When so many brands and businesses are competing for consumers’ very fickle attention, a celebrity like Kim Kardashian keeps a captive audience of 18 million social media followers and makes millions.
Here are five lessons that can be learned from this master marketer:
Number one. Be a friend of the media and the media will be a friend to you. When speaking to reporters, Kardashian goes a step beyond what most other celebrities do. you can tell Kardashian’s had training. She walks the press line slowly, addressing each reporter with patience and courtesy. She looks each interviewer in the eye and shows her individual attention that reporter, and that reporter only until she's finished the interview. Kim also knows how to “smile with her eyes”–a Tyra Banks tip she discussed when she guest judged on America’s Next Top Model.
Number two. But, don’t let the media put words in your mouth. Control the story by telling it yourself. Just as celebrities use Facebook, Twitter and blog posts as today’s modern day press conferences, Kardashian expertly uses social media to share herself and listen to her fans.
Number three. Always be ready to face the spotlight. Kim Kardashian acts friendly to reporters, photographers and even aggressive paparazzi that wait for her outside restaurants, production studios and public events. They have a job to do, and so does she. Pausing for a minute to let cameras shoot her is part of the job.
Number four. Remember, the public is always watching. Kardashian is very conscious of being a public figure and treats every appearance as her job. “It’s all about projecting what image you want people to see of you,” Kardashian tells SUCCESS. So when she’s in the media, you’ll find that Kim won’t cuss in front of the cameras, trash your dressing room or show up hungover. She’s here to work.
Number five. Be real. Kim is spokeswoman for the weight-loss supplement QuickTrim, although she’s quick to admit she has cellulite like nearly every other woman in America and preaches to never weigh yourself. She tells UK Cosmopolitan, “When I was criticized for it, I said ‘I have cellulite. So what!’ See this little dimple of cellulite here? It was so worth it for that cookies n’ cream ice cream.”
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Kardashian’s Wrong Media Turns
However, there are plenty ways to go wrong. When you're in the public spotlight, every word spoken can be misconstrued in the tabloids, every night out can end disastrously. Kardashian has had her tumbles.
In December 2010, she along with longtime friend Ryan Seacrest, Alicia Keys and Lady Gaga each agreed to pose lifeless in a coffin with the headline reading, “Kim Kardashian is Dead”–all in the name of a charity publicity stunt for World AIDS Day. The stunt was a fundraising flop and labeled in poor taste.
Kardashian expressed her dismay with a November 2010 cover of W magazine after they published photos from the nude photo shoot. According to Kim, editors told her that her nude body would be disguised with body paint or artwork.
In August 2011, editors of the new and oddly titled World’s Most Beautiful magazine, announced Kardashian as its first 3-D cover model. The magazine didn’t get much traction.
And then, of course, there was the divorce after a lavish wedding only 72 days of marriage with Kris Humphries. A flurry of negative publicity had reportedly devastated Kardashian. She made a statement on her blog and laid low until it blew over.