Christmas is Coming: What Marketers Can Learn from Game of Thrones

Christmas is Coming: What Marketers Can Learn from Game of Thrones
SHARE
THIS



Christmas is coming. If marketers want to succeed this holiday season, they need to take a leaf out of the Lannister’s book, says Acxiom’s Matthew Robinson.

The signs are appearing. The wait is on. As suspense builds and everyone prays that they’ll get what they want, the countdown ticks on.

But we’re not just talking about the upcoming season of Game of Thrones.

Christmas shoppers around the globe know that winter (or summer down under) is coming – and marketers know they must prepare to face them. To be in with a chance to rule at Christmas, marketers must get ahead of competitors and offer perfectly personalised messages in the right channels. Strong, highly-targeted battle strategies are needed; we could learn a lot from the tactics used in Game of Thrones.

1. Show No Fear

Confidence and unique strategies can get you far. Showing no fear in Westeros will earn respect; while in marketing, innovation will help you stand above the competition and slice through the clutter to bring consumers engaging content in the right way, and at the exact right moment.

Playing it safe and ‘doing as we’ve always done’ are traps that threaten any campaign. That said, bold decisions are reckless if they’re not well informed. Without data informed insight, the line between bravery and stupidity is thin. Take Varys, Master of Whisperers. It’s his knowledge and understanding that secure his safety, provide his power and cause others to look to him for help in Kings Landing. His insight and information let him adapt and support his strategies to survive another day – exactly what brands must do win.

2. Forge Strong Allies

Having the right allies is pivotal to winning (or losing) the game. Your allies will determine the strategy and tools you need to succeed; whether you’re working to seize the Iron Throne, master your digital marketing, or enhance data insight and analytics.

For marketers, cooperating with the right tech partners and agencies is key to success. While the consequences of a bad match aren’t quite as deadly as unexpected betrayals in Game of Thrones, a poor alliance is a plot twist that marketers don’t need. Perfectly paired partners and tools should be there to support marketing’s every move, solve problems, and march on regardless. Research and insight are your friends when selecting your allies. Trust your instincts and choose your team wisely.

3. Respect the competition

Underestimating competitors in the Seven Kingdoms is risky. Good competitor research about other Iron Throne claimants can be the difference between life and death. Ruthless strength, respect for the competition and informed strategies are the lessons needed for marketers to progress – or like Oberyn against The Mountain, the battle to succeed will be lost despite confidence, desire to win or poisoned blade tactics.

In the world of marketing, learning from competitor successes and losses allows you to understand how insight can be used to better your position. Daenerys Targaryen knows this well, but often her enemies (such as The Good Masters – owners of The Unsullied) make the fatal mistake of underestimating and disrespecting her abilities. How can marketers in Khaleesi’s position win? Through today’s data driven marketing. Used to inform all activity, better research and intelligence are a marketer’s dragons, allowing us to storm past the competition and win the hearts of audiences.

4. Plan every last move

To achieve your goals this Christmas, a clear, data informed strategy of what you want, where you need to be and who you need on your side is crucial. Without that knowledge you’re unlikely to succeed. Like the characters in Game of Thrones, everyone’s strategies are different; each with their own advantages, disadvantages and twists. Successes change over time, but each major game player from Cersei Lannister to Stannis Baratheon knows what they want to achieve.

For marketers, clear KPIs and goals are your battle plan and indicators of progress and success; whether you’re pushing a high-profile campaign to win like the Starks; using your current power and high profile like the Lannisters; gradually building a strong following like Daenerys; using your informed insight to succeed via a long-term plan like Lord Baelish; or just praying for help from the Lord of Light.

Christmas is Coming

Regardless of goals, your marketing strategies must deliver exactly what consumers want: and it’s exactly this approach that makes Game of Thrones a global success. So if you can adapt your offers to maintain intrigue and gather interest, you’ll secure a loyal audience, progress towards your goals and have a reliable chance to rule.

Image via HBO.

Matthew Robinson is the marketing communications manager at tech firm Acxiom UK.

Please login with linkedin to comment

Latest News

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]