For those in the marketing business, this summer’s biggest blockbuster Inception was good, but maybe not that groundbreaking. In fact, there’s probably more to learn about marketing in the flick’s 148 minutes than in any Marketing 101 class.
Marketing, through Christopher Nolan’s lens, is planting an idea deep enough in someone that it matures into an idea they had themselves that leads to action. In a world where the average person sees 5,000 advertisements in a given day, our guards are constantly up to thwart anything that smacks of persuasion. It’s like an alien idea that has to be eradicated. No, our every decision, down to the brand of peanut butter we choose, has to be our own decision.
A marketer’s job is to bypass the customer’s “projections” and paint the picture of a more fulfilling reality in a way that allows the customer to truly make it their own. After all, the final decision is always in their hands. Marketing just helps draw the foregone conclusions.
Some other advice from our characters? Emotion is always more powerful than logic and often you’ll be required to break your idea down to its most basic form. Some go as far as planting it as deep as the subconscious.
So, want to be a good marketer? Take your product, your service, your idea and break it down to its simplest form and go from there. Let your customer draw the conclusions and then before you know it they won’t remember what a world without you was like.
There is one area, however, where the analogy breaks down. Marketing, unlike Inception, will not guarantee you $300 million. If you think so, you might be dreaming…