approach in its Fanorama
section. It is an archive of fans websites, art work, photographs
and messages. This section of the website is very personal and contains
a message from Christina to her fans, one that reinforces the importance
of her online brand community:
appreciate your support more than you'll ever know. Thank you for all
of your hard work. You guys are the most incredible fans in the world.
Thanks again for always keeping me in your thoughts. It really encourages
me to keep going. You guys inspire me."
Promotion of a pop star is about encouraging regular,
repeat purchases. By creating a community of fans, the promotion
is carried from one fan to another, just like word of mouth. However,
the internet provides a vehicle that is far more powerful than tradition
word of mouth: one fansite could reach thousands of fans. By encouraging
the growth of fansites, Christina is increasing her reach.
Fansites exist for all major pop stars, but Christina
is actively encouraging their development. Other artists have attempted
to close down fansites, citing copyright violation. It is important
for a record company to control the message but by closing down
fansites they could be losing a valuable channel of communication.
The tradition marketing mix
will remain, the core product will be the CD album sold through music
shops. However, the demand for the product is likely to be created in
much more complex ways. Remember that marketing is not merely the process
of generating sales; its objectives can be much more subtle. Christina
Aguilera is one of the first major artists to embrace a wider range of
marketing methods. Her web presence is far more co-ordinated and has a
much greater impact as a result.
- Nathan Robinson
Back to Hot News -
- Back to home page -