On stage to accept the Cecil B. DeMille Lifetime Achievement Award, Streep gave a five-plus minute acceptance speech in which she positioned Hollywood against President-elect Donald Trump (and all she feels he stands for) without ever stating his name.
So here it is:
1. She communicated. First and foremost, you’ve got to put your message out there. I know of plenty of businesses that don’t market. They put an ad in the Yellow Pages and hope for the best…while they starve. The businesses and people who succeed don’t necessarily succeed because they are the best at what they do; it’s because they market consistently and effectively. They continue to communicate.
2. She directed her message to the correct audience. You can have the highest quality ice cubes in the world but you will go out of business if you market them in Siberia. Wrong audience. Try Miami. The Hollywood movie industry is acknowledged to be largely Liberal and anti-Trump. The Golden Globes audience was mostly actors and other industry people. The perfect audience and an easy “sale” for Streep.
3. Her speech was logically structured. Some have called it a rant but Streep’s speech was well thought-out and well paced. She started out with a reference to a comment made earlier by actor Hugh Laurie, then wove a speech which upheld the nobility of the acting profession and characterized Trump as its enemy. Streep gets bonus points for the latter because in direct marketing, you strengthen your offer when you identify your audience's enemy (and then position your product as the thing that vanquishes that enemy). A quick example of this is investment marketers, who characterize the economy or inflation as the enemy.
4. She used emotion. Streep’s speech was dramatic. It was authentic. Before you can sell anything to anyone, you’ve got to elicit an emotion from them. Volvo did it by tapping into peoples’ insecurity and need for safety. Rolex does it by appealing to their audience’s desire for status and a feeling of power. Insurance companies use fear. Certain fashion brands use sex.
Some of the people in the Globes audience seemed to appreciate Streep’s message while others didn’t show much enthusiasm. But in the world of direct marketing, you never get a 100 percent response. Ten percent is acceptable. Twenty-five percent is killing it. She seemed to be getting about a 40 percent response. Not too shabby.
So, whether or not you agree with her politics, from a direct marketing standpoint, she did a lot of things right.
If you need some help doing things right with your own direct marketing efforts, I can help. Call me at 323-646-2469 or email me at steve (at) stevewagnercopy (dot) com.
Thanks for reading.