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 fareNormal or usualPromotional
5 Venue and Destination as Place Reservation systemThird party retailersWeb sites
6 Promotion Advertising media Merchandising Public relations Brochures Databased marketing
7 People, the Missing P Audiences, travelers, shoppers Employees and staff, third party suppliersCommunity surrounding venue or destination
8 Marketing Mix Extenders Front line or contact employeesInternal marketingPhysical setting
9 Lieberman’s C MixContentConduitConsumptionConvergence
10 Entertainment Branding Venue brandsPeople and organization brandsSports teamsBandsFilmsGeographic location
11 Audience-based Brand Equity A brand’s power rests with the audienceBrand awareness - recognition and recallBrand image - brand attributes and benefitsPoints of parity, points of differenceBrand loyalty - how important for entertainment?
12 Brand PositioningA brand’s position is its place in the audience member’s mindMeans-end chain:brand attribute > benefit > end benefitwhat it has > what audience gets>what the audience values
13 Positioning Strategies Feature - physical attributeBenefit - what audience gets emotionally from experienceUsage occasion - when it happensUser category - audience segmentCompetition - what makes it better thanNumber one - category leaderExclusivity - limited access, membership
14 Promotion StrategiesPUSH - promotion directed at retailers or sellers of entertainmentPULL - 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
17 Brand HelpersCharacters - personality identified with the brand - GEICO geckoSynergy - revenue streams from licensing, merchandising, sponsorshipSlogans - campaign theme or phrase - “What happens in Las Vegas stays in Las Vegas”
19 Audience Aggregates Current users - rewarding message New/non-users - educational or persuasive messageCompetitive users - promotional message
20 Communication Objectives Category need - convince a new user to try the genre first before a specific brandAwareness - develop brand recognition and recallAttitude - develop, maintain, or changePurchase intention - stimulate intention to buy tickets
21 Writing Objectives Communication will ____ ____% objective measureof ______ that ______ will do somethingusage segment brand namewithin ____ .time limitCommunication 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 destinationBook a reservation to a resortVisit a park or attractionPlay 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 audienceManage the creativeManage the brandManage the media (ZAGAT, reviewers)
28 Global Communication Strategies PromotionStandard/centralDecentralized/autocraticCentral /locally producedCultural considerationsLanguageCollective or individual perspectiveExpressionSocial norms and cultural valuesGender roles
29 Different product Different communication Global brand /local music
30 QuestionsWhen 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?