Change With The Times:Marketing lessons from Eminem’s Comeback
If you or your organization isn’t evolving — innovating, growing, or reinventing — you are in danger of failing.The global landscape is littered with the remains of organizations that rose to great heights only to have their fortunes plummet because they were unable to transform themselves as times changed.
At a time when younger artists like Justin Bieber, Kanye West and Lady Gaga are relying on social media, a dizzying blitz of promotional appearances and concerts, and a nonstop hype machine to keep their careers stoked, Eminem’s path back to the top of the musical heap was decidedly old-school: He released a great album in Recovery that emotionally connected with fans thanks to some of the most hook-heavy songs of his career while maintaining an elusive persona that kept them guessing. Eminem’s early hits were part social commentary, part sketch comedy, and part music while his early songs like “The Real Slim Shady” and “My Band” were as humerus as they were biting. Much of what Eminem had to saying those early days were about himself. Eminem was able to change which helped him come back up in the hit charts
“There is nothing wrong with change…if it is in the right direction.” — Winston Churchill
Table Of Contents
- Eminem’s rebound
2. Campaigns that bought change
3. Building Civic-Minded Market
4. Summary
1. Eminem’s rebound
Whether you are a fan of rap or not, Eminem’s life story is an extraordinary tale of success, against all odds. Between 2000 and 2005, Eminem sold nearly 40 million albums. But over the next few years, those self-important, insincere Eminem songs faded away. His stardom seemed to fade too, and his 2009 album Relapse sold just 3 million copies, a far cry from expected.
On 2010 Eminem came out with “Recovery” which received generally positive reviews. The album debuted at Number one on the U.S Billboard 200, selling 741,000 copies in its first week and stayed at number one for seven non-consecutive weeks. It also peaked inside the top ten of several other countries and was the best-selling album of 2010 worldwide. By October 2011, the album had sold approximately 10 million copies worldwide. The album won a Grammy Award for Best Rap Album in 2011 and was nominated for Best Album, but lost to The Suburbs by Arcade Fire, other awards include American Music Awards, Billboard Music Awards, Detroit Music Awards. Eminem went from being written of to being written up by Billboard magazine as the artist of the year.
In 2010, Eminem tapped into an undeniable social shift towards a more civic era, and away from the self-centered idealist era. Instead of boastful songs about himself, Eminem sang about finding luck and good fortune in the song with Rihana. “I love the way you lie” touched a nerve with anyone who has ever been in passionate relationship.
“When you’re finished changing, you’re finished.” — Benjamin Franklin
2. Campaigns that bought change
The Halloween Candy Buy Back (HCBB) program was started with the goal of getting some of the candy “off the streets.” It was launched in 2005 The next year, the candy was send to the troops overseas. The local responses were fabulous and in the following years — the national response overwhelmed. Hundreds of local news stories led to the event getting featured by Diane Sawyer on ABC News. and most recently on CNN.
This campaign is to say “thank you” to those who serve.. It might seem like a trivial thing to send candy in a package, but for service men and women stationed away from loved ones, this little taste of home can mean a lot. In addition to candy donations from buy-back events, Operation Gratitude encourages dental offices to send dental hygiene items as well.
The buy-back campaign doesn’t generate immediate sales, but it does offer a fantastic PR opportunity that allows a local business to show how they are striving to make their community better. That’s a huge benefit in an increasingly civic-minded society.
3. Building Civic-Minded Market
- Stop bragging
being boastful doesn’t connect anymore. If you want to prove to customers that you are the best t what you do, use proof and allow your customers to experience your brand’s brilliance for themselves
2. Expose your cracks
In Civic-Minded society, we are more accepting of flaws, and we better understand that all of us have them. Brands willing to expose their imperfections connect with people on a deeper level.
3. Word-of-mouth rules
With a single click, your customers can let their friends and family know how great our brand is. You can’t hide from bad service any longer.
4. Honesty rocks
Customers today are armed with an incredible ability to detect BS. The younger your target customers are, the more sensitive their BS detector will be.
5. Belonging is the key
Today’s American dream isn’t about beating everyone else on your way to the top. It is more about being a vital part of a productive team.
4. Summary
Success in business, not to mention longevity, requires adaptability. The most successful and beloved brands have earned their esteem not through short-term gains but through consistent presence at the top. Market dominance is not given, it’s earned. Adaptability is arguably more important than ever in this digital era in which we currently operate. Prior to the 21st century, major market shifts were rare and gradual, but today disruptive innovations are as reliable as the changing of the seasons. And the corporate graveyard is rife with companies who failed to adjust to the times.
