• Reframe Your Approach; Think Experiment, Not Test
    While still the steward of brands, marketers have relinquished much of the brand control to the audience they are trying to attract. As a result, experience management has become a main responsibility of the marketing team. From first impression, through bonding, and ultimately long-term loyalty, marketers are faced with an ongoing challenge of changing customer preferences, new interaction options, and an advertising environment that is ever expanding.
  • Five New Rules for Entertainment Marketers
    Marketing in today's connected world is a challenge no matter what type of audience your brand is trying to reach. But for entertainment marketers, who are working to reach today's Millennial audiences, this challenge is exceptionally difficult given the ever-changing ways they connect and share what they know and love.
  • Real-time Video Is Off To The Races
    "Pulp Fiction" had many great scenes between Jules and Vincent in Quentin Tarantino's classic film. In the above scene, Vincent, played by Travolta, talks about being in the red (that red part of the tachometer on your dashboard that you never get to), the danger zone.
  • Helping Hollywood Tell Honest Stories
    As a person in recovery, I'm an avid fan of shows like "Mom," "Intervention" and "Private Practice." They seem to "get" addiction and recovery, and provide honest, sometimes serious, sometimes humorous portrayals of both. I've often wondered how they get it right. Are their creators and writers in recovery themselves? I don't know - but what I do know is that they use the great resources provided by the Entertainment Industries Council (EIC).
  • Unexpected Ways E-commerce Companies Can Capitalize On March Madness Trends
    March Madness is well underway, and while sales and stock prices soar for businesses like Buffalo Wild Wings, Domino's Pizza, and other companies traditionally associated with the NCAA tournament, not all advertisers can pay the high price tag for the exposure garnered from $1.5 million for a 30 second ad spot during the title game. While the likelihood of scoring a perfect bracket is 1 in 9.2 quintillion (that's a 9 with 18 zeros behind it), consumers are spending $12 billion on NCAA tournament betting alone. What this means for savvy ecommerce companies? You've got a captive audience of invested ...
  • Marketing Madness: An Outsider's View Inside March Madness Advertising
    Should we advertise as part of the NCAA Men's Basketball Tournament? That's the question I recently heard that got me thinking. Why would a company be one of the 80+ that officially participate in this year's March Madness? A multi-faceted decision, the answer really is "it depends." From company to company, marketing strategy ultimately guides such a decision. But that didn't feel good enough to me, so although I'm not a media buying insider, I thought it would be interesting to investigate how to value a March Madness commitment.
  • The Entertainment Streaming Wars Heat Up - Again
    It seems that each week of this year we see and hear news about the colliding and fast-evolving spaces within the entertainment world. This week was no different. And while much of entertainment and tech news this week focused on the dbutante ball for the Apple Watch, for those listening to the other news from the Apple event, there was a significant product update for Apple TV.
  • Hard Truths About Native Discovery For Millennials
    Millennial behaviors are shifting. In fact, Millennials themselves are shifting. While Millennials check their smartphone 45 times per day, 35% of Millennials now have their own kids to contend with. What's clear, though, is for a segment that's 25% of the U.S. population and worth $200 billion in spending, "classic" home pages and guides factor less and less in their decision making. In fact, when compared to search discovery, Millennials are 56% more likely to use native discovery through a widening array of social media.
  • Entertaining With Class: Marketing Entertainment Properties In School
    As I know from experience, entertainment properties aimed at children can present marketing and PR people with challenges - if kids don't consume media the way adults do, how do you get your message in front of them? One answer is to go where the kids are: school.
  • When Life Imitates Art: The Evolution Of Celebrity Brands On And Off-Screen
    Funny how this time of year we are obsessed with the awards shows, the red carpet the glitz, the celebrity story lines. This year, I enjoyed watching how so many celebrities are morphing their brands. Lady Gaga's knock-out "Sound Of Music" tribute, the honesty and passion in some of the acceptances speeches, be it Patricia Arquette's talking about equal wages, John Legend on equality across all barriers, or one of the night's top screen writers who encouraged young creative souls to keep it weird.
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