Tomorrow the movie The Hobbit: An Unexpected Journey opens in theaters.
Based on J. R. R. Tolkien’s fantasy novel The Hobbit, the movie is basically about killing dragons and finding treasures. (Great metaphor for business, wouldn’t you agree?)
There’s been a lot of hype and excitement surrounding the movie, so let’s dig deeper and see what you can use to slay the dragons in your business. For instance, things like how to sell more and market better so that you can find the treasures in your business…
More customers, money, time, and the freedom and flexibility you’ve always wanted.
In the Ultimate Celebrity Promotions Swipe File, Dan Kennedy says, “Celebrity is the most powerful marketing force.” People are obsessed with celebrities and can’t get enough news about them. Incorporating celebrity into your promotions is something that works in virtually every market with any product or service.
Denny’s Restaurant tapped into the celebrity of The Hobbit movie, scoring a lot of free press in the process, by creating a Hobbit-inspired menu that will run through January. The menu basically has the same items, only they’ve changed the names to include Hobbit-related terms and characters like the Hobbit Slam, Gandalf Gobble, and Frodo’s Pot Roast skillet.
To seduce people back to Denny’s and increase sales, Denny’s also made collectable Hobbit playing cards. You can collect up to 12 different playing cards. Plus they engaged their audience further by creating a treasure hunt. Placing QR codes on their placemats, restaurant goers can use the codes to find additional content.
What fun celebrity-related engagement ideas can you think of to skyrocket your sales and gain instant attention?
People love to have fun and be entertained. No surprise there. And, of course, Denny’s isn’t the only company having fun and cashing in on the Hobbit celebrity factor. The airline Air New Zealand is featuring crew members dressed in Middle-earth garb in a Hobbit-themed safety video. Branding themselves as the “Airline of the Middle of the Earth,” they took something that could be boring and monotonous and made it entertaining. (Not to mention they’ve already received 9.9 million hits on YouTube.)
Getting customers to read about insurance, taxes or how-to or safety instructions, for example, might be important, but typically they can be rather boring—which means stuff like this might not get read even though everyone should read them.
How can you make something that is dry, but important in your business more entertaining?
In a review I read about The Hobbit: An Unexpected Journey, the reviewer said the last two hours were “full of cliffhangers.” Presumably this is because another Hobbit movie is expected to be released in December 2014 (with the third and final chapter arriving in December 2015.)
In your business, the single most expensive thing to do is getting a new customer. That means that once you get a customer, you want to do everything you can to hold on to them, right?
In fact, Dan Kennedy taught me that you want to spend a lot of attention on turning them into the best possible asset they can be.
In How to Create Personality in Copy, Dan talks about the reasons why some customers become “customers for life,” none of which are obvious. For example, you will not keep customers for life based on the value of the education or information you give them. What keeps them coming back for more is that they see you as an interesting person.
By creating a relationship with your customers, when you write emails, letters, and other ongoing copy to your customers, clients and patients, using cliffhangers in your story will compel them to come back to find out what happens.
How can you start including cliffhangers in your marketing stories to keep customers coming back?
You don’t have to use all of these in your business, but incorporating at least some of them will help you slay the dragons that plague you. Imagine how using them can lead to long awaited and even unexpected treasures (like creating a viral video such as Air New Zealand.)
So think about how you can use these in your business to get the results you desire. Your comments are always appreciated, what other tips can you learn from The Hobbit?
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