Phineas Taylor Barnum, an American entertainer, operated in the middle 1800s. Most of his performances and displayed items became famous for their ability to cause sensationalism and curiosity among audiences. The popularity of the American circus can be largely attributed to his practices alongside his partnership with James Bailey (Feuerherd, 2017). He found the most success in his displays of curiosities that stirred mystery, and inquisitive responses from viewers, such as with the case of the Feejee mermaid. Though the mermaid and other such exhibits were a confirmed fake, Barnum’s time as owner of the American museum saw him successful not only as an entertainer but also as a marketing specialist and within his financial gain.
His marketing rules and strategies were what elevated an already common practice to the proportions that were seen by Barnum’s museum and circus. Barnum employed five distinct and vital rules when promoting his establishments. First, Barnum considered most demographics to be a part of his audience and potential clientele (Warner, 2018). Second, he performed visual marketing stunts on exceedingly large and memorable scales, such as with the use of elephants in promoting the circus. Third, Barnum would attempt to surprise customers by providing experiences that appeared to be worth more than what the audience purchased. Fourth, he promoted his establishments within the media through the use of unique stories that would pique the interests of readers. Fifth, persistent and ongoing advertising was vital to continuously reach the current and potential audience.
In the modern-day, though Barnum’s hoaxes would likely be proven to be fake quickly, certain customers are likely to pay for an experience despite this. A successful marketing campaign is integral in ensuring that customers have an interest in participating in such an experience. Though printed media is becoming less and less efficient, much of the core principles provided by Barnum can be implemented within the world of digital marketing. The main attraction of Barnum’s services continues to be prevalent within the modern-day, with sensationalism being commonly implemented within several industries from news stories to film releases. Similarly, mysterious and bizarre content is popular within certain communities and groups. As such, the only changed aspect of Barnum’s model would be the medium.
First, the strategy would likely implement a variety of content including video, audio, and image elements to be entertaining and more eye-catching for viewers. The content can be promoted on social media, likely through the most common platforms as Barnum believed in reaching a larger population without relying on any particular demographic (Adams, 2017). The web design elements should also be considered, as a unique appearance is more likely to entice viewers who prefer content that aims at curiosities and mysteries.
Because Barnum’s strategy relied highly on the engagement of the viewers, any modern marketing should also be approachable and engaging. This can be provided through social media-based events or advertising strategies. Similarly, because Barnum found it important that audiences feel as if their spent money was worthwhile, the marketing strategy can offer benefits. These can include discounts, special offers, or even free or additional items (Lake, 2021). Barnum’s style of marketing was also very dependent on sensational stunts, which can still be introduced within the modern-day. However, PR stunts now must be incredibly considerate of safety and other factors while being entertaining, a practice that was uncommon in Barnum’s time. PR stunts can be even digitally, such as through interactive web elements, live streams, or product promotions.
The reason behind Barnum’s successful marketing was in his core principles and relationship with the customers. These rules and concepts are translatable to the sphere of digital marketing. As such, even more, traditional business concepts such as museums or circuses can garner substantial audiences through creative and audience engagement-driven strategies. Barnum’s marketing could be conceptualized within the modern world through social media, interactive digital mediums, and sensationalist writing or imagery.
Question: Because diverse entertainment is readily available within the modern-day, what could Barnum do in order to ensure that he has a steady flow of customers and audience for his establishments?
References
Adams, R. L. (2017). What is online marketing? The definitive guide to internet visibility. Forbes. Web.
Feuerherd, P. (2017). How P.T. Barnum gave the public what it wanted. Jstor Daily. Web.
Lake, L. (2021). 10 strategies for marketing your business online. The Balance. Web.
Warner, C. (2018). Searching for marketing innovation? Let P.T. Barnum be your inspiration. Skyword. Web.