‘A long time ago in a galaxy far, far away…’ Millions of fans are eagerly anticipating the new Star Wars movie. One thing we already know for certain: The Last Jedi will be another incredible blockbuster. What is the secret behind Star Wars?
Since the first Star Wars movie came out in 1977, these films have brought in more than 7.5 billion dollars. Only the Harry Potter franchise and Marvel films have been able to surpass that achievement.
For diehard Star Wars fans, this obsession with the films is almost a religious experience. How did that come about? And what can marketers learn from the Star Wars franchise?
5 marketing lessons from Star Wars
1. Never change a successful concept
If you contrast the original and the most recent Star Wars movies, you can draw the conclusion that not much has changed in the essence of the films. With today’s huge movie budgets and new technology, much more is possible than before, of course. The audio and video quality, and in particular the special effects, have seen significant upgrades. But the rest of it?
Certain ingredients remain constant. The iconic intro music, for instance, has remained unchanged all these years. The Star Wars universe with all of its people and planets, Jedi and Sith, droids, Wookies, and Storm Troopers, lightsabers and blasters, dizzying aerial combat: It has remained the same for over four decades.
There is a good reason that many of the actors have been present since the beginning. The creators know that you should never fiddle with a successful formula. All of those recognizable elements assure that the Star Wars brand remains as solid as ever.
What we can learn here? You should not constantly adjust your company logo or slogan, but look for a formula that works and stick to it. That contributes to a consistent market presence and customer experience. And do not be afraid to recycle good content: That standard quality will still remain excellent in another form.
2. Use storytelling and emotion
Star Wars is more than smart fan service and spectacular action scenes. The strength of the franchise also lies in playing to emotions. The compelling story lines, dramatic events, and the eternal battle of good and evil forges a bond between the viewers and the characters – inspiring you to cheer them on, or wish for their demise as punishment for the death and destruction they wreak upon the universe.
Good storytelling is important to companies, too. I do not mean a dry summary of your USPs, but a sincere, human story that stirs emotions within the customer. That emotional connection works far better than an obvious sales pitch. New research has shown, for instance, that nearly half of Millennials are more inclined to buy something when they know the people behind the brand.
3. Listen to critical feedback from customers
He is undoubtedly one of the most hated characters in movie history: Jar Jar Binks. This reptilian creature played a prominent role in The Phantom Menace, but was not popular, to say the least. Many fans considered Jar Jar annoying and infantile. Another criticism was that he was assumed to be a racist stereotype.
Star Wars creator George Lucas still defended Jar Jar, saying that only a few fans do not like comedy sidekicks. “The movies are for children, but they don’t want to admit it.” However, the criticism was taken seriously: Jar Jar’s fate was sealed. In the subsequent movies, Attack of the Clones and Revenge of the Sith, he only appeared occasionally.
By dealing with criticism well, you show loyal customers that you are listening to them. However, the difference with Star Wars is that dissatisfied fans are very loud. As a marketer, you must establish your system in such a way that you receive all the signals. You don’t just need to hear the complaints you receive through customer service and social media; you also need to pick up on signals from visitors to your website who give up because the site is too slow.
4. Create a hype with multimedia
Obviously, Star Wars is supported by a sophisticated, elaborate marketing strategy. Months before each new movie hits the cinemas, fans are already being kept on their toes with tantalizing teasers. New members of the cast are announced, photos and videos from the film locations are posted on social media, or the director shares a few details about the story.
Star Wars has raised the art of the cinematic trailer to the highest level. The Last Jedi will not play in cinemas until mid-December, but the first teaser video has been on YouTube since April. At the same time, all these marketing messages make people more curious: The big questions of the fans remain unanswered, leaving them wanting more. This will make them speculate about the significance, thus feeding into the hype.
5. Look beyond your own business
Some fans believe that Star Wars has become very commercial, but that is not a new development. Star Wars and business have been peas in a pod since the very beginning. For instance, the first movie was promoted with special glasses you received at Burger King. Clothes, toys, make-up, and cans of soup: Think of any product and there’s probably a Star Wars version of it.
The Star Wars universe is also incredibly suitable for other forms of entertainment, like board games, cartoons, and video games. Rich in entertainment value, dozens of games have been released over the years, sometimes directly linked to a new movie, but also as an independent title. Games like Star Wars Battlefront, a Star Wars version of Battlefield, have sold millions of copies worldwide.
Star Wars knows that diversification pays off.
What can you learn here? Always consider whether your organization has knowledge and technology at their disposal that could also be used in different sectors. Perhaps you can provide a smart spin on a product that could give it an entirely new function? Or provide a slightly new angle on a service to make it relevant for another target group?
The future of Star Wars
Star Wars is no longer as innovative as it once was. But so what? Disney knows perfectly well that it is easier to sell more to existing clients than it is to persuade new prospects to buy something.
Star Wars cherishes its fan base. Precisely for that reason, the franchise is still very much alive after 40 years, and that is unlikely to change over the next 40 years.
