What Transformers Can Teach Us About Online Business
Posted on July 6, 2007 by
Adie 
Promotion 
14 Comments
Transformers. Good stuff.
Seeing a picture of the cartoon Optimus Prime brings back great memories. Whether it was the cartoon TV show or the Optimus Prime toy I got for my birthday, I loved the Transformers.
If you’re not American or Japanese, you may not understand what I’m talking out. In the US, Transformers was an animated TV series that ran from 1984-1987. It may not have had the biggest TV audience, but the kids who liked it really liked it. They loved the show. Transformers were also these cool automobile toys which could transform into robots. Best toys ever.
Fast forward two decades later, and Transformers is now a summer blockbuster movie. Last Tuesday, Transformers earned $27.4 million dollars (via), which broke the Tuesday movie opening record by over $10 million.
So, how does a kids cartoon from the 1980s become a huge movie hit? How do robot toys translate into a $27 million payday?
The answer: rabid, passionate, cult-like fans.
Transformers was never really big until this week. The cartoon TV show didn’t have too many viewers. The toys didn’t break any sales records. No one waited in line to buy the newest Transformers robot toy. However, it had potential to become big because of its fans.
Now I’m not the biggest Transformers fan. I don’t dress up in Transformers costumes. But Transformers impacted my childhood so much that I asked all my friends to watch Transformers with me. What you have to realize is I don’t like going to the theater. In fact, I can’t remember the last time I went there.
Here’s more evidence of Transformers’ rabid fanbase. The movie viewers were split between 60% male and 40% female. That’s a lot of guys convincing their girlfriends to watch an action flick filled with talking robots :)
So, what does Transformers have to do with online business?
Simple. Are you building a business that will attract a passionate fanbase? Will a group of people be excited with your products or services?
I use the word excited because no one becomes a fan without some kind of excitement or passion.
And here’s what is great about true fans. They will market and promote your product for free. But if you don’t have fans… well, let’s just say your advertising budget will feel it.
Here are some quick examples of this phenomenon I call
small but passionate fanbase = big payday.
* Writely (free web-based word processor) bought by Google
* Blogger (blogging web-based software) bought by Google
* Reddit (Digg-like site) bought by Condé Nast, Wired Magazine’s Publisher
* Flickr (photo-sharing site) bought by Yahoo
Since you’re in online business, you don’t have to wait long for your big payday. Internet social media creates fanbases quickly. The reach of the internet allows you to attract fans from all over the world.
You don’t have to make something big. Many php programmers could’ve programmed the first version of Digg. You just have to come up with a good idea and execute it well. You just have to make something remarkable enough to draw a passionate fanbase.
So, make something people will love - not just like. Market it well and pretty soon a big player will come, see your fanbase, and give you a big payday.
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hi,
I watched the movie the other day too. I think it’s a great movie by itself although I didn’t keep too much memory from the original cartoon series. i certainly hope the online business I’m working on is something that can attract all the passionate people online. Please have a look at the website at:
http://www.bravisa.com
and let me know if you like it.
Thanks!
Lei
I remember those toys were EXPENSIVE. I loved those toys but I was never able to buy one, my friends had alot. Now that I can buy as many of them as I want, they don’t seem that cool. For some reason a ferrari seems cooler but when I can buy one without hesitation or regret I’ll probably want a yacht. Life isn’t fair.
Aye, life isn’t fair. This is Spartaaaaaaaa!
My favourite part of the movie is when he goes ” I AM OPTIMUS PRIME”
Nice idea. But you haven’t mentioned how much you have to invest in getting license before you can use some cult stuff. No matter is it an AC/DC song, Transfomers, Batman, Spiderman, Barbie, Star Wars or Commodore. Everything counts on large amounts, and it’s really difficult to find hot idea that people may love without investing six figures, I think.
It wasnt mentioned because the writer is not talking about an outsider investing in some cult phenomenom (and paying for the rights therein). he is using this pop culture toy/show Transformers as an example of A product that had a very specific, small, yet passionate following and exploited that 20 years later.
Dee is talking about getting ideas similar to developing Kill Bill for fans of Asian action movies, for e.g., or am I wrong? I say okay, but money for licensing was not mentioned, so someone might think all that “old cool” stuff is not copyrighted. It’s difficult a lot, to find something that is hot and still free, imo. But maybe you don’t have a problem =)
I was writing from the small business’ point of view. If you’re the small business with passionate fans, you can let the big companies outbid each other for the licensing of your brand :)
What Next?
My guess is that G.I.Joe is the next.
Actually, I think I read somewhere that the producers of Transformers were thinking of producing a G. I. Joe movie instead of a Transformers movie.
This is great analogy. In business, it is important to have patience. We can learn from the example of merchants who sell goods with the least profit but still earns more because people choose products with cheap price..
I also like the movie. It is great that you shared some insights about the impact of transformers to business. I like the way you compared the relevant issues.
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