When the news of a LEGO-based movie broke out, two sides of the story were immediately raised: one is the fact that LEGO is one of the most enduring popular brands in the world and there would practically be no need for a massive marketing campaign to promote the movie.
And second, the fact that if the movie turned out to be poor, it can cause significant damage to the business. This means that depending on the outcome of the film, the effect can go either way.
Brand marketing has the potential of both uplifting a previously established brand and use it to generate more attention, OR making one little mistake and end up destroying the name that has been respected for years. This is the challenge that The LEGO Movie had to go through.
Now, two months after its release, the gamble has paid off. It is currently the second-highest grossing movie of 2014 so far, with almost half a billion dollars in box office earnings. The movie was also a success among critics and has become one of the highest rated animation films.
What made The LEGO Movie successful?
Capturing the heart of the brand
The publicity that surrounded the film coincided with what LEGO is all about: creativity and fun. The movie lets viewers immerse themselves in a whole new world and that ultimately is what made it click. Billboards, toys and promotional packaging enveloped the entire movie experience in and outside the theaters.
Brand marketing is all about embracing what the product/service represents in the business community. Marketers need to capitalize on the brand image and look for varied channels to introduce a business while maintain its core values.
Interaction and Integration
The Lego Movie site became a hit when they allowed site visitors to construct Lego figures of themselves virtually, which will also appear in a customized trailer made specifically for fans. Its mother company, The Lego Group, as well as the movie’s studio, Warner Bros, also launched a contest where fans would design a customized vehicle that would appear in the film. Of course there were endless activities on social media accounts too.
From this approach, marketers can learn a thing or two on how to effectively “sell” to the engaged target audience.
A captivating story
Many people were actually surprised by how profound and touching The LEGO Movie turned out to be. It’s almost unexpected for a glossy animation movie to exude such a heartwarming feel among audiences both young and old, but they were able to pull it off.
Behind every successful campaign is a good story. Learn how to anchor your activities on something that your market can relate and will make them remember you not only as a business but the other half of a harmonious relationship.
Ever since the explosion of online marketing, webinars have been one of the most popular avenues for marketers to attract potential business relationships and gather information from their target market.
Don’t know how it works? Basically, niche authorities and thought leaders host an online seminar where participating parties are sent a link to watch the presentation real time. This web-based event marketing activity is usually done up to twice a month especially for big companies and industry leaders.
The ‘real-time’ factor is the biggest pull that interested buyers see in joining webinars. They feel as though they’re attending a conventional face-to-face seminar without having to travel and ask for a hefty allowance from their bosses.
Recently, though, there seems to have been a change of heart among prospects.
In a study conducted by Mathew Sweezey, a B2B marketing thought leader at Clickz.com, it was found out that only 16% of 400 B2B buyers prefer to watch a webinar in real-time.
The noteworthy finding is the fact that the other 84% don’t mind watching the presentation at a different time, may it be a recorded version or a downloadable content.
The most obvious reason for this shift is the fact that people are getting busier online. Prospects no longer have the luxury of time to commit to one-time events. They no longer appreciate the ‘real-time’ value of live webinars that they would settle to view at a later time.
This, according to Sweezey, could be a marketing opportunity. “If you are only looking at driving leads from webinar registration, you might be missing the biggest trend in lead generation from webinars: the people who can’t make it,” he says.
It makes sense, since webinars are usually not jam-packed with participants at any given time. For every event, there will always be tons of people who won’t make it, which usually makes up 40-50% of all invited business prospects. That is the reality despite the popularity of webinars.
Now, if these no-shows are not given another opportunity to view the event, it would be a big loss both in the lead generation aspect and in the reputation-building aspect. Inviting them again to another webinar event in the coming weeks is still not a guarantee of attendance, and, in most cases, can cause a decline in interest and momentum.
More studies are definitely in order to further solidify this new trend, so marketers can look into effective ways to offer webinar content to their target audience –real-time or otherwise.
As cliché-ish as it may sound, it seems that everything in life can be likened to Boxing. This is probably because of the fact that this contact sport requires focus, determination, and a competitive spirit, much like all of life’s everyday endeavors. Sure, other sports also require the same characteristics – perhaps
even more – but Boxing has the right amount of athletics and drama which makes it one of the most adored forms of entertainment.
To compare the sport of Boxing to Outbound Telemarketing and Lead Generation is easy. Both are dynamic realms of human interaction governed by rules and strategies that necessitate working brains and stretchy muscles.
Know where and when to punch
Many great boxers have powerful punches but end up not being successful because of one major flaw: they lack timing. In Outbound Telemarketing and Lead Generation, a professional telemarketer’s wide range of knowledge and superb communication skills are useless if not used accordingly. One must assess the right moment to say the right words, especially if the prospect is also clued-up on the subject, like a passive counter-puncher. It’s not as simple as acquiring a list of numbers and calling them one by one – there’s a certain target market for every product or campaign, as much as saying, there’s a certain “weight class” for every boxer. Knowing where and when to strike can guarantee a knockout sales lead.
No hitting “below the belt”
In Outbound Telemarketing and Lead Generation, standard procedures and policies are set to regulate the way things operate. These rules protect both the B2B Lead Generation Services Providers and the prospective clients from harassment and inappropriate behavior. A telemarketing company may possess
all the contact information of a certain company but it doesn’t mean that they can call whenever they want. Conversely, prospects may also politely decline a sales call and can go as far as blocking calls from telemarketers whenever they wish. Therefore, a professional telemarketer must know when to “throw in the towel” and move on. These acts are to be respected and observed to maintain harmony within the industry.
Get as much support as you can from your “corner”
A boxer doesn’t fight alone – he has tremendous support from his coach, trainers, and an out-and-out camp that does whatever necessary to prepare him for a big fight. In the same manner, a professional telemarketer gains support from coaches and quality analysts to gauge and assess his strengths and weaknesses. While a boxer’s focus is on throwing punches, he also needs external perspective on how
he performs so he can learn from mistakes, maximize potentials and avoid “sucker punches”.
The link between boxing and telemarketing boils down into one word: determination. A determined telemarketer won’t stop at traditional methods and sloppy routines, and most importantly he doesn’t give up easily. He conditions himself physically and mentally to anticipate punches and to gather enough
strength just in case he falls down. As the old SMS quote goes, “Life is like a boxing match – defeat is declared not when you fall, but when you refuse to get up.”