Let me set the stage: I’ve read the book, devoured every magical page. I’ve seen the musical not once, but twice, marveling at the dazzling performances that left me breathless. And yes, I was that person—sitting in the theater on opening weekend, popcorn in hand, ready to finally see Wicked on the big screen. Obsessed? Maybe just a little. But can you blame me? It’s Wicked!
I laughed, I cried (oh, did I cry), and I found myself completely swept away once again by the story of Elphaba and Glinda. Their journey, their friendship, their heartbreak—it’s all so enchanting. Watching it all unfold in a theater full of fans like me, gasping and cheering together, was pure magic.
Musicals hold a special place in my heart. When I was 15 years old, I met my now-husband in musical theater, and we’ve been musical junkies ever since. The connection, the storytelling, the pure artistry—it’s our shared love language. So Wicked has always been a favorite, blending all the things we adore with that touch of magic that makes it unforgettable.
But here’s where my marketing brain kicked in, and I started to see Wicked in a whole new light. The story of Elphaba and Glinda is a masterclass in storytelling, perception, and connection, the very things that make marketing so powerful. Just like in Wicked, marketing is about uncovering the truth of who you are (your brand’s “Elphaba moment”), shaping how the world sees you (a little “Glinda sparkle”), and finding the courage to tell your story authentically, no matter how it’s received.
It’s a reminder that the most successful brands and the most memorable stories are the ones that dare to be different, that embrace their uniqueness, and that connect deeply with their audience. Wicked has always been magical, but this time, it sparked something even deeper for me. Now, as I rewatch it on repeat (which is happening soon, I promise), I know I’ll be inspired not just by the characters, but by how their story mirrors the art of creating a brand that truly resonates. So good! ✨
When building a brand that captivates, connects, and truly stands out, the musical-turned-movie Wicked is brimming with lessons for heart-centered entrepreneurs. It’s more than a story about witches, it’s a masterclass in embracing your unique magic, reframing perspectives, and creating a lasting legacy.
For purpose-driven businesses like yours, there’s magic in thinking differently about your marketing, just as Wicked turns the story of Oz on its head. Let’s dive into what Wicked can teach us about crafting marketing that feels authentic and enchanted.
1. Embrace Your “Green”
In Wicked, Elphaba struggles with being different. Her green skin feels like a flaw, but as the story unfolds, we see that her uniqueness is her strength.
As an entrepreneur, your “green” is what makes your brand memorable. Whether it’s your story, perspective, or how you deliver your services, your uniqueness is your superpower. Don’t dilute it, lean into it.
What this means for you: Your clients are drawn to what makes you you. Share your journey, celebrate your quirks, and let your brand reflect your authentic self.
2. Your Story is Your Magic Wand
The magic of Wicked lies in its storytelling. We learn the why behind characters we thought we knew, and it transforms how we see them.
The same goes for your brand. Sharing your story—the challenges, breakthroughs, and moments of clarity allows your audience to connect with you on a human level. People don’t just buy products or services; they buy into the person or mission behind them.
Action Step: Write your brand’s “origin story.” What inspired you to start your business? Share it in an email, on social media, or on your website to deepen connections with your audience.
3. Perspective is Everything
One of Wicked’s greatest lessons is that perspective matters. What we thought was the Wicked Witch’s story turns out to be something completely different when told from Elphaba’s side.
For your business, this means looking at your marketing through the eyes of your audience. What do they want? What are their fears and frustrations? How can you help them feel understood and supported?
How to apply this: Craft messaging that addresses your audience’s biggest challenges and paints a picture of how their lives could change after working with you. Show them you’re the guide they’ve been searching for.
4. Build Powerful Partnerships
Elphaba and Glinda are an unlikely pair, but they create something extraordinary together. Partnerships in marketing can be just as magical.
Collaborating with other businesses that share your values can amplify your reach and add even more value for your audience. Partnerships are a win-win, whether it’s a joint webinar, a co-authored blog, or a referral exchange.
Your next step: Identify one business or entrepreneur whose mission complements yours. Reach out with an idea for collaboration and watch the magic unfold.
5. Don’t Forget the Call to Action (CTA)
Every big moment in Wicked comes down to a clear choice, whether defying gravity or embracing the unknown. Your marketing needs clear CTAs that guide your audience to take action.
Your CTA should be direct and compelling, whether it’s scheduling a call, signing up for your newsletter, or downloading a free resource.
Quick Tip: Every piece of marketing: blogs, emails, social posts should have one clear, actionable next step. Don’t leave your audience wondering what to do next!
6. Think Legacy, Not Just Sales
At its core, Wicked is about creating a lasting impact. Elphaba’s actions ripple through Oz, reshaping it forever. Your marketing should aim for the same: a lasting impression that goes beyond transactions.
When your audience feels connected to your mission, they’ll become loyal fans and advocates for your brand. That’s the real magic.
Make it happen: Align your marketing with your values and vision. Share how your work creates positive change, and invite your audience to be part of something bigger.
Wicked Promotion Ideas for Retailers & Service-Based Businesses
Here are some enchanting ideas for retailers and service-based businesses to leverage the “Wicked” movie theme in their promotions:
For Retailers:
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“Defy Gravity” Discounts
Offer progressive discounts that “rise” throughout the day. For example, start at 10% in the morning and increase by 5% every two hours. -
Emerald City Display Contest
Decorate your store in Emerald City green and encourage customers to post selfies in-store with your “Wicked” display for a chance to win a gift card. -
Good Witch vs. Wicked Witch Shopping Bags
Provide customers with themed reusable shopping bags: a sparkly “Glinda” design for shoppers spending over a certain amount and a bold “Elphaba” design for VIP customers. -
Flying Monkey Flash Sales
Announce surprise flash sales throughout the week via social media, using a flying monkey GIF or theme to grab attention. -
Ruby Slippers Rewards
Hide small red slipper props or tokens around the store for customers to find and redeem for discounts or small freebies.
For Service-Based Businesses:
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“Spellbinding Services” Package
Offer bundled services as a limited-time “Wicked Transformation” deal. Use language like “Turn your brand into pure magic!” or “Transform your business with our enchanting offer!” -
“No Place Like Home” Campaign
For home services, emphasize comfort and convenience with themed messaging, e.g., “Bring Emerald City magic to your home” for cleaning or decorating services. -
Behind the Curtain Insights
Host a workshop or webinar titled “Behind the Curtain” where you reveal industry secrets, tying it into the Wizard of Oz themes. -
Witchy Wellness Day
Wellness or spa businesses can create packages like “Glinda’s Glow Facial” or “Elphaba’s Detox Treatment” for a fun thematic experience. -
Enchanting Client Spotlight
Feature client success stories as part of a “Wickedly Wonderful Transformations” series on your blog or social media.
Universal Ideas (Retailers & Service-Based Businesses):
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Emerald City Giveaways
Host a raffle for anyone who makes a purchase or books a service during the promotion period. Grand prizes could include themed items or discounts. -
Wicked Watch Party Kits
Sell or give away kits with popcorn, candy, and a “Wicked” playlist to help customers enjoy the movie at home. -
Social Media Spell Challenge
Ask followers to “cast a spell” on their favorite product or service by sharing creative captions. Reward winners with themed prizes. -
Wizardly Referrals
Reward customers who refer new clients or shoppers with discounts labeled as “Magic Credits” or “Emerald Dollars.” -
Glinda’s Goodies vs. Elphaba’s Exclusives
Offer two themed deals and let customers choose their “side” to create excitement and engagement.
These ideas can infuse the magic and intrigue of Wicked into your marketing campaigns, drawing in customers while celebrating the cultural moment. Let us help you customize these campaigns for your brand!
Creating value-driven, heartfelt ideas that resonate with small businesses and their audiences is the perfect way to amplify the “shop small” movement. Here’s how you can inspire connection, community, and collaboration while encouraging people to support local businesses:
Infusing Wicked movie magic into your “shop small” campaigns can create an enchanting experience that celebrates the arts, community, and the unique stories of small businesses. Here’s a blend of value-driven, Wicked-themed ideas tailored for small business owners and their loyal customers:
“There’s No Place Like Local” Map
- Create a themed shopping map called “The Yellow Brick Route” featuring local businesses as stops along the journey.
- Each stop could represent part of Oz (Emerald City for jewelers, Munchkinland for sweets, etc.), with special discounts or collectibles at each location. Shoppers who visit all locations receive a small prize.
“Defy Gravity” Rewards
- Launch a rewards program where shoppers “rise” through levels to unlock perks:
- Level 1: A small discount or treat from a participating business.
- Level 2: Exclusive “Emerald City” deals.
- Top Tier: Entry into a raffle for a Wicked-themed prize pack with items from local businesses.
“Wickedly Small Wonders” Pop-Up
- Host a Wicked-themed holiday market, featuring local businesses as themed stalls (e.g., Glinda’s Glam for beauty items, Elphaba’s Enchantments for handmade goods).
- Include live performances of Wicked songs by local artists to draw crowds and amplify the arts.
“The Wizard’s Workshop”
- Offer DIY classes or workshops inspired by Oz:
- A local bakery hosting a “Ruby Slipper Cookie Decorating” session.
- A florist teaching “Emerald City Arrangements.”
- Craft stores offering “Flying Monkey Ornament-Making” for the holidays.
“Glinda’s Glow-Up Giveaway”
- Partner with local beauty and wellness businesses for a Wicked makeover contest:
- Winners receive a pampering day inspired by Glinda, with services like facials, massages, and hair styling from small businesses.
“No Wicked Witching Hour” Extended Hours
- Host late-night shopping events called “No Wicked Witching Hour” with special after-dark deals and refreshments.
- Decorate shops with green and glittering lights to evoke the Emerald City vibe.
Small Business Spotlight: “Behind the Curtain”
- Create a series of short videos or blog posts showcasing the stories of local businesses, titled “Behind the Curtain.”
- Highlight the heart and craft behind the scenes, weaving in Wicked themes like transformation and individuality.
“Fly, My Pretties!” Social Media Challenge
- Ask shoppers to tag local businesses in photos showcasing their Wicked-themed finds.
- Reward participants with chances to win “Emerald City Gift Packs” filled with products or gift cards from participating businesses.
“Spellbinding Surprises” Shopping Bags
- Offer surprise bags at a flat rate with items donated by local businesses. Name them:
- Glinda’s Goodie Bags: Soft, sparkly, and delightful surprises.
- Elphaba’s Enigmas: Bold and mysterious treats.
“Wicked Witches & Good Deeds” Charity Tie-In
- Run a promotion where a portion of proceeds from certain products or services is donated to a local charity.
- Tie it into Wicked by calling it “Glinda’s Gifts for Good” or “Emerald City Kindness.”
“Emerald City Passport”
- Hand out Wicked-themed passports shoppers can get stamped at participating businesses.
- Customers with fully stamped passports are entered into a drawing for grand prizes, like a “Day in Oz” featuring discounts, free services, or themed goodies.
“Oz-Some Holiday Bundles”
- Collaborate with local businesses to create themed gift boxes:
- Glinda’s Glam Box: Beauty and self-care items.
- Elphaba’s Enchantment Kit: Spooky or unique handmade goods.
- Munchkinland Delights: Treats from local bakeries and cafes.
“Magic in the Making” Event
- Host a Wicked-inspired live crafting event where customers can create personalized gifts, like “Ruby Slipper” charms or “Emerald Green” ornaments.
- Feature booths from local makers offering themed crafts.
“Defy Gravity Days” Challenges
- For service-based businesses, create fun challenges for clients like:
- A local gym encouraging members to “defy gravity” with fitness goals.
- A photographer offering “flying” photo sessions with themed props or backdrops.
“Oz-Factor” Thank You Gifts
- Thank loyal customers with Emerald City-themed “Shop Small” gifts:
- Candles named “Glinda’s Glow” or “Elphaba’s Essence.”
- Mini “Spellbooks” with discounts or small tokens from participating businesses.
These Wicked-themed ideas tap into the musical’s magic while celebrating the local shops that bring joy and community spirit to life. With campaigns like these, you’ll enchant customers and show them that small businesses are truly the heart of their communities.
Ready to Defy Gravity with Your Brand?
Wicked teaches us that embracing who we are, telling our stories, and staying true to our purpose can create lifetime magic. Whether crafting a brand, launching a new campaign, or simply trying to connect more deeply with your audience, the lessons from Wicked remind us to lead with authenticity, courage, and a little enchantment.
Want to keep the magic happening to your brand? This Black Friday, we are launching the Magical Marketing Membership!
This isn’t just another program for the purpose-driven entrepreneur—it’s an enchanted journey to clarity, growth, and authentic brand-building. 🌈
Your brand is ready to defy gravity. Let’s awaken your magic together! ✨
Ready to spark your unique opportunities and ignite your marketing?
Here are three ways to work with us:
📞 Schedule a Complimentary 15-minute Call, and let’s delve into your goals and answer any questions.
📘 Read Beverly’s book Marketing For Entrepreneurs, filled with actionable steps to help make your brand and business shine even brighter.
🎙️ Listen to Beverly’s Podcast to get inspired and gain new business and marketing insights.
🎓 Enroll in Our Courses designed to bring clarity to your business efforts. They’re easy to understand and self-paced, perfect for busy entrepreneurs like you.
