Affari

How to Unleash the Power of Black Panther (Part 2)

March 2, 2018
Max Rawls

A NEW ERA HAS ARRIVED
The Black Panther movie is being called a revolutionary step forward for black superheroes, signaling a new era for the superhero genre (Rolling Stone).

In part one of this blog series (which you can read here) we reviewed two ways the Black Panther movie successfully marketed its story to the masses. In summary, Marvel:

  1. Clearly identified and targeted it’s key audience segments, and
  2. Connected with influencers and industry leaders valued by the Black Panther community

As explored in part one, here's a recap of how to apply these techniques to your business:

  • Use analytics to determine the who, what, when and where of your audience
  • Interact with your audience on social media to identify personal characteristics that will allow you continue to refine your audience's psychographics
  • Find influencers and industry leaders to incorporate into your marketing campaigns to add value to your customers and make your brand more visible

In part two of this post, we will be exploring the following techniques:

  1. Marketing with integrity and honesty, and
  2. Incorporating user experience data

MARKET WITH HONESTY & INTEGRITY
Unlike the Black Panther movie, some films fall flat in the box office because the trailers don’t tell the film’s story well, or make the case for viewers to go and see it. Similarly, some movie trailers rely too much on new technology used in the movie, or misrepresent the sentiment of the movie altogether. There’s nothing worse than selecting a movie for your Friday night, only to feel like you’ve fallen victim to the old bait and switch. The worst is when you think you’re ready to watch a comedy and the movie ends up being dark and sad. How ironic? I think not.

In some instances, as a result of poorly executed movie campaigns, production companies suffer huge monetary losses, like with the film John Carter, or they end up with confused audiences, as with Kristen Stewart’s odd flick, the Personal Shopper. Was it ghost story trying to be a thriller? Or a badly executed scary movie? We’ll never know.

The Black Panther marketing strategy could have been led astray if the film was marketed as an “Andy Serkis Heist Movie” (Spoiler: That’s maybe 45 seconds of this movie), with the hope that the public would find this film organically, and respond accordingly. If this happened, there’s a chance that the movie would have generated moderate success, nothing like the opening weekend, with the 5th largest opening of all time.

The bottom line: construct a clear and concise message that articulates your story with honesty and integrity.

HOW TO APPLY THIS THINKING TO YOUR BRAND
We’ve all seen products that promise one thing and end up delivering something completely different, or, the hype for a product does not quite measure up. You may have big dreams for your brand and business, but it's important that your marketing reflects your current offerings, or ones you’re getting ready to launch. Promising future-state products and services without the ability to deliver will hurt your business.

In this vein, having an authentic marketing campaign that accurately showcases your products and services, directly reflects your brand’s identity; it’s your “word” in the digital landscape. Use it wisely.

INCORPORATE USER EXPERIENCE DATA
The final area that requires focus and attention as you get ready to launch a new marketing campaign may seem like an obvious one, but important to point out nonetheless: incorporate user experience data. Many companies focus their time and attention on sales development, and product design and development (sometimes to the point of over-tooling a product or service, incidentally creating more complexity for the user).

As a result, the actual interaction with potential users and early adopters is neglected. Getting an early version of your product/service to market and conducting user research with your target audience to get their feedback, is vital to the lifespan of a product or service.

But the research doesn’t stop there. In my role as Digital Marketing Lead, I’m always assessing ways to improve my client’s experience to ensure that as a team, we’re delivering the most value through our creative services. I recommend establishing this kind of continuous feedback loop for your business.

HOW TO APPLY THIS THINKING TO YOUR BRAND

Consider the following two questions:

  1. What areas of your business make you good at what you do?
  2. How do you deliver that value?

For us, at Affari we are incredibly client centric. We put our clients at the center of everything we do, from branding, web design and development, print and graphic design, to marketing strategy and analytics. Related to this point, we also care about our clients - a lot - so whether we’re working with a local non-profit or a well-known brand, our team approaches every project with the same heart, passion and creativity. This is how we deliver stunning designs and fully customized, digital experiences.

Focus on what makes you good at what you do, how you deliver this value to your customers, and continuously evaluate what your customers want, and you’ll have the foundation for putting an excellent product into the market.

CONCLUSION
As explored in parts one and two of How to Unleash the Power of Black Panther, you can apply these Marvel marketing techniques to your business:

  1. Use analytics to determine the who, what, when and where of your audience. Additionally, social media engagement can help you identify personal characteristics that will allow you continue to refine your audience segments.
  2. Find influencers and industry leaders to incorporate into your marketing campaigns to add value to your customers and make your brand more visible.
  3. Create authentic marketing campaigns that accurately showcase your products and services. Remember, your campaigns are reflective of your brand’s identity, it’s your “word” in the digital landscape. Use it honestly and wisely.
  4. Promote a good product by incorporating user data into everything that you do from design to delivery.

We hope you take these insights today and apply them to your business. If you’re looking for help with your marketing or branding strategy, schedule your free consultation with June Moore, Director of Growth at june@affariproject.com.

As a creative agency, we work with companies just like yours to deliver turnkey solutions including: website design and development, branding, digital marketing, SEO, social media, graphic design and print design.

Post Credit: This was a collaborative writing piece produced by Max Rawls, Digital Marketing Lead and June Moore, Director of Growth. Images curated by June Moore.

Photo Credit:
Essence - Black Panther Male Cast
iStock Photos - Right Brain Left Brain & Business Meeting
Billboard - Alanis Morissette and James Corden perform an "updated" version of "Ironic"

Working with clients ranging from non-profit and government, to industrial and enterprise computing, Max loves seeing companies grow and giving them a platform to tell their story. He also enjoys long walks on the beach and hanging out with his wife and cats.

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