If you make movies that appeal to your group of supporters, you will get repeat business. If not you will spend all your time marketing without being able to retain your customers. Rajkumar Hirani made Munnabhai MBBS… his supporters made it a hit, the same people definitely watched Lage raho Munnabhai… it was a super hit. 3 idiots is a super duper hit. I managed to see it recently and my suspicion of it being in the same genre as both the Munnabhai’s was true. In the first two installments it was a rowdy with a heart of gold and in 3 idiots it’s a student with a heart of gold. The story also relies heavily on a supporting cast as in both his earlier films. The story I think was also written with a character in mind. The cinema hall was mostly full of families and couples, as it was for Lage raho Munnabhai. I am damn sure if not all most of the people who were present are the ones who have seen both the previous ones.
A superb cast, a good story and brilliant marketing just added to the films success. Raju Hirani has managed to create successful family entertainers. His supporters would have still watched the movie if the cast would have been different (it could have been successful too). Like wise Priyadarshan is known for making films of a particular genre and his movies have done well at the box office. He also directed a serious movie (Kyon Ki) in between the funny ones, Kyon Ki failed at the box office even though it had a good cast. Abhay Deol is a successful hero in off beat films 1.40 ki last local, Manorama 6 ft under, Dev D, Oye Lucky… we have to wait and watch what happens when he does an out-n-out commercial movie. If Abhay Deol has understood his supporters well he may not do a completely commercial film.
The marketing lesson to be learnt here is KNOW YOUR AUDIENCE, few who have understood their consumers will stick to what they are good at. Some will try different things that may not succeed. The same is true in case of brands; brand managers who understand their consumers well will succeed in their offerings, others fail. You can have the best of products, supported by world class service and brilliant advertising. If your customer does not have the need for the product it still fails.
The key to knowing you audience is DATA. As experts in the field have said success of your marketing campaigns depends 40% on getting your data right, 40% depends on the offer and 20% on creativity. If you don’t know your audience you can’t make the right product/ offer. Data tells you everything you need to know about your audience how well you use it to you advantage is up to you.
Be it films, food, music, sports, finance, travel, shopping or sex… data never lies and gives immense opportunities and learning’s. The question is ‘are you willing to invest the time and effort to KNOW YOUR AUDIENCE’?
Written by Naveen Nandan
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