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Secrets to Success
Deborah Cole Micek
and John-Paul Micek
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Piggybacking on emotional anchors
Madison Avenue advertising agencies do it. Mainstream market- ers do it. Political campaigns do it. They all piggy-back on the emotional anchors established by famous singers, actors, and sports figures. It's a marketing play that's run over and over again off-line because it works. People bond emotionally to people, personal brands and your primal key.
But what about online when you're marketing with new media? How can you piggy-back off of words, quotes, images or sounds that people are already familiar with -- especially if you can't afford to pay Beyonce to appear for you, like Dish Networks in their current TV campaign.
Here's an example to get those little tribal seduction wheels whirring around in your head.
One of the most-often quoted movie lines is "You can't handle the truth!" from "A Few Good Men." It was used in the climax of the movie, in what also was its most emotionally charged scene.
So where does new media come in on this? And how does this help your marketing? Take a look at this You-Tube clip: www.youtube.com/ watch?v=nfOMRVZrVFQ&eurl=http://tribalseduction.com/newmedia/new-media-marketing-tips-piggy-backing-on-emotional-anchors/
It's one example of how this famous movie quote was used in online videos. It was professionally edited. It emotionally bonds with its target audience through humor that anyone in marketing or advertising will "get," and it uses the "language" of the tribe (in this case, marketing and advertising pros).
What was bad about this adaptation was the questionable use of copyrighted material and there was no tribal call to action.
The lack of a tribal call to action could easily be overcome with one or two chain factors that make sense to the target audience.
For example: Get viewers involved by running a contest that is promoted with a non-intrusive footer or closing credits screen. The contest could be as simple as an invitation, i.e.: "Got an inter-departmental power-struggle story? Share your story at www.CreativeMarketers-Unite.com/contest/ and get a shot at winning a new Apple iPhone!"
Even a simple "More creative humor brought to you by ..." as closing credits would have been better than the lack of any call-to-action. Unless the lack of a tribal call to action is strategic, the number of views doesn't mean diddly to you.
Now watch this YouTube video for another example: www.youtube.com/watch?v=QoioWZS8xQo&eurl=http://tribalseduction.com/newmedia/new-media-marketing-tips-piggy-backing-on-emotional-anchors/
Then think about what well-established emotional anchors you can piggy-back off of to grow your tribe.
John-Paul Micek is the lead business coach at RPM Success Group Inc. Reach him at
JPM@RPMsuccess.com or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer of RPM Success Group, is a business success coach and life strategist. Reach her at
DCM@RPMsuccess.com or toll-free at (888) 334-8151.