Capitalizing On The Power of Pop Culture

During times of recession, history has shown that pop culture brands will often thrive. Now one might assume that this is simply because consumers decidedly pull back on the bigger ticket items—like vacations—and replace them with less expensive things like music, movies, video games, iphone apps. That may be true. But beyond the basic economics of it, the fact is that people are enthralled with pop culture, and that will never change.

Pop culture, by historical definition, includes the many beliefs and practices that make up a society … from the food we eat to how we style our hair. But today, pop culture is something that people want to be a part of, generally something they deem as being “cool.” Pop culture has an undeniable attraction. It connects people. It makes them feel like they belong. So how can your brand capitalize on the power of pop culture? It’s a simple answer: Attach yourself to it.

The biggest brands in the world (i.e. Coca-Cola, American Express, Nike, etc.) align themselves with the biggest pop culture icons and events. Why? By “hijacking” the powerful, “bigger than life” persona that radiates from a pop star, a monster movie, a rock band, a superstar athlete, a TV show, an awesome event, etc., these brands form powerful connections with consumers and in turn can become pop culture icons themselves. It’s a halo effect of sorts.

Coca-Cola isn’t popular because it sells a sweet, carbonated beverage in a can. Coke sells a feeling. Just like American Express doesn’t sell a plastic card. It sells an experience. Nike doesn’t sell shoes. It sells inspiration. And so on. The point is whether you have millions of dollars to secure that worldwide celebrity endorsement or a small budget to simply attach your brand to an awesome event, you will no doubt benefit from the cool factor.

Admittedly, any kind of major endorsement or sponsorship deal with a hot pop culture brand can be cost prohibitive and the chances of your brand becoming a pop culture icon are pretty slim. But that doesn’t change the fact that there are MANY opportunities to use the “power of pop” to reach new fans and increase your popularity.

Here are some entry-level ideas:
The music industry is hurting. More than ever, record labels and managers are looking for ways to subsidize the cost of promotion, marketing and concert tours. Look for an artist or band that fits your brand image and find creative ways to help market them, while marketing you.

Partner with local radio stations and/or promoters to present exclusive events, concerts, contests or content that appeal to your target demo.

Host advance screenings of a blockbuster movie. Or, buy out a theater and give your customers the VIP access!

Find ways you can use your assets, products or services to enhance (or help create) a “money-can’t-buy” event or exclusive pop culture experience, then brand it!

Look into creative ways to integrate your brand into tent pole and iconic pop culture events. It’s not as hard as you may think.

Let’s be honest, whether you’re a high school kid or a multi-million dollar brand, you want people to think you’re “cool.” And we’ll all use whatever tools we can to accomplish that. If that means we ride the wave of someone else’s cool, then so be it!

Eric Murphy is the founder and CEO of Pop2Life [http://www.pop2life.com]—Creative Marketing, Promotion, PR (www.pop2life.com) – a full service agency focused on creating unique consumer experiences powered by pop culture. Murphy can be reached at [email protected].