5 Lessons We Can Learn From the Marketing of the Barbie Movie...
I see a lot of stuff about the lessons we can learn from the marketing of the new Barbie movie. (BTW, it was a lot of fun.)
I think folks might get the wrong impression of what we should or shouldn’t learn due to the size of the budget, but these lessons are some that everyone can use, no matter the size of your organization.
These aren’t in any order…so take what you need, but keep in mind: strategy before tactics.
Use your distinctive brand assets: The pink and the font are everywhere. The Barbie Corvette.
Use these assets because they are what people recognize you by immediately.
Consistency is the key: Consistency in messaging. Consistency in showing up. Consistency. Consistency. Consistency.
You don’t just drop one message into the mix. You drop many and you do it consistently.
A + B is better than 2A or 2B: Mixing your media gives you more impact.
Just using TV might be great, but mixing TV and PR gets you more…add something else, it is even better.
Barbie’s marketing has used podcasts, digital, TV, PR, and more.
Codify everything: Just like the assets, the Barbie pink and font are everywhere.
The lesson I learned in marketing class: “Codify everything. When you think you’ve gone too far, codify some more.”
Put your logo, your font, your color, etc. on everything. You can’t overdo.
Build to the launch: Have a plan for pushing everything towards the launch date.
You’ll see the marketing and buzz around the Barbie movie die down now that the movie is out, but 90% of it was in the 3 weeks before the movie released.
I recently worked on a launch schedule for a non-profit to get signups for their new year of programs.
The result, a 30-45 day launch schedule with mixed media with the result over 25% increase in signups.
Dave