I must admit I might have gone through life without seeing The Crown. And now that I have watched it, I ask, what would my life have been without watching it. As I watched it, my marketing eye stepped in and I couldn’t help but notice a couple of lessons that I felt could help you approach marketing differently. While some of these are based on the show and probably not the real-life royal tale, it still makes for some great insights on how to market.
- When Prince Philip saw that the Royal family was sort of underpaid he went on the charm offensive. Granted the reasons he started with were only but a dream for us normal folk, he was determined to deal with the issue. He opened the doors of Birmingham Palace and let the camera’s roll in. This in turn showed the world who the real royals were. Their dedication to work and commitment to family, the roles they play, and how the royal family is important to the people. A lot of companies hope that people will just know them, know their products through word of mouth. Unfortunately, even in a highly connected world, there is still a broken telephone. Mix that with prejudice and fake news, the product may have already failed before it’s out of the gates. Build the brand and tell your story the way it needs to be told, gain affection, attention, and sales.
- With the Aberfan coal landslide, the pain of losing people and especially children caused a sharp pain in the people’s hearts. Despite the queen’s rightful arguments that her presence there would have caused a challenge to the rescue workers, her missing in the action was clear. However she later turned up and though it was late, she has done so every year since to pay her respects and make up for it. With most companies, simply sending an emissary might do but it may not be effective and impactful. Assess the situation and don’t let a turn of goodwill, charity, CSR, or even a crisis go to waste. Let the CEO as the most visible face be the person at these events. they are the face of the company and they should carry the emotion of the company as well. It’s the very least they can do to an expectant public.
- When the UK needed a bailout from the United States. Then prime Minister Wilson made several attempts at President Johnson, but they did not bear any fruit. He then needed to call in the big guns. He talked to the queen to assist. The Queen organized a great hunting expedition for the president. This would have been an experience for all. However, when Johnson turned it down, the Queen decided to take the experience to him. She sent her sister Margret to wow and charm the president. From the show, UK got the bailout after a successful, exciting, and fun day with the Johnson administration. [The real-life account says that this charm offensive didn’t work in isolation; a couple of other activities and initiatives alongside this helped get the bailout.] The sense of excitement and experience that the crown executed to win the bailout is something that a company can employ for their customers. People like to experience the brand but in an exciting and targeted way. Today technology enables us to target the customer, but few campaigns actually excite them to be able to move to action. Know your customer, know what they want and build that campaign that will warm up their heart not only for brand loyalty but for product or service sales.