Background: as a little-known linguist professor became a literary legend
The Hobbit's success story began with a sudden insight, a blank sheet of paper and one sentence written on it. It happened in the early 30s of the XX century.
A little-known professor at Oxford University put his documents in order when he was inspired. He quickly wrote down a short sentence on a piece of paper that influenced the life of the professor himself, and also changed world literature forever.
What is this sentence? "Once upon a time there was a hobbit in a hole under the ground," - this is how a long story begins. It was fully completed at the end of 1932. The manuscript was read by several professors' friends, among whom was another unknown young man, Clive Staples Lewis.
Elaine Griffiths, one of the students' professors, handed the manuscript to Susan Dagnell, who worked as an editor at George Allen & Unwin. The story written by the professor really liked Ms. Dagnell. She showed the manuscript to publisher Stanley Anvin, who wanted an independent assessment of this work. Mr. Unwin asked his 10-year-old son Reiner to read the piece. As expected, the boy would have been delighted after reading the manuscript.
The subsequent fate of the work you know. Publisher George Allen & Unwin released a book that, of course, was called "The Hobbit, or There and Back." And the professors were named John Ronald Ruel Tolkien.
The Hobbit has become one of the most popular books of all time. Later, Tolkien wrote her sequel, The Lord of the Rings trilogy. And if you sometimes look into the Internet or turn on the TV, you have already heard about the premiere of the movie "The Hobbit."
Attentive people could notice a media clock around this picture that appeared six months before its upcoming release. The film industry is well able to create an excessive demand for their products. She uses content marketing to attract the attention of the audience to new films.
The painting "The Hobbit" was no exception to this rule. Its creators used the classic techniques of content marketing for the promotion of the film. Marketers working in the field of e-Commerce, can borrow from the authors of "The Hobbit" strategies for working with content that ensured the close attention of consumers to the picture even before its release. Let us dwell on them in more detail.
Create teaser trailers
Trailers are one of the most famous tools with which film studios promote their product. They use a teaser to make the audience want to see the whole movie. Directors combine in a short video the best special effects, the funniest and most critical moments of the picture, showing potential viewers its dignity.
The first Hobbit trailers appeared in January 2012, almost a year before the film’s premiere. Internet marketers should learn two lessons from this:
- When developing a content marketing strategy, think ahead. The film industry creates a media average long before the release of films. Specialists in the field of e-Commerce can adopt this approach. For example, marketer Jeff Walker applied the principle in question in his “Product Launch Formula”.
- Take advantage of teasers and free copies of the product. Claude Hopkins, one of the pioneers of advertising business, highly appreciated the value of product samples. He called one of the biggest battles in his life attempts to teach marketers to use free samples and samplers. Mr. Hopkins noted that corporations spend huge amounts of money on advertising. However, for some reason they send sellers to customers without teasers. In fact, corporations are forcing customers to buy a cat in a bag. Claude Hopkins was amazed at the words of corporate management about the high costs of samplers and the desire of some customers to get free copies again and again. He believed that the conviction of consumers in the high quality of the product with teasers brings the company much more than it spends on the distribution of free products.
Do you think trailers are only used to promote new blockbusters in the film industry? Pay attention to book trailers for the books "The Seagull by the name of Jonathan Livingston" by Richard Bach and "The City and the World" by G.L. Oldie
Experienced content marketers probably noticed that these videos are teasers, not classic ads. This content does not sell. It awakens the interest of the target audience to the product. The purpose of the teasers is precisely this. And for the conversion of interest in the purchase and closing of the transaction, you must use content of another type.
Many film studios do not stop creating movie trailers, relying on more extensive means of product promotion.
Create teaser sites
Using promotional sites to promote products is common practice, so content marketing experts may think that this method is not even worth mentioning. However, in this case we are not talking about the creation of sites-sellers, which should provide immediate conversion. Film studios create web resources that differ from traditional selling sites.
Consider two key characteristics of teaser sites:
- Film studios give people the tools to remember a movie. For example, site visitors can download the main musical theme of the picture from the site and use it as a ringtone. Desktop wallpaper - another tool through which the audience for a long time remembers the product of the film studio.
- Promotional platforms give the audience the means to disseminate information about the product. Ringtones and trailers refer to them. Phone ringtones are mentioned twice in this context, as they perform a dual function. First, the melody reminds of the movie to the person who installed it on his cell phone. Secondly, the ringtone reminds of a film product to all people who hear it. The same applies to wallpapers for desktops.
Studios do not sell tickets to cinemas, creating teaser sites before the release of films. They help you remember the film before it appears, and also tell your surroundings about this product.
How does the official site of the movie "The Hobbit: An Unexpected Journey" help the audience remember this product and tell friends about it? Consider some tools:
- The resource offers to create customized desktop wallpapers using a generator.
- The school of martial arts of the dwarfs is a fun game that will allow you to "develop your military skills to adequately meet enemies."
- "Join" - a tool that allows you to become a gnome or a hobbit with a webcam.
- iOS app - applications that help you get into the world of Gandalf and Bilbo Baggins using your iPad and iPhone.
- The mysteries of the dungeon is a separate service where the audience can meet with the odious Gollum and solve his puzzles.
- Mysteries of Middle-earth is another service that introduces Tolkien’s universe to potential viewers.
You can also find a lot of traditional instruments on the site, such as trailers, wallpapers, melodies.
Can every online sales company create promotional resources comparable to the Hobbit website in scale? Of course not, but many firms successfully manage without the "capture of the universe."
Why do not you release a free app for smartphones? Or would you prefer to create interesting content that the audience will be happy to share on Facebook and Vkontakte? Do not seek to scale, creating a promotional site. The resource should help potential consumers remember your product and tell friends about it, what can be done without the help of the dwarfs, Gollum and the Warner Bros budget.
Encourage the creation of content about your products and services by third-party resources.
Film studios are doing everything possible so that the press, television and Internet resources as much as possible wrote, showed and talked about preparing for hire films. Press Junket is one of the tools that helps the media to write positive reviews about the future film. Press Junket called the event, in which the creators of film production gather journalists and organize for them a meeting with directors, scriptwriters, actors and technical experts who participate in the filming. This event takes a whole day or even a weekend.
Most content marketers are very busy people. Still, the creation of high-quality content requires concentration. However, remember that articles and reviews of your product, created and published by third-party media, remain a no less effective tool for promoting a project than your own content. Many consumers are more likely to believe the opinions of third parties, rightly considering you an interested party.
Returning to "The Hobbit", you can see the active use of third-party resources by the creators of this tape. Just enter the corresponding query in the search box. For example, look at the video of CNN Money about the man who built the house, similar to the Bilbo Baggins hole.
Will every online store be able to attract the attention of Lenta.ru or get into the evening news release of the First Channel? Of course not. However, highly specialized industry and regional media are always looking for interesting stories that should be used. Offer third-party resources quality content that they are happy to publish. This will increase the effectiveness of your marketing campaign.
Instead of conclusion: the promised six lessons
You have already seen that the film industry does not spare funds for large-scale strategies for promoting its products. The techniques used by studios for the promotion of films can diversify the arsenal of experts in the field of content marketing.
Remember the six main lessons to learn from the marketing experience of the movie "The Hobbit: An Unexpected Journey":
- Start content promotion of your product long before its creation and sale.
- Actively use teasers and free copies of the product to attract the attention of the audience.
- Create content that helps your audience remember your product.
- Create content that promotes the dissemination of information about your product by users.
- Use texts, applications, services, and other content products to engage your audience with your company.
- Encourage the creation of materials about your product by third-party media.
By the way, have you watched The Hobbit?