How to Pique Your Markets Interest in Your Brand…Hollywood Style

So after watching my movie from last week, I had a number of questions about the art of brand stickiness.

The one question that popped up repeatedly was around sticky brand principle #2, Get Them Curious.

We don’t often think of building curiosity or the power this principle has around the design of our brand and brand marketing.

Let me shed some light on this principle (if  you haven’t viewed the video, you can access it here).

These days, with all the brown-paper-bag marketing being generated there’s not a good enough reason to drop what you’re doing and take notice.

When you design your brand, and brand marketing, around what I call the “Movie Trailer Theory” you not only drum up excitement, intrigue, suspense and curiosity.

Recently, I’ve noticed a change in how big screen (and small screen) promotions are being laid out.  Used to be the movie trailer would show you a sequential beginning to end snapshot of the key points (the best parts) of the film.

Makes sense to show your audience what they can expect from you in a logical sequence.  And that’s what savvy small business owners have done too.  They present their brand message (and subsequent offers) in short bursts of step-by-step factual information.

Here’s why this no longer works…

Let’s face it, we are so overwhelmed with information that we’ve gotten to the point we just don’t care any more.  As a result, our brains have become a bit mushy due to lack of stimulation.

It takes the equivalent of an earth-shattering event to get your attention (and the attention of your market).  Or, something that peaks your interest and exercises your ability to wonder…

See, that’s what Hollywood has done so beautifully.  They’ve re-created their product promotion strategy to appeal to your need for inspiration, motivation and spur you into taking mental action.

How?

By telling you their story out of sequence and in short, but strategic, teases.

In other words, they start at the most pivotal point of the story and intrigue you with bite size bursts of power packed, emotional snippets that don’t quite answer all your questions but make you yearn for more.

I remember watching a preview for the movie, I Am Legend.  The trailer was about 15 seconds long and featured a few emotionally charged images from the movie delivered at pulse rate speed.  I wasn’t completely sure what the movie was about but knew I couldn’t wait for opening day!

Each time I saw the preview leading up to opening day, the anticipation was so great I would tell my friends about it and made sure I had the date blocked out on my calendar.

After watching the movie in the theatre, I realized that 15 seconds of heart pounding excitement was the result of 2-3 movie captions that took place from within the middle of the movie – the point in which the movie gets edge of your seat good.

Did this trailer appeal to everyone?  No, but it did to me and anyone with a profile similar to mine.

The design of your brand and brand marketing works beautifully when you follow the Movie Trailer Theory:

1)    Get clear on the message
2)    Deliver the message in short, bite size bursts packed with emotion
3)    Begin the message at it’s most pivotal (heart stopping) point
4)    Repeat, repeat, repeat!  One trailer won’t get you into the theaters and one or two messages won’t get your audience to take action with you.
5)    Position your message to appeal to your ideal audience

Curiosity may have killed the cat but it has now become the driving force behind powerful brand marketing and brand messaging.  When you can view your brand, your offer, your overall message through the lens of a movie trailer, you can re-invent how you position your brand and the unique outcome your brand encounter offers.

Until  next time…

Love and thanks,

Liz

PS. What is your greatest challenge in positioning your brand?  Tell me about it!

Tags: brand, brand marketing, brand messaging, brand positioning, brand stickiness, liz pabon, liz pabone, made to stick, marketing to women, small business marketing, the branding maven