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What we can learn from movie marketing
Also: Understand these 5 cognitive biases to become a better marketer.
Marketing Qualified
July 19, 2024
GM, and welcome back to Marketing Qualified. What a week. Let’s wind down by talking about some fun marketing topics.
What we can learn from movie marketing. Some recent examples of masterclass campaigns.
Understand these 5 cognitive biases to become a better marketer. What they are and how to use them in your day-to-day work.
🎬 What we can learn from movie marketing.
In the last week, we’ve seen two marketing campaigns that we thought were genius.
Both happened to be campaigns promoting new movies.
#1 - Twisters
The first was for the recently released Twisters movie.
It features ads that look like they’ve been hit by… well… twisters.
What makes these ads so great?
They do something that most brands don’t.
They don’t just talk about the action of the movie. They show it.
It’s super simple but very powerful.
Don’t just talk. Demonstrate instead.
#2 - Deadpool & Wolverine
The second campaign was for the soon to be released Deadpool & Wolverine.
It features this viral video trailer and digital and print posters across North America. Plus, Heinz is releasing limited-edition collectibles to dress up their ketchup and mustard bottles as the movie’s titular characters.
What makes this campaign so great?
It’s co-marketing at its best. The collaboration feels natural and elevates both of the brands equally. After seeing it, you can’t help but think of Heinz when you see Deadpool & Wolverine and vice versa.
Also, it’s just downright creative as heck! It’s fun and memorable.
These are just two examples, but Hollywood marketing campaigns are often extremely unique and innovative. They’re a perfect place for B2B marketers to be on the lookout for inspiration. Keep your eyes peeled!
📰 In the news this week.
💰 LinkedIn rolls out sponsored newsletters.
🔎8 SEO strategies that actually still work in 2024
📆 How advertisers can master the art of “incrementality.”
📈Community management trends you should know.
🧠 Understand these 5 cognitive biases to become a better marketer.
At the end of the day, marketing is all about psychology. Great marketers understand it and leverage it in their day-to-day work.
Here are five cognitive biases that you should know and use:
1) Bandwagon Effect
Definition:
People adopt certain behaviors, styles, or attitudes simply because others are doing it.
How to use it:
Leverage social proof
Use testimonials, case studies, and user-generated content to show that others are using and benefiting from your product.
Create FOMO
Use phrases like "Join 10K satisfied customers" or "trusted by Fortune 500 companies" to encourage prospects to follow the crowd and adopt your offering.
2) Halo Effect
Definition:
When the overall impression of a person or product influences how others feel about the specific traits of it.
How to use it:
Highlight positive attributes:
Emphasize any standout features to create an overall positive perception of your brand.
Leverage brand ambassadors
Use influencers or satisfied high-profile clients to promote your brand. Their positive image will transfer to your products or services.
3) Endowment Effect
Definition:
People value something more highly simply because they own it.
How to use it:
Free trials:
Offer free trials and demos to let potential customers experience ownership. This makes them more likely to perceive value and make a purchase.
Personalization:
Provide personalized experiences or products. It increases a customer’s attachment and perceived value.
4) Confirmation Bias
Definition:
The tendency to interpret new evidence as confirmation of one's existing beliefs.
How to use it:
Tailored messaging:
Craft messages that align with the beliefs and values of your target audience to reinforce their existing views and preferences.
Content strategy:
Use content marketing to provide information that supports and validates the decisions of your potential customers.
5) Reciprocity Bias
Definition:
People feel obliged to return a favor after someone does something for them.
How to use it:
Provide value first:
Offer free resources, content, or small gifts to potential customers.
Personalized follow-ups:
After an initial value offering, follow up with personalized messages or offers to further encourage reciprocation
😂 Marketing meme of the week.
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