Building Entertainment Brands Chapter 9

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)

Experience as product Content Packaging and design Service Branding Image and position

Investment or expenditures as price Expenditure Normal or usual Promotional Venue, destination sales s price Reservation system 3rd party retailers Web sites

Promotion Advertising media Merchandising Public relations Brochures Data based marketing

People, the missing P Audiences, travelers, shoppers Employees and staff, 3rd party suppliers Community surrounding venue or destination

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

Llieberman’s 4 Cs Content - creative property Conduit - delivery venue Consumption - ticket sales Convergence - conversion into a digital format

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

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

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

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

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

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

Licensed Critters

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”

Brand Character

Questions for Discussion How would you explain the difference between integrated and convergent communication strategies to a client who asks? Which positioning strategy is best for a new product that is emerging into a large category of entertainment brands?