I try to keep up on news in my industry, so it was with great interest that I read the latest cover story in Fast Company about fellow Twitter lover, Ashton Kutcher and his production company, Katalyst.
The cover provocatively asks if Kutcher could be “a new kind of media mogul.”
As a strategist, I can recognize a solid and smart marketing process when I see one – and Kutcher’s is watertight:
- Be hot, famous and prolific in some key social media channels.
- Watch as step 1 generates a large following of gawkers and fans.
- Watch as steps 1 and 2 attract large corporate brands who want to sell stuff to hordes of gawkers and fans.
- Let those brands piggyback on, or co-opt the content within, the aforementioned channels.
- Monetize participation, release co-opted content to the aforementioned hordes and make beaucoup money.
And, I have no doubt he’ll be successful at it.
But his strategy (heck, his whole company) is uniquely suited to capitalize on Kutcher’s stature, connections and lifestyle.
So where does this leave the rest of us whose personal brands aren’t so much springboards as they are teeny planks?
Me? I was never on a TV show. I’m not married to a celebrity. I have no pre-existing corporate endorsements. I’ve never punk’d Justin Timberlake so bad that he nearly cried (btw…that was a great episode, AK).
And yet, I’m working this space just as aggressively as Kutcher and his posse. And, I’m looking to magazines like Fast Company for ideas and inspiration on how to be successful in my own right.
Is there anything a regular lady from the Midwest like me can learn from “team Ashton?”
While the consensus online seems to be that Fast Company took a gigantic jump over a very attractive shark in writing this article, I still think the answer is “yes.”
1. Find your hook
I’ve got two words for you: trucker hat. Kutcher knows the value of a gimmick, a prank or a well-positioned must-have accessory, and he works that sucker for all its worth.
Do you have a “trucker hat” idea for your business?
- Is your value prop that you “do good work?” (Congrats, that’s true for every other company in America too. What else you got?) Are you the “first,” the “best,” the “only,” or the “award-winning” anything?
- Is your hook easy to identify, ubiquitous and a key player in every facet of your overall marketing strategy?
- Will your hook translate well across multiple platforms and media spaces?
2. Mix the mediums
Social is not the end-all, be-all of marketing. Part of the key to the success of Kutcher’s company is that they are integrating content across multiple platforms, and seeding projects in television, movies and the Web.
Are you thinking outside of the social media box, too?
- Are you creating marketing content that is snackable, portable and customizable across a range of platforms?
- Are all your marketing channels designed to work together symbiotically?
- Are you keeping an eye on emerging technologies so you can be the first to identify the new places where your clients or customers might want to play?
3. Pretty it up
Yeah, Kutcher’s good looks are doing him some favors in his race to “mogul-ness.” But, “be hotter” isn’t a real practical strategy for the rest of us to pursue. Perhaps a more tangible lesson we can learn from this former model is that working your looks is just as important as having them.
Is your company ready for its close-up?
- Do you have a consistent and appealing visual identity across all your marketing platforms and spaces?
- How is that headshot of yours holding up? (Is it reinforcing your brand, or is it just a so-so pic you shot with your laptop cam?)
- Are you striking some awesome, “blue steel” marketing “poses” via your podcasts, video and writing?
4. Keep an eye on the Benjamins
Kutcher knows Hollywood, and he’s cannibalizing that world to build his new business model. One lesson we can learn from him (and that world), is that everything costs money. (In Hollywood, it takes a village to raise a celebrity…and all those villagers need to get paid.)
Are you ready to capitalize on your new media investments?
- Are you approaching your contacts and pitching unique marketing partnerships where you can share the work and the wealth?
- Do you have clear strategies in place for ensuring that the content you give away will come back to you as revenue down the road?
- Have you identified some companies who are doing this well? Are you tracking their every move and taking copious notes?
5. Enjoy yourself
For all we know, Ashton Kutcher could be reading Ayn Rand books in his spare time. But in public, the AK brand is all about having fun. And you know what? People loooove to have fun, and they are attracted to other people having fun. Marketing doesn’t get any more simple than that.
Are you having any fun?
- Do people enjoy reading/watching/listening to your marketing? (Um…do you?) Is it interesting? Provocative? Funny?
- Are you enthusiastic about what you do? Are you letting that enthusiasm bleed into and invigorate your brand?
- Are you remembering to break a few rules now and again?
Ultimately, Ashton is an anomaly…
So it doesn’t really matter if he’s the “first next-generation media mogul,” or not.
Really, the more interesting question is…
…who will be the second?