Recently the world has celebrated the anniversary of F.R.I.E.N.D.S. – one of the most popular TV shows in history.
After 25 years it is still so well-received among the audiences of different age, cultures and interests. Producers, actors, directors and streaming services still earn a lot from the work they finished 15 ago.
So, what makes the story of six young New Yorkers so appealing? And what can we learn from it to use in our marketing activity?
1. Relatable and simple stories
The more in common we have with the people and the situations we hear about, the more open and favourable we become to their source.
Whether it is a little obsession (not necessarily with the cleaning), a weird but charming spiritual friend, a shy boyfriend who thought you were “on a break”, F.R.I.E.N.D.S. become our friends in a joyful and kind atmosphere.
When telling the story of your business stick to real people, their stories and, most of all, problems that you can help with.
You can do it in your own way, be fun and simple or smart and sophisticated. Just be human – people like it.
2. Change the scene from time to time
You can’t be locked in one apartment for 10 years i.e. you can’t promote a product or service the same way all the time.
Sometimes you must move it, for example, to London or change roommates, or even engage some babies.
While your business may stay the same, marketing – doesn’t. To capture people’s attention, you have to introduce some fresh approaches by putting your product in a new environment (like cars on the balcony or in the desert) or by engaging unexpected characters (like babies in water commercial or first-class celebrities with a chocolate candy).
3. Steady cast with guest star appearances
Stability is often synonymous with reliability. Customers like it when they see the same people, who have already established their expertise and loyalty, both to the client and the company they represent.
At the same time new people, especially those with a proven professional reputation, bring fresh air not only to the business but also to the overall brand perception.
New customers may come to work with the “name” (we do remember Brad Pitt, Bruce Willis, Danny DeVito, Robin Williams, Julia Roberts, Sean Penn and many more) as well as the old ones returning for more services / products and new faces.
4. Characters evolve through time but stay true to themselves
Ross will always be a scientist in love with dinosaurs, Monica prefers cooking and things being clean no matter what, “Smelly cat” from Phoebe appears in the earliest seasons and stays her number one single till the grand finale.
Brands change with time. Although regardless of how many times Coca Cola’s logo is being amended it will always have Christmas and New Year spirit.
Stay faithful to the main reason you’ve initially started your business. It will guide you through the best and not so good times. It will help your company to expand, adopt new approaches, trends, and still save your style and unique identity, that differentiates you from everyone else.
You haven’t formulated your brand positioning message, buyer persona and USPs yet? Let’s get in touch. Together we will create the foundation of your successful marketing strategy!
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