Emily in Paris is one of the popular shows on Netflix worldwide, and it has appealed to many customer segments at the same time. The chick-flick series showcases a story of a young and creative marketing genius who is bringing “the American perspective” to the newly acquired French luxury brand PR agency. She lands in Paris, one of the most picturesque and romantic destinations of the world, guns blazing; western-style and slowly builds lasting relationships with friends and makes an impression on the clients with her marketing expertise. Though the drama has some mistakes in portraying the actual french culture, character building and capturing the interest in all of the episodes, it has nailed one aspect of the show; Digital Marketing.
Netflix usually provides a pool of worldwide exposure by just adding a show to its watchlist. However, this particular one required a spotlight digitally as it’s about a digital marketing professional turned into a micro-influencer innocently by simply being her interesting self. We will discuss how the show has displayed its marketing teams’ skills neatly on Netflix and social media to the nitty-gritty.
Let’s begin with the marketing journey of the series by learning Emily’s techniques one by one:
1. One campaign at a time
Emily is known for her tunnel focus for her clients and her eye for detail in each campaign only because she paid ultimate attention to what her clients do, where they see their business now. In future, what growth means for them and how she personally relates to it, she then was able to give a strategy that really resonates with their customers.
While at it, she always worked on one campaign at a time. If you are starting or trying to create a lasting impression, it’s a great way to take a slower pace de-clutter your mind while also showing your dedication to the client. The ripple effect of this is, that the clients are always loyal to their dedicated marketers.
2. Don’t shy away from trying something new
Emily was creating new ideas on a whim which were not only fresh but also mainly were the ones which have never been done before. While this may seem like she was born with it, this skill can be acquired with a simple change in the thinking process. In order to think outside the box, you should always practice putting yourself in the customer’s shoes. What is so happening for them? What appeals to them in a way that they can never forget? How can you “wow” them?
And while the wheel of thought is churning, keep in mind; something new is usually outside the box. So never shy away from trying something new! Any idea is stupid enough to be completely genius.
3. Pitch Perfect!
No matter how big you are in the marketing industry or how long is your client list, there is always a possibility to hear a ‘no’ from a potential client. But that doesn’t always have to be the end of the road! The field of marketing is one of the very few ever-evolving, so you have to evolve as a strategist constantly. You are not always 60 before going obsolete in marketing, so keep your skills sharply honed at all times and never back down from a challenge.
If the client said no, try to communicate and find out the reason for their denial and if it’s something you can refine, do so. If not instantly, then go back to them a few years later, which shows the consistency of your work.
4. Go ALL THE WAY
A product launch party on a luxury boat, with a live band while cruising with a view of the Eiffel tower, all of that with top potential clients onboard? Why not!
If you and your firm are ready to go all the way extravagant to create an impression for your client’s potential customers, no one will lose that opportunity. Push your clients a little, if need be, to execute something exceptional about which people will talk for years. This kind of marketing is always embedded in attendees’ memory, and they never forget that brand.
If the budget is restricted, you can even combine two or more complementing businesses and have a blast! With all, remember to divide the expenses on the expected returns for an individual business; otherwise, conflicts might occur, and you might lose all the relative clients.
5. Ride the Tide!
At some point, all businesses change. New tools and technologies roll in, fashion changes, mode of machinery advances and globalization happen. That doesn’t always call for a competitive industry switch; sometimes, little changes in the business strategy or brand narrative might help keep the brand in the talks. Switching the work mode or management style might even attract younger and more eligible employees to the business, and hey, a good marketing campaign can always reach those applicants.
As a marketeer don’t only talk about the products and services, sometimes the sales are also restricted by the old school brand approach. Talk to the client about changing the whole look of the brand needed.
6. Work with competitors, you said?
This might seem like a crazy idea, but working with competitors can sometimes result in benefits if done ethically. They always want to outrun each other, so why stop at one campaign? You already have the brand experience with the customers, and who buys what really depends on their taste. In some industries like fashion and food, it’s pretty common to share marketing agencies. Events like a food fest or a fashion marathon can provide lucrative exposure to both the brands and even help exchange unturned customers.
Many businesses competing within the same industries are now even combining or happily co-existing. The greatest example of such is Facebook and Instagram; even after acquiring the competition, the social media giant didn’t shut it down; instead, it worked on constantly enhancing both platforms.
With these thoughts in mind, we now conclude this discussion. I hope these practices will enrich your marketing portfolio even further, and let us know in the comments if you applied any of these and it worked!
And since is so much more to learn from guru Emily, watch out for part 2 of this article!