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<\/img> <\/p>\nMarketers can learn a lot from the movie industry, especially today, as Hollywood and what we think of as the \u201ctraditional\u201d film industry goes beyond to include streaming services such as Netflix and Amazon.<\/p>\n
Like the entertainment industry, marketers must evolve to remain relevant and reach new fans. So, the next time you watch highlights from a movie premiere, sit down with your tub of buttery popcorn at the theatre, or catch a new trailer on YouTube, take some mental notes \u2014 you may pick up an idea or two for your next marketing campaign. <\/p>\n
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Money can be a powerful tool for any marketing campaign, but it\u2019s not the only factor. Take, for instance, The Blair Witch Project. The psychological-horror movie, which popularized the shaky \u201crecovered footage\u201d-style of shooting, told the fictional story of three filmmakers who vanished while creating a documentary. The film cost a modest amount to make and promote and featured unknown actors \u2014 and then made nearly $25 million worldwide<\/a>. The sleeper hit became one of the top-grossing movies of 1999. To market it, the team created a website with fake content, which is still online<\/a> today, adding to the mystique. The film also benefited from positive word of mouth from moviegoers.<\/p>\n What\u2019s the takeaway for marketers? Largely, don\u2019t be afraid to get creative with your marketing: Create a themed social media campaign, offer, or giveaway to drum up interest and support your project. Going all-in can pay off, and it doesn\u2019t have to cost a lot of money. When people appreciate your hard work, they talk about it, which is good considering the majority of consumers trust recommendations from family and friends<\/a> over other types of advertising. Word of mouth for the win. <\/p>\n A movie trailer is a huge part of promoting a film. It\u2019s an exciting sneak peek at a coming attraction, and gets fans excited for what\u2019s next. Similarly, marketers can use this tactic in business.<\/p>\n Consider a video highlighting your company\u2019s value proposition<\/a> \u2014 what makes you different from the rest and how you serve your customer \u2014 or a series that shows a behind-the-scenes look at your office, employees, and events. Per the latter, this is a great opportunity to reward your loyal audience with special access<\/a>. Like an exclusive look at a new movie, you can tease content about an upcoming release and gain new fans. As an added bonus, you can also cross-promote videos on multiple platforms. <\/p>\n Marketers can learn a thing or two from Hollywood when it comes to promotion. Experiential, or engagement, marketing creates an immersive experience for consumers. In 2013, the team behind the Carrie remake set up an elaborate prank at a New York City coffee shop<\/a>. A crew devised rigged tables and a fake wall with a pulley system to help sell that a female customer had telekinetic powers, playing off the lead character in the movie. Unsuspecting patrons witnessed a disgruntled woman \u201cuse her mind\u201d to move tables and even send one guy up a wall. The video was published ahead of the movie\u2019s premiere in October 2013. To date, it has over 70 million views on YouTube<\/a>.<\/p>\n Marketers can, and should, create personalized experiences to connect with their audience. Options ranging from high-end (splashy giveaways or incorporating virtual reality) to more accessible (a customized Snapchat filter or an Instagram-friendly display wall with the event hashtag on it) give marketers plenty of room to get creative and create a memorable experience. <\/p>\n When it comes to promotion, make sure your marketing aligns with your audience. Hollywood wouldn\u2019t heavily promote a movie about two senior citizens going on a road trip to children, so think critically about what you\u2019re promoting and to whom.<\/p>\n The first step is to develop personas that drive your marketing. You can create these personas through a six-step process<\/a>:<\/p>\n Much like movie studios hold test screenings, you can gather feedback and tweak your campaigns from there. <\/p>\n Disney\u2019s John Carter was a sci-fi adventure film that cost a lot of money to make. The big-budget picture was released in March 2012 and was a major box office bust<\/a>, losing around $200 million. While there were a few reasons attributed to why it failed, the film\u2019s confusing and frequently changing marketing campaigns<\/a> were frequently cited.<\/p>\n In addition to determining your target audience, it\u2019s important to know what it is you\u2019re selling and why. A blank check doesn\u2019t guarantee success; John Carter was an expensive production, but a lot of people didn\u2019t know what it was about. The story wasn\u2019t clear to theatre-goers and the marketing was muddled. As a result, it didn\u2019t live up to box office expectations.<\/p>\n Don\u2019t let your marketing campaigns fall into the same trap: Know your \u201cwhat\u201d and \u201cwhy.\u201d It\u2019s also essential to note that your team can make or break your marketing, too, so educate and empower your marketers and salespeople. Make sure they know and understand your products and services<\/a> before introducing them to the market. <\/p>\n In the live-action adaptation of Aladdin, Jasmine begs her father to let her take over the kingdom of Agrabah instead of her future husband. In Office Christmas Party, Jennifer Aniston plays a hardworking, no-nonsense executive who\u2019s trying to close her hard-partying brother\u2019s branch of the family business. And in the movie Horrible Bosses… well, you can probably figure that one out. Bad hires can be funny on the big screen. But in real life? Not so much.<\/p>\n According to a CareerBuilder survey, companies lost an average of $14,900 per bad hire<\/a>. The average cost of losing a good hire was nearly $30,000<\/a>. While it often feels like we\u2019re in go-go-go mode in marketing, it\u2019s important to be mindful when recruiting and hiring. If there\u2019s a bad fit, do some digging: Is it a culture or skills mismatch? Is the issue with a team member or supervisor?<\/p>\n Whatever the case, see if it\u2019s possible to pivot roles, alter a job description, or come to another solution for both parties. When you leave the work revenge-fantasies for the movies, employee satisfaction will improve, too. <\/p>\n Movie studios don\u2019t rely on just one promotion method or channel, and neither should you. When you have a new offering, map out your timeline, identify the major players and channels you want to involve, and land on a budget. Similar to a teaser trailer, create buzz beforehand; if you have a devoted following or an insider group, send them the exclusive details ahead of the general public.<\/p>\n Throughout all this, you should determine which channels will yield the best results, but don\u2019t be afraid to experiment. Repurpose your content, try a social media giveaway, or build an email drip campaign to drum up interest. Use an integrated marketing approach to see the best results for your next launch.<\/p>\n Marketing and movies are both meant to be stimulating and interesting. In order to succeed, you have to mind your budget, keep your audience intrigued, and do creative work worthy of attention. Take these lessons from the movie industry to help you create campaigns that are certifiable hits.<\/p>\n2. Turn the Camera on Yourself<\/h2>\n
3. Make It an Experience<\/h2>\n
4. Know Your Target Audience<\/h2>\n
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5. Use Content to Make \u2014 Not Break \u2014 Your Campaigns<\/h2>\n
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<\/img> <\/p>\n6. Hire the Right People for the Right Roles<\/h2>\n
7. Integrate Your Marketing<\/h2>\n
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<\/img><\/a> <\/p>\nShare “7 Lessons Marketers Can Take from the Movies” On Your Site<\/h3>\n