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Mixing, Branding and Communicating

Mixing, Branding and Communicating. Chapter 8. 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).

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Mixing, Branding and Communicating

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  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?

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