3 Marketing Lessons From Soap Operas

Posted by m4bmarketing under Marketing
From http://www.m4bmarketing.com 4923 days ago
Made Hot by: lovedthisarticle! on June 1, 2011 6:06 am

Although not everyone likes to admit it, most of us have at some time watched a soap opera. Whatever you say about them they do have staying power and a loyal following that many brands would envy. Here are 3 marketing lessons.

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Comments

Written by Adam_Gottlieb
4922 days ago

Very interesting post, Susan.

Aside from the qualities you mentioned in your post, one of the biggest factors to the extensive "brand loyalty" and dedicated following among soap operas is that they draw on the emotions of their viewers.

Those viewers who get the most hooked are the ones who identify in some way with the characters: either they wish they could be like them or they are actually going through a kind of soap opera in their own lives and thus can "understand" what the characters are going through.

This too is a lesson in marketing: if you can tap into some kind of emotional desire or need within you customers, then you can "hook" them. A good example of this: Apple. Why do so many people wait on line for hours and hours in order to get the newest version of the iPhone? It's not because they really need these devices that instant. It's because Apple has done a great job tapping into the desire to be a part of something new, something cutting edge.

Adam

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Written by m4bmarketing
4922 days ago

Hi Adam,

You are right about emotion and that is a great lesson for all businesses because that is what matters. Good example about Apple and they have tapped into the emotions of their customers so well over the years. Apart from lining up have you ever noticed the number of tweets whenever there is a new release.

Thanks for sharing this important lesson.

Susan

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Written by Sun Tzu Business Guide
4923 days ago

Haven't watched a soap opera in years but it's still a good analogy. The thing I remember most is how committed soap fans are to not missing a single installment. It seems to me good marketing should have the same impact.

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Written by m4bmarketing
4922 days ago

Thanks for your comment. One thing I learnt from comments on my blog is that the loyal fans do not watch other soaps. The other and it is what you mentioned they really do make sure they watch all episodes or in the case of one they go to the website to catch up. Most brands would love that.

Susan

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Written by yoni67
4923 days ago

Susan,

Make sure to check yourself out on this post:

"200 Most Fearless Women Online and in Social Media"

http://www.bizsugar.com/SuccessStories/200-most-fearless-women-online-and-in-social-media-/

Congratulations! Celebrate with a nice Foster's Lager and throw some extra shrimp on the barbie!

Yoni

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Written by profit613
4923 days ago

Susan,

My generation - almost 20 years old - has reality tv instead of the soaps. They also have a loyal following but sometimes it seems that the raunchier and vulgar they are the more following they have. Like Jersey Shore. There is violence, fighting, drinking until you vomit, rudeness, "whoring" by the guys and girls. It glamorizes all of the things that you don't want young kids doing. Fans love it. It's kind of sad.

Rochelle Rochelle

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Written by m4bmarketing
4923 days ago

Hi Rochelle,

That is very true and I have heard of Jersey Shore and they do seem to have quite a following. I wonder how long they will last as they grow up. Reality TV certainly seems to be popular.

Susan

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Written by yoni67
4923 days ago

Yup,

Luke and Laura. I remember it well. I also remember a newspaper article at the time describing the tens of thousands of gifts that were sent to the “happy couple” by fans. A sociologist did a study at the time and found that the lines that fans had were blurred between fiction and reality, thus the presents.

You are right, the fans of the soaps are diehard and loyal, a lesson that we all can glean.

I do tune in from time to time, mostly when I’m too lazy to change the channel. I’m impressed by the cliffhangers which get you all riled up about the next episode. The one thing I don’t like though is the adultery, cheating, filandering and back-stabbing.

I also remember when my grandmother Sadie, by then in her 80s came to live with us...would have been the early 80s. She loved us kids, but when "As the World Turns" came on, we were not aloud to make a sound. If we did, she'd say with her Yiddish accent, "Schkram...let your bubby (grandmother) watch ze pchogram. Go play outszhide."

GREAT article!

Yoni

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Written by m4bmarketing
4923 days ago

They do get people in and I have heard people do get to the stage where they think the characters are real. I do wonder how many times they can marry and divorce each other, although the fans seem to accept it.

Thanks and I did appreciate valentine including me on the list.

Susan

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