I created an article for you that mixes two aspects of marketing with an alloy on the carrier film. As surprising as it is, I asked myself the question of an economic model like that of this series and above all, how does Franck manage to find customers: How does the transporter put his company for his cause? How do they find customers? How does he charge dearly for his services?
Do you know the film series “The transporter”?
This Franco-American series takes us into the world of organized crime with a character who attracts as much as he can revolt because of his somewhat illicit activity.
Jason Statham (and who made him known at the age of 35) plays the role of Franck as the main character with François Berléand as a police officer and a friend. His activity is to transport illegal goods, kidnapping, and can even help the escape of bank robbers in black luxury limousines.
In addition, Franck has the nasty habit of getting involved with the local mafia.
What you can see right away is that the main character, like most mortals, does not have financial problems. He’s not “bling-bling” either.
But he does not get up in the morning with the question of how much he must bring into the household to continue living. I think that’s the first thing you can see in the very first seconds of the first movie. Beautiful cars (funded by a partnership with a German brand), a house by the Mediterranean… he can stop working when he wants (more than € 40,000 per service).
Another angle that we can see is that he leads a rather tidy life by the water. A kind of cushy between the action scenes while he seeks to live as quietly as possible (to work on the image of the anti-hero).
Again, you can identify with it.
And that’s why I wrote this article. I think of all the freelancers and freelancers who have to design their sales system.
I also have a tendency to analyze everything from a film, an advertisement, or even a story.
I even think that a sales system that works is a system that fits our principles.
How to easily enter a mafia universe that does not belong to us? Or how to conquer an unknown territory?
To enter more easily into the life of this character who is extraordinary, we present him with his weaknesses so that the public can better identify.
This is why in general, in the middle of the films, of this series, you have an emotional sequence.
When you enter this living environment, you want to enter it completely until the film begins and the troubles are linked (fortunately, because without that we would be bored very quickly).
He has a job that allows him to live freely. And so it makes you dream.
He rides in the most beautiful limousines you can imagine, and in addition, he knows how to use them.
This is what makes this film special. A man who seems to live a banal life (like us) and who happens to him completely crazy adventures because he makes a unique job.
Focusing your profession on a passion and a specific skill can help us create our business
This will not be enough, of course. But if you like speed and beautiful cars (for a rather masculine audience), you can spend more time improving.
The main character does not steal, does not kill (unless attacked), does not rob any bank (he offers a service for robbers). He never associates with criminals (he provides them).
Who wouldn’t dream of having an activity that is a bit on the fringes of the system and that will make you live exciting adventures while remaining financially independent?
Think of a specific skill that removes pain.
Well, that’s what the movie “The Transporter” offers: but what are the links to marketing?
That’s why the film gives it a nice angle. “The nice criminal” in a way that goes fishing like everyone else. That’s why, as spectators, we mix two feelings.
We see someone attracting and rejecting (Cialdini’s rejection rejection). It’s this mixture that made the film work in the 2000s.
But there is something that I have always wondered.
How did he start his business? (I get funny things going to the movies). How does he find his customers?
How does the carrier find its mafia customers to ensure a comfortable retirement?
We are in a model which is not legal and which is done under cover.
So we can’t do Facebook advertising (I believe your account will be deleted immediately) or Adwords.
He must not have 10,000 potential customers who need his services in his catchment area.
At least the typical family is not one to need it (personally, I rather use Chrono post). They are caïds, who in addition tend to turn against him.
He regularly breaks his luxury sedans and therefore requires a high cost in professional fees. This means that his transport company can never compete with companies like DHL.
No ! And yet, this film in a third (deeper) reading can prove to be a real lesson in building a business model (yes, even with films by Luc Besson, it is possible).
We are going to dissect his system.
What criteria does the carrier rely on in its economic model?
Franck aims for the principle of scarcity in an extremely specialized niche with high added value
This type of job does not run the streets. The main character sets the rules and uses the scarcity of his expertise. The refusal of a customer creates a phenomenon of scarcity (see below).
Its economic model being reduced and specialized, it can charge dearly for its services to sin calmly at the water’s edge.
Thus, it focuses only on targeted missions.
We almost have the principle of the blue ocean. He is in a model where his clients are rare, but have a lot of money. The billing level is therefore very high.
It works in a niche where competitors already exist
He specializes in a sector where there is already a market as can be seen in the video above, which means that others are on the run. We see that its competitor can also become a partner.
Commercial negotiation with strict rules
In this excerpt, we see how the transporter constantly sets the rules and shows his client that he is more precise than him. He dominates the negotiation.
He recalls the rules of the trade to be an expert at the end of the interview. We also see the final exchange of transaction money (conclusion phase).
In his commercial negotiations, Franck is more precise than his client (on dimensions).
Its discretion and anonymity build its mark of recognition
“Rule number 2: no name” (extract above).
A fundamental point in its activity: its discretion and anonymity. This strict framework allows him to create mystery and authority.
It increases its perceived value.
What could be more rewarding than a painless service? Or the cleaning is done without the vision of its performer (this is a criterion in luxury hotels). It is also in connection with professions such as lawyers or notaries who have very commendable activities (they do however have the same constraints on advertising which is very regulated in their profession …).
He never looks for his customers, because his customers call him
Franck never looks for his clients (besides he gets rid of them at the end of the film which gives us an ambiguous emotion). They are always the ones who come to him.
The transporter masters inbound marketing methods.
And did you remember how they come to him? By recommendation only.
Why does the carrier choose the exclusive recommendation to prospect its customers?
This is seen in the first episode when one of his clients calls him for “urgent business”. His client has a problem to solve, a thorn in the foot that must be resolved quickly so as not to splash (it will get complicated then).
We are at a high level of a patiently built business where our “hero” has developed step by step his reputation to live as quiet a life as possible and charge the most.
He takes real risks in his business (life and death)
And the best part is that he is ready to sacrifice all his business to defend the widow and the orphan when he considers the cause unjust. (We can see at the end that despite getting rid of his clients who try to kill him and tarnish his reputation, that does not prevent him from having other calls).
Risk taking is intrinsically linked to success.
He takes risks for his client
So take risks and think differently to take voices unexplored by your competitors.
He is the best in his field
He is the best of carriers. Normal, because he is a hero (and anti-hero). So its prices are not negotiable. In the series, we see that he had a military life with long preparations to reach his level of requirement.
What can we learn from this analogy?
A somewhat non-politically correct analogy, but one that helps us better understand the principles of a successful business.
On the one hand, an entertainment film may have completely different language behind it.
Of course, the authors of this film did not have the mission to do a marketing course. They have nevertheless succeeded in demonstrating the main levers of a profitable business serving its creator.
- Principle of scarcity;
- Niches with existing competitors;
- Commercial negotiation with strict rules;
- Creation of a character and embodiment of mystery (personal branding) by ensuring anonymity;
- Risk taking ;
- Reference in its field.
I’m not inviting you to become a mafia of course, it’s a lawfully objectionable subject (although 1/5 of the global economy is considered mafia).
Do you want to improve?
I invite you to go through the codes of this series (but also of another). I invite you to perceive “business models” even while watching an advertisement (the best means in copywriting) or by reading a political speech (they are the best in persuasion). And see if in your activity or that of your customers you “check” the seven essential points that we have listed to create a profitable business model.
Start by listing the things you don’t want to do in your business
If you are looking to start a business, even as a freelancer, it is time to rethink the value that can be distributed. It’s against the grain, but it’s important to start by noting the things that excite us the least.
We will focus on the best we can bring. Because in negotiation, your client will always ask for particulars that do not fit within 100% of the framework that you have set for yourself.
At the start, you will be told that you do not want to work or that you are being too strict.
But it’s the right way.
You are carrying out the plan you have given yourself to give the best of yourself.
Regularly, take the list in question and read it again.
What type of activity will work for you and not vice versa?
Choose your ideal client. This is what I am currently experiencing in the development of my business. The first mistake is to run after the client. What he is looking for is authority, credentials, and value. He’s not looking for someone to stick you behind.
Always think about your ability to surprise.
Think of Amazon which announces two days of delivery to deliver on D + 1.
It’s the same principle as seduction, but it’s even more exciting.
If you do not have an answer following a proposal, do not add any. Contact again later to launch a whole new proposal to a new problem (my provider thinks of me, but does not run after me).
You can very well create a small loyal clientele that follows you for decades
An example in my family. My grandfather from an agricultural background to develop his activity as a real estate agent for farmers. His customers were loyal for decades. And today, one of his grandchildren ensures continuity (even if the business has changed considerably).
Duration becomes rare. This may be a subject of differentiation provided you specialize in a specific field and take risks like the carrier.
I hope this analogy helped you to understand better how to find your system in a new angle and thus find your ideal client. This is what I wanted to share this week.
Last surprise: you can also find a similar article I wrote on this page on outbound marketing and inbound marketing strategies.