April 25, 2012 was the day everyone had been waiting for. No, it was not the coming of the next Messiah; nor was it a world public holiday. It was when the Avengers the movie aired in theaters.
People went gaga and thrilled about watching this movie.
What made the movie so exciting is to see these famed Marvel heroes enter the screens from different movies or stories merged together in one to save planet Earth.
Aside from this, the effects, the actors and the whole production, wonder why many had booked movie tickets weeks before the premiere showing day?
It was marketing—incredible marketing campaigns. In this article, we will discuss 10 marketing lessons business enthusiasts and practitioners can learn from this movie, The Avengers.
1. Clear Strategy
The movie was pre-launched almost two years before its show date. This shows that the marketing team had done their research and preparations well as they had followed a clear strategy in their midst. Starting from the Comic-Con International convention in July 2010, the movie director turned up and made a splash. Ultimate fans became hyped, waiting for the day the movie would screen. Two years prior to that, Nick Fury (Samuel Jackson) had also left an imprint somehow through the Iron Man movie when he mentioned he would be recruiting a team.
Disney had capitalized on this buildup after buying Marvel back in 2009. In last year’s Thor movie, moreover, the villain Loki had shown that there will be a sort of an upcoming avenge (before the actual credits). This has gone viral for the fans as well and grabbed their attention for the assembly and the coming of the Avengers.
Bottom Line: Four big names (Iron Man, Hulk, Captain America, Thor) to brand and market into one has been challenging. In an effort to create this successful marvelous super franchise, every piece of the Marvel movie way back in 2008 contributed to the main puzzle: the Avengers.
Conducting thorough research and being straightforward in knowing how to get to the target market and going beyond the expected reach is very important. In any product or brand marketing, knowing the best strategy to use for the intended market is crucial. Have an end in mind.
2. Awesome Movie Teasers
The marketing team for The Avengers seems to know its niche, and they capitalize on it. They have adhered to match and even surpassed the expectation of audiences, showing the teasers with a mix of explosions, superheroes battling the wicked folks, plus a few snarky one-liners that make you say just “Wow, I am so going to watch this movie!” And with such a trailer, they made sure that customers would be overly satisfied with how great the great superhero action movie is.
3. Stellar Reviews from Movie Critics
The marketing team had taken advantage of the Marvel superheroes’ fan base. Reviews and reactions (whether good or bad) from movie critics like New York Times’ A.O. Scott, Rotten Tomatoes and trusted sites helped in making the movie reach out to its supporters more.
The reality is there are a number of people out there waiting to hear about what these critics had to say about a movie before they decide to watch one. Responses from the fans would move the momentum forward and drive the buzz rolling like a snowball. Then again, comments from “real people” who you know are not paid to say good things about the movie would eventually turn you up to purchasing a ticket for yourself.
Bottom Line: Reviews are often very helpful mainly because they give you the perspective of the consumer, which merely breaks down to: “is it nicely worth my time and cash.” When your products/services receive reviews and real testimonies from its current users, other people would get pulled in to also using or experiencing the same and see it for themselves.
4. All-out Marketing
They combined conventional promotions through TV, conventions, posters and the trailer in movie houses with a lot of modern advertising and sharing on Facebook, Twitter, MySpace and other social networking sites and online communities.
When people all over the webosphere start mentioning how amazing the movie, no matter what critics say, they are going to see it, hence the movie would more likely to result in Box Office gold.
Bottom Line: Give all your best in whatever you do. Go to all possible outlets to spread what you can do and what you can offer to the public and make sure you reach out to the right people. In business, the best Martketing strategy is to draw highly targeted motivated prospects into your sphere of influence. Have a hold of your customers’ pulses and first identify their needs then to cater to them effectively and efficiently.
5. Inter-generational Appeal
The characters in the Avengers are made up of branded superheroes who had been there in comic books arena for so long a time that covers the baby boomers’ generation until the present-day generation. As a result, the movie would appeal as it could spark common language thereby bridging generation gaps and making these people share common experiences together. The target market is expanded as well ranging from comic book readers, video game players, toy collectors, to traditional 2D movie watchers and the new 3D movie enthusiasts.
Bottom Line: If right now you’re focused on one generation as your main consumer and sales and reactions of these customers become stable and progressive, it would be better if you can shift this concentration and think of ways on how your products or services can be also of good use for multiple generations to come. Explore ways on how to diversify your market if you have established a solid customer base and profiling to expand your market ten times over.
The Avengers had superbly avenged their movie as it topped the list of the highest earning movies a week after its opening date (approximately $641.8 million). Thanks to the culmination of great marketing efforts behind, The Avengers movie is what we call a true success.