One of the most impactful cinematic experiences of the past ten years has graced the screens across the world. I am of course talking about the hotly anticipated double feature phenomenon of Barbenheimer. For those unaware, this term refers to Barbie and Oppenheimer, two vastly different films that both saw their international release on the same day. Now it isn’t that uncommon for this sort of thing to happen, and it certainly isn’t accidental either.
What is Counterprogramming?
The practice of launching a film or television event at the same time as a tonally different counterpart is referred to as counterprogramming. The goal is to appeal to a distinct audience demographic, providing viewers with alternative choices during a specific release period. Rather than engaging in direct competition with a similar product, counterprogramming acknowledges that different audiences have varied preferences and interests.
By offering diverse content, studios and networks aim to maximise overall viewership and box office success. This practice challenges the traditional notion of fierce rivalry in marketing and fosters a more cooperative and flexible approach to capturing audience attention. It is this approach that can be applied to a marketing strategy outside of the film and TV industry.
One of the more interesting aspects to come out of the Barbenheimer phenomenon was the combined strength that the two projects generated. Seldom are consumers convinced to attend the cinema twice in one weekend, let alone a single day and yet that became the trend. This wasn’t an officially acknowledged (or likely even a planned) aspect of either films marketing strategy but instead something that was capitalised on upon realising that the audience reaction would benefit both films and boost attendance. There is no doubt that the cultural impact of this event will be seen across many forms of media. Is this something that we will now see permeating into other forms of marketing?
Competitive Collaboration
In a marketing strategy for a product or service, a similar approach to counterprogramming can be used when dealing with competition. Instead of engaging in head-to-head battles with rival products, businesses can identify and capitalise on their unique strengths and target distinct customer segments. For instance, if two tech companies are offering smartphones with similar features and specifications, they could adopt a counterprogramming approach.
One company could focus on marketing their phone as a premium, luxury device with high-end materials and exclusive features, catering to a niche audience willing to pay a premium price for luxury. On the other hand, the second company could target a more budget-conscious segment by emphasising affordability, practicality, and a longer-lasting battery life. By employing this strategy, both companies address different customer needs and preferences, reducing direct competition and expanding their market reach.
There are a number of tangible benefits to taking a non-competitive approach to positioning and marketing:
- Reduced Direct Competition: By targeting different customer segments or offering unique product variations, businesses can avoid direct competition with rivals. This reduces the risk of price wars and profit erosion while allowing each company to carve out its own space in the market.
- Expanded Market Reach: By appealing to diverse customer preferences, businesses can expand their market reach and attract a broader range of consumers. This approach allows companies to tap into untapped or underserved markets that might not have been interested in the traditional offerings.
- Improved Customer Loyalty: When businesses cater to specific customer needs and preferences, they foster stronger connections with their target audience. This approach can lead to increased customer loyalty, as consumers feel the brand truly understands and addresses their requirements.
- Showcasing Innovation: By introducing new products, services, or marketing tactics, businesses can demonstrate their innovative mindset and ability to stay ahead of the competition. This can positively influence customers' perceptions and build trust in the brand.
- Strengthened Industry Positioning: A successful counterprogramming strategy can elevate a business's reputation within the industry. Competitors and stakeholders may view the company as a leader in creative marketing approaches, which can lead to increased partnerships and collaborations.
- Risk Mitigation: Diversifying marketing tactics and target audiences can help mitigate risks associated with relying solely on one product or customer segment. If one part of the strategy underperforms, other segments can compensate, providing more stability.
When marketers seek to look outside the box for new and disruptive strategies, looking to the world of cinema can be a great place to start. Get in touch with us today to talk about your marketing challenges.
