You may not care about "celebrity" love affairs, or the British Monarchy, or what dress Kate is going to wear. You might not even know who Kate is. You just may not care. But if you are in marketing, I say you need to watch The Royal Wedding.
I understand that getting up at 4:00am EST on a school day is a big commitment. So let me tell you why it's important to those of us in marketing.
First of all, this is pop culture baby. The Royal Wedding is influencing fashion, language, style, you name it. It's the defining moment of the decade from a pop culture perspective. As marketers we need to take note. We need to participate in it; we need to live it with our consumers. We need to be on the inside of it -- not the outside wondering why.
Second of all, it's influencing the marketing of other brands as well. I walked by The Gap last night and witnessed an in-store promotion called "Get The Royal Treatment". Marketers from fashion to cosmetics to hair care to entertainment (you name it) are going to be leveraging pieces of The Royal Wedding and we need to track it.
And lastly, we are witnessing the marketing of a nation. This is Britain's big moment, and they are basking in it. On social media, in blogs, with television specials, and the list goes on. They are using the opportunity to showcase the glory days of the British Empire, and using it as a signal that maybe, just maybe, they still have a little bit of that sparkle. That maybe, just maybe, this couple will bring it back. It's the publicity stunt of a lifetime and the UK wants it to work to unite their people and the world around all that is Britain. Right at the time when we probably all need it most.
This is marketing in the making and pop culture changing right before our eyes. As a marketer, you have to witness it first hand. Not to mention the promise and hope that comes from watching a young couple start their life together. Oh yeah, and then there's that!
What's your experience? Jim.