The Star Wars Franchise is the fifth highest-grossing media franchise in the United States. In fact, as of 2020, the total value of the Star Wars Franchise is estimated to be worth around 70 billion dollars. “How” you may ask. It all ties back to the brand development and marketing strategies that take place behind the scenes.
This post, brought to you by Stiddle, will outline the top ways of implementing similar marketing tactics used by the Star Wars Franchise into your own business.
Ethos & Pathos
Have you ever heard of ethos or pathos? If not, we will outline them below.
Ethos: Provides an ethical appeal, shows credibility.
Pathos: Provides an emotional appeal, like happiness.
“Why are we covering this English lesson” you may wonder. Well, it just so happens that this framework is used in many strategic marketing plans and works wonders, especially for the Star Wars Franchise.
Let's start with how the Star Wars Franchise utilizes ethos.
Star Wars has a generational hold, it has been around for over 40 years and never gets old, it is one of those things that does not die off with time. Furthermore, its grasp on society for nearly half a century is significant for establishing the brand's reputation.
Therefore, when it comes to your own business, find ways to build a long-lasting brand rather than a temporary trend that fades out. Moreover, establish authority over your brand and what its purpose is.
The Story: Sense of Emotion
Now, let's move on to pathos.
You must create a story that draws in consumers and makes them want to know more. By sharing insight on your brand's mission and the history behind it, it puts forth a human connection (the story shows background rather than just delivery).
It is natural for people to be pulled in by emotions, this is an attribute that is unique to humans.
Take Star Wars into account, for many, the plot is relatable. It provides a feel-good experience that makes fans invested in the characters, having them want more.
Psychologists explain how the “emotional brain processes sensory information in one fifth the time our cognitive brain takes to assimilate the same input”, meaning that people feel before they think.
For marketing purposes, in specific, appealing to emotions is a powerful tool and can be a huge game-changer for your business. It is far more useful than only including facts in your marketing campaigns.
When a consumer is searching through the internet looking for which brand to choose between, the story is what leaves an imprint on them.
If you are a Star Wars fan, then you surely recognize two of their most known catchphrases “May the force be with you” and “Luke I am your father”. Even if you aren’t a fan, it's still likely that at one point you have come across others using those catchphrases. Why? Because they are the memorable trademarks of the branding. Simple lines as such, stick to consumers.
Studies show how a good slogan can increase your revenue by 32%. Hence, in the process of your marketing, creating a slogan or symbol that distinctly becomes associated with your business is valuable. It leads one to instantly think of you if they see or hear it.
Another way to replicate the Star Wars Franchise’s marketing strategy is by placing your content and messages across multiple platforms.
You can view Star Wars content on Youtube, Instagram, Facebook, Twitter, podcasts, blogs, etc. The franchise relies on social media since we are in a technological age where most are plugged into some sort of social media platform; therefore, it is a useful resource.
For instance, before the launch of the new Star Wars movie, the franchise heavily focused on their social media posts, which led them, as a result, to have 234 million social media interactions prior to the movie's release.
You can even use tools; such as the software we have at Stiddle that was created to help online businesses like yourself launch your brand across multiple channels without your involvement.
Once you sign up, we do all your advertising work for you. Stiddle runs pre-targeted ads to find your intended audience using AI, meaning Stiddle automatically generates high performing campaigns and sales funnels for all businesses (e-commerce, info-product, local business, etc.)
So, there you have it- the tricks on how to successfully build your brand- Star Wars-Style.
Remember: Humans want an emotional connection!
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