Mixing, Branding and Mixing, Branding and CommunicatingCommunicating

Chapter 8Chapter 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)

Experience as Product• Content• Packaging and design• Service• Branding• Image and position

Investment or Expenditures as Price

Ticket cost or travel fare• Normal or usual• Promotional

Venue and Destination as Place

• Reservation system• Third party retailers• Web sites

Promotion• Advertising media• Merchandising• Public relations• Brochures • Databased marketing

People, the Missing P• Audiences, travelers, shoppers• Employees and staff, third party

suppliers• Community surrounding venue or

destination

Marketing Mix Extenders• Front line or contact employees• Internal marketing• Physical setting

Lieberman’s C Mix• Content• Conduit• Consumption• Convergence

Entertainment Branding• Venue brands• People and organization brands• Sports teams• Bands• Films• Geographic location

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?

Brand PositioningA brand’s position is its place in the

audience member’s mindMeans-end chain:brand attribute > benefit > end benefit

what it has > what audience gets> what the audience values

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

Promotion Strategies• PUSH - promotion directed at retailers

or sellers of entertainment• PULL - promotion directed at audience

members

Brand and Line ExtensionsBrand 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

Licensed Critters

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”

Brand Character

Audience AggregatesCurrent users - rewarding messageNew/non-users - educational or

persuasive messageCompetitive users - promotional message

Communication ObjectivesCategory need - convince a new user to try the

genre first before a specific brandAwareness - develop brand recognition and

recallAttitude - develop, maintain, or changePurchase intention - stimulate intention to buy

tickets

Writing ObjectivesCommunication 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 .

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

Message Development for User Aggregate

• Informational or educational message (new users)

• Persuasive message (light users)• Reminder message (heavy users)

Managing Communication Strategies and Tactics

• Manage the audience• Manage the creative• Manage the brand• Manage the media (ZAGAT, reviewers)

Brand Management?

Communicating Across Borders

• Same product/same communication• Same product/different communication• Different product/same communication• Different product/different

communication

Different product/same communication

Global Communication Strategies

Promotion• Standard/central• Decentralized/autocratic• Central /locally producedCultural considerations• Language• Collective or individual perspective• Expression• Social norms and cultural values• Gender roles

Different productDifferent communicationGlobal brand /local music

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?