Marketing Lessons from a closet Bachelor Fan


Marketing Lessons from a closet Bachelor Fan

So a few weeks ago I issued my wife with a stern warning. Cease and desist watching the bachelor or fall into the same prime time crap-trap we fell into watching MKR and Masterchef. Ok, maybe crap trap is a little harsh, but by god there’s only so much repetitive exaggerated climax/anti-climax music I can take.

Anyway, fast-forward a few weeks and despite my high horsed monologue about how the bachelor is sexist, sets unrealistic expectations about romance and induces cabin fever like behaviour from the ‘bachelorettes’, ashamedly, I’m hooked.

So as long as I’m numbing my brain for 120 mins a week and making promises I can’t keep (like I’ll keep watching until Rachel is kicked out) it’s worth pointing out some humorous parallels to the real world of business and marketing.

Be wary of the quiet achiever


Whilst the Emily and Nina’s were warring it out, the quiet girl from Melbourne nobody really knew the name of, Sarah, suddenly landed in the top 6 (now top 5).

Sarah’s wasn’t ever really seen as a true threat by any of the more expressive girls, not because she wasn’t gorgeous but  because she flew under radar, kept her cards close to chest and her mouth shut. To be fair, she is a nice person in the house and character always get you far.

It’s not always the big and loud brands players you need to look out for but the quiet achievers, particularly smaller start-ups constantly looking for new business models carving out niches in your industry. If you’re a disruptor yourself, best not to ruffle any feathers prematurely either.

Being quirky & human makes you approachable and authentic


Heather, if it wasn’t already obvious, is quirky and not shy of her inner childish self. To her fortune, ‘bachy’ Sam really lets his own guard down and embraces his inner quirky child when he’s around her himself.

I mean, you can’t imagine Sam picking up Emily in a beat ice cream truck and taking her to his version of Charlie’s chocolate factory. No, no, he’d rather find a location most suited to the least amount of clothing on Emily with the greatest chance of bikini slippage. Lust however doesn’t last as long as connections based on values though.

emily-the-bachelor-australia-2015Emily relying on her best assets

Being human by having a laugh, sometimes at your own expense and admitting mistakes are therefore opportune moments of truth when clever brands establish true authenticity. Being human also opens up more honest feedback from the consumer which can be marketing research gems for any brand caring to listen.

Focus on your strengths not annihilating your competition

emily-the-bachelor-australia-2015If looks could kill

This ones got Emily written all over it and is honestly a great business reality to be aware of when you think about it. As Sam himself put it, soo ‘fixated’ was Emily on worrying about what nemesis Nina was doing she couldn’t focus on being herself and letting him get to know her.

For Emily it became more about beating the competition and less about the real reason why she was in womansion.

Nina on the other hand took it in her stride. Oh and by the way she also took out Rachel last week. Nina 2, arch enemies 0.

Yes it’s important to keep an eye on on the competition and conduct periodic competitor research but it’s easy to become ‘fixated’. You need to focus on your own strategic goals, value proposition and unique selling points first and foremost. Pioneers are seldom followers.

Sometimes it’s best to cut your losses

Pick a card, any card

Pick a card, any card

It seems like a lifetime ago Rebecca walked out. But if you don’t remember, or you obviously have more cultured Wednesday/Thursday nights than I do, Rebecca hit up Bachy Sam in what looked like way too serious and premature questions. This with the help of course of  prompt cards – despite having the power of vocal cords and conversation.

Long story short: he just wasn’t that into her. Becs, without wanting to waste more of her life in Womansion voluntarily left despite the fact she would have definitely lasted longer than Emily and Rachel who left weeks later.

Sometimes you have to ask yourself the hard questions in business, cut your losses and move on. Have we lost too much money on this venture, does this partnership/merger look solid, do I dump this guy and go on a holiday to Bali with a girlfriend? So on and so forth..

Do you think I’ve missed any riveting lessons from The  Bachelor? Let me know on twitter @branditoinc