Strictly Come Dancing marketing idea – be authentic

A really superb dancer failed to win a reality-show dance competition. The winner of Strictly Come Dancing had more personality which was preferred by the audience to dancing ability.

The judges gave higher marks to Ricky Whittle, who had more talent, but Chris Hollins was the winner voted by the public. And the public had the final say.

Marketing a small business is also a talent contest: authenticity is easy as a small business, and talent is only part of the mix.

• You can be known for who you are.  You don’t have to make up cute personas because people buy from people they know like and trust.  Part of the knowing, liking and trusting comes from the fact that being authentic could even be better than being perfect.
• Chris was always the underdog and Ricky was always the most talented all the way through the competition.  Because Ricky was so good, people may have taken his talent for granted, and failed to get on his side.
• While Ricky was “cool” Chris had a sense of humour that was expressed more both in his conversation and his dance.  The Charleston was an entertainment tour de force with wit and fun as well as excellent dance steps.
• Ricky was warm and friendly but Chris was more open, and threw himself into the dancing with a refreshing exuberance and passion.
• Chris and his partner were happy to make fun of each othe.  They seemed very fond of each other but did not take their relationship too seriously, so we the audience could become part of it.
• Their partnership had strogner branding. They were referred to as “Hobbits” and as a couple as “Cola” – Ricky and his partner Natalie were not so easy to identify and know.

The people who buy your products and service may prefer a warm open personality to breathtaking talent, too.  What a relief – we can be ourselves!

Coverage in the press:

• Underdog Chris Hollins beats Ricky Whittle to take Strictly Come Dancing crown (telegraph.co.uk)
• Strictly final is watched by 11m (news.bbc.co.uk)