Entertainment Marketing
It’s almost impossible to ignore the prominence of the entertainment industry in our news, culture and everyday social interaction. So how can it be used in brand promotion?
Entertainment marketing is a rapidly expanding concept, as public relations professionals are becoming increasingly "entertainment savvy" in order to maximise opportunities for publicity and have a range of promotional benefits such as increasing product sales and creating alignments with target audiences.
Here are just a few ideas on the ways entertainment marketing can benefit your brand:
Film Promotions
Film promotions are an excellent opportunity for brands to team up with the launch of a new film, and increase awareness and sales. By immersing your brand in the hype, publicity and promotion that surrounds a film launch, you can add a new dimension to your sales promotion benefiting from celebrity association, engaging audience interest and positive recognition.
In a contra arrangement where money is usually not exchanged, both parties (your brand and the film) benefit from what each has to offer. In return for including the film in your marketing (for example point of sale, advertising, etc), you benefit from enjoying a third party association with a film that might offer pester power (family films) or brand association with celebrity appeal.
Other benefits include repositioning your brand or increasing its credibility by association with a film and its lead characters as well as reaching like minded consumers through the film’s appeal.
Film promotions can help to differentiate your brand from its competitors while offering the consumer an added incentive to purchase and interact with your brand. By associating your brand with a film, you are getting far more value that would usually cost far beyond your average marketing spend.
Opportunities for entertainment marketing can expand further than film promotions, and include television series and film releases to DVD.
Looking forward to 2010, Marketing Elements currently has some excellent opportunities for brands to team up the film and DVD in partnerships that can increase awareness and drive sales.
If you would like to find out more about upcoming films and the fantastic opportunities these present - get in touch.
Our Experience with Entertainment Marketing
Marketing Elements works closely with the film houses to establish opportunities for brands and organisations. For the promotion of the film, Evan Almighty, we collaborated with Nestle Purina pet food and WIRES in order to reach their target audience and benefit from the celebrity third party association. As a result, Nestle Purina and WIRES enjoyed extensive exposure in the lead up to the film launch through promotional campaigns and an awareness program.
The Poppin Popcorn / Surf’s Up DVD launch resulted in a 4.25% redemption and engaged consumers and raised awareness of the brand and its range.