Believe it or not, there really is something to be said for the popular TV franchise “The Bachelor.” It’s one of the most-watched shows on network television (and a guilty pleasure for many members of the Speakeasy tribe) for a reason: It’s just plain fascinating to watch the insanity play out every Monday night.
But beyond the can’t-turn-away-from-the-train-wreck drama, we can actually take away some valuable marketing lessons from these hopeless singles.
- First impressions can make or break you
During last season’s “Bachelor” premiere, dolphin lover Alexis W. grabbed bachelor Nick’s attention with her shark costume, which she claimed was clearly a dolphin costume. Needless to say, she was quickly dubbed the “funny” contestant and became the girl everyone in America dolphinately wanted as their BFF.
Marketing Moral of the Story: First impressions stick, whether or not they’re accurate. From the moment you first meet someone, it takes roughly 30 seconds for them to finalize their impression of you.
Similarly, people tend to hold on to their first impressions of brands. 59 percent of consumers say they decide that a brand is their favorite immediately after purchase or when services begin.
If your brand leaves a bad first impression, it will be difficult to recover from that misstep, so you’d better make those first few seconds count.
- Be memorable
Remember Matt from this season of the Bachelorette? Me neither. Apparently this dude made it all the way to week six, and I can’t tell you a single thing about him.
Marketing Moral of the Story: Do something that people will remember. You don’t even have to act like you’re on drugs like the “WHAAA-BOOOOM” guy or have an inspiring backstory like Josiah to get attention. Establish a brand identity with meaningful values and let it show.
- Check the facts
On week five of Ben Higgins’ season of “The Bachelor,” Olivia C. stirred up drama with mom-of-two Amanda by saying that hearing Amanda gush about her young daughters was like watching an episode of Teen Mom. Yikes.
The only thing better than when a contestant sticks a foot in their mouth is watching them try to save it. Sorry, Olivia — you just weren’t our “jam.”
Marketing Moral of the Story: Don’t join the conversation if you don’t know what you’re talking about. Do your research and check your sources, or you’ll risk looking like an idiot.
- Consumers aren’t as loyal as they used to be
Last season’s villain Corinne was lucky enough to steal some alone with from bachelor Nick twice on the first night. During her second encounter with Nick, she left nothing to chance and planted the first kiss of the night. But while all the women were judging Corinne, Liz revealed that she had already hooked up with Nick months ago.
Corinne quickly realized she wasn’t the only one getting some lip action, and she wasn’t happy about it.
Marketing Moral of the Story: A study recently revealed that 80 percent of millennials looked for the lowest price possible when shopping, and 60 percent are more inclined to bypass their favorite brand if a cheaper alternative is available.
Do what you can to keep consumers coming back for more, but deal with the fact that you’re not the only brand they’re engaging with.
- Be relatable
Oh, Taylor. We have so much to learn from you. You were cold, calculating and never missed a chance to tell the other contestants about your “high emotional intelligence.”
When some of the girls in the house confronted Taylor about her attitude during week four of Nick’s season, she replied that some mistake her intelligence for cattiness. Insert eye roll.
Marketing Moral of the Story: Be human. Consumers want a brand they can trust, but don’t want to be patronized. Especially on social media, get off your high horse and get on their level.
- Use caution when tearing down your competitors
During Rachel’s two-on-one date with avowed enemies Lee and Kenny, Lee set his smiles aside to lie to Rachel and show her just how much better he was than his competition. But his scheme ultimately failed, as Rachel found Kenny to be more trustworthy.
We don’t hate you because you’re the villain, Lee — we hate you because you think you’re better than everyone else.
Marketing Moral of the Story: Trash-talking your competitors doesn’t always make you look better. Be careful when comparing your brand to others in the same category. Sometimes it shows consumers how your brand is superior, and sometimes it just makes you look like a jerk.
There are lessons to be learned from everything, and if you’re a Bachelor fanatic like me, you know you can learn about more than just love from watching this show. (And let’s be honest: We probably shouldn’t be taking relationship advice from “The Bachelor,” anyway.)
Take these tips, apply them and reap the rewards of a brand love that lasts a lifetime — no roses required.