2014 has been a big year for Taylor Swift transitioning from a country singer to releasing her first pop album 1989 on October 27, which has become a huge commercial success.
Not only was it Swift's first pop album, it made her the first artist to have three albums sell more than a million copies in a week, when 1989 sold 1,287,000 copies in its first week. The only other time an album sold a million copies within a week was Swift's own previous album Red. The album has since gone on to sell 2.726 million copies.
So how did she do it? Apart from great songs, Swift’s clever marketing techniques helped make 1989 a phenomenon in itself. Swift's achievement in the business of marketing in 2014 has been equally thrilling, as her new album. Here are three key strategies Swift used.
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1. Showcasing her product
In August, Swift created developed and hosted her own one day talk show with a live audience ( her fans) and live-streamed it for her fans around the world. Swift took control of her own product by talking about her new album on the show, answering questions, sharing stories behind the songs and what influenced her to create this album. Swift also shared a sneak peek of one of the music videos. She understands the value of her fans and makes the effort to connect with them.
Watch: Part 1 and 2 of Taylor Swift Worldwide Livestream
2. Engaging with fans in 1989 "Secret Sessions”
Taylor came up with a brilliant and unique idea called “Secret Sessions”, where she invited dozens of fans for a fun party, to her homes in New York, Los Angeles and Rhode Island, so fans could listen to her songs off the album before its official release. Her first-hand interaction was not only a thrill for fans but a way for her to engage the people interested in her music.
Watch: 1989 Secret Sessions, Behind The Scenes!
3. Effectively channeling power of social media
With over 46 million followers on Twitter, nearly 13 million Instagram followers and 71 million Facebook fan, Swift used her social networking sites to consistently promote and share glimpses into her new album well before its release.
Tumblr
Tumblr, though a social networking, it is known to be more of a community. It is on this particular site that Swift got to be the most interactive with fans from the very start, even asking people on the site to help her understand how it works when she created her own page.Swift used Tumblr as a platform for her to not only share her work but also her journey through life and experiences. Swift engagened with members responding and reblogging posts that fans mentioned her in, as well as following those on Tumbr that share her similar interests. Being one of the community members on Tumblr is a huge part of why her blog has been success.
Instagram
Another creative venture was when Taylor's carefully crafted, hand made art-directed torn pages, revealing lyrics to her new songs on Instagram, giving fans something to look forward to and heighten the excitement of the album.
Here are a few of Swift's lyrics posts on Instagram:
Una foto pubblicata da Taylor Swift (@taylorswift) in data:
The album was made available for digital download along with its retail release. The 13 copies of the album included Polaroids with hand-written lyrics while the delux edition album included three extra songs as well voice memos from Swift.
Songs from the album were released, timed with precision, to drum up the excitement for the album. 'Shake It Off' and 'Blank Space' were both number one on the charts
Not all artists succeed when making the transition to a different genre. Understanding the value of her fans and taking them on her journey in creating her efforts album has been the key to her success. Swift’s attention to every detail and strategy in promoting her product has been a marketing marvel to watch and learn.
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