Marketing Strategies: There Has Been an Awakening
First The Force Awakens, now Rogue One – Disney’s marketing strategy has been masterful throughout. I suggest that the Star Wars marketing machine is the most powerful in the galaxy. Since Disney acquired the rights to Star Wars via the purchase of Lucasfilm, we have seen some of the most effective marketing campaigns ever put into action. You’re sceptical? I find your lack of faith disturbing, but allow me to enlighten you.
Star Wars has evolved into more than just a movie franchise, it is now a globally recognised brand. In fact, Disney’s biggest pay day comes not from box office sales, but from the sale of Star Wars related merchandise. From soft toys to Star Wars inspired make-up, the array of Star Wars merchandise on offer is vast.
Disney’s perfectly executed marketing campaigns have their basis in a well thought-out marketing strategy that incorporates a comprehensive understanding of its audience. So, without further ado here are the top three things we can learn from Disney’s marketing success.
Patience. Don’t give too much away at once.
When it comes to Star Wars, Disney employs an effective (albeit a little annoying) tactic. They tease their audience, dropping sneak peeks and nuggets of information at seemingly random intervals over a long period of time to hold their audience’s attention. Disney used behind the scenes footage to steadily build excitement, then in the Winter of 2014, Disney released the first trailer for The Force Awakens, sending the internet into a frenzy.
The lesson we can take from this is that to grow and keep the attention of your audience, don’t give everything away at once. If you’re launching a new product or service, consider teasing your audience, and building excitement before the big reveal – it might just work.
The force flows through all of us, so collaborate.
During the marketing campaigns of both The Force Awakens and Rogue One, Disney has collaborated and built relationships with other brands as a means to increase their reach. To tell you of all the collaborations Disney has made would test the patience of even the most skilled Jedi. However, I will say that I believe much of the success of the Star Wars marketing campaigns can be attributed to this collaborative approach. By teaming up with a variety of brands, from Google to Max Factor, Disney has reached a multitude of people.
Of course, forming these collaborations was relatively easy for Disney; who doesn’t want to jump on the Star Wars bandwagon? Nevertheless, collaborating can be a great way of enabling your brand to reach a larger audience
Don’t underestimate the power of… social media.
Disney’s use of social media has been exemplary – social media managers take note. The marketing team behind Star Wars used social media to its full advantage, utilising tools such as video content and app technology. As an example, Facebook introduced a filter that adds a blue or red lightsaber to your profile picture, depending on which side of the force you affiliate yourself with.
This interactive approached worked for Disney, and there’s no reason it can’t work well for you too.
I fully appreciate that we don’t all have the marketing budget of Disney, but I believe we can all learn a thing or two from the effective marketing techniques implemented for the Star Wars movies.
That’s it, the end. May the force be with you. Always.