Bespoke Media Marketing

In the world of marketing, a profound truth often drives successful campaigns: people buy stories, not products. This principle, rooted in human psychology and our innate love for storytelling, extends beyond traditional consumer goods into the realms of filmmaking. As a narrative medium, film inherently thrives on the power of stories. But understanding how this principle applies and leveraging it effectively can distinguish a memorable product, brand or film from a forgettable one.

The Psychology of Storytelling
Humans are hardwired for stories. From ancient oral traditions to modern-day movies, stories have been our way of making sense of the world, conveying values, and connecting with others. Neurologically, stories stimulate brain activity, engage emotions, and can even make us more empathetic. This is because stories activate parts of the brain that allow the listener to turn the story into their own idea and experience, making it more personal and memorable.

Brands & Stories

In the marketing world, successful brands like Apple, Nike, and Coca-Cola don’t just sell products; they sell a story. Apple sells innovation and individuality. Nike sells the triumph of the human spirit. Coca-Cola sells happiness and togetherness. These stories create emotional connections with consumers, making them more loyal and willing to buy not just once, but repeatedly.

Translating to Filmmaking
Just like products, films must also sell stories. However, in filmmaking, the product is the story. Yet, the principle still applies on a deeper level, encompassing not just the film’s narrative but its entire marketing and distribution strategy.

Crafting a Compelling Narrative
At its core, a film must tell a compelling story that resonates with audiences. This begins with a well-written script, but extends to the direction, acting, cinematography, and even the soundtrack. Every element should serve the story, drawing the audience into the world created on screen.

Consider films like “The Shawshank Redemption,” “Forrest Gump,” or more recently, “Parasite.” These films are celebrated not just for their technical prowess but for the powerful stories they tell. They engage audiences emotionally, allowing viewers to see parts of themselves in the characters and their journeys.

Marketing the Story
Beyond the narrative of the film itself, the way a film is marketed plays a crucial role in its success. Trailers, posters, interviews, social media campaigns, and even the premiere events must all tell a cohesive and enticing story.

For example, the marketing campaign for “The Blair Witch Project” in 1999 is often cited as a masterclass in storytelling. The film’s marketers created a narrative around the movie being a true story, which blurred the lines between fiction and reality, piquing curiosity, and driving audiences to theaters.

Building a Brand Around Filmmaking
Filmmakers and studios can also benefit from building a brand that tells a story. Take Pixar, for example. Pixar is not just known for individual films, but for a brand that consistently delivers heartwarming, thought-provoking stories. Audiences trust Pixar to provide a certain kind of emotional experience, making them more likely to see new releases.

Engaging with the Audience
In today’s digital age, engaging with the audience through various platforms can enhance the storytelling experience. Social media allows for behind-the-scenes content, interactive experiences, and direct communication with fans. This creates a more immersive experience and a sense of belonging for the audience, making them feel like part of the story.

The Essence of Storytelling in Marketing
In marketing, the phrase “people buy stories, not products” has become a guiding mantra. It’s a recognition that consumers are not just looking for a transaction; they seek an experience. Products alone can be replicated and commoditized, but stories are unique and evoke emotions that forge deep connections between brands and consumers.

Take, for example, the meteoric rise of brands like Apple and Nike. Their success isn’t solely due to superior products but to the powerful narratives they weave around their offerings. Apple doesn’t just sell technology; it sells innovation and a vision of a creative future. Nike doesn’t just sell athletic wear; it sells inspiration and the triumph of human spirit. These stories resonate on a personal level, making consumers feel a part of something bigger than themselves.

The Parallel in Filmmaking
Surprisingly, this concept applies just as profoundly to filmmaking. Movies are not merely visual products; they are vessels for stories that captivate, move, and inspire audiences. Successful filmmakers understand that a film’s impact hinges on its ability to tell a compelling story. This is why the narrative depth of a film can make or break its reception.

Consider the enduring success of films like “Star Wars,” “The Godfather,” or “Titanic.” These aren’t just cinematic achievements; they are epic stories that resonate on a deeply emotional level. “Star Wars” transports us to a galaxy far, far away, but its core themes of heroism, family, and struggle are universally relatable. “The Godfather” delves into the complexities of power, loyalty, and family, drawing viewers into a richly woven narrative. “Titanic” combines a historical event with a timeless love story, creating an emotional experience that lingers long after the credits roll.

Bridging the Gap: Lessons for Filmmakers from Marketing

By embracing these principles, BMM continues to set the standard in entertainment marketing, demonstrating that whether you are selling a product or crafting a film, the story is always what matters most.