A Marketing Tip From A Leather-clad Vampire Hottie

Ice cream. And a death-dealing Kate Beckinsale in skintight leather visiting mayhem and massacre on werewolves and bad-guys.

Saturday nights do not get much better than that, I can tell you.

I'm talking about Underworld Awakening, but I could equally well have been talking about any of the three films of the series before it (I've seen only the first one and now the fourth).

Let's face it, they're hardly intellectual challenges and you're never going to see any of them listed in the World's Top 100 Movie Plots, are you?

No.

But so what?

Who cares?

Not me. And not millions of other men (and probably a few women, too), who are more than happy to spend a couple of hours watching mindless violence with great special effects. And Kate Beckinsale in skintight leather, of course.

So what's the point here?

Well consider this: how many action films are there?

Hundreds.

And is there any drop in demand?

Not a chance.

But I bet it's possible some film-makers are getting fed up to the back teeth with making them and feel "sure" the world of cinema is about due for a change.

It's not.

And thinking otherwise is exactly the same mistake business owners make when they change their advertising and marketing not because results have dropped off, but because they, themselves, are bored with it and think their audience must also be bored with it.

The fact is, you are going to get bored of your marketing long before your audience ever does. There are ads running now and making steady profits for the advertiser that have been running for (literally) decades. They never seem to run out of steam, and there's a constant stream of new eyeballs forever seeing these ads for the first time.

As a marketer cum business advisor I get a lot of clients coming to me asking for advice on how to change their advertising.

This is fine if what they're doing isn't working, but often that's not the problem at all. The real problem is they're just bored of it and think they need something more exciting.

Now, it's a fine to be testing new stuff against old to see if you can improve it, but this isn't what they mean. They mean they just want to change things for the sake of having something new and different.

Big mistake.

This takes time and effort and costs money - and all things being equal, it's time, effort and money better spent getting the existing material in front of more people.

by: Jonathan McCulloch

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