Ben Hamley, IMC & Entertainment Marketing (2010)

IMC Tools for Entertainment

IMC = Brand

SIVA ApproachSolutionsInformation Value Access

7 P’s Approach

PriceProductPlacePromotionPeopleProcessPhysical Evidence

Integrated Marketing Communication is a process for managing marketing activities to create a consistent brand

Ben Hamley, IMC & Entertainment Marketing (2010)

IMC Tools for Entertainment

Entertainment‘audience-centred culture’Liminal Experiences

PerishableIntangibleExperiential

The 4 C’s• Content• Conduit• Consumption• Convergence

- Lieberman and Eastgate (2002)

How we experience it

PassiveAesthetic Educational Escapist

Why is entertainment important?Why do we study Entertainment Marketing?

Consumer Built Brand Equity (CBBE)

Ben Hamley, IMC & Entertainment Marketing (2010)

Liminal Experience

When a person engages in something that is different from their everyday life, whether thought or experience…

Mark Howard Moss (2007)

Liminal Experiences are usually tied to a ‘ritual’

Modern Ritual – Sport, Shopping Centres, ???

Ben Hamley, IMC & Entertainment Marketing (2010)

Play & Game theory applied as tacticsMarketing processes emerged with Mass Production and industry.Game processes emerge with Entertainment

How do we win the battle of increasing market fragmentation?How do we overcome increasingly “targeted-noise”?

• Appointment Dynamics “Happy Hour”• Influence and Status • Progression Dynamics “Level Up, Mayorship”• Communal Discovery “Digg”

Ben Hamley, IMC & Entertainment Marketing (2010)

Key Concepts

IMC = BrandEntertainment = Experience

THEREFORE….

IMC + Entertainment = Brand Experience

Haven’t we been here before?

Ben Hamley, IMC & Entertainment Marketing (2010)

Some Entertainment BrandsHow many of these brands have you experienced something from?

Ben Hamley, IMC & Entertainment Marketing (2010)

So.. Brand Experience + CBBE

Golden Circle – Simon Sinek 2009

Ben Hamley, IMC & Entertainment Marketing (2010)

Pulling it apartApplying IMC to Entertainment Marketing

Solutions ContentInformation ConduitValue ConsumptionAccess Convergence

4P’s Reconfigured (pg 176 Sayre)

Marketing Element What it Means Applied to Entertainment

Target Market Who Buys it Audience Usage Segment

Product What they buy Audience Experience

Price What they pay Audience Investment

Place Where they buy Venue, Destination, Online

Promotion Why they buy Information, persuasion

Where do we look for matches

Ben Hamley, IMC & Entertainment Marketing (2010)

Solutions

Not always a productDepends on the mode of experienceSolutions are big pictureSolutions rely on the other IVA’s being met

SIVA is a holistic approach

People don’t buy what you doThey buy why you do it

Ben Hamley, IMC & Entertainment Marketing (2010)

Information

Information is not a user manual – it can be any one of the 7P’s

Two way – Provided to user and received from consumers

A guide to matching VALUE and usually forms the CONTENT (Promotional Copy, etc)

Important for information to be ACCESSIBLE

Interlocking SIVA –Accessed Information Creates Value Solution Evaluation Brand Equity

Ben Hamley, IMC & Entertainment Marketing (2010)

ValueMeans-end Chain – Understanding Value

Ben Hamley, IMC & Entertainment Marketing (2010)

Access

Ben Hamley, IMC & Entertainment Marketing (2010)

What’s the point of all this…Entertainment Experiences capture audiences

Modes match Values SIVA (IMC) Builds CBBEPASSIVE AESTHETICESCAPISTEDUCATIONAL

Experiences work TWO waysEntertainment (Consumer Result)

Experience Brand Touch point

Entertainment is both a property that is Consumed AND a method of engagement

Ben Hamley, IMC & Entertainment Marketing (2010)

Branded Entertainment

Ben Hamley, IMC & Entertainment Marketing (2010)

Brand Extension

• Licensing• Characters• Brand Synergy• Slogans• Interactive Branding

Corey Bladehttp://www.youtube.com/watch?v=3x6N7tbYs70

Ben Hamley, IMC & Entertainment Marketing (2010)

Viral

Entertainment in the marketing world

Something worth Sharing“Remarkable”

Enjoyable – Shared – Sponsored – Connected – Marketed

Entertainment Marketing