While there isn’t an official tally of Taylor Swift’s fan base, affectionately dubbed ‘Swifties’, judging from her immense social media presence, which runs into the hundreds of millions, it’s indisputable that she commands a global audience of extraordinary proportions.
Swifties are renowned for their deep engagement, staunch loyalty, and notable cultural influence, which remarkably extends all the way to the U.S. Justice Department. In fact, their concerted actions spurred an antitrust investigation into Ticketmaster. Additionally, their fervent support and occasional fervour have contributed to the conclusion of Swift’s romantic relationships due to overwhelming public scrutiny and backlash.
So, it’s no wonder that Swift’s Australian tour presents a massive opportunity for local businesses, to the tune of US$5 billion, to capitalise on the hype and fan excitement. As with most marketing efforts, the key is to be creative, know your audience and be authentic in your offerings. Australian Swifties are experts in Taylor and will be looking for experiences that not only celebrate her music but also their own community’s spirit and uniqueness.
To Swifties, her tour is more than just a series of concerts, it’s a cultural event that can generate a significant economic impact for local businesses that are prepared to embrace her audience. Here are a few ideas that can inspire local businesses in Sydney and Melbourne where she will play five shows as part of The Era’s Tour in February 2024.
- Restaurants and cafes could introduce special menu items inspired by Taylor Swift’s songs, albums or personal preferences. For example, you could create a ‘Love Story Latte’ or ‘Red Velvet Swift Cupcakes’.
- Local retail businesses could tie-up with tour organisers or ticketing platforms for promotional discounts. For example, showing your concert ticket could get you a special deal or discount at a local shop or service.
- Hotels and pubs could host Swift-themed karaoke nights or trivia contests in the lead up to the concert dates. This could also include costume contests and viewing parties of her previous concerts or documentary films.
- Small boutique stores or craftspeople could create unique, locally-made Swift-themed merchandise. This could be anything from T-shirts, posters, stickers, to handmade jewellery inspired by Swift’s music or iconic fashion choices.
Of course, Taylor Swift has a myriad of symbols and themes that are iconic to her fans which can be easily incorporated into a marketing campaign. A few examples are red lipstick, the number 13, snake imagery, lyrical references, cats, guitars and Nashville.
