Spooky season really is Tim Burton's time to shine.
With his
darker undertones and signature look, his films fit in with the overall vibe of Halloween. That is probably why so many people get excited to watch one of his films this time of year.
But the next time you hit play on a Tim Burton classic, take a moment to ponder the marketing tips and tricks he hid within the shadows of some of his greatest works. The tips can add a little magic and mystery to your marketing repertoire
year-round.Join us down this rabbit hole as media update's Alrika Möller uncovers the marketing tips within Tim Burton's films.
Engage your customers — Charlie and the Chocolate Factory (2005)
This is probably one of Burton's most
well-known films. He took a book that is widely seen as a
classic children's book and put a
Tim Burton spin on it.
In the film, Willy Wonka
creates a competition with his chocolate bars to invite a select few to visit his
mysterious and magnificent factory.
Wonka is
using marketing to engage with his customers.
Engagement in marketing builds relationships with customers, which ultimately leads to
customer loyalty.
The
modern example of customer engagement in marketing is when brands
interact with customers on social media, or when they start
social media trends and challenges.
These can make customers feel like they are a part of the brand.
They feel special.
Try a little humour — Beetlejuice (1988)
Beetlejuice is one of those
super weird films that some people are not quite sure what to make of, while others
absolutely love it! This film is a
strange mix of
dark,
spooky and
funny. Everyone will find something to laugh at — from
Catherine O'Hare using a glove as a hat to
Winona Ryder's funky dance.
Humour is an excellent
marketing tool. Why? People love to laugh. Humour can be a way to
connect with audiences over a current event (
we are looking at you, Nando's) or it can be a way to
evoke a positive connection with your brand.
When people laugh at your ad, it will create a
positive feeling or memory, and every time they see or hear your brand's name, that feeling will
sneak to the surface.
It's clever
and effective!
Use your imagination — Alice in Wonderland (2010)
We already established that Burton
loves the idea of a new take on a classic children's novel — and
Alice in Wonderland is about as classic as it gets.
In the film, Alice falls down a
literal rabbit hole and finds herself in a strange fantasy land. A few times throughout the film, they
hint at the concept of
imagination and at the very end, it almost looks as if she
imagined the whole thing.
You don't need to have an imagination
as powerful as Tim Burton's, but as a
marketer, you need to use
some imagination on a regular basis if you want to
stand out.
Whether it is to find a creative way to
solve a problem or take a whole
new angle to market something you have created ads for
a million times,
imagination is imperative in the marketing industry.
Any brand can create an ad, but it takes true imagination to create an ad that
conveys information while also making you
feel something.
Try a little cross-promotion — The Nightmare Before Christmas (1993)
When most of us think of
Halloween, we think
dark and spooky. When we think of
Christmas, we think
magical and festive. It doesn't exactly fit together.
Tim Burton would disagree. The Nightmare Before Christmas is a stop-animation film that
combines Halloween and Christmas in a way that feels
effortless and even
comforting. It's no wonder this film has such a cult following.
The concept of using
two completely unrelated things and putting them together creates something
memorable and
distinctive. This trick can work for marketing as well.
We are not saying you have to use a
low-carb,
all-organic diet to market a Big Mac.
Cross-promotion is the idea of using two things that are
not in competition with each other during marketing, so keep an eye out for combos that complement each other in this way.
Elizabeth Arden demonstrated this when using comic book themes and
Comic Con Africa to market a new moisturiser.
This can be a great way to
expand your audience and attract customers you didn't before.
Celebrate uniqueness — Miss Peregrine's Home for Peculiar Children (2016)
Once again, we find ourselves with a
Tim Burton take on a book. The story revolves around a boy who finds an orphanage for children who are seen as strange or
peculiar because of their abilities.
The mother figure of the orphanage
appreciates the uniqueness of the children in her home and celebrates what makes them
different.
How does this apply to marketing?
Uniqueness!Marketers need to celebrate
uniqueness. Focus on
what makes your brand different and unique from others as a way of setting it apart. Customers don't want
more of the same; they want
something different and new.
Another way of celebrating uniqueness is by
highlighting what makes your
customers different and unique from other brands. This will make your customers
feel seen and appreciated, causing them to
remain loyal.
There is power in visual storytelling and aesthetics — Corpse Bride (2005)
Corpse Bride is another one of those films that has gathered a
cult following over the years. It has a few
die-hard fans, and it inspires countless
Halloween costumes every year.
The reason people love this film is not just because of the great storyline but because of the
visuals and
signature aesthetic.
Visuals have power. People often find a bigger connection within the
visual aspect of an ad than they do with the information it conveys. Marketers can use visuals to tell a story that consumers will
remember and
enjoy.
Visuals also provide the
opportunity to create a
signature aesthetic. This is not just to make your Instagram
look pretty. A signature aesthetic will make it easier for people to
recognise your brand — and brand recognition is the goal.
Tim Burton created a filmography that remains
iconic and loved. Marketers have the power to do the same for their brands.
Do you have a favourite piece of marketing advice from a Tim Burton film? Let us know in the comments section below.
*Image courtesy of Canva