At the start of a new research project, it’s all champagne, sparklers, and tickertape. The agency is elated, the client is confident they have the right partner. Then, inevitably doubts set in. Problems crop up. Things take too long. Changes cause more problems. We work long hours to fix them. We start to roll our eyes when we read each other’s emails. We are tired and fed up. And then the debrief. Like breaking wind at the end of a long and often indigestible meal. Oh dear.
However, the debrief is really the start of the project. It’s the launch; the opening night. So, where can we look for inspiration and a change of energy? Hollywood. The lights, the sparkles, the stars, the red carpet, the glamour – above all the FAME (more on that later). I wondered what we could learn from Hollywood to change the perception of insights and give us all the power to be famous.
The key thing is that Hollywood movies all have campaigns to support them. It’s never one thing more than another, it’s all these elements working together to build fame.
Hollywood has stars. When people think of Indiana Jones, they automatically think of Harrison Ford leaping over cliffs, up pyramids, battling snakes, and getting treasure. Who from your insights team has that star material? You need to make someone the face of what you do and how you’re doing it.
2. A great title…and a one-liner
Hollywood is excellent at coming up with great movie names. Trainspotting, Raiders of the Lost Ark, Pulp Fiction, or Ghostbusters. We remember them. Not only this, but the most successful always have a ‘frankly my dear, I don’t give a damn’ one-liner to go with it. You don’t even have to see the movie (although you want to). Previously on this channel, we have already spoken about the importance of subject lines and titles, and how to get people to read your content. But to recap, there are some things to remember; curiosity (hint at what colleagues are saying), questions (why should you open an email?), negativity (people want to know what the worst thing is sometimes), and numbers (three reasons to finish this blog).
It seems that each big blockbuster is constantly breaking YouTube records when a trailer is released. Spider-Man: No Way Home has the second most views in 24 hours on YouTube, bringing in 355.5million viewers – the highest of any trailer released. Now, we aren’t saying that your research will get these views, but by teasing what is to come you can certainly pique the interest of your target audience. And, often you don’t need the report – a short and impactful movie will do the job much better and be far more memorable.
Social media, articles, interviews. When a blockbuster is about to be released, the PR machine goes into overdrive and stars and directors sit in interview after interview, posting on social media, sharing their ideas and thoughts. They are selling what they’ve made to you through these efforts and they’re not hard to forget. So, make sure you are selling your story to your internal stakeholders and everyone you need to influence.
5. Target your audience
On that note, do you really know your internal audience? Now, remember, a rom-com movie will be advertised differently and to a different audience than a sci-fi movie and both will be advertised differently from an action movie, even though they are all movies. You need to make sure you are looking at your research, who in your organisation needs that insight, and how best to get it into their heads.
6. The premiere
Nothing compares to a Hollywood premiere for sheer glamour and excitement. We can bring a little of that to our debriefs by making sure we ‘stage’ our debrief, workshop, or roadshow. Make sure your material is interactive and exciting, selling your insights and your team in the best way possible.
How do you make this work for you? Here at Mustard Towers, we have developed our very own FAME model to help you inject a bit of Hollywood into your insight communications. We start with a strong Foundation, doing situation analysis and research, then we help understand and target your Audience, develop a strong Marketing plan, and finally deliver it via skilled Execution. All these elements are crucial to the success of your communications. To find out more, get in touch, or to steal from the Hollywood star Mae West “Why don’t you come up and see us some time?”