What Inception can teach you about marketing
The fourth highest grossing film internationally in 2010 was Inception. You might have missed it, but it did hold an interesting idea. Two characters performed corporate espionage by infiltrating the subconscious minds of various high-powered targets while they were asleep and extracting vital information about business competitors. The main crux of the story was that this time, instead of extracting information, they had to perform the difficult act of ‘inception’, whereby dreams were used to implant an idea into someone’s head so well they thought it was their own.
Predictably, things became a lot more confusing and Escher-like as the film progressed, with the lines between fantasy and reality blurring quite substantially. But I couldn’t help leaving the cinema thinking how fantastic a marketing opportunity it would be if it were possible to implant ideas into consumers’ heads and leave them thinking the ideas had been their own in the first place.
In today’s world, even mentioning a film that was released two years ago makes us rather old hat. But we have a reason: people still haven’t caught on. It actually is possible to implant an idea into your potential customers heads and let them think it was their own.
Successful marketing connects with its audience
Traditional advertising is confrontational. Apart from a few good examples which are able to cleverly invoke emotional responses, there will always be that distance between your magazine/billboard/online banner/email campaign and your consumers because you’re reaching them on your terms, and pushing your message into whatever it is they’re doing.
The beauty of content marketing through feature articles and social media is that consumers find you on their own terms. You’re not interrupting them when they’re in the middle of something. They’re not waiting to get back to their television programme or the magazine they were reading. They’re ready to be engaged in what you have to say. If you can get your message across to them in a non-salesy way, they’ll begin to think of using you instead of your competitors. And the best part of it? They won’t even realise it was you who planted that idea into their heads. They’ll think it was their idea all along. The proof? Look no further than the success of Inception as a film. In the run-up to its release, Warner Bros. drip-fed viral feature content to its potential audience online, and the $825 million at the box office this marketing resulted in speaks for itself.
The best sales people will make a sale without their customers ever feeling as though they’ve been sold to. In essence, content marketing is the open back door for a sale, and the permanent invitation from customers to pop around and not bother knocking. If you’d like to learn more about how to go about doing it, get in touch with us today.