Shows about companies are a win-win
Every brand out there has a great story.
That story might be the “why” behind what the brand does.??
That story might be the interesting behind the scenes decisions that lead them to one success or another.?
It might be the human stories of their employees and the challenges they overcome in the course creating a great product.
It might be all of this and more.
Audiences LOVE these stories.??
We know this because of the success of past shows like The Deadliest Catch, Cake Boss, and American Chopper.? Each of these shows are examples of follow-documentary series about companies.??
Each show hooked audiences, who then binged the content. Those businesses and their industries got a huge marketing lift as a result - far beyond any marketing they had previously done.?
These shows were part of a highly successful genre - workplace follow documentaries. There were dozens of shows just like them over the years.
So why were they always about small businesses? Why weren't there shows about national brands that followed this highly successful, already proven model?
领英推荐
The answer is: economic model of the cable networks behind these shows made it nearly impossible. Any larger, national brands would have created an ad-sales conflict.
That was the environment then. Now things are vastly different - and it allows for ANY brand to take advantage of it and reap that marketing lift.
Formula 1, The PGA, The Container Store, Wrexham Football Club and several others have all recognized this opportunity. They have taken matters into their own hands by putting a portion of their marketing budget into the creation of the shows which they’re at the center of.
These shows are just giant commercials - but they are commercials that people LOVE.? They are commercials that people SEEK OUT.? They are commercials that people BINGE.? How often can you say that about your marketing?
When brands do this they win.
Subscribe to the Marketing as Entertainment newsletter:
#brandstorytelling #marketing #advertising #marketingasentertainment