Lessons from Kim Kardashian on driving up demand
By Amber Hudson and Luke Sklar
The entertainment world is nearly stroking out over the fact that we may see, for the first time, an actual picture of Kim Kardashian and Kanye West’s baby today. Some celebrities sell the first picture of their baby for millions – photos of Brad and Angie’s twins sold for an estimated $15 million – and some just post their baby pictures on Instagram for free. After months of waiting, Kanye West is expected to show a picture of his daughter on Kris Jenner’s (Kim’s mom) talk show on Friday.
I’m sure they are both nice people behind the strangeness and narcissism. But there’s no doubt in my mind they are calculating and careful when it comes to developing their own brand. Kim knows what she’s doing. She and her well paid handlers have figured out a marketing plan leveraging the ever powerful Out of Stock Theory: when something isn’t available it ramps up demand; it keeps us hungry; it’s the opposite of familiarity breeds contempt. Has she just been a protective mother or is she is purposefully fueling a media frenzy the likes we rarely see?
What I’m about to say sounds absurd, but yes, Kim Kardashian can teach your brand to drive demand by talking less and showing more, by holding something back so that your target keeps knocking on your door. Great brands do this. Is Kim Kardashian a great brand?