Walt Disney - Harrison Ford - and YOU
Posted by Reyn | August 22, 2008
No one creates buzz like Hollywood.
This summer’s blockbusters (we’re talking HUNDREDS of millions of dollars) are prime examples of how Hollywood works their marketing magic.
But what about you?
Can YOU use the same principles that the big Hollywood studios use to make their millions?
You bet you can!
Here’s what Hollywood did in the last few weeks, along with a note or two about how to apply their methods.
If marketing is war, as some claim, then Hollywood chose their weapons well.
Just look at the tools they use …
* Television
* Radio
* Web Banners
* Press Releases
* Web Sites
* Product Tie Ins
* Email Marketing
* Focus Groups
* Blog postings
* Ezine Advertising
* Commenting
* YouTube
* Facebook
* Digg
* And More!
While not all of these “weapons” are right for a small business, many are.
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But MORE importantly that the tools you use are
the PRINCIPLES behind using the tools.
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You see, a LOT of people try the things listed above and fail, so we know that just spending time or money (or both!) is not the answer.
So what IS the answer?
The answer is to use the same PRINCIPLES as those who are succeeding now and create your own success.
Let’s take a closer look at three principles (concepts) that you can begin using in your business today without breaking your budget.
* * * REPETITION * * *
The movie studios made CERTAIN that you had a chance to see the old Indiana Jones or Mummy movies before they released the newest epic.
Why? To whet your appetite for the new version of course!
Marketing message? If you liked the first one, you’ll love the next one!
HOW CAN YOU USE IT?
Tell your existing customers that they will love your new product because they loved the last one.
Remind customers of the benefits of your product or service in your communications with them.
Bottom line. Never let customers forget why they bought from you, and why it was a smart choice.
* * * AFFILIATION * * *
During the buildup for the Indiana Jones movie there were products galore. Shirts, caps, drinks and more all bore the image of Indy, reminding us just how much we loved those “Raiders” movies … and how much we want to see him in action again.
Marketing message? Indiana Jones is popular. So popular in fact that companies will “loan” him their reputation.
HOW CAN YOU USE IT?
Get your existing customers to provide testimonials you can use in your marketing.
Honor each one of these, because these customers are indeed loaning you their reputation when they provide a testimonial.
Find new and innovative ways to use these testimonials.
One example is to include them in your email signature. Condense your best testimonial down to two lines and add it to all of your outgoing email.
This is the same trick that Hollywood uses when you see a can of Coke in the hand of a major star in a movie.
People will literally go buy a Coke (or Pepsi, or Dr. Pepper, etc.) just because they saw Harrison Ford drinking one.
Studies show that people will even buy cars based upon seeing them in a movie, which is why Volvo and BMW (to name only two) have introduced new models by putting them in James Bond type movies.
Don’t overlook the power of affiliation in your business.
* * * TARGET MARKETING * * *
In prior years we had the difficult task of checking into nursing homes for a family member.
Not one movie poster or reference to current movies was seen when we toured these facilities.
But when we went to a fast food restaurant for a quick meal and to Wal-Mart to pick up a prescription, we heard everyone under the age of 22 talking about when (and how many times) they intended to pay their 7 bucks to see a movie that weekend.
Marketing message?
Don’t try to sell ice at the North Pole.
Once you find your perfect market, they will want what you have to sell with a white-hot heat.
You don’t have to put the “hard sell” on your target audience because the RIGHT audience for you will be the one that WANTS what you offer.
FAR too many people fail because they try to push a product on people who couldn’t care less instead of taking the time to find the RIGHT audience. Please don’t make that mistake.
Do your job of making your product or service appealing, and success will be yours.
HOW CAN YOU USE IT?
Take some time today to think about your perfect customer.
* What does he or she look like?
* What kind of car do they drive?
* Where do they hang out on the Internet?
* Are they web surfers?
* Are they search engines seekers?
* Are they email intensive?
* Will you find them on forums?
* What other products or services might they buy?
* What are the top 3 reasons they should buy what you sell?
* What are the top 3 reasons they should buy it from YOU?
Once you know these things, you will find it much easier to choose the right places to advertise to them.
If you don’t know these things, ask them by using a survey.
Of all of the marketing we get to watch, Hollywood is the undisputed master of creating a desire for their products.
The more you watch what they do, and apply it to your business, the more successful you will become.
Soon, it will be YOUR grand opening that creates the buzz.
And buzz - when it’s for YOU - is a beautiful thing indeed!
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Need a GREAT way to advertise?
Go to Directory Of Ezines
(c) Charlie Page
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Posted in Greatest Marketing Strategy |
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Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..
Matt Hanson
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