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Real Screen Masters Class

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1. Master Class: On Air / Off Air Marketing Robert Alan Anderson Ronan Media, LLC Marketing & Creative Services 2. The Problems <ul><li>How do you drive…
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  • 1. Master Class: On Air / Off Air Marketing Robert Alan Anderson Ronan Media, LLC Marketing & Creative Services
  • 2. The Problems <ul><li>How do you drive an audience to a program ? </li></ul><ul><li>(With so many different ways a viewer can access entertainment, how do you make them aware of what’s available to them ?) </li></ul><ul><li>What makes for a good campaign or promo, and what pieces of the marketing mix should you make use of ? </li></ul>
  • 3. Apply the basic principles of marketing to the construction, and development of show/content.
  • 4. Critical Thinking <ul><li>Define the problem (awareness/clutter) and terms associated with the problem. </li></ul><ul><li>Research and analyze the problem/terms. </li></ul><ul><li>Determine and create methods for solving the problem based on our research/analysis. </li></ul><ul><li>Evaluate good/bad methods for solving the problem. </li></ul><ul><li>Objective: Walk away with a better understanding of the problem/terms and solutions for resolving the problem . </li></ul>
  • 5. Defining Terms <ul><li>Marketing </li></ul><ul><li>You know more than you think you know. </li></ul><ul><li>Structured and &quot;formulas and models for success&quot; </li></ul><ul><li>Both a science and an art </li></ul>
  • 6. Marketing Advertising Promotion Branding
  • 7. The Big Picture Marketing Branding Advertising Promotions Sales Public Relations CSR
  • 8. Sales CSR PR Promotion Advertising Branding Marketing
  • 9. Research the Problem (State of the Market) <ul><li>The marketplace ( electronic media universe ) has changed </li></ul><ul><li>It has gone from general audience, to segmented audience </li></ul><ul><li>TV and Radio Networks have been doing this for a while </li></ul>
  • 10. TV and Radio Networks began segmenting for differentiation <ul><li>SHOWS </li></ul><ul><li>Soap Opera </li></ul><ul><li>Drama </li></ul><ul><li>Situation Comedy </li></ul><ul><li>Action & Adventure </li></ul><ul><li>Games Show </li></ul><ul><li>Talk Show </li></ul><ul><li>News </li></ul><ul><li>Reality Show </li></ul><ul><li>DAY PARTS </li></ul><ul><li>Morning drive </li></ul><ul><li>Mid day </li></ul><ul><li>Evening drive </li></ul><ul><li>Day time </li></ul><ul><li>Fringe </li></ul><ul><li>Primetime </li></ul><ul><li>Late Night </li></ul>...revenue and ad sales became stronger drivers
  • 11. Attract and hold the audience Hotel F.C. LA Law Fantasy Island Dallas Bridge (up & coming) Love Boat Hulk Dukes Cosby Different World Sun Sat (ABC) Fri (CBS) Thur (NBC) Wed Tue Mon
  • 12. New market trends and direction… <ul><li>Satellite Radio </li></ul><ul><li>Cable </li></ul><ul><li>Web sites </li></ul>
  • 13. … have it your way , when you want it … <ul><li>iPod </li></ul><ul><li>(your music on demand) </li></ul><ul><li>TiVo (DVR) </li></ul><ul><li>(your shows on demand) </li></ul><ul><li>DVD </li></ul><ul><li>(watch when and where you want; directors cut, behind the scenes) </li></ul><ul><li>Online viewing </li></ul><ul><li>(added value replay, answers/clues, when, where, and how you want) </li></ul>
  • 14. Post analysis of the problem : “Everything has its beauty but not everyone sees it.” --Confucius Bottom line: Change your perspective
  • 15. The market is NOT cluttered, its segmented. (Observations gathered from research) <ul><li>If the marketplace dictates that you can now watch shows of your specific interest and tastes on a specific network in more ways than one: </li></ul><ul><li>1. when that network schedules it </li></ul><ul><li>2. on your phone </li></ul><ul><li>3. computer </li></ul><ul><li>4. DVD or </li></ul><ul><li>5. on demand… </li></ul><ul><li>(ultimately…when, how, and where the consumer wants to) </li></ul><ul><li>Conclusion : Then… electronic media is no longer completely </li></ul><ul><li>controlled by those offering the product. The consumer now has a </li></ul><ul><li>hand in programming. (and because programming is partially up to </li></ul><ul><li>the consumer, they would like to personalize it) </li></ul>
  • 16. <ul><li>Once a family event, is now personal and individual . </li></ul><ul><li>In your own room, in your own </li></ul><ul><li>car…take it with you from the </li></ul><ul><li>car to the home, on the plane, train… </li></ul><ul><li>*Electronic media is also now both personal </li></ul><ul><li>and mobile </li></ul>
  • 17. NEW PLAN OF ACTION This means, as you and networks create your products (shows/content) you now really have to work hard at determining: 1. Defining your audience (s) 2. Meeting and satisfying the individual consumer (market segment/niche) needs/values HOW DO YOU DO THAT (in a way that also satisfies ad sales…?)
  • 18. Methods for solving the problem <ul><li>Program and content providers must create clever ways to diversify content (various platforms) for their targeted audiences. </li></ul><ul><li>These specialized audiences need and want to enjoy MORE of what they like from your show/content. </li></ul><ul><li>Ad sales likes added value content because it keeps the audience longer, providing more opportunities to generate awareness, but more importantly to sell exposure . </li></ul>
  • 19. Example of product/brand extension
  • 22. Evaluate good/bad methods of problem solvers (The Anatomy of a promo) Marketing rule #1 Marketers and advertisers that research and involve the needs, wants, desires and values of their prospects in their marketing messages have a better chance of connecting with targeted prospects and generating behavior/action. --Philip Kotler, Ph.D Kevin Keller, Ph.D Marketing Management
  • 23. Tools of a Marketer <ul><li>Emotions : fear, joy, love, sadness, hope, </li></ul><ul><li>happiness (comedy!) (attraction, connection) </li></ul><ul><li>Story Telling : How well you tell a story with </li></ul><ul><li>words, sot's and pix, and sounds </li></ul><ul><li>(recall/understanding/experience) </li></ul><ul><li>*Stories (long/short) connect and resonate with the emotional triggers connected to the needs, wants, and desires of targeted consumer. </li></ul>
  • 24. Examples of story-driven marketing
  • 27. <ul><li>Story driven </li></ul><ul><li>Emotional </li></ul>
  • 29. Evaluate good/bad methods (marketing mix) <ul><li>Good marketing mixes contain media buys and </li></ul><ul><li>promotional events that are delivered in </li></ul><ul><li>expected AND unexpected ways and places. </li></ul><ul><li>(Where the target audience travels and visits) </li></ul><ul><li>Face to face and word of mouth events </li></ul><ul><li>Viral marketing….(blogs, websites, phone) </li></ul><ul><li>Alliances already endorsed by the community in which you’re targeting </li></ul>
  • 30. Unexpected Marketing messages
  • 31. February 07, 2006 Urinal Playstation Ads Experimental Playstation ads on urinals. Increase your score with hitting icons. Message : The gaming philosophy is everywhere.
  • 32. Objective: Walk away with a better understanding of the problem and its terms and to have solutions for resolving the problem .
  • 33. <ul><li>How do you drive an audience to a program? </li></ul><ul><li>(With so many different ways a viewer can access </li></ul><ul><li>entertainment, how do you make them aware of what’s </li></ul><ul><li>available to them?) </li></ul><ul><li>Specify target audience; r esearch their wants, desires, values </li></ul><ul><li>Develop material (shows/promos/content) that are story-driven (for better understanding, recall, experience) through emotional means (trigger attraction, connection). </li></ul><ul><li>Change the way you look at your product (show/content) and begin to develop them with brand extenders focused on keeping an audience and strengthening the product-to-user experience/relationship (think like a marketer) </li></ul>
  • 34. What’s that mean for my show? (Application) <ul><li>When pitching an idea for a show, think about all end user stakeholders (Viewer, Programmer/Scheduler, Ad Sales) </li></ul><ul><li>How can you hold on to the viewer longer; keep them coming back, or extend the experience beyond television? </li></ul>
  • 35. <ul><li>What makes for a good campaign or promo, and what pieces of the marketing mix should you make use of ? </li></ul><ul><li>A good promo/campaign contains relevant target audience triggers and successfully communicates that the product is the solution for fulfilling the need of that audience. </li></ul><ul><li>Good marketing mix contains media buys and promotional events that are both expected AND unexpected . They are strategically timed out with each element as an extension of the brand and message. </li></ul>
  • 36. Example Campaign / Marketing Mix <ul><li>Shark Week 2001 </li></ul><ul><li>Objective : Revive SW ! </li></ul><ul><li>Strategy : Give Them footage they’ve never seen before. Hold them through week, by providing them with programming capabilities. </li></ul>
  • 37. Results <ul><li>TELEVISION </li></ul><ul><li>Grabbed a rating 147 % above the adult 25-54 average for 3 rd Qtr. (1.7 million viewers) </li></ul><ul><li>Premiere show was 19 % higher than year prior. </li></ul><ul><li>Was the 3 rd highest-rated shark week program to date. </li></ul><ul><li>ONLINE </li></ul><ul><li>Prior to shark week 40K page views/week, during shark week, up to 85.9K </li></ul><ul><li>Total votes on ‘You Choose it’ for the week 722,717 (avg. 90K votes per day) </li></ul>
  • 38. Robert Alan Anderson Ronan Media, LLC Marketing & Creative Services www.RonanMedia.com [email_address] 240.676.7071
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    Jul 23, 2017
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