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chapter 14 Designing the Marketing Program for The Lord of the Rings McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Presentation on theme: "chapter 14 Designing the Marketing Program for The Lord of the Rings McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved."— Presentation transcript:

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2 chapter 14 Designing the Marketing Program for The Lord of the Rings McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

3 Designing the Marketing Program — Today’s Objectives Objectives will be to: Explore the levers for the marketing of The Lord of the Rings (LOTR) Examine how The Lord of the Rings marketing plan connects to the relationship stages Assess how and why The Lord of the Rings performed given its marketing plan

4 The Planning Stages as They Relate to LOTR The Role of LOTR Partnerships The LOTR Marketing Levers Through the Relationship Stages The Marketspace Matrix for LOTR Conclusion Chapter 14: Designing the Marketing Program

5 The Planning Stages as They Relate to LOTR The Role of LOTR Partnerships The LOTR Marketing Levers Through the Relationship Stages The Marketspace Matrix for LOTR Conclusion

6 4. Crafting the Customer Interface 1. Framing the Market Opportunity 2. Formulating the Market Strategy 3. Designing the Customer Experience Overview of the LOTR Brand 5. Designing the Marketing Program 6. Leveraging Customer Information through Technology 7. Evaluating the Marketing Program Strong, popular brand General target: yr. old (male emphasis) Core target: yr. old males

7 Appropriateness of an Online Interactive Campaign Two important issues to consider when determining the appropriateness of an online marketing campaign: Two important issues to consider when determining the appropriateness of an online marketing campaign: Fit With the Target Audience What are the Internet usage characteristics of the target audience? Fit With the Target Audience What are the Internet usage characteristics of the target audience? Fit With the Internet Does the personality of the product align well with the Internet? Fit With the Internet Does the personality of the product align well with the Internet?

8 Exhibit 14.2: Expanding the Base

9 Exhibit 14.3: Timing

10 4. Crafting the Customer Interface 1. Framing the Market Opportunity 2. Formulating the Market Strategy 3. Designing the Customer Experience Overview of the LOTR Brand 5. Designing the Marketing Program 6. Leveraging Customer Information through Technology 7. Evaluating the Marketing Program Strong, popular brand General target: yr. old (male emphasis) Core target: yr. old males Functionality Intimacy Evangelism

11 Exhibit 14.4: Stages of Desired Experience StagesSpecial “Metrics” for The Lord of the Rings Experiencing Functionality Trailer and video materials for viewing readily available Navigation is simple and clear for downloads, community, cast and crew information Easy sign up for and promotions on homepage Direct links for actions including ticketing, online ship sales and merchandising Experiencing Intimacy Website visitors articulated the value they derive from the site experience Consumers “trust” the information they find on the site Strong community has developed within site areas interaction allowed for open, clicking and forwarding to others Experiencing Evangelism Strong evangelical support from the user base Trailer and new content postings are seeded throughout community areas as well as on other sites and posting boards Creates a strong sense of consumer ‘ownership’ of the brand The website becomes a trusted friend

12 4. Crafting the Customer Interface 1. Framing the Market Opportunity 2. Formulating the Market Strategy 3. Designing the Customer Experience Overview of the LOTR Brand 5. Designing the Marketing Program 6. Leveraging Customer Information through Technology 7. Evaluating the Marketing Program Strong, popular brand General target: yr. old (male emphasis) Core target: yr. old males Functionality Intimacy Evangelism Design the 7Cs

13 Exhibit 14.5: The 7Cs of

14 Exhibit 14.9: Does Ticket Purchase End the Customer Relationship? Definitely going to purchase POV 2 Tickets are purchased In this scenario, getting consumers to buy tickets to the movie is the end goal, after which the customer relationship is dissolved Definitely going to purchase POV1 New Line continues to deepen the customer relationship Merchandise Home entertainment Updated website Tickets are purchased OR Commitment Dissolution Commitment

15 Is Purchasing a Ticket Effectively Dissolution? Point-Counterpoint

16 4. Crafting the Customer Interface 1. Framing the Market Opportunity 2. Formulating the Market Strategy 3. Designing the Customer Experience Overview of the LOTR Brand 5. Designing the Marketing Program 6. Leveraging Customer Information through Technology 7. Evaluating the Marketing Program Strong, popular brand General target: yr. old (male emphasis) Core target: yr. old males Functionality Intimacy Evangelism Design the 7Cs Planning the Relationship Stages

17 Awareness Exploration/ Expansion Commitment Recognition of The Lord of the Rings Knowledge that the movie is coming out Initial awareness of the books and themes of the trilogy Further understanding about plot, characters, etc. Consumers actively finding out about the movie People spreading the “buzz” Growing desire/intent to see the movie Definite intent to see the movie High level of understanding about The Lord of the Rings Recruiting others to explore and to become committed Purchase tickets to the movie Exhibit 14.10: New Line’s Objectives Across the Relationship Stages

18 Chapter 14: Designing the Marketing Program The Relationship Stages as They Relate to LOTR The Role of LOTR Partnerships The LOTR Marketing Levers Through the Relationship Stages The Marketspace Matrix for LOTR Conclusion

19 4. Crafting the Customer Interface 1. Framing the Market Opportunity 2. Formulating the Market Strategy 3. Designing the Customer Experience Overview of the LOTR Brand 5. Designing the Marketing Program 6. Leveraging Customer Information through Technology 7. Evaluating the Marketing Program Strong, popular brand General target: yr. old (male emphasis) Core target: yr. old males Functionality Intimacy Evangelism Design the 7Cs Planning the Relationship Stages Integrated plan

20 Exhibit 14.11: AOL and The Lord of the Rings Corporate Synergy Web

21 Chapter 14: Designing the Marketing Program The Relationship Stages as They Relate to LOTR The Role of LOTR Partnerships The LOTR Marketing Levers Through the Relationship Stages The Marketspace Matrix for LOTR Conclusion

22 Online Levers Offline Levers Movie trailers TV commercials Radio Outdoor ads Print ads Retail point-of-purchase displays Partnerships and national promotions Burger King JVC Barnes and Noble American Library Association-Teen Read Week TV promotions-The WB Network Long-lead and fast-breaking campaigns TV programming and special promotions Movie trailers TV commercials Radio Outdoor ads Print ads Retail point-of-purchase displays Partnerships and national promotions Burger King JVC Barnes and Noble American Library Association-Teen Read Week TV promotions-The WB Network Long-lead and fast-breaking campaigns TV programming and special promotions AOL welcome page Moviefone ICQ Netscape Spinner Winamp Digital City Compuserve AOL Service tie-in Fansites New Line contests Online magazine promotions NYTimes.com AOL welcome page Moviefone ICQ Netscape Spinner Winamp Digital City Compuserve AOL Service tie-in Fansites New Line contests Online magazine promotions NYTimes.com Exhibit 14.18: The Levers — Awareness Stage

23 Prominent magazine coverage TV programs Publisher Houghton Mifflin: New book covers for The Lord of the Rings ALA Promotion: Teen Read Week Offline references to the website Movie trailers PR coverage Prominent magazine coverage TV programs Publisher Houghton Mifflin: New book covers for The Lord of the Rings ALA Promotion: Teen Read Week Offline references to the website Movie trailers PR coverage LordoftheRings.net website AOL Keyword “Lord of the Rings” Syndicated content marketing Apple Quicktime In-theater sweeps E! Online promotion LordoftheRings.net website AOL Keyword “Lord of the Rings” Syndicated content marketing Apple Quicktime In-theater sweeps E! Online promotion Exhibit 14.23: The Levers — Exploration/Expansion Stage Online Levers Offline Levers

24 Merchandising Publisher-Houghton Mifflin tie-in books Theatrical trailer (Fall 2001) Sci-Fi Channel special, “Cinema Beyond: A Passage to ‘Middle-earth’” Conventions (Comicon) Warner Bros soundtrack Merchandising Publisher-Houghton Mifflin tie-in books Theatrical trailer (Fall 2001) Sci-Fi Channel special, “Cinema Beyond: A Passage to ‘Middle-earth’” Conventions (Comicon) Warner Bros soundtrack LordoftheRings.net website Screensavers Wallpaper Ticketing AOL Wireless and VoiceStream Amazon LordoftheRings.net website Screensavers Wallpaper Ticketing AOL Wireless and VoiceStream Amazon Exhibit 14.26: The Levers — Commitment Stage Online Levers Offline Levers

25 Movie trailers TV commercials Radio Outdoor advertising Print advertising Point-of-purchase displays Partnership and Promotion Burger King Etc. Offline Online Prominent Magazine Coverage TV Programs Publisher Houghton Mifflin: Book of LOTR ALA Promotion: Teen Read Week Offline References to the Website High-profile movie premieres Mercahndising Publisher-Houghton Mifflin tie-in: Book of LOTR Theatrical Trailer (Fall 2001) Sci-Fi Channel Special Conventions (Comicon) Soundtrack AOL AOL Web Properties: MovieFone, ICQ, Netscape, Additional Levers, other AOL Properties AOL Service Tie-In Fansites New Line Contests Online Magazine Promotions Etc. LordoftheRings.net website AOL Keyword LOTR, lord of the rings “Syndicated” Content Marketing Apple QuickTime In-theater sweepstakes E! Online Promotions LordoftheRings.net Screensavers Wallpaper Ticketing AOL Wireless & VoiceStream Amazon.com Community partnerships with Netscape and ICQ Awareness Exploration/ Expansion Commitment Exhibit 14.27: The Levers Across the Stages

26 Chapter 14: Designing the Marketing Program The Relationship Stages as They Relate to LOTR The Role of LOTR Partnerships The LOTR Marketing Levers Through the Relationship Stages The Marketspace Matrix for LOTR Conclusion

27 Downloads Magazine covers/feature articles LOTR store, LordoftheRings.net, downloads, ticketing, trailers Outdoor ads, newspaper ads, magazine ads, movie trailers, TV commercials, radio, point-of-purchase displays AOL Moviefone, AOL service tie-ins, New Line contests, online magazine promotions Mass marketing channels (billboards, TV, radio, major Internet portals) Newspapers, magazines Movie theaters Consumer to consumer — “have you heard about...” Consumer to consumer – deeper interactions, chats/message boards, reading the LOTR books Online community building sites and developing content, going to the movie Price Distribution Communication Product Community Branding Awareness-oriented mass marketing levers, other partnerships (JVC, Burger King) Magazine covers, online partnerships LOTR merchandise LOTR merchandise, downloads, the Movie, wireless ring tones and phone icons Awareness Exploration/ Expansion Commitment Exhibit 14.28: Marketspace Matrix for LOTR

28 Chapter 14: Designing the Marketing Program The Relationship Stages as They Relate to LOTR The Role of LOTR Partnerships The LOTR Marketing Levers Through the Relationship Stages The Marketspace Matrix for LOTR Conclusion

29 Designing the Marketing Program — Conclusion The marketing objectives for each phase should be defined clearly and should provide a clear path to advance customers through each of the phases. Leveraging The Lord of the Rings brand and successfully integrating the offline and online levers to give consumers a consistent experience and to drive them toward commitment were keys to the campaign. New Line leveraged the power of individualization and interactivity wherever possible. The power of the offline levers to advance customers to commitment increased dramatically when augmented by the 2Is of the online levers.


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