Our Top 5 Marketing Insights from the Mumbrella Entertainment Marketing Summit
Last Thursday November 10, Mumbrella held the first Entertainment Marketing Summit (MEMS) at the Chauvel Theatre in Paddington. It was a great day put on by Mumbrella with a range of keynotes and panels from Marketing Experts across various sectors within Entertainment.
In this article, we share the 5 key insights we took away from the day.
1. Create FOMO
FOMO aka the Fear Of Missing Out is a popular term used by Millennials, meaning the anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on a social media, or amongst peers.
In the International Keynote from Reemah Sakaan (Director Marketing & Media at ITV) she shared that a big part of their content marketing strategy is centred around creating FOMO amongst their viewers.
Similarly, in the International Keynote from Lucien Boyer (Chief Marketing Officer at Vivendi), the key traits of Generation X, Y and Z were shared. This included the effect of FOMO amongst these generations.
In the battle for attention in a cluttered market, playing on the emotion of missing out via your content marketing can be effective in making your entertainment brand stand out and have an influence on purchase.
2. Listen to your Target Market
Many of the marketers and brands that presented at the Mumbrella Entertainment Marketing Summit emphasised the importance of listening to your target market.
In the stream on “Harnessing the Power of Social”, Caroline Spencer (Director of Development at Fremantle Media Australia) emphasised the importance of needing to know what her target market was saying to shape their entertainment product.
Be it via Social Listening, direct feedback in a survey or simply ‘having a drink with your customer’ – getting out of your bubble and listening to what your target audience wants is of utmost importance. This can also be a tactic used to reduce the risk of a creative idea, or find the solution to a need you are trying to answer.
3. Never let a Crisis go to Waste
You can make all the detailed strategic plans you want, but in the unpredictable, continually changing entertainment landscape we operate in, things will more than likely NOT go 100% according to plan.
In the International Keynote from Reemah Sakaan (Director Marketing & Media at ITV), prior to the launch of their rebrand, ITV had hit crisis point. Instead of doing what was “recommended” by their financial advisors, the entertainment network chose to see this crisis as an opportunity to recreate their brand identity, starting from a clean slate.
In the stream on “Keeping the Brand Alive: Breathing new Life into Old Favourites” Anthony Xydis (Chief Marketing Officer at ARN) and Duncan Campbell (National Content Director at ARN) shared their journey in establishing KIIS 1065. In their words they “blew up” the MIX 106.5 brand that was associated with Celine Dion, and created KIIS 1065 now associated with Kyle & Jackie O.
This means that we as marketers need to be not only flexible to change, but also look to uncover the opportunities in a crisis. What unchartered territory can you uncover in crisis? What positive outcome can be derived to help push the brand forward?
4. Be Genuine
A word that is thrown around quite a bit is “authenticity”. But what does it mean and how does this apply to entertainment brands?
In ‘The Big Bang: How to Integrate Brand Partnerships into the Next Film, Music or TV Hit’ Panel – Kate Nicholls (Head of Promotions at 20th Century Fox) emphasised the importance of ensuring there was a genuine brand fit when considering Brand Partnerships for any of their films.
In the ‘DIY: Building your Personal Brand’ panel Em Rusciano (Singer, Writer, TV & Radio Presenter and Stand-up Comedian) shared that being her true, genuine self was actually a key piece in the success she had experienced in building her personal brand.
To be authentic is to be genuine, to be your real self – be it a celebrity or an enterntaiment business. In the digital age that we operate in, we must recognise that our customers are savvy and switched on. They know what they like & don’t like, and they choose to seek out brands and follow celebrities that will contribute to their personal identity. Because of this they are able to clearly identify when a brand is not being “authentic”.
5. Compelling Content is Key
As Entertainment Marketers, we are often battling for our target audience’s attention, whilst also contending with cultural shifts and differing tastes and trends. This is where Content Marketing has been hailed as the integral piece to your entertainment marketing strategy.
In the International Keynote from Lucien Boyer (Chief Marketing Officer at Vivendi), he emphasised the importance of going back to basics when it comes to Marketing i.e. ‘Marketing is about satisfying customers’. Therefore, having a story driven marketing strategy, that aligns with your target audience’s tastes and preferences can be effective in achieving cut-through and engagement.
In the stream on “Harnessing the Power of Social”, Alison Hearne (National Marketing Manager at Universal Pictures International) shared the content marketing activation they launched, centred around the release of their theatrical film “The Secret Life of Pets”. Tapping into their target audience’s love for animals, they launched a User Generated Content Competition involving the submission of videos of their pets and the online voting/sharing to find a winner. There is no doubt that the competition was effective in building interest and engagement around the movie, which was also a Box Office Hit nationally.
If you’d like to chat with anyone from The M Team about the above insights or find out more, feel free to get in contact.