February 29th, 2016 one extra day of the shortest month in a leap year, next will be in 2020. Obviously 29th of February was not some ordinary day and not because of a leap year nobody cared for that, why you’ve might wonder? Leonardo DiCaprio got his long awaited award! Sincerely i am not sure who waited little golden man with more anticipation, Leo or rest of the world.
I will not write from pure movie aspect, no, DiCaprio Phenomenon will be just metaphor for marketing and advertising success of one product (lets imagine Leo as a product or brand) that gathers only positive emotions wrapped around global hype and how that positive global hype can lead to final success trough out “creative” and “new”/innovative forms of marketing activity, marketing that does not go aggressively trough out TV or other advertising mechanism per se, but rather trough out the ordinary virtual voices on a social networks, medias, websites, platforms and portals in form of substantial viral popularity.
Positive Image/Brand- Gaining trust…
We can all concur that Leo gave blood, sweet and tears in his Oscar winning movie “The Revenant” and he clearly deserved that ultimate movie award, but is that enough for people to unite behind him in a positive manner? Yes, and not just in that last movie, we all felt cosmic injustice because he had never won his well deserved recognition but also many more established actors never won an Oscar. What is the difference between Leonardo and let’s say Tom Cruise, Robert Downey Jr, Johnny Depp etc.
Leo DiCaprio is a positive brand both on and off the screen, you’ve might get mixed feedback on let’s say Tom Cruise but when you mention DiCaprio you will have that two sentences “He is damn good actor with great movies..” and off the screen “He don’t have that i’m a Hollywood Star aura but rather down to earth normal every day lad personality”.
Leo DiCaprio is a positive brand whether you find picture of him hanging on some yacht with well known super model or just siting on the beach with messy i don’t give a s…t beard and bear belly. It’s easy as that.
t’s simply impossible to obtain trust instantly and “over night”, it takes time and some hard work to enter in the minds and harts of consumers in this ever changing and over saturated market. If we analyse two different but also very similar correlations than DiCaprio’s great movie performance will have to be great quality of specific brand, consistency of actor career and consistency of brand, wide selection of audience and costumers on the other side, strong-charismatic presence and long actor’s career/ long history and positive presence of brand and one last thing; DiCaprio always DELIVERED! So his name is automatically associated with the trust in him, trust that he will always produce great performance much like any other great and successful brand around.
Let’s transfer for a second towards another truly great brand and franchise somewhere in a galaxy far, far away….that’s right- Star Wars.
- Total Star Wars Franchise Revenue: $30,200,000,000
- Revenue last year from games and toys: $1.5 Billion
- Licensing: $825,000,000
- Merchandise: $975,000,000
- Total Box Office Revenue: $6,249,000,000
Star Wars The Force Awakens Hype: Great product development, distribution, creative and innovative marketing strategy, merchandising, branding and what Disney got from that? Around two billion (in numbers) 2.066.000.000 gross income up to date.
But even someone powerful as Disney marketing brains couldn’t do such magic without one basic thing. Star Wars saga is classified as extremely positive brand with strong fan base practically since the day one of a movie (1977) much like Leonardo DiCaprio from “This Boy’s Life”, or from 1993 to be precise.
Power of Social Networks and Medias-Flash Mob Marketing
Mexico City, Angel of Independence monument and hundreds of young Mexicans around the city landmark singing chants like “ole, ole, ole, ole, ole, Leooo, Leooo” and “Leo, hermano, ya eres Mexicano” (Leo, brother, you’re Mexican now) they are, or they were celebrating Leo’s Oscar like there is no tomorrow, but how that happened? Answer is Social Medias. But before the whole viral buzz Fox marketing team score major points by constantly highlighting two things, “The Revenant” is based on a true story and DiCaprio’s acting and Iñárritu’s film making are a tour-de-force, mostly because the film was exceptionally hard to make and the filming brutal on both cast and crew.
Marketing campaign has managed to balance both “Oscar-worthy” for higher brow audiences with “brutally real true story, you guys” for a less discerning audience.
Epilogue is well known, DiCaprio got his Oscar and internet users had new viral hit in form of Leonardo DiCaprio and his long awaited Oscar.
Also like in every good viral story users have created and shared thousands of memes, pictures, tweets, facebook and blog posts, news, updates, videos and off course “King of The World” jokes.
Mexico City was not some special case, parties were held worldwide and whole thing came from social networks in form of open invitations for this unique event.
“A flash mob (or flashmob) is a group of people who assemble suddenly in a public place, perform an unusual and seemingly pointless act for a brief time, then quickly disperse, often for the purposes of entertainment, satire, and artistic expression.Flash mobs are organized via telecommunications, social media, or viral emails.”
Clear example of organised social network “flash mob” is artistic group from New York called “Improv Everywhere” and their now legendary actions like “Frozen Grand Central”, “Fake U2 Action” “Metro Underpants Day” http://improveverywhere.com/missions/
Arab Spring Revolution 2011- Egypt, Fawaz Rashed: “We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world.”
Flash Mob Marketing-Guerrilla Marketing
The first flash mob was created in Manhattan in May 2003, by Bill Wasik, senior editor of Harper’s Magazine. The origins of the flash mobs were unknown until Wasik published an article about his creation in the March 2006 edition of Harper’s. The first attempt was unsuccessful after the targeted retail store was tipped off about the plan for people to gather.
Although the first flash mob marketing stunt completely flopped, the concept has been developed over the time and this form of marketing strategy raised to be one of most creative concepts in recent years. Concept that creates almost direct real life relationship between brands and consumers.
The T-Mobile Liverpool Flash Mob Dance
Nivea Flash Mob
Inbound, Content, Viral and Community Marketing.
iPhone, Samsung , Segway , Star Wars Franchise, Music Festivals like Coachella, Video Games (Pokemon Go), TV Shows and even Occupy Wall Street movement/ Arab Spring uprisings…
All these brands (if we expand term brand yes we can call even social movements of 21st century a brand) have something in common: positive all around foundation, innovative/high-quality product development and great combination and correlation between Inbound (example:Ford Fiesta the Fiestagram Campaign),Content(example:Red Bull and Youtube videos),Viral (example:Old Spice Man Responses) and Community Marketing.
As a mater of fact one sub segment of Community Marketing is specially interesting in this case-Organic or Natural Marketing:
Let’s be clear, every similarities with the food is purely accidental. Organic or Natural marketing is form of marketing strategy where company is not the key player in product-consumers/buyers relationship, every form of promotion and advertising goes strictly in word-of-mouth style trough out virtual voices on various forms of previously targeted social networks and platforms.
What are advantages of Natural Marketing?
- Interaction (Relation of Interaction:customers-brand,interpersonal-between costumers)
- Perpetual Expanding-Evolving
- Fast Trust Building
Other part of Community Marketing is Sponsored kind of effort, one that is developed by the brand itself. Sponsored Marketing involves creating the correct social media platforms that allow customers to interact not only with each other, but with the brand. By monitoring customer interaction and taking it seriously, responding to questions and concerns, and providing your customer base with valuable first-to-know information you can create loyal consumers who view your brand as an ally.
Content Marketing advantages — Storytelling that holds attention and builds concrete foundation to brand.
Inbound Marketing advantages- Using your marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention.
Attract Strangers and Visitors — Convert them-Close-Delight and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
Viral Marketing advantages- Creating buzz via pre-existing social networking services and other technologies. Goal is to produce brand awareness and other marketing objectives.
Combination of these segments and sub segments of marketing is material if we talk about good on-line presence and latter subsequent success of the specific brand.
All stated above comes from one initial chess like opening move- targeting.
Maybe this mini chapter isn’t in the right order, targeting should come first in line but let’s keep probably the most important activity for the end.
Let’s see how targeting works on one example. Millennials- group incorporating those born between 1982 and the early 2000s (survey was taken few years ago so numbers could be changeable up to this date):
- They buy clothes (69.8%), books (61.6%) and holidays (66.3%) on the high street-offline existence is still quite important.
- Discounted price upfront matters most to nearly half of them (42.5%)
- Only one-third own tablets (33%) and they prefer to shop via a PC than any other device (74.0%)
- 92% are on Facebook, 42.1% on Twitter and 37.5% on Snapchat.
- Millennials make up 21% of consumer discretionary purchases which is estimated to be over a trillion dollars in direct buying power and a huge influence on older generation
- Millennial’s main sources for news are television (65%) and the Internet (59%). Lagging behind are newspapers (24%) and radio (18%).
- Though research varies, half to two-thirds of Millennials are interested in entrepreneurship, and more than a quarter (27%) are already self-employed.
- Reports on Millennial annual purchasing power widely range between $125 billion and $890 billion. A more consistent estimate is $200 billion of direct purchasing power and $500 billion of indirect spending, largely due to the influence on the spending of their mostly baby boomer parents
We can agree that Millennials participate with strong numbers and high percentages in the virtual world, it’s fair to say that their synonym now days is internet and social networks and if your previously targeted group are in fact millennials then TV and Facebook coverage will be priority, immediately after the Mark Zuckeberg invention goes Twitter,Instagram,Snapchat etc.
As i said,survey was taken few years ago (source*US Chamber of Commerce Foundation,UCAS MEDIA) so figures probably changed in favor of other upcoming social networks.
Targeting your audience is essential, future success will be left out without targeting and careful planing of product development and advertising trough out individual phases.
Every product has it’s own cycle from initial hype to stagnation and decline. That’s why every brand has to develop unique strategy and right momentum to boost interest of consumers trough out constancy, consistency, innovative approach and “market your marketing” activity.
Market your marketing!
I will quote Mr. Jay Baer, American marketing consultant, speaker, and the author of the New York Times bestselling book, Youtility.
“In many cases it’s not about quality of execution but the quality of promotion. You have to market your marketing! One of the big challenges that companies have is spreading their message out to thin, you’ll have to worry about this, about that, and it becomes mile-wide and inch deep, as opposed to say : You know what? Here is three things that we will gonna focus on and let’s put some serious juice behind those three things.”
From Inbound and Flash Mob across the Content right down to Community Marketing, things escalated quickly. New trends are shifting towards the different or more let’s say natural “Talk With the People” kind of approach, approach that is quite an alternative from traditional “Talk at People” form of marketing.
David Meerman Scott- Marketers will have to “earn their way in” (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they “buy, beg, or bug their way in” (via paid advertisements, issuing press releases, or paying commissioned sales people, respectively) or my personal favorite, “The best marketing doesn’t feel like marketing.”@tomfishburne1
As for Leonardo DiCaprio, he finally got his long awaited and well deserved Oscar, his ceremony speech will be remembered as he talked about climate change and importance of preserving our planet for the future generations.
What can one say and conclude but…. well played Mr. DiCaprio, well played.