As reported by WIRED, HBO fell victim to several hacks over the summer, most notably involving several leaked “Game of Thrones” scripts and episodes. First, a product must be uniquely remarkable. HBO’s offer of high-quality, commercial-free programming definitely fits the bill. Next, the talk trigger must be repeatable for all customers. A show such as “Game of Thrones” has new episodes, a treasure trove of old episodes, cast interviews and fan outreach. HBO’s commercial-free content is a realistic talk trigger because it’s unique and available to every single customer. How much do you really know about your customers? Create candidate talk triggers. Develop a few potential talk triggers based on your research. By gathering intel and piloting potential talk triggers, entrepreneurs can build awareness and encourage the masses to do the marketing themselves.
HBO is in a league of its own. Amazon and Netflix offer high-quality content, but neither platform could garner the attention HBO received after a massive hack this summer.
As reported by WIRED, HBO fell victim to several hacks over the summer, most notably involving several leaked “Game of Thrones” scripts and episodes. HBO refused to pay the millions of dollars in ransom, which led the anonymous hacker to release the content.
Millions of people allegedly watched the leaked episodes before the broadcast. Despite the massive breach, “Game of Thrones” achieved its best-ever ratings last season, according to Variety. The same report notes that other hacked shows, including “Ballers” and “Insecure,” also set new ratings records.
Instead of stealing revenue from the network, these hacks provided free publicity for HBO and attracted new viewers. It’s no accident, though. HBO’s success lies in mastering and wielding a tool I call “talk triggers”: strategic, operational differentiators that compel word-of-mouth advertising.
HBO has perfected the art of creating buzz in a way that most companies fail to grasp. Entrepreneurs inside and outside the entertainment industry can mimic HBO’s tactics to garner interest in their own products or services.
The art of talk triggers.
Successful companies don’t have to market — their customers do it for them. Stellar operations and high-quality products make word-of-mouth advertising inevitable. Customers are eager to tell their friends about companies that consistently exceed expectations, building an army of brand ambassadors as word spreads.
Talk triggers are not an accident; they are a plan. Every company has differentiators, but not every differentiator qualifies as a talk trigger. For people to advocate for the brand of their own volition, companies must provide something worth discussing.
First, a product must be uniquely remarkable. HBO’s offer of high-quality, commercial-free programming definitely fits the bill.
Next, the talk trigger must be repeatable for all customers. A show such as “Game of Thrones” has new episodes, a treasure trove of old episodes, cast interviews and fan outreach. A single event might be a talking point, the conversation will die down within a week if it’s not a regular part of the company’s offering.
Talk triggers must be realistic. If they’re too grandiose, customers will become suspicious. HBO’s commercial-free content is a realistic talk trigger because it’s unique and available to every single customer. A contest to put a fan in an episode would certainly be interesting, but it would never become a consistent talk trigger; only one person would win, and the prize is too large in scale for a wider audience to care for long.
Finally, talk triggers must be relevant to a company’s core business proposition. If the word-of-mouth message…
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