Trick Marketing?


“The era of using marketing to trick consumers into seeing bad movies was drawing to a close.”

So it seemed anyway, when the negative online chatter torpedoed the “Bruno” film in July 2009. But alas, it was mostly lip service. According to the New York Times,

As Hollywood plowed into 2010, there was plenty of clinging to the tried and true: humdrum remakes like “The Wolfman” and “The A-Team”; star vehicles like “Killers” with Ashton Kutcher and “The Tourist” with Angelina Jolie and Johnny Depp; and shoddy sequels like “Sex and the City 2.”

All arrived at theaters with marketing thunder intended to fill multiplexes on opening weekend, no matter the quality of the film.

“Sex and the City 2,” for example, had marketed “girls’ night out” premieres and bottomless stacks of merchandise like thong underwear.” (red added – kk)

But the audience pushed back. One by one, these expensive yet middle-of-the-road pictures delivered disappointing results or flat-out flopped. Lesson learned?

“As a result, studios are finally and fully conceding that moviegoers, armed with Facebook and other networking tools and concerned about escalating ticket prices, are holding them to higher standards. The product has to be good.”

Isn’t that true for us, too?

Our product? The experience delivered. Either by the product/service you are selling, or the ‘business building’ experience we promote.How does what we promise stack up to their experience?

Here’s what some movie people are doing:

“…the message…sent about quality and originality is real enough that studios are tweaking their operating strategies…

“We think the future is about filmmakers with original voices,” said Amy Pascal, Sony’s co-chairwoman. “Original is good, and good is commercial.”

Amen. Is it time for more original voices? More quirky and honest approaches to selling our business and its products and services?

Since it’s a people business, we too, are subject to the backlash of false promises that get posted on Facebook, Twitter and other social networks. Think?

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Kim Klaver

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