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?
Who knew collecting Pokemon via a mobile app could transfix people into doing what marketers always want people to do - get up, out, and engage with a brand while having fun? But entertainment marketers should know leveraging new fads like Pokemon Go are the way to go now.
As I spend my weekends on the beach watching the different habits of the people around me, I've been thinking a lot about how the definition of the term "entertainment" has changed over the years to mean something different, particularly to millennials and Generation Z.
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.
How to get the most out of the stuff you give away.
Snark and the Internet were made for each other. With the rise of social media and digital culture, snark has really evolved into an art form. And a niche industry that can be hard to market to the masses.