There’s something to be said for walking a customer through a logical, natural buying process. At MarketStar, we have been preaching the value of Lead Nurturing to our clients for years. But as seen recently, there is nothing like a “real world” example to really drive home the science behind a concept.
For those of you under a rock, Avengers opened this last weekend to stellar reviews. The movie follows “Earth’s Mightiest Heroes” as they battle invading forces set on taking over the world. Marvel Entertainment began an elaborate nurturing campaign in 2008 to build unity in their Marvel Studios properties; including Iron Man(2008), The Incredible Hulk (2008), Iron Man 2 (2010), Thor (2011), and Captain America (2011). In each movie little pieces and hints were strung together to connect the characters, and set the stage for a movie where they could interact.
By the time The Avengers hit the screen, customers were familiar with the product, the story, and had a favorite aspect that appealed to them. These customers were already sold, greatly reducing the amount of effort needed to get them to make the purchase.
To say The Avengers was a success would be an understatement. The Avengers’ opening weekend ticket sales topped $200M in the USA alone, while grabbing over $600M in worldwide sales. Both of these numbers smashed records in ticket sales, and this was no accident; customers were ready to make the purchase.
Marvel Entertainment knows the value of nurturing their customers; they have done it for over 70 years. The Avengers is a model case study in the power of nurturing your customers. Nurturing permits companies to engage and progress leads towards a purchase, while identifying their buying intent. This ensures sales reps spend more time selling to those leads that are ready to purchase. After all, isn’t it easier to sell to a customer who has the cash in hand and is ready to make a purchase?
Learn more about lead nurturing by downloading our Nurturing eBook.