5 things Madonna taught us about marketing at Super Bowl 2012

5 things Madonna taught us about marketing at Super Bowl 2012

You may argue that Madonna is not the greatest performer/singer/dancer in the world. But her staying power, appeal and influence can’t be denied. Your own marketing campaigns can learn from Madonna as well. Yesterday’s Super Bowl performance contained 6 components of her brand that have helped keep her in the game. Here they are: 

  1. Meet expectations. We all expect Madonna to be showy, a little provocative, sing her favorites. She met those expectations and didn’t try to surprise us with an entirely new image. Don’t try to change everything at once to revive a flailing brand. You’ll lose your supporters.
  2. Stay relevant with brand associations. Although Madonna gave us our old favorites and stayed within expectations, she kept it relevant by sharing the stage with Cee Lo Green, Nicki Minaj and MIA. These performers are hot stars that represent the younger demographic Madonna needs to keep in order to maintain her brand’s success. Does your message contain relevancy to your chosen demo, and are you using partners  to stay current?
  3. Throw in some controversy but not too much. MIA’s middle finger was planned, folks. This is just enough NOT to warrant a fine (like Janet Jackson’s nipple exposure, which I believe was unplanned) but enough to get people talking. You should be a tiny bit provocative when you can.
  4. Don’t overdo it. Although Madonna did some pretty incredible stuff she had an assist on her cartwheels, backup rails in case she lost her balance and people to hold her hand when she popped up and down on those heels. (I’m amazed at that, by the way, at any age!) Imagine if she’d fallen on her butt, which could have easily happened.  Are your ad campaigns trying too hard and fail as a result?
  5. Introduce new calls and promotions sparingly. We did have to hear Madonna’s terrible (in my opinion) new song, but it was couched in enough favorite stuff and cool things that it was bearable. Nobody wants to see a cheerleader that’s 53 I don’t care how good she looks. (I wanted to see her become a witch or something. )  Don’t oversell your customers. You provide entertainment/content/free stuff…and in exchange you get to sell them a little something. Consumers demand this exchange.
What did you think of Madonna yesterday?
16 Comments
  • Karen Stromm
    Posted at 08:03h, 07 February Reply

    I, too, think her new song’s terrible but because of what’s going on around her (production design is up there!), it’s sort of forgiven or a lot tolerable. And she looks amazing!

    • bonnie
      Posted at 17:45h, 07 February Reply

      She does look amazing. How the heck do you get guns like that at 53!

  • John
    Posted at 18:36h, 07 February Reply

    One of the greatest lessons that you can learn from that performance is that perception impacts taste. For example, some people believe that the performance was not good. However, her die hard fans that I have spoken with loved the performance. Her die hard fans already perceive her to be amazing, and therefore, liked the end-product. The same is true with any product that you consume: perception alters taste. Check this out if you are interested on this subject:

  • Finallyfast.com
    Posted at 22:06h, 07 February Reply

    Some much for the video … it has been removed from the site before I was able to watch it 🙁
    I couldn’t watch the show on Sunday either. 🙁

    But anyway … from what I’ve heard and seen discussed on TV news, Madonna must have been brilliant …. as always.

    ~Anja~

    • bonnie
      Posted at 12:38h, 08 February Reply

      Anja…I just updated the video if you want to watch it now!

  • Maine Wedding Photographer
    Posted at 12:02h, 08 February Reply

    MIA is Madonna’s lady in waiting. I read an interview with her and she really courts controversy. Everything she does is calculated. She is a marketing/self promotion machine. I think we’ll see big things from her in the future.

  • sehlig
    Posted at 09:02h, 08 February Reply

    Despite all the eligible bad comments about her singing, I’ve to admit that the show was quite impressing. Choreographs have done a great job and Madonna acted great to in my opinion. And nice conclusions of yours about the marketing too 🙂

  • John Smith
    Posted at 09:24h, 14 February Reply

    Madonna is just amazing woman, and she always will be one of my best and favorite woman! And true artisan!

  • Chicago Venues
    Posted at 13:10h, 14 February Reply

    This was a great show. There are not a lot of artists that have careers this long. It is amazing that she is still being invited to perform at venues such as this one. It really does speak to her talents for both music and marketing.

  • Margareth Smith
    Posted at 22:37h, 14 February Reply

    I enjoyed reading your post. Who could have thought combining Madonna and marketing in one article is possible? Anyway, I also enjoyed her performance. There was an issue, i think, regarding her lip syncing. Though, I’m not really sure if it’s true or not. But, true. Adding a little bit of controversy to your product will get people talking. 😉

  • Language Learning
    Posted at 01:07h, 20 February Reply

    People like Picasso and Bob Dylan broke rule number one all the time, they may not be remembered as marketers but it sure worked for them

  • amr nabil
    Posted at 11:13h, 22 February Reply

    wooow amazing women … love this video

  • Mike Smith
    Posted at 05:38h, 29 February Reply

    Madonna is really great singer, showgirl, business man, woman and a mother. She is the best!

  • Kevin Rose
    Posted at 05:18h, 08 March Reply

    I love Madonna!She really know how to made greate SHOW!!

  • Lady Gaga albums
    Posted at 11:08h, 20 March Reply

    This post has surprised me enough. So, I’m glad that such people can write such wonderful articles without being afraid of explaining their points of view.

  • Cherry
    Posted at 13:12h, 02 April Reply

    Most of all, she achieved the UNSEEN WORLD SHOW by Goddess Queen Madonna ever.

    Just only one can do, Madge.

Post A Comment