It looks like Aamir is preparing himself for a top class Job offer after his Bollywood Career. Why? Well, his out-of-box marketing strategies must be catching the eyes of top class media honchos and who knows he might be having some offers already. On this Business Blog it makes sense to have a look at some of the aspects of Marketing and relate it to the skills and strategies of Aamir Khan.
Aspect 1: Understanding Market
If Ghajini meant reaching out to all type of Audience and meeting people who are going crazy about Aamir’s looks, ‘3Idiots’ means catching college students who most probably have read “Five Point Someone”.
That’s a very critical lesson from marketing point of view- Start promoting the product from a small group which is able to embrace the ‘idea’ behind the product without actually getting access to real product. Remember what iPhone did?
Aspect 2: Getting hold of Technology
OK. If you think technology is less important when it comes to marketing, think again- How could Aamir have marketed ‘3Idiots’ online without having understanding of the social network products available.
“An interactive website was launched in alliance with Zapak.com with a college set-up as the homepage. The website is designed keeping in mind the college atmosphere, complete with a hostel, classroom, toilet, canteen and a few special added features. On the day the website was launched, Aamir Khan along with R.Madhavan, Sharman Joshi and Kareena Kapoor chatted with their fans online at a specific time, giving them exclusive information about the film” –Source.
Other than this they also chatted with their Fans on Facebook and other networking sites. Lesson- In this socially networked world marketing is irrelevant without having a basic understanding of social media marketing.
Aspect 3: Think Innovative and in-line with the product
Aamir’s marketing strategies are not just innovative, they are also very relevant to the Movie. In Ghajini he reached out to all those fans in Cinema Halls and gave them a Ghajini ‘Haircut’. The only USP of the Movie was Aamir’s new look, and he championed that with his real-life size posters in almost every PVR theatre. For ‘3Idiots’ he has put those iconic plastic couches in every Big Cinema theatre. The team has also used unique stickers on some rickshaws plying on streets that read “Capacity: 3 Idiots”. They have also come up with cool Pantaloon T-Shirts with ‘3Idiots’ qoutes on them.
An innovative marketing strategy only works when users can actually relate it to the real product. You can see how effectively Tata DoCoMo promoted their product. Sometimes the ads become stronger than product and overshadow it, which should never happen.
Aspect 4: Utilize Brand
This point may not be relevant for a new comer, but Aamir is a ‘Brand’. A brand which has the tagline ‘Perfectionist’! And its not something which is created after one or two movies. Aamir has a history of delivering Blockbusters year after year, and he is not afraid of utilizing his brand name for every new movie.
Big brands usually get afraid of experimenting because of the fear that their Brand name may take a hit, in case the product is not successful. Think of this- what happens if ‘3Idiots’ is bombed at Box-office? Will your perception of Aamir’s brand would change a bit or not? But, then whether to risk you brand name or not depends very much on Aspect 5, read it.
Aspect 5: Make sure that final product meets customer’s expectations
Those Directors who blame Aamir of interfering a lot in between the shoots, should ask their Producers ‘how happy are they?’. Aamir as an evangelist always take care of his final product and make sure that it meets viewers’ expectations. The confidence with which he promotes the movie gives enough confidence to viewers to go and book tickets one week in advance. Similar to the anticipation of any Apple’s product or Harry Potter’s book of which customers’ are confident to get full value for money.
All those aspects are very common, but its amazing how they get fit in every kind of market and product. Be it Cinema, Media or Technology these lessons remain more or less the same. I’m very sure that after his retirement from Movies Aamir would be absorbed by some big Media firm as a marketing evangelist. What’s your guess?