We’ve all heard of iconic reality show Survivor: castaways marooned in a remote location for weeks, forced to use their social and physical strengths to outlast their tribemates and eventually become the Sole Survivor. The 50th season just wrapped up, and it’s safe to say that fans have mixed opinions about what should have been a momentous anniversary season. Subtitled “In the Hands of the Fans,” this season allowed fans to vote on some of the wildest twists and gameplay components – a novel idea meant to garner more engagement and capitalize on 25 years spent building a dedicated and knowledgeable fanbase. And while you’ll never be able to please everyone, Survivor 50: In the Hands of the Fans took a fun concept and ultimately turned it into a celebrity fan-fest instead.
As fans, we can learn a lot from the show: how to start a fire, catch a fish, do very complicated 3D puzzles, and so on. As marketers, we might be able to learn even more. Here are some lessons that are both true on and off the island.
Listen to your audience
Season 50 is, despite its moniker, a case study in not listening to your audience. The producers laid it out perfectly: build a passionate fanbase that might know more about the show than they do, then allow them to dictate the course of the season. Fan-favorite players returning only to be puppets in the hands of the fans who care so deeply about them? It’s a perfect concept! Unfortunately, after the first few episodes, many fans felt that the show had lost this plot. Contrived twists, unpopular challenges, and skewed player edits made it seem like the show didn’t just ignore what viewers wanted but did the exact opposite of what they asked for.
Don’t let this happen to your business, whether you’re a B2B or B2C organization! When you have the opportunity to hear from your customers, make sure you take it. What are their pain points and how can you help them solve those problems? Is your product or service actually the cause of some of those pain points? Do they know your brand, and can they recall seeing your ads out in the landscape recently? All these questions and more can help you gauge if you are meeting your customers’ needs and speaking their language.
Don’t overdo it with influencers
Thanks to social media, partnering with influencers or celebrities to promote your brand is an effective, though often expensive, marketing tactic. Even as a show renowned for not-exactly-subtle product placement, Survivor 50 took it to the extreme with a slew of celebrity sponsorships and appearances. Offenders included the Billie Eilish Boomerang Idol, a reward that was little more than a Zac Brown concert, a horrible challenge devised by Jimmy Fallon, a full episode haunted by Mr. Beast, and a monetary prize from Sia for the fan-voted favorite player. While the show positioned it by saying the celebs were fans too and therefore could impact the game just like everyone else, the average fan actually can’t on this level. Fallon’s challenge forced a player to vote himself out – and reveal this information to everyone else in the tribe – while Mr. Beast oversaw a single coin flip that not only had the potential to double the prize money but could also either save or eliminate a player. Those are high stakes coming from outsiders that could tank players’ carefully strategized gameplay.
From a marketing standpoint, it’s easy to see where this approach went off the tracks. Sure, A-listers are great for getting more attention, and that’s the ultimate appeal of influencers. However, you need to allow your own brand to shine through. The differentiators that make people want to work with you and purchase from you are what keep them coming back time and time again, not the shiny new celeb cross-promoting your content. Working with influencers is a careful balance that requires trust, a strong brand, and a confidence in your own offerings. Don’t get lost in the shuffle when you do team up.
Relationships are key
“Challenge beasts” are often seen as some of the best Survivor players of all time, simply because they dominate physically and earn immunity through their hard work. But the greatest players capitalize on their social game, masterminding schemes and building strong networks of allies. On the surface, it’s easy to see that social finesse is more important than physical strength in an industry like marketing, but let’s take it a step further.
Even with the best marketing tactics, word-of-mouth is one of the most powerful ways to gain brand recognition and new clients. Building strong relationships with partners, clients, vendors, and community leaders is a key step to establishing your business as the top-of-mind option. At H3 Marketing, we believe in the importance of networking and the power of communities, whether it’s joining boards and committees or attending local events – and we encourage our clients to all do the same. When people know you and trust you, they’ll know and trust your business, too!
While the memorable finale was a fitting end for this season, we can walk away with lessons worth even more than the prize money. In the end, it all comes down to doing what’s right for your game (well, your business) and adjusting accordingly. If you need a strong alliance to push your business to the next level, H3 Marketing is here for you!
