1 / 30

Mixing, Branding and Communicating

Chapter 8 delves into the essential 4 Ps of Marketing as they apply to the entertainment sector. It covers how to optimize the audience experience (Product), choose the right venues and platforms (Place), determine pricing strategies (Price), and effectively communicate through various promotional tactics (Promotion). Additionally, the chapter highlights the importance of understanding target markets, branding, and building brand equity to enhance consumer engagement. This comprehensive guide serves entertainment professionals looking to maximize their marketing impact.

ince
Télécharger la présentation

Mixing, Branding and Communicating

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mixing, Branding and Communicating Chapter 8

  2. 4Ps of Marketing Adapted for Entertainment • Product (audience experience) • Place (venue, destination, Internet) • Price (ticket cost; audience investment) • Promotion (information, persuasion, and incentives) • Target Market (audience usage segments)

  3. Experience as Product • Content • Packaging and design • Service • Branding • Image and position

  4. Investment or Expenditures as Price Ticket cost or travel fare • Normal or usual • Promotional

  5. Venue and Destination as Place • Reservation system • Third party retailers • Web sites

  6. Promotion • Advertising media • Merchandising • Public relations • Brochures • Databased marketing

  7. People, the Missing P • Audiences, travelers, shoppers • Employees and staff, third party suppliers • Community surrounding venue or destination

  8. Marketing Mix Extenders • Front line or contact employees • Internal marketing • Physical setting

  9. Lieberman’s C Mix • Content • Conduit • Consumption • Convergence

  10. Entertainment Branding • Venue brands • People and organization brands • Sports teams • Bands • Films • Geographic location

  11. Audience-based Brand Equity A brand’s power rests with the audience • Brand awareness - recognition and recall • Brand image - brand attributes and benefits • Points of parity, points of difference • Brand loyalty - how important for entertainment?

  12. Brand Positioning A brand’s position is its place in the audience member’s mind Means-end chain: brand attribute > benefit > end benefit what it has > what audience gets> what the audience values

  13. Positioning Strategies • Feature - physical attribute • Benefit - what audience gets emotionally from experience • Usage occasion - when it happens • User category - audience segment • Competition - what makes it better than • Number one - category leader • Exclusivity - limited access, membership

  14. Promotion Strategies • PUSH - promotion directed at retailers or sellers of entertainment • PULL - promotion directed at audience members

  15. Brand and Line Extensions Brand extension - brand enters another entertainment or experience category (Disney enters the hotel business) Line extension - new brand in same category (new Hilton hotel) Licensing - brand uses its image and logo to change genres; outside company markets branded merchandise

  16. Licensed Critters

  17. Brand Helpers • Characters - personality identified with the brand - GEICO gecko • Synergy - revenue streams from licensing, merchandising, sponsorship • Slogans - campaign theme or phrase - “What happens in Las Vegas stays in Las Vegas”

  18. Brand Character

  19. Audience Aggregates Current users - rewarding message New/non-users - educational or persuasive message Competitive users - promotional message

  20. Communication Objectives Category need - convince a new user to try the genre first before a specific brand Awareness - develop brand recognition and recall Attitude - develop, maintain, or change Purchase intention - stimulate intention to buy tickets

  21. Writing Objectives Communication will ____ ____% objective measure of ______ that ______ will do something usage segment brand name within ____ . time limit Communication will convince 40% of theme park visitors that Six Flags is the best park experience within two months .

  22. Action Objectives • Buy a ticket to a concert • Subscribe to a season • Travel to a destination • Book a reservation to a resort • Visit a park or attraction • Play a game at a casino

  23. Message Development for User Aggregate • Informational or educational message (new users) • Persuasive message (light users) • Reminder message (heavy users)

  24. Managing Communication Strategies and Tactics • Manage the audience • Manage the creative • Manage the brand • Manage the media (ZAGAT, reviewers)

  25. Brand Management?

  26. Communicating Across Borders • Same product/same communication • Same product/different communication • Different product/same communication • Different product/different communication

  27. Different product/same communication

  28. Global Communication Strategies Promotion • Standard/central • Decentralized/autocratic • Central /locally produced Cultural considerations • Language • Collective or individual perspective • Expression • Social norms and cultural values • Gender roles

  29. Different productDifferent communicationGlobal brand /local music

  30. Questions • When is point of parity a better strategy for positioning than point of difference? • What is the difference between integrated and convergent communication strategies? • How would you state a communication objective for promoting travel to Mumbai, India to active seniors who like to travel?

More Related