Over the past month or so, it's been hard to ignore Will Ferrell's character Ron Burgundy. In promotion of the his new movie, Anchorman 2, he's literally been everywhere!
- At least a dozen local news stations across North America
- Every major night-show like Conan, David Letterman and Leno
- Multiple commercials (way to go Dodge)
- Commentating on Curling at the Canadian Olympics (see video below, sorry about the quality)
It's been one of the best pre-movie promotions I've personally seen in my lifetime. Just when you think that it's impossible to do something else crazy creative to promote something, the human race comes through again. I just hope the movie lives up to the hype.....stay classy Ron...see you in the theaters.
That is one end of the spectrum.
Then you have Beyonce. Keeping a secret for over a year, she's managed to release an entire album and 17 music videos. At the time of this post, she's already sold over 600,000 records and it's on track to go double platinum by the end of the year.
The strategy she took is completely opposite from the promotion of Anchorman 2. It would be truly hard to find another person that could have this much success without doing any promotions at all. Heck, she's been touring the globe singing songs from 3 years ago and people still pay hundreds a ticket.
What's the takeaway?
No matter who your target audience is, there is always a way to attract them using strategic channels, strategic content coupled with social media amplification.
In Will Ferrell's case, their marketing budget was obviously larger than the original film. His team of marketers made it a point to place Ron in news/ reporting-like situations with the assumption that social media would be lighting up. They also went after mainstream commercials to pique the interest of people who may have never seen Anchorman. Imagine the one two punch being someone who never saw the original movie. Now you're seeing Ron B. in between your favorite shows and videos online, then you have someone on Facebook share a hilarious clip of him in a funny situation (social proof). Wouldn't that make you feel pressured to see it now? You definitely don't want to be "that guy" that hasn't seen it do you?
The hype behind what Beyonce did was bigger than anything she probably couldve done on her own. I personally respect her but am not a huge fan of her music and I've been hearing about her over the past few days on every single news channel, marketing website, social media network and entertainment site that I follow. I'm sure the record company that manages her is loving the fact that they didn't have to spend a dime.
How can I use these tactics for my business? In Ron's case, if you have a mature business or start-up, you can start thinking deep about the perception of your brand or the space you're in. The perception is the key to positioning your company and utilizing psychology to amplify your business above the rest. Questions I would ask include: How do people feel when they interact with competitors in your space? Who are the people that come to mind when looking at your industry? Then I would ask myself, How can I position my company in a different light or as a thought leader? What are the 1-2 online and offline channels that people looking to potentially buy my services interact in at some point during the buying cycle.
In Beyonce's case, which is more unique, you'll want to find the people that LOVE your brand or space. When I say LOVE, I mean it. These people will like, share, follow and create content for you. All you have to do is entertain them, love them back and create content that fulfills a need. A perfect example is Hubspot. Hubspot creates content that answers questions, they have a culture of love, fun and respect and have a following that creates content, follows, shares etc. What is your company doing to go after these folks?