I have always had a fascination with zombies. Maybe it is the classic films, or maybe I am just always preparing for the inevitable zombie apocalypse, but I find myself comparing all kinds of things to zombies. Then I had an idea: as a marketer, what lessons can I learn from them? So I went straight to the tape and marathoned through the classics.
What zombies can teach us about marketing
1. Slow and steady
Let us be real: zombies are slow. Very slow. As a result, the living can easily walk away from them. While that may look like a glaring weakness, it is actually a genius tactic. Zombies are determined to get you, and it does not matter if they have to follow you for minutes or days. Eventually you will get tired, you will need to sleep, and they will catch you.
What can a marketer learn from this? The value of the slow play. In certain situations you may think that pushing for a hard sell over and over will grow your business, but often the opposite approach yields better results. Rather than being pushy with your leads, play it slow and creep up on them. Nurture them with thought leadership and interesting content. Make them feel comfortable, and sooner or later they convert into paying customers. They can only run from you for so long. A well-built drip campaign works exactly this way.
2. Many are greater than one
A single zombie may not strike fear into your heart. Maybe you do not realize it will inevitably catch you. But you know what will strike fear deep into your heart? A whole swarm. You might survive running from one, but when you are surrounded and getting chomped at from every angle, the result is inevitable. The same goes for marketing. If you chase prospects through single blasts, they can more easily avoid you. But if you market like a zombie, you swarm your leads from every direction.
By running multi-channel campaigns, you reach your leads by email, social media, retargeting and paid ads, and you profile them so you can create organic content that meets their needs. The result is an increased probability that you will engage and close them. A great example was a retail campaign that combined the store floor with Instagram and Facebook, offering in-store shoppers free styling sessions, then inviting them to create and share digital postcards. It drove foot traffic, mass coverage across hundreds of blogs, and thousands of images shared on social, creating a completely immersive experience across every channel the audience frequented.
3. Use the element of surprise
The most jump-worthy scenes in any zombie flick are the ones where the zombie surprises an unsuspecting victim from the shadows. The element of surprise is one of the best tactics in the arsenal of the living dead, and it is valuable for marketers too.
Surprise and delight has become a popular marketing strategy, especially with the rise of social media. Companies select an individual or group at random to receive a gift or experience. The elements needed are simple: authenticity, a tone that is not too cheesy, and a real wow factor. This kind of campaign spreads by word of mouth and social sharing, shows genuine care for customers, and creates a new and exciting experience. A memorable example was an airline that, on a holiday flight, asked passengers what they wanted, then had volunteers buy, wrap and deliver those gifts by the time they landed. It became one of the most delightful viral campaigns of its era.
Market like a zombie
Whether you are creeping, swarming or surprising, using best practices in zombie-ness helps you engage your customers, expand your reach, and close more business. So next time you see a zombie, do not just think of a brainless walker. Consider that these are creatures pioneering modern-day marketing practices, and they may hold the key to your next campaign.