Unlike traditional media, entertainment marketing allows for last minute opportunities that require very little planning. We receive daily calls from television show and music video productions with integration opportunities that literally need to be filled immediately. These product placements regularly turn in to significant on-camera exposure to millions of viewers, resulting in invaluable branding and consumer impressions. Does this mean that brands should not have strategic entertainment marketing plans? Of course not!
Your entertainment marketing program should be in concert with your traditional advertising and branding initiatives. First, decide what facets of entertainment marketing you are going to incorporate into your advertising mix. Television placement? Movie integration and cross promotion? What about award shows, direct celebrity gifting or movie premieres? Once you decide on the key components, you can begin to formulate a comprehensive plan that will compliment your other advertising initiatives.
The best time to implement and execute your entertainment marketing program is within your fiscal advertising calendar. Try to remain flexible though, earmarking some discretionary funds for those once in a lifetime opportunities that pop up in the land of Hollywood!
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