Today's consumers across all demographics are living and experimenting in the great playground where marketing serves up new toys on a daily basis - their phones.
We’ve all heard a bedtime story about a young girl who trespasses on the property of an unassuming family of three bears who’ve gone for a stroll while waiting for their porridge to cool. Now if we view Goldilocks’ decision-making process through the lens of the entertainment marketer, there’s a lot to be learned besides a lesson on unlawful entry.
While movie trailers that highlight dramatic and humorous points from a film have been the standard way to capture the attention of moviegoers, entertainment marketers have increasingly been relying on influencer marketing campaigns to reach Millennial and Gen ...
Some of you reading this will remember the 1992 presidential debates with Bill Clinton, Ross Perot, and George H.W. Bush. Many thought Perot was a bit kooky with all of his charts and some of his one-liners. Oh, how Mr. Perot makes the current presidential cycle look tame. And that is about as close as I will get to making this month's column a political missive. Instead, let's talk about TV audiences, Sunday Night Football and Twitter.
Let's face it: No one's heart starts beating faster at the mention of the phrase "panel discussion." Five or six talking heads yammering on from behind a table? What could be a bigger yawn? But if you've ever been to Comic-Con, you've seen the blocks-long queues of fans who line up hours in advance for the chance to witness certain panel discussions-so what gives? What turns a panel from dull to dynamite?
I have written previous articles about how marketers should be testing, learning and quickly iterating on platforms like Snapchat and Instagram to tell their brand stories. And recently, Mary Meeker helped drive home the point about the relevance of such social platforms in her annual Internet Trends report. As a refresher:
Entertainment marketing is busy year-round, but as summer ends and new routines take shape for fall and winter, entertainment marketers have extra timely resources to pull from.
When Advertising Week approaches each year, I imagine the anticipation and sudden flurry of activity we marketers experience is a bit like award season for the entertainment industry. There are industry a-listers, high-profile events, award ceremonies, invite-only dinners... and while we may not have the same fashion sense, we still have photographers waiting at the step and repeat.
In our recent monthly survey on entertainment, we looked into young consumers' spending on everything from TV to the written word, asking them "In an average month, which of the following forms of entertainment do you spend money on?" Their responses paint a clear picture of their disruptive tendencies, and how their spending supports the non-traditional media access that has upended multiple industries. Here are three stats that illustrate their entertainment revolution.
Every September Apple announces big product news. This September continued that tradition with the much-anticipated iPhone7 announcement. The new iPhone7, AirPods and the updated Apple Watch, were all very cool and great steps forward for Apple. What was huge news was that Nintendo's Mario is finally coming to iOS.
I've heard it too many times to count: As I look for celebrities to help promote a brand's campaign, my client tells me, "We want an A-lister." My heart always sinks a little-not because I disagree with the request or because the job is too difficult (although, come on, of course it's difficult!), but because...what does it mean? An A-lister according to whom? By what standard?