Five Things Small Businesses Can Learn From Hollywood
Hollywood and the acting industry in general seem to be all over the media. Even legitimate news sources such as CNN cannot seem to resist talking about the latest celebrity news and scandals. While few small business owners want to lead their lives under siege from the paparazzi, there are a few things you can learn from Hollywood when it comes to creating buzz and using image to build a brand.
1. Create drama. People won’t talk is there nothing to talk about, so let your inner storyteller take flight. There is a good chance that your business or your product have an interesting story behind them; let the public know. Open new locations and introduce new lines with as much fanfare as you can give them without bring ridiculous. In other words, give people something to talk about.
2. Be the brand. Hollywood stars know the power of branding and use it to their advantage. A starlet known for glamour will not even slip away to the grocery store without eyeliner and high heels, while one known for her dedication to the Earth would never buy a Hummer. You have to be just as consistent and just as diligent about your own business’s brand. Don’t allow any contradictions within your business or your products.
3. Sell emotion. People don’t buy products and services as much as they buy emotions and feelings. For this reason, you should always focus on the product benefits—how your products will make customers feel. The same way a Hollywood horror movie is selling the sharp thrill of fear, a spa is selling a feeling of relaxation and complete pampering. However you want for your customers to feel, this emotion should be the basis of your brand, marketing, and logo design.
4. Be politically correct. No one is perfect all the time, but just like a big Hollywood star, you have to be very image conscious and never slip up. Avoid jokes that could be taken the wrong way, words that might offend, and any public profanity. Always use the most tactful possible language, especially when discussing your competitors. Stay out of controversial topics altogether. These tips will keep you from offending others and creating a very negative brand association.
5. Court the media. With Hollywood, any exposure is good exposure. With small businesses, the media must be carefully courted to get the maximum good publicity out of every second of coverage. Regularly communicate with key media figures in your area, offering assistance and ‘expert commentary’ on your specialty. If a reporter finally takes you up on your offer, you will immediately be viewed in your area as an expert.
The people we see in Hollywood films may not be the best role models, but they certainly are experts in creating and marketing a brand. Learning from the stars in this one key area where they excel will help you build your business and market your brand. Just don’t start copying the rest of their antics!
