What do we learn from the Eurovision? (Includes Spoiler Alerts!)

Friday, May 22nd, 2015

Let me be honest: I don’t like the Eurovision – it’s just a carefully crafted money making marketing tool for countries to advertise themselves on television, and has absolutely nothing to do with a singing competition.

Now that I got that off my chest, I’ve written most of this article a number of days ago because I knew that the points below will still be valid, and will continue to be valid in the future. I have adapted them for a marketing perspective, but you can easily adapt them to anything.

1. The best one does not always win

I did actually watch one whole Eurovision once, back in 2009. I remember like it was yesterday that I tried to judge the songs based on merit, and in my opinion, Iceland had the best song (click here to watch performance). She came in second, Norway came in first, which leaves a ‘meh’ feeling when you compare both songs (click here). Yes, having the best product in the market will help you beat your competitors, but that’s not always the case! This means that even though you may have a winning idea, product or campaign – it doesn’t mean you will be successful. Play it well, don’t be complacent.

Iceland Yohanna Gudru

Eurovision Song Contest 2009 – Runner up: Yohanna Gudru (Iceland)

2. The more friends you have, the better

Spoiler Alert: This will happen on Saturday and people will complain about it for the next couple of days after that. You know, neighbours will vote for one another. What we should learn from this is that the more brand ambassadors, celebrities that endorse the idea, product or campaign, and, most importantly people that are loyal to the company will mean that you will go further.

3. It’s all about marketing and PR

If nobody heard the song, its highly unlikely it will do well. In fact, this is why so many singers ‘tour’ most of Europe to introduce themselves and their song. It goes without saying that the same applies to business in general. If nobody knows about you, you may just as well call it a day!

4. The ones with the money will have it easier

I remember a few years back that some local people complained that other countries had tons of visual effects on stage, whilst Malta just had a singer in the middle of the stage. The response was that the other countries had money to spend on such effects (which by the way, cost quite a lot of money), and Malta didn’t have such budget. So yes, going against a competitor who spends tons of money on advertising and PR will mean it will be difficult to make a statement – but the positive side to this is that even with a minimum marketing budget and a carefully planned marketing campaign may be enough.

5. People want something new

Conchita Wurst. I think, even if he/she had an appalling song, he/she would still have won that edition. Why? Because people were thrilled that something new came along. The same goes for any business idea or marketing campaign – having something new and fresh will mean that people will talk about it more thus making it go viral, and perhaps become successful.

Conchita Wurst

Eurovision Song Contest 2014 – Winner: Conchita Wurst (Austria)

6. Australia forms part of Europe

I don’t really know what happened there.

So, there you go. Think about these points when you view the Eurovision Final this Saturday! Oh, and, by the way, I think Sweden will win this year. Keep that in mind, too! What do you think about these points? Who do you think will win? Comment below!


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