Entanglement from a Marketer’s lens.

If you live in this green planet called earth, you have probably heard about the Entanglement and are about as close to getting tired of the memes… but once you are done laughing at a marriage at breaking point. A man in visible pain and woman coming to terms with her decisions. You’ll probably be guided to view it from the perspective of a marketer.

Part 1

The reveal

August Alsina brought to light past infidelities with wife to Willard Smith – Jada Pinkett Smith. The couple’s stand on this was not public interest until the great reveal.

Now, this reveal just happened to come at about the same time August was releasing his new album entitled ‘The Product III: State of Emergency’. Coincidence? I think not! Having slid into near oblivion, perhaps this was the card he felt he had to play to gain relevance which is clearly a prerequisite for album sales. It is important to note that he categorically expressed his deep genuine love for the Smith’s as a family and confessed that having to walk away broke him. In an interview with Angella Yee, he says that the reveal was to honor his authenticity among flying rumors and accusations.

Marketing Pro Tip:

Timing and spectacle are very important when launching a product or managing a crisis, in as much as mainstream promotion seems like the obvious channel. It is important to incorporate guerrilla marketing in your strategy especially if it will get you into the Public Relation space (News and coverage)

Part 2

The reaction.

Of course, social media went crazy… awash with memes and jokes as the haters, lovers, defenders, and keyboard warriors are always in worrisome proximity to their atomic weapon, the internet. Even 50 Cent jumped into the fray ferociously trolling his peer.

At this point, this was definitely bound to solicit a response from the concerned couple.

Marketing Pro Tip:

Sometimes the best way to react to a crisis is to ignore it, let the dust settle and the ashes get swept off, but there are also moments when opportunity can arise out of addressing the crisis, controlling and channeling the narrative

Part 3

The Red Table Talk.

The Red Table talk is Mrs. Jada Pinket Smith’s Facebook show that commands a following of 9.5 Million followers over the 62 episodes. There is also a youtube channel titled the Red Table talk that has 35.2 thousand subscribers despite not having a single video. With guests like Snoop Dogg and Ciara among others, the show is bound to get a lot of traffic. The most viewed episode with over 30 Million views however was the episode where they addressed the ‘August situation’. She revealed and justified her ’Entanglement’ with August.

This has made them the most famous couple. Obviously this is an asset in Hollywood

Marketing Pro Tip:

Social media has a number of advantages including the traceability that makes its impact measurable. It is possible to target your audience with way more accuracy and enables interactivity that is essential for marketing decisions and insights. You also have control over the information being put out with an influential digital presence.

However, you must communicate through the right channels. It is important to build your social media resources with consistent, engaging, relevant content, and to innovate in order to keep the engagement with your target audience.

Part 4

Wait, Back Up a little.

Mr. Willard Smith enjoys a followership of 46.9 Million on Instagram, 8.4 Million on YouTube, and 95 Million on Facebook. He predominantly mirrors his personal life and experiences to share uplifting and educational stories. Among which feature family moments, views on social issues, and revelations about happiness, healing, marriage, and happiness.

This iconic couple has been said to admit to being in an open marriage. These have been aggravated by stories of his infidelity. This has elicited the question, why is it a big deal?

Marketing Pro Tip:

Ride the trend wave smartly,

It was a wise move to cash in on a crisis that wasn’t going to change, was already viral, and that Mr. Alsina seemed to already be riding on. Cheers to them for being strategically Savvy enough to make the most of the trend.

Part 5

Before your react

These aren’t the first couple or the first people to benefit from relationship controversy. Eddy Kenzo and Bebe Cool of Uganda after a period of publicly grieving put pen to paper and produced hit songs, Adele’s broken heart not only propelled her to levels of fame she’d never dreamed about, it also exposed us to very compelling music.

Marketing Pro Tip:

In a crisis, see through the smoke of challenges to discover opportunity

Episode 6

Why am I telling you all this?

As a marketer, it is important to pick a few key lessons on managing crisis from this situation.

Among them are:

Choosing the right time and medium.

Well thought out strategy protects you from opportunities emotion and perception may blind you from.

Often times crisis is entangled with or can be turned to opportunity.

Ride the trend but smartly.

Understand your situation well and develop a pinpoint crisis management strategy that should always be in line with your marketing strategy.

Hillary BAGUMA