What the Oppenheimer Movie Can Teach Your Marketing
- Vivien
- Aug 4, 2023
- 4 min read
Updated: Apr 2
The first time I tried to sell a product online, it was a total disaster. I had 15 years of marketing and public relations experience in the luxury market and had launched several services, but nothing prepared me for the shock of it not being a success. I reviewed what I thought had gone wrong, only to realise the problem was me.
No one knew or cared about who I was.
Take a look at Oppenheimer's movie poster - one thing is clear - the movie's marketing relies on the reputation of the director, Christopher Nolan. His name is above the film title, front and centre!
Just the very thought of Christopher Nolan co-writing and directing Oppenheimer' has movie fans hyped about the movie.
The Halo Effect is a cognitive bias where a positive experience with a brand can shape your perception of their entire service portfolio.
You see, we don’t evaluate things as they objectively are; our brain forms an initial impression about something, and we often tend to confirm and highlight that impression in our interaction.
In other words, if people have a positive impression of a certain aspect, they are more likely to view other aspects favourably, even if they are unrelated.
Edward Thorndike first coined the term in a 1920 paper. Researchers asked military commanding officers to evaluate a variety of qualities in their soldiers, such things as leadership, physical appearance, intelligence, loyalty, and dependability.
They found that high ratings of a particular quality consistently correlated with high ratings of other characteristics, while negative ratings of a specific quality also led to lower ratings of other characteristics.
So let's unpack 5 tips to use the halo effect and gain your audiences' trust
1. Establish yourself as an authority
Those who want a quick shortcut fail to realise that trust is a long game strategy. Nolan has spent the past two decades building up his reputation as an exceptional filmmaker.
Niche your expertise
Specialists have greater authority compared to a generalist
Focus on the one thing you want to be known for and create content that talks about that specialty using supporting pillars
For example, Daniel's specialty is Breathworks, but his content pillars focus on sleep, stress, and anxiety - things that his audience can relate to
Make sure you keep your promises
Nothing breaks trust quicker than overpromising and under-delivering.
Actions will always speak louder than words. Show rather than just tell - Warby Parker uses their glowing customer testimonials to answer their FAQs
2. Understand and acknowledge your audience Nolan's directing style is his vision for his audience. He tells stories that often reinvent the usual genre and tends to leave his films with ambiguous endings, something his audience has come to expect and enjoy.
We trust people who understand us and are suspicious of those who don’t. Get to know your customers' concerns and show them that you not only provide a great service for them but that you care about their personalised needs.
Use your customer's language - how do they describe their pain points? - "What keeps them up at night?" and what motivates them - "What makes them jump out of bed in the morning?"
3 . Build your portfolio of work
Nolan has an impressive deck of movies that consistently push the boundaries and reward his audience with groundbreaking stories. His Audience leaves the cinema feeling entertained and looking forward to his next movie
Build Your own portfolio of work and showcase them on your platforms
Be consistent
Don't just stick a brand logo on your website. Use case studies and customer testimonials
4 . Surround yourself with your own stellar cast
The impressive supporting cast of Oppenheimer increases the film's value. Stars such as Emily Blunt, Robert Downey Jr., Matt Damon, Florence Pugh, Gary Oldman, and Rami Malek elevate the status of the movie.
Invite other respected people into your community
Create a halo effect with your peers
Accept invitations to talk on podcasts and conferences
Post insightful comments on their social media platforms
Last week, I received a cold email. Unfortunately for the sender, there were too many red flags, from not knowing who was making the recommendation to not knowing the person being recommended.
Which leads me to..
5. Get Other People to Write/Talk about you
Gaining your readers' trust makes business a whole lot easier.
When customer access information and see positive reviews, they create a positive perception.
I'll be speaking again this time on a Twitter Space, and because of the stellar line-up and of course, the wonderful host Ilze Švarcbaha's reputation, I get messages like this
If you want your customers to consider you - start building your reputation. The halo effect can lead to powerful associations and lasting impressions and help you take advantage of your strengths and focus on building a positive image with your customers.
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