Lisa Robbin Young

Marvel just dropped the official trailer for the upcoming film, Avengers Endgame. Filming began in August 2017, in the can since January, and in post production since October. Fans have been dropping concept trailers since August. But the current release date is scheduled for the end of April, 2019!  

You can't buy tickets this early. So why drop the trailer now?

Disney knows a thing or two when it comes to marketing.

Yes, it takes time to edit a film, but not 18 months! The Marvel Cinematic Universe is a carefully choreographed series of content pieces that all work together on one timeline. They are released in a particular order that synchronizes with every other piece of content: film, television, etc. They tease future films in current ones, so you get a taste of what's to come. There are over 20 films already released in this series, with at least 15-20 more in the works (not to mention the numerous television series that are also interconnected to the film storylines)!

Disney also intentionally delayed the release of this trailer after the death of former President Bush. Disney insiders said they wanted to capitalize on the anticipated record-breaking buzz they'd get from the trailer release. If they released on a national day of mourning (when the markets are closed), they'd get very little financial benefit from dropping a FREE video clip.

The buzz created from record-breaking video views means an increase in stock price for Disney and their shareholders. They weren't about to miss out on that!

While you may not have a bunch of shareholders, you DO have a vested interest in watching what Disney is doing with Marvel's Avengers. They know how to create buzz and drive demand for an offer - even if that offer is a $10 (or $20) movie ticket.

Marvel's content marketing plan stretches for nearly 18 months!

Here's the thing: all that content comes directly from the film itself (and the people in it)! They're not re-inventing the wheel and trying to crank out a bunch of unrelated content to sell movie tickets. They're giving you some of the best bits of the movie (including the actors) well before the release date in order to entice you to buy a ticket and see the whole thing!

You need compelling content to be able to maintain that buzz for the long months between the start of filming, the first trailer release, and opening day at the box office. Certain media outlets get exclusive behind-the-scenes access during filming. The actors and directors book interviews and use their social media to talk up the film from shooting through opening day. Disney releases trailers and special behind-the-scenes clips to keep fans talking.

The more fans talk, the more fans watch. The more fans watch, the more fans talk. Good or bad, like it or not, the buzz keeps going, which means higher box office sales on opening weekend.

Granted, you may not have multiple offers to choreograph like Marvel does, but it's still important to plan ahead when you're marketing and selling your offers. Do you need 18 months to sell your next big thing? Maybe, maybe not, but a solid content marketing plan can make the difference between shoddy sales and blockbuster results.

What if you could create compelling content like Disney (and Marvel) for YOUR offers?

What if you could take a closer look at the elements of your offers and tease out the most compelling bits to share with your audience BEFORE your release date? What if your content could build buzz with your fans and get people talking about your content (and by extension, your offer) in advance, so that when you're ready to start selling, people are lined up and ready to buy, and is when using social media is great for this, since people use social media everyday now a days, even more apps like Facebook or Instagram, and you can click here to learn more about this and get the best resources for this.

That's what we're talking about this month in my Accountability Club! On Saturday, December 29 at NOON Central time, we're going to take a closer look at how Marvel and many of today's big names in entertainment, use different types of content to build excitement and drive demand for their projects. We'll also look at how you can use that same approach for your own upcoming offers.

If you're not a member, then you need to be on my email list to get the zoom link to join us!

You're going to learn:
* How to pull your content marketing material directly from your existing offers - regardless of your industry.
7 types of content that Hollywood uses to great effect - and how to do the same for your own offers.
* my exact process for generating as much content as possible in as little as a few hours.
* plus, access to the VERY SAME document I use that makes it super easy to keep your ideas organized.
And a sneak peek at MY content marketing plan for A-Club next year!

This is a WORKSHOP. Which means, you'll be working on your own plan with me during the session. As such, we're probably going to run a little longer - about 90 minutes instead of our usual 60. You'll be able to ask me questions and get suggestions for your specific plan... but only if you show up to the live workshop!

This is the LAST time I'm offering live access to A-Club training at no cost. I'm creating some new free training opportunities for next year, and as a result, A-Club will no longer be open to the public. If you're not a member, the only way to get access to this workshop  and the downloadable worksheet is to be on my email list. Details will go out next week,

So this happened Tuesday:

Photo of a young man standing behind a very wrecked Jeep

Essentially, my son (pictured) was driving on the freeway when the car rolled 8 times and came to a stop about a quarter mile down the road. If you're one of those types who are fascinated by car crashes, I posted the photos on facebook to make it easy for everyone. I am grateful for all the prayers and well wishes for me, my kid, my family, and my car.

Much like my own "car incident" a few years ago (same road, by the way), he came out of it with a preliminary diagnosis of minor injuries: a broken finger, sprained shoulder, and various cuts, scrapes, and bruises). We're watching for potential delayed brain trauma, but otherwise seems to be relatively unscathed. We asked advice from a trusted law firm similar to mike morse injury law firm of what we can do to file for an injury compensation.

The car is obviously totaled. That was why employing the legal expertise of a professional, such as the personal injury lawyer in lafayette, is definitely essential. I also lost my cell phone in the accident. But by some miracle, we found his shoe in the car, and the phone he lost at the scene.

So I'll be looking for a new car and a new phone, but otherwise I'm a pretty happy mom, all things considered.

Needless today, I've got relatively little time this week for pithy intros and fancy stories that segue into this week's episode. So, without further ado, here it is (and if you look closely, you'll see Olivia Wilde, too)!

REMINDER: Only a couple of weeks remain to apply for my new business Incubator. If you're looking for help working in your business and ON your business, I'm your gal. Download the application and let's talk!

[First, an announcement: Congratulations to Jill Stodola, who won the random drawing for a copy of Nely Galan's book, "Self Made". Now, on with the show.]

My Aunt Sue was a fixture in my childhood. She was also somewhat of a role model for me. She was a federal employee, she had a social life, and she was an entrepreneur. She and my mom started a DJ service when I was young. I remember helping to carry milk crates loaded with 45's and LP's from the van to the venue. I'd sit in the back of the room while Aunt Sue tested the sound equipment and we'd play my own private version of "name that tune". She'd spin a classic from an era well before my time. After hearing a song only a few times, I was usually able to guess the song and often the artist, but rarely the year. I'd get close, but Aunt Sue could almost always stump me if she asked me for the year of a song.

Thank God the Internet now helps me find the dates for all the songs in my 300 Songs project.

When I was lucky, she'd play Paul Simon's "50 Ways To Leave Your Lover" - a song I enjoy so much, me and The Damn Whippersnappers played it at our first "Front Row Sessions" online concert. The song doesn't really offer fifty options, but Paul's list of tactics was so catchy and repeatable that you could get all the guests at the wedding reception to start singing along. It was mesmerizing to watch a room of random conversations stop and transform into a singular chorus of voices when Paul offered up his 50 ways.

That or Margaritaville.

But it was Paul, not Jimmy, who gave me my first understanding of the difference between marketing tactics and marketing strategy. I've invited him back for a "guest appearance" in this week's episode of Creative Freedom - where one man's bad sales pitch turned into a teachable moment for us all.

Marketing strategy is more than just a single tactic. It has to be, or it's not a strategy. (Tweet This)

Incidentally, Des, the amazing keyboardist from The Damn Whippersnappers has enlisted, and will not return from boot camp until October, just about the time our bassist, Owen, relocates to Nashville... which is where I'm headed, too. So there's a lot of movement happening in the coming months for all of us. Say a prayer, wouldja?

Be part of the Rising Tide!

Share your thoughts comments and questions about marketing strategies and tactics in the comments. What is working for you? What have you tried that didn't work? We'd love to hear from you!