On January 21, 2013, Judy Begehr posted an article on Forbes.com titled “3 Marketing Insights From Oprah’s Lance Armstrong Interview.” The January 14 interview – aired on the Oprah Winfrey Network (OWN) – dealt with Lance Armstrong’s recent confession to using performance-enhancing drugs. It was viewed by 3.2 million people, an extraordinary high for OWN.

The first marketing insight given by Begehr is “The power of trial in behavior change.” Here, Begehr brings up the general marketing principle that buyers are most likely to buy cross-sell products after making their first purchase. Thus, it was a wise decision by OWN to run ads for other upcoming shows, since the many first-time OWN viewers brought to the network by this interview would be most receptive to the idea of watching the network’s other programs at this time.

The second insight is “The power of believing in and living your brand.” Begehr applies this concept to Lance Armstrong’s unwavering belief that what he was doing was completely just and necessary for his career as a cyclist. If marketers have the same level of faith in the values represented by their brand, they will be determined to see that their brand succeeds. Finally, Begehr makes the point that “The best market researchers interview like Oprah.” Oprah was prepared with a list of questions that brought out highly emotional responses from Armstrong. When researching potential audiences for their brand, it would benefit marketers to take a similar approach by surveying these audiences in a way that reveals the emotional forces behind their purchasing decisions.

Begehr’s article provides an insightful look into the world of marketing from a media event that one might not have immediately connected with marketing. Successful marketing relies on determination and the ability to identify your target audience’s emotional triggers. Although the controversy surrounding Lance Armstrong has tainted his reputation as a role model, there are certainly things we can learn about marketing from his drive to promote his cause and his career by whatever means necessary.

Print Friendly

Related posts: