Written by: Amber Richardson, Copywriter at Stratitude
We know what you’re thinking, what the heck does a TV show have to do with marketing? Trust us, there are some very valuable lessons to be learned from this sci-fi cross-drama series that are not only applicable to surviving the Upside Down but are also extremely helpful for navigating the world of marketing.
In case you’re not familiar with this show (side note: which rock have you been hiding under?) here’s a brief summary.
The show takes place in the fictional town of Hawkins, Indiana in the mid-1980s. It follows a group of friends who have strange encounters with an alternate dimension known as the Upside Down. Importantly, they befriend a young girl named Eleven who possesses supernatural abilities and helps them battle the evils that emerge from the Upside Down.
Lesson 1: Learn from the best
Just as Stranger Things plays off of trends gone by – think classic 80s movies, Kate Bush’s chart-topping ‘Running up that Hill’ and Dungeons & Dragons – marketers, too, can take inspiration from past industry successes.
Stranger Things uses popular and successful formulas from the past to its advantage and marketers can employ the same tactic. Look back to look forward by drawing inspiration from great old campaigns such as Nike’s ‘Just Do It’ or Coca-Cola’s ‘Share A Coke’.
Lesson 2: Adapt to your environment
A key plot point in Stranger Things season 4 is that the characters find themselves in the Upside Down – a parallel dimension that is ravaged by monsters – and have to adapt to survive. Not only is the landscape different, but the monsters are too, meaning the characters must throw everything they know out the window and completely rethink their tactics.
Sound familiar? That’s probably because 2020 turned the marketing world upside down and it will never quite be the same again. The clients and customers we once knew changed before our very eyes and, to stay relevant, we had to pivot.
Two years on and Stranger Things reminds us that the ability to adapt to your environment is one that will always serve you well as a marketer.
Lesson 3: Go with your gut
Okay, before we get into the takeaways, this lesson requires a little bit of context. In season 1 of Stranger Things, Joyce Byers is on a frantic search for her missing son, Will. When she receives phone calls to the house she believes to be from Will (even though the only thing she can hear is static) Joyce comes to the conclusion that Will is trying to communicate with her through electricity. Sounds crazy, right? Right, that’s what many of the other characters think, even the ones closest to her. However, she doesn’t give up and manages to decipher messages from Will through Christmas lights. Her persistence ultimately helps reunite her with her son.
The moral of the story for marketers? Trust your instincts. While so much of marketing these days relies on data and statistics there’s still room for following that good old gut feeling. And by combining the two you have a winning marketing formula. Because after all, marketers are just humans who are marketing to other humans who will base their purchase decisions on emotion rather than logic.
Ultimately, Joyce’s motherly intuition is what helped her reach her end goal and by following your marketing intuition, you can do the same.
Lesson 4: Focus on your message
Stranger Things is undeniably guilty of prioritising flashy scenes and special effects over ones that progress the story. For example, the scene in season 4 where Eddie plays the Metallica song ‘Master of Puppets’ to distract the monsters. While the scene is visually breathtaking and captivating to watch, it has been divisive among the audience. Why? On closer watching, there are many continuity errors and, quite honestly, things that just do not make sense. Like where is the electricity for the electric guitar coming from? And why couldn’t Eddie distract the monsters from the safety of the vehicle he is playing on top of?
The fact of the matter is that the story, and the main message should come first. When it comes to the marketing world, it’s irrelevant how amazing the artwork is or how fancy the copy is. If the message doesn’t make sense, it won’t resonate with your audience no matter how you communicate it.
Lesson 5: Teamwork makes the dream work
Stranger Things is well-known for its unique and complex characters – some of which clash with each other. Despite their conflicting personalities, the characters accept that they must work together for the greater good.
Every season the show introduces a couple of new characters. While some of the existing ones are reluctant to let them into the group, the newbies quickly prove their worth and demonstrate their own unique set of skills.
Comparing this to the marketing world is apt because teamwork is critical for a marketing strategy to come to fruition. Moreover, it’s important to realise that each member of a marketing team has something distinctive that they can contribute.
While Stranger Things is first and foremost a remarkable piece of television, it offers viewers so many life lessons that lend themselves particularly well to the world of marketing. So, whether it’s looking for inspiration in other successful campaigns or remembering the value of teamwork, let these lessons stick with you throughout your marketing journey.
Looking for marketing that is almost too good to not be fantasy? Chat to us and see how we can help. Send an email to info@stratitude.co.za