Twitter: Why Marketing Is Not the Same As Sales…

It was a #1 “trending topic” on Twitter — frankly, that’s a marketer’s dream.

With such a “buzz” on Social Media…and a highly orchestrated campaign to combine traditional media to ensure its success…it seemed as though the movie, “Scott Pilgrim vs. the World” was destined to be a big hit at the box office.

@2010 Universal Studios

Imagine the surprise — it could better be described as “shock” in some corners — when the film, despite the average review giving it four out of five stars, opened with only $10.6 million in its opening weekend. Josh Tyler at Cinema Blend dubs it “one of the biggest flops of the year.”

So, @ccarpcertified writes me on Twitter and asks this terrific question: “How did Scott Pilgrim trend #1 on twitter last weekend but flop at the box office? Do you think @twitter lacks marketing power?”

Here’s the short answer: No.

Twitter is filled with marketing potential. The problem is, “marketing” is not the same as “sales.”

Look, there are lots of reasons the film bombed — we may be getting tired of the “graphic novel turned into film” genre…we may be getting worn out by Michael Cena playing the same character in every movie (count me as a part of that group)…and more.

However, the main point here is that Twitter did its marketing job: It raised awareness of the movie.

Here’s the American Marketing Association’s definition of marketing: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

OK…that sounds like something a committee put together to make certain everyone who paid dues was included.

Here’s the better, simpler one on Wikipedia: “Marketing is the process by which companies create customer interest in products or services.”

So, in my opinion, Twitter is a marketing tool. It is a tool to be used to create customer interest.

But, by definition, interest alone is not enough to create a sale. A transaction is dependent upon something that compels the prospect to take ACTION. (Like put the seat of their pants into a seat at the theatre.)

Twitter does a great job at developing “mindshare.” And, as I say in my books and speeches, “Mindshare precedes marketshare.” In other words, no one is buying from you if they aren’t thinking about you.

However, I also stress, “Emotion precedes economics” — which means if you want them to spend, you have to connect with an emotion. In my way of thinking, after we became aware of “Scott Pilgrim,” there wasn’t anything about the film that moved us to really want to see it. (Especially on a weekend where “Eat. Pray. Love.” and “The Expendables” were opening!)

One way I always know when someone doesn’t understand Twitter is when they ask, “Are you selling your services over Twitter?”

The answer is no. Not because I’ve been unsuccessful, however.

The question itself is like asking someone if they’ve hit a baseball with their garden hose. It’s the wrong tool for that effort.

Smart organizations — including movie studios, and YOUR business — certainly have to create mindshare through marketing.

But, it’s a compelling experience moving us emotionally that ensures sales.

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sharonhayes

Scott, you know I am one of your biggest fans but I think you are *slightly* off the mark on this one. I do agree with you there is a huge difference between marketing and sales. Awareness of something – created by marketing & PR – does not always correlate to sales. So we're on the same page here.

Where I disagree with you is that I don't believe that Twitter should be looked at as a “marketing” tool alone. Of all the myths I have to educate clients on, this is probably the biggest one. You can certainly create a marketing campaign that is entirely Twitter focused. But where many miss the boat are on these points:

1. Social media marketing – as with email marketing and any other kind of marketing efforts – should not be taken in isolation. Ideally, they should be integrated with other efforts. Not as an afterthought, not conceptualized and implemented as a stand-alone strategy or tactic, but as part of overall marketing strategy. Over a decade ago, I worked primarily in email marketing and the same problem we're seeing today in social media was prevalent in email marketing then. The end result is a disconnect within organizations internally. I'm also seeing many companies who are jumping on the social media bandwagon with the major impact being brand dilution because of a lack of congruity.

2. The idea that there is one way to use Twitter effectively. I think it's important to look at what an organization's goals are along side the possible ways that Twitter can be used. You inferred Twitter shouldn't be used for sales of services. But you know what – I sell services routinely through Twitter. I have clients that do as well. I think anyone looking at my sales numbers would be absolutely shocked to see the actual numbers given I'm not in peoples faces about sales. Most organizations & personal brands use a combination of tactics on Twitter. There really isn't a one-sized fit all approach that can work. The key here is consistency with the organization's overall vision & goals so there is a true alignment.
http://www.briandshelton.com Brian D. Shelton

Without getting into “how” the movie was marketed on Twitter, I will just address the main question: “How did Scott Pilgrim trend #1 on Twitter last weekend but flop at the box office?”

It's very easy to have something trend highly on Twitter without it translating to success because the trend tracks “mentions” not “mood.” Scott Pilgrim could have been a highly tweeted topic, but the content could have reflected feelings like “don't go see this movie,” or “this is the worst movie ever! Avoid at all costs.

Just because people were talking about it, doesn't mean they were talking about it positively.
http://www.McKainViewpoint.com Scott McKain

Brian, you make an important point. I think in our society today, we have developed the erroneous belief that “buzz” equals “success” — and, as you point out, nothing could be further from the truth!

Thanks…
http://www.McKainViewpoint.com Scott McKain

Sharon — I'm grateful you would take the time and opportunity to write such a brilliant and insightful post.

I would suggest your well-deserved success in using Twitter as a sales vehicle must also be understood in tandem with how terrific you are at creating connections via social media.

In other words, most sales efforts involving Twitter are fogging out Tweets now — just as direct or email marketing (spam in many cases) were the formerly vogue formats — simply playing a numbers game, hoping to run across a few to purchase what they are hawking.

Correct me if I'm wrong here, but my impression has always been that you are best known as someone who makes connections…that emotional aspect I'm discussing…and people, therefore, feel much more engaged and comfortable with you than the vast majority of other people using Twitter to sell.

I guess it's my roundabout way of saying…you're the exception that proves the rule. Your congruency is what all should seek, from what I've seen…

Thanks! Scott
Gil Namur

Hi Scott,

We love your blog, and your spirit. You are making a difference. THANKS! We are sending you energy and we've featured you at Life As A Human along with a few of your friends. http://lifeasahuman.com/2010/mind-spirit/inspir… … have a peek!

Cheers,
Gil
sharita

So what's the news? I knew this 20 years ago and with me a lot of other people. Trying to sell old tomatoes? I call this the Scott McKain mistake.
http://www.McKainViewpoint.com Scott McKain

Thanks for your constructive input. Where did I say this was “new”? Where did I try to “sell” you anything? The attempt here — and I would think quite obviously — was to demonstrate a basic principle well-known in business has not been applied to a newer format as well as it should be.

By the way, I beg to differ. These aren't “old tomatoes.” They're enduring principles.

People who have to get their “dig” into the conversation fascinate me — to use Sally Hogshead's term. Why couldn't you have just said that marketing and sales are not the same is an idea that has been around a long time? What is it that moves someone to say stuff like “old tomatoes” when there isn't a need for it? What makes someone feel that if they just get an insult in, it makes them feel better?

Just wondering…
http://www.McKainViewpoint.com Scott McKain

Gil — I'm honored and humbled to have been chosen to be a small part of your phenomenal and important effort. I hope that all will check out the terrific site Gil & company have assembled — you will have your batteries charged and spirits lifted by doing so!

http://lifeasahuman.com

Thanks!

Scott