[Esta columna no contiene spoilers del final de temporada]
By the time this weekly column is published, you will have already seen, read or heard what happened in the season finale. On this occasion, I will keep my opinions about whether or not you liked episode 10 of the first season.
I think it’s a good excuse to do an exercise on everything we can learn from a product like ‘House of the Dragon’ and, in turn, apply it to our communication strategies and marketing.
It seems appropriate to me to analyze the phenomenon of streaming, since it is not a secret that it has come to revolutionize the form of consumption in traditional media. In many of our homes, the way we watch TV has changed. It is estimated that 70 percent of the entire network’s traffic is hoarded by Internet services. streaming. As if that were not enough, during 2022 it is expected that there will be a total of at least 550 series. To finish with the data, the market trend is heading towards a figure of more than 100,000 million users in the world using at least one TV service on demand on the Internet.
It is not at all a secret that the big entertainment companies are migrating their efforts at this level: Amazon, Disney and HBO have a fierce fight to gain more subscribers. I leave Netflix out of this because it represents the rival to beat for everyone. At least in Mexico, it has more than 60 percent of the total market.
Now, among all this fight of entertainment giants, for a few weeks, there is a series that has captured the attention, spotlights and, even more importantly, the conversation of the users: House of the Dragon. This is where I stop to reflect on some points that we can use in our favor in our marketing and advertising strategies.
- The content is and will continue to be the king: from now until we do not know when. It doesn’t matter if the media evolves, in the end, the content – and almost as soon as the storytelling– will continue to be a highly relevant asset within our strategies. Users in general will not stop consuming content, even if the channel is different. And by channel I mean that we don’t need to tune into a TV program at a certain time, but we can simply consume content from our cell phone, computer, iPad or whatever we have to watch it. If your content is good, it will be talked about out there: it will go viral: it will reach more and more people. This applies at our level to everything: network campaigns, advertising. You have to make more content, instead of making hard selling.
- If you have a good product, invest in a good 360 advertising campaign. Only in ‘House of the Dragon’, it is estimated that they invested more than half of what the production cost. This is typical of the entertainment industry, of course, the excessive investment to support a launch. But I think we can take it to our level: it’s an investment, not an expense. And the return is even better if your product is good.
- Listen to your customers, analyze the conversation and learn from it. There is an effect that seems key to me on this point. Perhaps you have asked yourself, how is it possible that ‘House of the Dragon’ won in the trenches -conversation- vs ‘The Rings of Power’? Very simple: it became a more massive product than its competition. As it did? Making a story more digestible. Gone are the slow episodes that we got used to in the world of game of Thrones: this version is more dynamic and more digestible than its predecessor. If you don’t know anything about the world created previously, you can still get hooked: it was precisely one of the main barriers of its predecessor: slow stories -but well cooked, of course-: but now it seems that they refined the details -the barriers- to make a product more digestible without undermining quality. The numbers, at this point, do not lie, it is estimated that on the day of its premiere they reached more than 20 million people. And it’s simply the best premiere on HBO. Not bad, huh.
Perhaps what surprises me the most is learning number 2: invest, invest, invest. In the end, applied in our advertising world, as they say in the underworld: you buy from the best known, not necessarily the best. And many times we overlook this marketing maxim. But it also intertwines with the first point: your product has to be good to strike a balance, otherwise no matter how much money you can spend on a campaign, it just won’t take off.
Already towards the end and no less important: I did like the end and I’m not much of a series watcher. What started with a simple: “I’m going to see it to have something to talk about in the agency” became: “now I can’t wait for the second season”.
wonders of marketing and a good product.
What do you think about it?
We read next week.