Brand Tours are the future. Is your brand ready?
Earlier this year, we identified a seismic shift in brand marketing and generating fan love -- the idea being that brands had to go to their fans, meeting them where they are, in the world of the fans.
Now, let's push this concept further: enter "Brands on Tour" — the future of momentum marketing.
The biggest tour this year (and arguably history) was Taylor Swift’s monumental Eras Tour. It set the benchmark of what a master tour is and generated fan love on an epic scale. It redefined the concert experience, and now brands can mimic Taylor’s tour to activate and fuel momentum in the most impactful way.
Consider these jaw-dropping stats on the ongoing Eras Tour:
54 cities
152 shows
11 Swift Eras celebrated
$7.8 billion global revenue impact
$1 billion for Taylor Swift, with projections reaching $5.7 billion by the tour's end
The Eras Tour isn’t just a concert; it's a masterclass in fan engagement and brand momentum.
What Brands Can Learn from Taylor Swift’s Eras Tour
Instead of anchoring a brand in a flagship destination, brands need to hit the road and go on tour, stopping in cities to bring their brand to their fans.
So, what fuels the momentum of Brand Tours?
1. Limited-Time Stops: Like a musician’s tour, brands put customers on notice that their tour isn't permanent. A brand might stay in a city for more than one night, but the experience is still fleeting. This urgency drives foot traffic and leverages the fear of missing out. Look at Rixo, a UK-based fashion brand that launched a pop-up in New York after stellar Instagram reviews. That pop-up was the springboard for their US expansion and a collaboration with an LA-based fashion company. Similarly, the Kate Spade bus is touring Singapore this fall, debuting their new collection, staying in each location for just 3-4 days. They’re even using a QR code for a game to win a Dakota bag and a free drink at the pop-up.
2. Offering Real-Life Experiences: For brands with a predominantly online presence, a tour allows them to control the physical environment in which their customers experience them. Multi-sensory experiences are the future, driven by younger generations. Sol de Janeiro, known for its beachy scents, hosted a pop-up in New York’s Meatpacking District. The 3,700-square-foot store offered an immersive experience with product testing and guided meditation, creating a deeper connection with consumers.
3. Uniting Community: Just like Swift’s Eras Tour, a brand tour can be a haven for like-minded individuals. For brands, tour stops aren’t just about pushing product-- it;s also about bringing people together with shared values. The popularity of Taylor Swift Eras Tour bracelets shows the power of community-- even Travis Kelce was able to meet Taylor by exchanging a friendship bracelet with her. Similarly, brands can create spaces for fans to connect, whether it’s peers meeting peers or connecting with mentors and community leaders.
4. Exclusive Offerings: Nothing drives participation like exclusivity. Whether it’s an exclusive product drop or a unique experience, the allure of the unexpected can motivate consumers to attend. Similarly to how Taylor Swift performs a two song acoustic, surprise set at every concert, brands have the opportunity to add in special surprises during their tours, whether it be an exclusive product or experience.
By taking these lessons to heart, brands can transform their marketing strategies, creating deeper, more meaningful connections with their audiences.
➡️ What’s Next: Brand Tours: The Future of Momentum Marketing
To fuel momentum in the next era of retail, brand touring will be essential. It hits on all five momentum drivers: disruption, polarization, social impact, stickiness, and innovation.
Disruption: Brand tours are disruptive. Fans flock to these events just like they do to see Taylor Swift. When Hailey Bieber’s skincare line Rhode stopped in NYC, fans waited seven hours to buy products they could easily get online.
Polarization: Prioritizing experience over convenience can be polarizing, but those seven-hour lines outside the Rhode tour prove it’s the right move. Investing in experiences creates a deeper connection with fans.
Social Impact: The social impact of brand tours is significant. Yes, wait times can be daunting, but these events offer fans the chance to connect with like-minded people. Just as Taylor Swift’s fans bond over friendship bracelets, brand fans can geek out about the products they love, learn from each other, and form new relationships.
Stickiness: Tours provide stickiness by showing a brand's commitment to its community. Special build-outs and experiences make tour stops ripe for user-generated content (UGC). Fans share their experiences, driving others to check it out. Think of how many Eras Tour TikToks you watched before deciding to buy a ticket. This shareable content leverages community influence, a powerful innovation in brand marketing.
Innovation: Brand tours drive engagement and loyalty by leveraging the power of community and experience. Brands should think about going on tour and creating memorable experiences. It’s not just about revenue; it’s about influencing communities and leaving a lasting impression. This involves crafting unique experiences, fostering exclusivity, sparking conversations, and exciting consumers.
Over the last few years, retail stores have transformed. Today’s retail is all about experience. Physical stores incentivize participation in a brand and unite its community. The days of retail stores being for convenience or to house inventory are long gone. In a world where anything can be delivered to your home in less than a day, the convenience of retail is actually an oxymoron.
Brand tours are the future. By prioritizing community impact, brands can secure long-term financial success. It’s time to hit the road and see the real power of brand tours in action.