7 Things Digital Marketers Can Learn from Princess Mononokeadmin admin http://0.gravatar.com/avatar/cb66419e0a855cba58308878e5155891?s=96&d=mm&r=g
7 Things Digital Marketers Can Learn from Princess Mononoke
Princess Mononoke, one of the gems from Studio Ghibli, broke the highest grossing film record in Japan in 1997. Though it ceded the record to the classic motion picture Titanic a year later, Princess Mononoke achieved substantial worldwide popularity.
The success of the film betrayed an excellently configured and well thought-out strategy that exceeded the expectations of many behind it. Consequently, there are marketing takeaways that the curious marketer can add to his bag of tricks whilst enjoying a fun watch. Here are 7 of them.
Quality as an important selling point
With an IMDB rating of 8.4 and widespread critical acclaim, there is no doubt that Princess Mononoke was a superbly put together film. This point of view gets additional backing from the fact that the film had a 25-million-dollar budget – a significant capital outlay then for an animated movie.
Princess Mononoke further steeped in marketing lore the truth that quality is one of the best foundational aspects on which to base marketing endeavors. It multiplies the ROI of marketing efforts ensuring that the product in question charms all those who come across it. With a quality first approach, it is not a wonder that Studio Ghibli is the most renowned anime studio worldwide from Japan.
The art of cultivating a great name
The best brand name is developed over time through consistency in going the extra mile and surpassing expectations. Studio Ghibli is a master at this. My Neighbor Totoro, Spirited Away and other films from the studio have never disappointed. As a result, their films are loved the world over, and the general image surrounding the studio and its endeavors is resoundingly positive.
Even better, they listen to their fans: so much so, that based on film feedback, they have gone on to establish parks and centers honoring their greatest works.
Know your audience
The marketing process Studio Ghibli implemented to promote Princess Mononoke speaks volumes regarding the extent to which they understand their ideal market. Looking beyond Princess Mononoke and considering the studio’s other productions, parallel lines can be drawn to evidence the proposition that the studio leverages audience insights to a great depth to boost success chances. Thus, the overall modus operandi of Studio Ghibli concretizes the importance of finding out useful target market information to craft the perfect value proposition.
Niche focused marketing
Princess Mononoke debuted in Japan in 1997 and debuted in the U.S in 1999 after almost two years. This shows a very deliberate marketing move by Studio Ghibli to first drum up home popularity and gain home turf backing before venturing out into other more riskier markets. This home-turf bias – a form of niche marketing in the movie industry – made it the highest grossing film in Japan that year
The scenario, therefore, provides an imitable example of a classic marketing maneuver that any marketer can take advantage of by identifying the most impressionable and likely-to-convert market segment and building on it before venturing out.
The selling power of story telling
In the movie industry, a good story, if well and professionally executed, hardly ever disappoints. Princess Mononoke offers a confirmative case study that makes this truth apparent while also offering digital marketers a handy opportunity to borrow story elements applicable to their undertakings.
In effect, it also supports the recent trend observed of goods with touching supporting stories selling better. The conclusion that can be deduced, thus, is that marketers can add a compelling dynamic to their approaches through stories provided appropriateness is considered and upheld.
How to beneficially upset the status quo
Before Princess Mononoke debuted, Japan anime films were heavily biased towards nobler human attributes. Violence was not as big a part of anime as it is now. Princess Mononoke pushed the boundaries by embracing a more violent approach than what was expected then. Due to this, the film is considered as a pivotal motion picture that has increased the flexibility of anime films.
In many other marketing campaigns, success has been achieved by opting to go against the grain. Hence, in given circumstances, marketers can achieve better performance by executing a similar plan of action.
The role of time
Hayao Miyazaki started pondering the idea of making Princess Mononoke in the early 70’s – over a decade and a half before the actual film came to be. He visited different places and exposed himself to various sceneries in a bid to get inspiration to make the film as perfect as possible. The lesson here is that sometimes, coming up with the very best takes time; but sticking the course and not giving up always ensures that one is paid more than enough in the long run.
In conclusion, marketing is a demanding profession that calls for constant evolution to remain relevant. One of the ways digital marketers can do this is by prudently choosing the films they watch and taking the initiative to conduct light research to gather deeper insights. It is precisely for these reasons that Princess Mononoke is a highly recommended watch.