This has been a great year for Tyler Perry. He’s received numerous awards, launched a streaming service with BET and was given a star on the Hollywood Walk of Fame. But that was just the tip of the iceberg. Earlier this month, Perry made history by becoming the first Black person to own a major movie studio outright. None of his success has happened by accident.
According to Trapital, Perry used a customer-centered strategy over the course of his 20 year-career to build his empire and cement himself as one of Black America’s most iconic figures.
Since Perry first debuted Madea on the Chitlin’ Circuit in 1999, he’s maintained tight control over how his operation and productions would run. At the start, he himself assumed a lot of the roles necessary to cut costs and bring his stories to life.
As he achieved more success with his stage plays and movies, Perry stayed true to his “low-cost, profitability-focused business model.” He also understood how critical building and maintain a connection with his audience was.
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He began massive email marketing with authenticity before it was a buzzword, Trapital said. His communications included three core components that most “digitally-native” brands employ:
By doing this, Perry built a relationship with his base that continued to fuel his success over the years, despite negative reviews from critics and other Hollywood elite.
To date, Perry has released almost 50 creative works including plays, movies, TV shows and a book. He doesn’t plan on slowing down any time soon. One of the consistent pieces of advice he gives when he makes speeches is to not be moved by naysayers and focus on the people you’re trying to reach.
Just like overnight success is a myth, Perry proves accidental success is too. Talent may garner one some attention, but it takes strategy to keep it.
