Sherlock might be what some would refer to as an
acquired taste. He can be rude and abrasive — not to mention his tendency to notice
every little thing about you. But one thing is certain …
We love him!Between all the
mystery-solving and
bad-guy-stopping, Sherlock manages to give us some marketing lessons and skills that we can use to perfect our craft in the same way he does.
Alrika Möller from media update detects the marketing lessons within Sherlock Holmes adaptations here:
Sherlock Holmes films (2009 and 2011)
This adaptation resulted in two fantastic films, and a possible third one is in the works. We see Robert Downey Junior (RDJ) as the infamous
Mr. Holmes, as he and Watson, played by Jude Law of course, solve cases.
The first film has Holmes and Watson chasing a serial killer that faked his death, while the second film features the
notorious Moriarty trying to start a world war.
RDJ embodies Sherlock Holmes in a way that is just as
arrogant and somewhat
unhinged as he appears in a few of Sir Arthur Conan Doyle's famous novels.
This version of Sherlock uses careful
analysis to
strategise every move before he ever does anything. We can see this in slow-motion sequences where Holmes explains every tiny move and why he will make them
before the actual fight ensues.
Analysis is an important part of marketing. it involves uncovering
small details about your target market, product and overall
public opinion in order to create the best possible marketing strategy.
Without analysis, you will be in the dark about what people think about your product or what your target group even wants. This is why you look at all
media coverage, including
social media, so that you can have all the information and plan out every move in the same way
Sherlock would.
Once you have all the information, you can create a marketing strategy that will speak to your target market. You cannot create a
successful marketing strategy without having all the needed information.
After all, Sherlock Holmes once said,
To a great mind, nothing is little.
Sherlock TV Series (2010 - 2017)
This time the person of Sherlock Holmes is explored by BBC as it tries to envision what our mystery-solving deductionist would be like in
modern times.
Spoiler alert! He is not a
psychopath, but rather a
high-functioning sociopath.
We see Benedict Cumberbatch take on the role with Martin Freeman by his side as Watson. Sherlock is as eccentric as ever, with a great deal of cases to solve. Some of the cases are based on the original
Sherlock Holmes stories with
A Study In Scarlette turning into
A Study In Pink.
As usual, Holmes takes on a great deal of cases from clients, Scotland Yard and even one from Buckingham Palace. During these cases,
no challenge is too scary to take on, and
no problem is too big to solve.
As marketers, it is important to take on the same approach.
Marketing has
no shortage of challenges, and it is your responsibility to take them on with as much
gusto and
enthusiasm as Sherlock Holmes takes on the job of Watson’s best man.
Whether the issue is creating a
fresh new marketing campaign for a well-known brand or addressing an issue within an ad, marketers need to be willing to
take a chance.
All your marketing campaigns won't be winners, and not all your ideas will be
Sherlock Holmes brilliant,
but if you keep at it and get the right help, you will be able to achieve your goals and overcome just about
any marketing challenge.
The key is to keep going, keep trying and be willing. And when things get tough remember the wise words of Sherlock Holmes:
There is nothing more stimulating than a case where everything goes against you.
Elementary TV series (2012 - 2019)
Another great
Sherlock Holmes adaptation is brought to us by Jonny Lee Miller as Sherlock and Lucy Lui as Watson. This time, we find Sherlock as a modern man again with Watson starting out as his new
sober companion.
While the show still refers back to the source material on
numerous occasions, a few changes were made to keep things fresh and new.
In this version of Sherlock Holmes
diversity was quite apparent. With Watson being an Asian-American woman and their main companion in law enforcement being an African American detective, the show was diverse from the start, but they did not stop there.
In season four a woman on the autism spectrum becomes a main love interest for the main character of the show.
The world we live in is
diverse, and it is important for
marketers to reflect that in their
approaches and marketing
campaigns. Inclusivity does not just refer to race but a great deal of other factors as well.
People love to see themselves represented in the world in some way and inclusive and diverse marketing will not only celebrate people of
different backgrounds but open up more possibilities for the brand and prospective customers.
Diversity and inclusivity does not only refer to the faces seen on ads and billboards but the
choice of words used in a marketing campaign and the mediums used to advertise. Include different
perspectives in the discussions around a marketing campaign.
Elementary, my dear Watson.
Is there any marketing wisdom in other Sherlock Holmes adaptations? Let us know if we missed anything in the comment section below.
*Image courtesy of Canva