Marketing Marvels – George Lucas – Star Wars Episode III & The Star Wars Empire
Talk about a lesson in marketing, George Lucas and the Lucasfilm team are AMAZING marketers.
Here are some notables from the Episode III campaign (& the Lucas marketing machine overall) for you to use in your own marketing efforts:
PR – Public Relations – The Star Wars PR is ubiquitous. Dozens of major TV shows, not to mention nearly every news & current events show, have had mentions of Star Wars on them for weeks now. Multi-hour specials have run on many TV channels and most magazines have run articles on the film. Basically, you can’t turn anywhere without seeing something about Star Wars.
How To Use This In Your Business – The ideal lesson if you can afford it is: Hire A Great Publicist. If it’s in your budget and you’d like to hire a publicist, be sure to check their references and resume well. You want a publicist who really understands what you want to accomplish and has the connections to get you the kind of publicity you want.
Stay away from the P.T. Barnum type publicists that subscribe to the “no such thing as bad publicity” theory. There IS such a thing as bad publicity and the wrong kind of publicity and kill your business. So go over your needs with your prospective publicists and make sure they get you. If you find the right one, you’re in for a wonderful time and great business expansion.
Merchandising – From toys to cereal boxes, the Lucas licensing machine is raking in the royalties. No doubt financing the Skywalker Ranch well into the future.
How To Use This In Your Business – Promote, promote, promote. Make sure your product is in the faces of your prospective customers at any and all possible opportunity. Don’t let them forget you. Be everywhere. It works.
A Great Film – Star Wars Episode III – Revenge of The Sith is a great film. Everything about it is awesome. The story, the direction, the acting, casting, special effects, music, editing, sound, etc. are all top flight. I can’t wait to see it again (and again and again).
How To Use This In Your Business – Deliver a great product.
No matter how fantastic your marketing is, if your product is bad, it won’t last. In fact, if your product is bad it will most likely create ill will with the public. So be sure your product is truly a good one and your service is delivered very well.
There are many lessons to be learned in watching the marketing of other companies. Pay attention as you go through your days to the marketing that you see. You’ll develop your marketing senses, learn things, and get ideas you can use.
------- Toli Cefail 5/19/05
Toli Cefail is a veteran marketing specialist delivering professional marketing services for over 20 years.
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