{"id":62370,"date":"2024-09-23T08:00:29","date_gmt":"2024-09-23T12:00:29","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=62370"},"modified":"2024-09-23T08:00:29","modified_gmt":"2024-09-23T12:00:29","slug":"a-spicy-marketing-lesson-from-ed-sheeran","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2024\/09\/23\/a-spicy-marketing-lesson-from-ed-sheeran\/","title":{"rendered":"A spicy marketing lesson from Ed Sheeran"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-62372\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/08\/sheeran-2-1024x576.jpg\" alt=\"marketing lesson from Ed Sheeran\" width=\"800\" height=\"450\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/08\/sheeran-2-1024x576.jpg 1024w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/08\/sheeran-2-300x169.jpg 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/08\/sheeran-2-768x432.jpg 768w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/08\/sheeran-2.jpg 1280w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>About a year ago, singer Ed Sheeran partnered with Heinz on a new hot sauce. This is a great lesson literally pointing to the future of influencer marketing, and I kept forgetting to blog about it. But before I get to the dazzling marketing lesson from Ed Sheeran, let&#8217;s talk about the marketing problem with soap &#8230;<\/p>\n<h2>The new influencer landscape<\/h2>\n<p>I recently attended a meeting at a CPG company famous for its iconic soap products. They went through a big competitive analysis with profiles of all their traditional global competitors. At the end of the talk, I sheepishly raised my hand and suggested they had completely missed their biggest competitive threat. It isn&#8217;t P&amp;G. It isn&#8217;t Unilever. It&#8217;s a 24-year-old TikTok star.<\/p>\n<p>Influencer marketing has entered a new phase. The biggest stars&#8217; celebrity power commands more loyal audiences than traditional TV networks. Mr Beast has more subscribers than Netflix.<\/p>\n<p>These aren&#8217;t just kids shilling energy drinks. They are savvy entrepreneurs who are building their own mega-brands. Here are a few examples:<\/p>\n<ul>\n<li>Addison Rae &#8211; Item Beauty<\/li>\n<li>Emma Chamberlain &#8211; Chamberlain Coffee<\/li>\n<li>Charli and Dixie D&#8217;Amelio &#8211; Social Tourist (clothing line)<\/li>\n<li>Hyram Yarbro &#8211; Selfless by Hyram (skincare line)<\/li>\n<li>Blair Walnuts &#8211; Jewelry line<\/li>\n<li>Michelle Khare &#8211; MKfit (fitness app)<\/li>\n<\/ul>\n<p>And, of course, there is Kylie Jenner, the world&#8217;s youngest self-made billionaire who sells her cosmetics in airport kiosks,<\/p>\n<p>These young creators have something the big companies don&#8217;t\u2014a credible, authentic voice and a loyal audience that visits them online daily to see what they&#8217;re selling next.<\/p>\n<p>And that brings us to the marketing lesson from Ed Sheeran.<\/p>\n<h2>The beautiful ketchup move<\/h2>\n<p>Like the other influencers I mentioned, Ed Sheeran could have created his own line of hot sauces and a saucy empire. But why?<\/p>\n<p>Partnering with Heinz made so much more sense. For one thing, Heinz actually makes stuff. They have contracts with suppliers, big factories, and an excellent distribution system built over a hundred years. So, with very little actual effort, Ed made his hot sauce dreams come true just by lending his charming face to the new brand. Win-Win.<\/p>\n<p>And here&#8217;s the lesson for the mega-brands. Put your marketing ego aside. Go find yourself some beloved influencers and make them rich. They can out-market you, but you can out-manufacture them. It&#8217;s a match made in heaven.<\/p>\n<p>Since the Ed Sheeran announcement, I&#8217;ve been waiting for a deluge of influencer-brand product launches, but there have been very few. I don&#8217;t get it. Influencers own your market, folks. Partner with them to disrupt your market before you&#8217;re the one being disrupted.<\/p>\n<p>if you&#8217;d like to hear more about this subject, I discussed these ideas with my friend <a href=\"https:\/\/amandarussell.co\/\" target=\"_blank\" rel=\"noopener\">Amanda Russell<\/a>. You won&#8217;t want to miss it!<\/p>\n<h3><a href=\"https:\/\/traffic.libsyn.com\/marketingcompanion\/MarkSEp23FINAL.mp3\" target=\"_blank\" rel=\"noopener\">Click here to enjoy Marketing Companion Episode 298<\/a><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-27324 size-full\" tabindex=\"0\" role=\"button\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" sizes=\"(max-width: 591px) 100vw, 591px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png 591w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-200x8.png 200w\" alt=\"Gen Z exposed sponnsors\" width=\"591\" height=\"24\" data-attachment-id=\"27324\" data-permalink=\"https:\/\/businessesgrow.com\/2014\/01\/06\/content-shock\/border-line\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" data-orig-size=\"591,24\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"border line\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line-300x12.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2014\/01\/border-line.png\" \/><\/p>\n<p>Please support our sponsor, who brings you this amazing episode.<\/p>\n<h2>Bravo for Brevo!<\/h2>\n<p><img decoding=\"async\" class=\"alignleft wp-image-59869\" style=\"vertical-align: baseline; border: 0px; outline: 0px; padding: 0px; margin: 0px 15px 5px 0px; max-width: 100%; height: auto; text-decoration: none; float: left;\" tabindex=\"0\" role=\"button\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" sizes=\"(max-width: 241px) 100vw, 241px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-100x51.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-99x50.png 99w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png 418w\" alt=\"Brevo coupon code\" width=\"241\" height=\"122\" data-attachment-id=\"59869\" data-permalink=\"https:\/\/businessesgrow.com\/2023\/07\/20\/business-narrative\/screen-shot-2023-07-13-at-3-18-03-pm\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" data-orig-size=\"418,212\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brevo coupon code\" data-image-description=\"&lt;p&gt;Brevo coupon code&lt;\/p&gt; \" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM-300x152.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-13-at-3.18.03-PM.png\" \/>This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.<\/p>\n<p>Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.<\/p>\n<p>Go to\u00a0<a href=\"https:\/\/www.brevo.com\/marketingcompanion\/?utm_medium=partnership&amp;utm_source=marketingcompanion&amp;utm_campaign=relaunch\" target=\"_blank\" rel=\"noopener\">https:\/\/www.brevo.com\/marketingcompanion<\/a>\u00a0to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo\u2019s Starter &amp; Business plan!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Big brands seem to be missing out on one of the hottest influencer marketing trends. They could do very well by taking this marketing lesson from Ed Sheeran.<\/p>\n","protected":false},"author":3,"featured_media":62372,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[11,48,173,44,78,59,138,91,25,29,134,131,14,233],"tags":[1790,3019,2261,1879,36],"class_list":["post-62370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-case-studies","category-corporate-communications","category-economics-of-social-media","category-entrepreneurial-ideas","category-futurist","category-influence-marketing-2","category-innovation","category-marketing-best-practices","category-marketing-strategy","category-podcasts","category-power-and-influence-on-the-web","category-the-marketing-companion","category-trending","tag-case-study","tag-ed-sheeran","tag-heinz","tag-influencer-marketing","tag-mark-schaefer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A spicy marketing lesson from Ed Sheeran - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"Big brands seem to be missing out on one of the hottest influencer marketing trends. 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They could do very well by taking this marketing lesson from Ed Sheeran. 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