Keeping Up With The KardashiansMay 19, 2014
By Natalie Marquez, Senior Project Manager
I do. I’m not proud of it, but it’s fact. Just last week, I found myself asking a fellow colleague, “Are they or aren’t they?” (In regards to the Biebs and Kylie Jenner, of course.) Besides taking a long hard look in the mirror and asking myself why I care, I have to acknowledge the marketing machine that is the Kardashian family.
This latest piece of gossip – Justin and Kylie – can only be the result of “momager” Kris Jenner’s masterful marketing. It seems she realized that it’s time to orchestrate – er, “focus” – stories on her next generation of cash cows, the Jenner girls. Kendall is well on her way to becoming a name in the modeling industry and, well, Kylie’s carefully crafted tough-girl personality pairs perfectly with bad boy Bieber.
With the biggest wedding of the year reportedly just a few short days away, it’s the perfect time to take a look at what we can learn from the Kardashians and their rise to fame. Love, hate or claim to have no idea who they are (no one believes you), there is no way to deny the brand they’ve built.
2007: Kim and Ray J’s non-G-rated tape is “leaked.” Later that year, “Keeping up with the Kardashians” debuts on E!. It should be said, Kim revealed she wanted to be a reality star since the age of 12. So there’s that.
Lesson #1: Bad press doesn’t have to be just that; you can, and should, turn it into good publicity. Determine your plan of attack/response and get working! Case in point: Kim’s 15 minutes of fame turned into a $10 million business.
March 2014: Kardashian Kids launches.
Lesson #2: Build on your success; recognize opportunities and act upon them. With the birth of North, it can be argued that the Kardashians saw an opportunity and capitalized on it.
May 7, 2014: Kim announces via Twitter that she is not filming her wedding to Kanye West for “Keeping Up With The Kardashians.”
Lesson #3: Take time to determine when and where to distribute content. Figure out your audience and anticipate their wants, and reactions. Content is king, yes. But placed in the wrong channels it can have undesired results. Plus, Kim already invited viewers to her 2011 wedding to Kris Humphries, and look how well that turned out.
The reality show is now in its eighth season and reportedly was paid $40 million dollars to continue the series until 2015. Endorsements, appearances, branded merchandise, stores; I can’t begin to list all that is their empire.
Lesson #4: Sure, it might seem like the fame happened overnight. But, no one can argue that it takes hard work, determination and focus to succeed and the Kardashians – minus Rob – have all those qualities.
I feel you judging me, and know I judge myself too. But, ask yourself: How did you come to read this at the bottom of the article?