I just watched 3 movies in a row (the only way to fill time flyingacross an ocean), and the best one was Despicable Me 2. It was simple,mindless entertainment that made me laugh out loud (which meant I gotsome funny looks from other passengers.) I assume it was my memoriesof the first movie that got me to click on it, and thankfully theydidn't mess with a winning formula. It wasn't quite as fresh as theoriginal, but still enjoyable.But it was still a sequel -- not my usual cup of tea.
So why are therealways so many sequels in the theaters?
First, a sequel has a built-in audience. People who liked the firsthit movie are more likely to watch a sequel, and I'm a good example ofthat.Second, the audience is already familiar with the characters and theirworld. So Gru, the Doctor, the girls, and all the minionscould pretty much jump right into the story once they found a newvillain and a hint of a plot.
Third, it's safe. Both the studio executives and the audience are morecomfortable with sequels because it lessens the odds of wasting moneyon something new and untried.
Fourth, and perhaps most important, it's about extending momentum. Thefirst movie was a hit, and a sequel helps to keeps its fans engaged.
So what do sequels have to do with your marketing?
You've heard over and over again that marketing can be seen as tellingyour brand's story to an audience that wants to listen. But it's farmore than a simple story, and it's much more thansimple repetition -- you also reinforce, explain, and expand to builda richer "world" that resonates for your audience.A series of sequels, if you will, all based upon one strong central idea.
Despicable Me 2, for example, featured far more of those cuddly yellowminions and showed us much more of that appealing, candy-coloredworld. Or, think about the many other moviesand books that have created worlds or even whole galaxies we love tovisit over and over again -- Tolkein's Middle Earth, the far, far away galaxy of Star Wars, orBatman's gritty Gotham City. Every time we experience it,we're left wanting more. When you're marketing, keep in mind what kind of world you're buildingfor your brand, piece by piece.
Is it a world your members will wantto live in?
Is it worthy of a sequel?
