Odney Advantage Newsletter

Marketing Lessons from Halloween Movies, Friday, February 22, 2019

The Odney Advantage Newsletter
Marketing Lessons from Halloween Movies
Developing a marketing strategy can be scary. Marketing has a big effect on the success (or failure) of your product and your company. This time of year you can pop some popcorn and learn these marketing and public relations lessons from your favorite Halloween movies.
Hocus Pocus
You never know when someone might light the black flame candle. Be ready for the chaos that might ensue with an emergency plan of action. Having designated spokespeople and lines of communication in place will enable you to take control of the message and communicate quickly and effectively with members of the press and the public. If you’ve made a mistake, admit it and issue a sincere apology. Make it clear that you're truly sorry for unleashing the Sanderson sisters and assure the citizens of Salem that the witches will never again pose a threat to the town’s children.
The Nightmare Before Christmas
Don’t expect an expert on Halloween to help you with Christmas. A good agency has its Jack Skellingtons and its Santa Clauses. With so many new avenues of communication available now, it’s essential to have in-depth experts with specific expertise on your marketing team to ensure that you’re using the right channels at the right time with the right message. Don’t settle for a Sandy Claws when you need a Santa Claus. 
The original is a classic and often cited as Hitchcock’s best film. The 1998 shot-for-shot remake is usually described as “pointless.” Film critic Roger Ebert noted that the remake was both the same and yet completely different, lacking in the tension that gave the original its dramatic impact. While there are certainly lessons that can be learned from the marketing campaigns of other companies, your campaign has to be true to your company and what you have to offer. Don’t be a pale imitation of someone else’s great idea. Focus on what’s unique to your product and your brand to present a message that’s original and compelling. And it might be a good idea to check the Yelp reviews before pulling into that roadside motel. 

​Shifts in Spending
Next year will mark a milestone in advertising as digital is set to surpass TV on the total share of ad spending for the first time. From 2017 to 2020, digital is expected to grow from 38.4 percent of spending share to 44.9 percent. While overall spending is expected to grow, eMarketer projects slight shifts in share of spending in other media over the same timeframe: TV 35.8 percent to 32.9 percent, print 12.9 percent to 11.1 percent, radio 7 percent to 6.1 percent, out of home, 3.8 percent to 3.4 percent. 

Big Celebrities for a Big Cause
The brand that’s been involved with the most big-name celebrities over the years isn’t a soft drink or a fast food franchise, and the celebrities involved don’t even get paid. For decades the big names have been lining up to volunteer their time for the United Service Organizations. This year the USO celebrates 75 years of bringing entertainment to American service men and women around the world. To mark the anniversary, AdWeek takes a look back at some of the stars who have performed for the troops, from Marilyn Monroe to Robin Williams to the gang from Sesame Street. 

The Best Ad of This Election
Please re-elect Travis County Commissioner Gerald Daugherty. Please

MAHC Banquet and Fundraiser
Rhonda Jensen at our Minot office has tickets available for the Minot Area Homeless Coalition’s annual banquet and fundraiser coming up November 10th at The Grand on North Broadway. Can’t make it to the banquet? Buy a raffle ticket for $10 for your chance to win one of seven great prizes. Need not be present to win. This event is a major fundraiser for the MAHC and the proceeds will help many people in need throughout the community.

Halloween Tip
WD-40 usually stops your doors from creaking. For this Halloween promotion, it does the opposite. Download the app to add some creaky, spooky atmosphere when you open the door to trick-or-treaters. 

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