Lessons from the Golden Globes on how to win over an audience.

By Amber Hudson and Luke Sklar

At EIM we love memes, Justin Bieber and football.  And we love award shows. So it was with unbridled enthusiasm that I settled in this past Sunday to watch the Golden Globes.   There were the standard issue spectacles:  the dresses, the whacky acceptance speeches (ahem Jacqueline Bisset), the fake-happy losers.  But it was Tina Fey and Amy Poehler that were the main attraction.  In a world where hosts are lucky to get a split decision on their performance, Tina and Amy nailed it.  They were crass, insulting, lewd…and everyone loved it:

”Gravity,’ the story of how George Clooney would rather float away into space and die then spend one more minute with a woman his own age.’

Matthew McConaughey is here. For his role in Dallas Buyers Club, he lost 45 pounds, or what actresses call ‘being in a movie.”’

“The Black List” is “who’s invited to my room tonight — I’m talking to you, Somali pirates. ‘I am the captain now!’”

Where Ricky Gervais rankled many, Tina and Amy insulted with glee and felt the love.  What is it about them that lets them get away with murder?  It’s their self-deprecating humor, their ability to play off each other, the clever jokes based on truth and that knowing twinkle in their eyes that made it all work.  Plus they are well-respected comediennes that have proven themselves in the eyes of their peers.

So what’s the lesson for marketers to win an audience (your peers, your team, your customer):

  • Be lovable but respected, you have to back it up with the goods
  • Have a partner in crime, someone to back you up because let’s face it, it’s lonely up there
  • Don’t take yourself too seriously.  Come on, laugh at yourself once in a while
  • And your message must be based on a real insight otherwise it’ll fly over the collective heads of your audience (“Tam Honks”…did anyone get that??)

Tina and Amy have nailed the formula, drawing massive praise from the Hollywood elite and us laymen fans alike.  That is until Tina Fey’s prediction comes true:  “This is Hollywood; if something kind of works, they’ll just keep doing it until everybody hates it.”