The other night I took my boys to the movies. As we were watching the previews, and trying our best not to eat the treats we bought before the show, I realized how the movie business is a shining example of how to maximize the power of marketing and social media campaigns. Most people think that a successful marketing campaign or movie release relies heavily on what is done during the event, when it’s really what happens before and after that count the most! Movie marketers leverage a strategy which I call: “The Pre, the During and the Post.” Here is how we have all seen the movie industry put this approach into action: Even the biggest dud of a movie, is “Pre- hyped” before the release with trailers, commercials, prerelease dates, and reviews from critics. They spend the time to Spread the Word and Build Buzz. On a given weekend the event day is here; the red button is hit and the movie is launched. The marketing does not end here… A new phase begins, the Post, with weeks and months building business with the audience. The movie industry continues to establish a fan base to create long term engagement, such as DVD sales and sequels, and makes its millions here. So what can we learn: Client communications, advertising and PR in Pre and Post event activity makes the difference between a superstar- run campaign and a poor one. Next time you gather your team to build your next marketing campaign, remember to include the 3 phases: The Pre, the During and the Post. To make sure it Rocks like a Movie Star, focus the bulk of your attention on The Pre and The Post!
