Remarkable Content with Ian Faison Love Island: B2B Marketing Lessons from the UK Hit Series with Kailey Raymond, Director of Enterprise Marketing at Segment
Marketing is generally a one-way conversation. You tell your audience what to buy, period, end of story. But what if we could change that dynamic and actually give our audience some control over our campaigns?
You might argue that you already listen to the voice of the customer through surveys and testimonials. But have you ever really used their feedback to make a game-changing decision in your business? Well, today's the day we flip the script and let the audience take charge.
On this episode of Remarkable, we’re soaking up marketing lessons from the UK hit series Love Island. Because Love Island is a show that relies on its audience to make those critical decisions, audience members can literally decide whether an islander will stay or go. This might be why the show earned itself a dedicated following. Without that audience participation, it wouldn’t be the Love Island we know and…well, love.
So tune in as we unpack the marketing gold that is Love Island. We'll show you how to hook your audience on your content by tapping into the power of their input. Get ready to learn how to make your customers an integral part of your decision-making process and create an unbreakable connection with them. It's time to let your audience take control and revolutionize your marketing approach.
About Love Island
Love Island is a reality tv/dating game show where beautiful single people are invited to stay in a tropical villa together in search of love. Drama unfolds when new islanders arrive, they’re given challenges, or contestants fail to match up and get kicked off the island. One couple will win a cash prize. ($100,000) They often also leave with sponsor and branding deals, and lots of new Instagram followers.
It was originally a popular series in the UK created by ITV Studios (2005 and 2006 was Celebrity Love Island, then returned in 2015) The U.S. started its own version in 2019. Now 22 versions of Love Island exist worldwide.
About our guest, Kailey Raymond
Kailey Raymond is Director of Enterprise Marketing at Segment. There, she is building a full-funnel Enterprise Marketing motion including ABM, thought leadership, upsell/cross-sell and outbound programs. Prior to Segment, Kailey started the Customer Marketing team at AlphaSense, built local communities and revenue at Hired in both Sales and Field Marketing roles and grew a global community of career transitioners and partners as the second employee of a STEM bootcamp.
What B2B Companies Can Learn From Love Island:
- Give your audience agency in your brand. Ask for their feedback and incorporate it into your marketing. By showing them you’re listening and taking action based on their feedback, you show that you care about them. It creates a mutually beneficial relationship and forms a connection. Love Island actually has its own app. And people watching can vote for their favorite couples, as well as decide on who stays on the island and who gets kicked off. So every viewer has some power over the fate of each islander, so much so that the show becomes quite addictive. Ian says, “Giving the audience agency is ridiculously powerful.” Get your audience involved in the decision making and they’ll be hooked on your marketing.
- Engage with your audience in real time. The goal is to respond and interact with your audience in as quick of a timeline as possible. So build the muscle of quick response times on your marketing team. And leverage AI to speed up that process. Being able to interact with your audience provides a personalized, human experience. On Love Island, producers are sourcing viewer tweets in real time and showing them on screen to add dimension to the show. So as a viewer, the chance that your tweet could be part of the show makes your participation all the more appealing.
Quotes
*”The show requires engagement, it requires the audience to participate, or it would destroy the fabric of the show. Like, I can make a difference in getting this person voted off. Giving the audience agency is ridiculously powerful.” - Ian Faison
*”The real-time audience interaction that they've embedded within the show allows you to feel like you're a part of their journey. It makes you want to watch. Every episode you have vested interest because you could be helpful getting somebody you don't like watching booted off the island or giving them the chance to win a hundred thousand pounds. So I think that they created this special sauce with being able to bring in multiple different channels with social, going along with video at the exact same time, and getting the audience interaction live.” - Kailey Raymond
*”You absolutely have to have an on-demand component. You have to have a live component to some of your stuff. But if you're not creating on-demand content that's easily streamable, accessible, multi-platform, you are missing out on a massive demographic.” - Ian Faison
Time Stamps
[1:28] Get to know Kailey Raymond, Global Executive Content Marketing Lead at VMware
[5:00] Tell me more about Love Island
[6:44] What’s the story behind how Love Island was made?
[10:27] How did Love Island rise above the noise of other reality dating shows?
[16:29] How can you leverage key storylines to create interest for your audience?
[18:56] What marketing lessons can we glean from Love Island?
[25:21] What does Love Island teach us about responding in real time?
[30:12] What we can learn from viewer statistics
[33:58] How does Love Island use partner marketing?
Links
Connect with Kailey on LinkedIn
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios), Dane Eckerle (Head of Development), Colin Stamps (Podcast Launch Manager), Anagha Das (B2B Content Marketing Manager), and Meredith O’Neil (Senior Producer). Remarkable was produced this week by Meredith O’Neil, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.