After being released a little under a month ago, the 7th installment in the Star Wars franchise is on track to smash all box office records. A family-friendly film that transcends all genders, generations, countries and interests, backed by a wealth of advertising and a hype unparalleled in the film world.
Part of the success of this film is down to the immense advertising hype surrounding it. Disney, the owners of Lucasfilms, barely needed to advertise it themselves, due to the unmissable wealth of companies jumping on the Star Wars bandwagon to sell everything from lipstick to sandwiches.
But, putting these sometimes cheap attempts at marketing aside, what can we learn about advertising from the actual Star Wars films themselves?
The importance of colour
Colour is a big factor in advertising – in print, online, in emails and more, colour is a compelling factor that helps us know where to look, click, tear off, read and more. The lack of colour itself can also be equally as poignant or compelling.
The main point that can be made of colour in Star Wars is their strong divide between the light side and the dark side. Dark & Light. Blue & Red. Even the Yellow and black text in the title is something that is globally known and recognised. The original films of Star Wars films presented themselves as some of the most groundbreaking and visually appealing films of their time. Different coloured lightsabers, laser beams, uniforms, planets, and more – people became visually attracted to the franchise as much as they were hooked on the story.
The importance of colour to portray a meaning or position, as well as contrasting between one and another is something that Star Wars does to the highest degree.
How can you apply this?
Colour says more than meets the eye. Finding the right balance of colour, and the correct scheme, can really change the way your advertising is perceived.
Branding
Advertising and branding go hand in hand. Advertising is often about pushing a brand as much as it is about the specific product the brand is trying to sell. Companies with a big enough brand barely even need to push their product, since their brand does enough. McDonald’s no longer need to tell people how good their food might taste, they simply need to run their whistling jingle. That’s the power of branding.
As for Star Wars, the branding is strong with this one.
Blue? Skywalker.
Green? Yoda.
Red? The Dark Side.
The branding within Star Wars is consistent and recognisable. The visual cues that they have created and stuck to over time instantly help to determine the the qualities and positioning of characters.
How can you do this?
Work to create memorable colours, characters, sounds or traits that relate to your business. Something that’s ‘you’.
Strong product knowledge
In order to learn about the force, Jedi’s need information and guidance from other, who have a stronger understanding. Now, switch out the force for your product or service, and what do you get?
The same thing, only probably a lot less cool. People might want your product, and your advertising might even make their ears prick up, but if you can’t guide them and convince them of the worth of your product, it’s a non-starter. Strong product knowledge, supporting information, images, reviews and more all help to take your offering to the next level.
The Force is almost certainly cooler than what you’re trying to sell, but nonetheless, the same principles of knowing your product and relaying this to customer applies.
How can you do this?
Always know your product. Ensure your staff know their product, and in turn, the customer will too. Put yourself in the eye of a consumer who knows nothing about your product or business, and create supporting information or items that will put them at ease and make them want to buy from you, not skeptically click around your site or wander your store.
Let the Wookie Win!
In the words of C-3PO – “You should always let the Wookie Win”
But… Wookie’s don’t exist. True.
The quote does sound awfully similar to Harry Gordon Selfridge’s “The customer is always right” quote, however.
Customers, on the other hand, do exist, and it’s important to keep them happy. Happy customers leads to loyalty, reviews, praise and word of mouth marketing. All of which are great for your business, and make advertising all the easier.
If you get this wrong with a Wookie, they may pull your arms out. Let’s hope your customers don’t go to such extreme lengths…
Don’t forget the little guy
“Judge me by my size, do you?” – Yoda.
Of course, you may be wondering why this quote is relevant unless you’re in the business of lifting ships out of swamps, but it’s an important reminder not to forget the little guy. Always trying for the big sales, the big contracts or the one hit wonders can often lead to a one-time sale that feels like riding an incredibly short rollercoaster.
Whilst segmentation in advertising is important, it’s important to cater towards your entire demographic, not just the ones you feel would be a quick and easy win. Every customer is different, and may need different approaches and routes to market – this doesn’t mean they should be forgotten for customers who may seem like an easier win.
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