ALL PR is PR. ALL Marketing is Marketing.
Elsa Morgan
The Six-Figure Mentor | Mentor for women in business | Podcast Host "The Consistency Queen"| I help high-achieving women launch, grow & scale 6figure+ businesses with a proven framework |
Unpopular Opinion:
If you think the Ballerina Farm article is about a woman who lacks choice, you don't understand marketing.
You may have heard the latest Broo-haha about a family out in the country in Utah.
Quick Back-story on this family. Ballerina Farm is owned by Daniel & Hannah Neeleman. Daniel is the heir to an airline dynasty. Meanwhile, Hannah is his wife and mother to their eight children. She had a dream of becoming a ballerina and travelling the world performing and was accepted into The Julliard School (world-famous for performing arts) and declined it in favour of settling into Utah with Daniel. They purchased a farm and called it Ballerina Farm, and this is where they curently run their business selling beef and other produce around the world.
The New York Times ran a piece on the family highlighting their life and how unconventional the family is, given that Daniel upkeeps the farm. Meanwhile, Hannah looks after the 8 children, maintains the house, educates them with homeschooling, cooks and cleans. Most of the time, she is pretty exhausted.
This is where there has been much outrage.
Women all around the world have been quick to judge how little “choice” she has and how unfair it is that she was not pursuing her dream. IN particular, fans have pointed out that her husband gifted her an egg apron for her birthday, rather than the trip to Greece she wanted.
In fact, the New York Times journalist received backlash for making Hannah look like she was oppressed and that it was an unfair take on her life.
I have been following the TikTok account of Ballerina Farm for almost 2 years. I enjoy all of her cooking videos as she is really good at making breads, cakes and the like. When I started following her, she was facing backlash because she was wealthy. People were saying that she was promoting herself as a “farm wife” and she was not a true representation of one because she was wealthy.
Now, people are judging her again because she works to keep the house going and has given up her dream to be a ballerina.
Regardless, this is all Marketing 101. They are getting attention. The article was written with the full intention of increasing their profile. They know their life is seen as “unconventional” and they were full aware that they would get opinions on how they live.
They want you to feel sorry for her. They want you to have opinions about their life.
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Marketing is about getting attention.
In the world of Marketing, Press, and PR - there is always a mutual benefit.
New York Times gained from writing an article on a subject that is topical.
Ballerina Farm because they are the talk of the town.
They are trending right now.
They are trending because the article did exactly what it was intended to do.
This is what marketing is all about.
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