1. Mixing, Branding and Communicating
Chapter 8

2. 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)

3. Experience as Product Content Packaging and design Service Branding
Image and position

4. Investment or Expenditures as Price
Ticket cost or travel fare
Normal or usual
Promotional

5. Venue and Destination as Place
Reservation system
Third party retailers
Web sites

6. Promotion Advertising media Merchandising Public relations Brochures
Databased marketing

7. People, the Missing P Audiences, travelers, shoppers
Employees and staff, third party suppliers
Community surrounding venue or destination

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

9. Lieberman’s C Mix
Content
Conduit
Consumption
Convergence

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

11. 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?

12. Brand Positioning
A brand’s position is its place in the audience member’s mind
Means-end chain:
brand attribute > benefit > end benefit
what it has > what audience gets>
what the audience values

13. 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

14. Promotion Strategies
PUSH - promotion directed at retailers or sellers of entertainment
PULL - promotion directed at audience members

15. Brand and Line Extensions
Brand 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

16. Licensed Critters

17. 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”

18. Brand Character

19. Audience Aggregates Current users - rewarding message
New/non-users - educational or persuasive message
Competitive users - promotional message

20. Communication Objectives
Category need - convince a new user to try the genre first before a specific brand
Awareness - develop brand recognition and recall
Attitude - develop, maintain, or change
Purchase intention - stimulate intention to buy tickets

21. Writing Objectives Communication 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 .

22. 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

23. Message Development for User Aggregate
Informational or educational message (new users)
Persuasive message (light users)
Reminder message (heavy users)

24. Managing Communication Strategies and Tactics
Manage the audience
Manage the creative
Manage the brand
Manage the media (ZAGAT, reviewers)

25. Brand Management?

26. Communicating Across Borders
Same product/same communication
Same product/different communication
Different product/same communication
Different product/different communication

27. Different product/ same communication

28. Global Communication Strategies
Promotion
Standard/central
Decentralized/autocratic
Central /locally produced
Cultural considerations
Language
Collective or individual perspective
Expression
Social norms and cultural values
Gender roles

29. Different product Different communication Global brand /local music

30. 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?