Every time a Disney movie hits the big screen several phenomena occur. One, which possibly amount to Disney, is the fact that the film in question often becomes the most popular screen and tickets are usually sold consistently (if this fails even a little quickly we started to talk about failure). Two, the most interest in this case, the film in question is everywhere and everyone seems to be talking about it all the time, at all times and in all possible scenarios. Disney’s latest film is always material for all kinds of items, lists, comments and updates on social networks.
To this it must be added that every time a movie appears this becomes a ubiquitous element, one that is everywhere and everywhere and generating a barrage of derivatives. Some movies more than others, there is more to think about the case of Frozen , it becomes much more popular than others when starring in almost anything, but the truth is that either way Disney movies always get a high echo.
Why does this happen? Disney is a brand that is a master at marketing and he can do things very well as far as positioning is concerned. The company has many resources (because it has up to an ‘army’ of mothers and fathers who act as influencers and evangelists) and makes a large investment in marketing. The company has very clear the importance that things have and the weight to be given to the mass media to make viewers connect with their movies. For Disney, have them talk about their characters and their movies it is key (though not They are permitted at any price, after all are very demanding when it comes to control what happens to their different characters) and therefore always have an efficient strategy. And therefore, Disney is usually one of the brands that are usually put as an example when it comes to marketing strategy and one that is usually analyzed more specifically and efficiently.
Disney is also very effective only when positioned in traditional marketing, so are in what touches to new strategies and new environments. Disney is also a master of viral. Recently demonstrated with the promotion of his latest film, The Jungle Book, which has become an example of how to position themselves in social networks even before the product reaches the market. In The New York Times they have performed an analysis of the marketing strategy they are following and she can draw a few lessons on what to do to become viral.
Your audience is always the first niche with which you have to speak
Some brands, such as Disney, already have a starting point very important and very beneficial: they have a kind of fan base, a sort of background of followers who love the brand and its products (the end of the After all, brands like this have already crossed the threshold and for many have become love marks) and are almost naturally evangelists of the company and throwing. Having that base is not only very interesting but also allow a point of beginning of very valuable campaign. It may not as millionaire hearings or so high budgets have (Disney spent on this first point 175 billion, an amount that few can invest even a very small when compared with the total cost of promoting blockbuster film in general), but the idea is very ‘copyable’.
What is the first thing that made Disney? His first step was to bring together promoting their fans in a congress center and not just let them know before anybody else the film but also connect with the characters. At the convention the director, the protagonist child and the well-known actress, Lupita Nyong’o, who is the voice of one of the main characters, were animals. Disney not only managed to draw the attention of these consumers first, these early adopters of its products, but also other active (and very valuable) ensured. The film made its appearance in social networks, made it all out and did it with a flood of positive reviews. The first step to be viral was given.
But your audience is much more complex than platitudes
One of the mistakes that fall firms have a loyal niche market and a long life is to think that everything is as expected it. That is, they fall into the cliches and take for granted many things. And that is a mistake, especially when what you want is to talk about one all the time. If there is nothing new, no one will talk to you because why tell what is already known?
In this case, Disney has focused on different things and Communication has chosen to highlight different points. Yes, we all know that cartoon films there are musical numbers; it will not do to talk about it. You need to throw something else. In Frozen, for example, the key issue that made conversation about the film were generated was the one who was the ‘feminist Disney film’. In this case, it is highlighting that animals have complex personalities and the film has dark moments. On the one hand, it is highlighting something new. On the other, it is reaching those parents who go to see the movie with their children.
And you have to create specific points for specific niches
What has generated internet? One of the key issues for brands is that now the network can talk to very different audiences with very specific messages. The network has made it possible to reach consumers in a much more specific, much more personal, and this has had a direct effect on how companies make marketing a more global level. The brands have learned that not all messages work the same for everyone and you have to adjust what is being said to the particular market that is receiving. In the promotion of The Jungle Book, Disney has created specific messages for the male audience (which costs more to get there) or for the Hispanic market in the United States.
The product is not only a product
And one of the lessons of marketing that brands have had to learn in recent times (and one that has become key to getting people to talk about you on the internet) is that things are no longer just things. Now everything is much more complex and everything has to go well beyond the product itself to hit the market. Now consumers want experiences, emotions, complex and profound elements.
Is Disney doing? Of course. The film is sold as an experience and has already launched 3D versions or stacks of information about how they have created a much more complex view (to make you see clearly that this is not just a cartoon). Its parks have been launched to also generate film-related experiences that complement and make it more complex.