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Reality TV Marketing Opportunities for the Marine Industry: How to Harness Audiences Using Paid Ads and Content Marketing - Julie Perry MMA & BWI Luncheon FLIBS
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Reality TV Marketing Opportunities for the Marine Industry: How to Harness Audiences Using Paid Ads and Content Marketing - Julie Perry MMA & BWI Luncheon FLIBS

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Reality TV Marketing Opportunities for the Marine Industry: How to Harness Audiences Using Paid Ads and Content Marketing -- using Bravo TV's "Below Deck" as an example. ...

Reality TV Marketing Opportunities for the Marine Industry: How to Harness Audiences Using Paid Ads and Content Marketing -- using Bravo TV's "Below Deck" as an example.



Julie Perry's presentation from the Marine Marketers of America and Boat Writers International Annual Luncheon at the Fort Lauderdale International Boat Show, October 31, 2013.

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  • Questions. Budget?
  • Conversation with Michael. How many people saw it?
  • Any publicity is good publicity. Cast reunion on Sept 2 and “The Crew Tells All” on Sept 9. Talked with a rep from Bravo, one of the best performing Freshman shows.
  • Next – Why reality TV?
  • Fast Forward
  • 2011 on next slide
  • So why do people love it so much?
  • To lump it all together would be a mistake.Like a soap opera with real people with real lives.Quote
  • Sam Joke
  • Maintaining its No. 1 position as having the most affluent, educated and engaged audience in cable entertainment, Bravo ranks No. 10 in primetime among all cable entertainment networks in the A18-49 demo and No. 8 with A25-54, 2013 to-date. By Ogilivy: Trendy Adults: “Wills and Graces”, PTA Trendsetters, Metro Climbers
  • “gamify” its Top Chef All-Stars show so that fans will be more engaged and loyal. The game features all 18 “cheftestants” from the current TV show season. Fans can choose their favorite cheftestant, then earn points and trophies by completing actions and activities on the site. The cheftestant whose team has the most points at the end of the season will be honored with the Virtual Top Chef title and be entered into a sweepstakes for a chance to win $5,000. The more the fans play, the more they increase their chances of winning.
  • Maintaining its No. 1 position as having the most affluent, educated and engaged audience in cable entertainment, Bravo ranks No. 10 in primetime among all cable entertainment networks in the A18-49 demo and No. 8 with A25-54, 2013 to-date. By Ogilivy: Trendy Adults: “Wills and Graces”, PTA Trendsetters, Metro Climbers
  • U.S. TV ad spend is well north of $70 billion, so even if Twitter can just break off a small piece of that spend, it's a huge opportunity.
  • Content marketing differs from advertising in two fundamental ways. First, content resides on owned or earned media. If there's a media buy involved, it's advertising, not content marketing. Second, content marketing is a pull, rather than a push, strategy. Content doesn't interrupt, it attracts.

Reality TV Marketing Opportunities for the Marine Industry: How to Harness Audiences Using Paid Ads and Content Marketing - Julie Perry MMA & BWI Luncheon FLIBS Reality TV Marketing Opportunities for the Marine Industry: How to Harness Audiences Using Paid Ads and Content Marketing - Julie Perry MMA & BWI Luncheon FLIBS Presentation Transcript

  • Reality TV Marketing Opportunities How to Harness Audiences Using Paid Ads and Content Marketing with Julie Perry Presentation from the Marine Marketers of America & Boat Writers International Annual Luncheon at the Fort Lauderdale International Boat Show, Oct 31, 2013
  • Reality TV as a Marketing Vehicle Are you considering all the opportunities to harness these audiences?
  • Bravo TV’s ―Below Deck‖ • Follows a group of crewmembers living and working aboard 164’ megayacht, "Honor". • Season 1: Mondays (10-11 p.m. ET) on Bravo TV. Ran July 1 – September 9, 2013. • Nine (9) total episodes aired + two (2) additional ―extra‖ episodes. • The series premiere on July 1 received 1.1 million viewers. • Delivery grew every week until the episode finale topped out at 1.8 million. • The 1st season averaged 1.4 million total viewers and 809,000 A18-49. • Renewed for 2nd season. (Filming Jan. 2014?)
  • Today’s Agenda • Why Reality TV? • What Shows Exist? • How your marketing campaigns can use Reality TV shows as a vehicle for taking advantage of both inbound & outbound opportunities—online and off: • Paid Advertising via Broadcast (outbound) • Paid Advertising via Digital Media (inbound & outbound) • Inbound vs. Outbound Marketing Activities • Content Marketing (inbound)
  • Why Reality TV? • 1973, An American Family • 1992, MTV’s ―Real World‖ debuted • 2000, ―Survivor‖, the phenomenal runaway hit from Mark Burnett
  • Why Reality TV? • 2010: Total of 320 Reality Shows out there • Another source stated that there were 560 • 90% were reported to be on cable 2000 2010 Sources: ScreenRant.com & Wikipedia.com
  • Why Reality TV? • Reality shows overtook sitcoms in 2011, according to Nielsen. 2011 15.5% reality 11.4% sitcoms 41.1% drama 22.5% sports Source: Nielsen 2011 (2012)
  • Why Reality TV? • Andy Dehnart’s TEDx Talk about the power of reality television and its ability to teach us about our collective human experience. Find it on YouTube. • A huge genre with a massive range. • Audiences tune in every week and follow the lives of real people. • Reality TV has a different contract with the audience: it allows for connection because we can identify ourselves with people who we know are real, and people who have real consequences in their lives.
  • Why Reality TV? • Andy Dehnart’s TEDx Talk about the power of reality television and its ability to teach us about our collective human experience. Find it on YouTube. • A huge genre with a massive range. • Audiences tune in every week and follow the lives of real people. • Reality TV has a different contract with the audience: it allows for connection because we can identify ourselves with people who we know are real, and people who have real consequences in their lives. ―Reality television reveals a lot about humanity. It is at once a window and a mirror, showing how real people react and interact in extraordinary situations. It also forces us to consider how we’d respond—and how we are responding to what we watch.‖ —Andy Dehnart, New York Times
  • But why Reality TV as a marketing vehicle? Benefits: • Small, niche audiences that are more targeted • It’s one of the easiest forms of entertainment for both audiences and brands to connect with: • Consumers insert themselves into the story more and discuss reactions online. • The stars of the show are often more approachable. • Social media has a bigger role. • Sponsorships and product placement can be easier to digest. • Includes more sophisticated forms of audience participation and involvement: Repeat airings, digital episodes, digital ―extras‖, and gamification.
  • Marine-Related Reality TV • Deadliest Catch: Alaska crab fishermen in the Bering Sea – Discovery Channel • Since 2005. Season 9 premiered April 2013. • Wicked Tuna: Commercial bluefin tuna fishermen based in Gloucester, Massachusetts – National Geographic Channel • Set ratings records for the network, over 1.2 million viewers in 2013. Season 3 to air in 2014. • First season reached 440 million homes in 171 countries and 38 languages. • Swamp People: Cajuns in Atchafalaya River Basin hunting American alligators – The History Channel • The program's 4th latest season wrapped in July 2013. Season 5 in 2014. • On July 19th, 2013, Swamp People tied with Pawn Stars as Thursday's top cable program with 3.904 Million viewers.
  • Marine-Related Reality TV • Bering Sea Gold: Gold Divers in Nome, Alaska – Discovery, and Reruns on TLC • 2 Seasons 2012 & 2013. More in 2014? • Swords on the Line: New England fishing boats fishing for Swordfish – Discovery Channel • 2009-2011. Three seasons. Cancelled. • Big Shrimpin’: Shrimpers in the waters of Texas, Alabama, and Louisiana – History Channel • Lasted one season in 2011. Cancelled. • Shipwreck Men: Four Marine Salvage crews compete to survive in the waters of South Florida – Discovery • Jan – Feb 2013. Cancelled after four shows. • But you can bet there are many more to come!
  • Advertising Opportunities Using the example of Bravo TV’s ―Below Deck‖
  • Bravo Audience Demos • Bravo holds the No. 1 position as having the most affluent, educated and engaged audience in cable entertainment. (Source: Nielsen Media Research, 2013) • Bravo ranks No. 10 in primetime among all cable entertainment networks in the A18-49 demo & No. 8 with A2554, 2013 to-date. (Source: Nielsen Media Research, 2013) • In a 2009 study by Ogilvy, Bravo’s top three audience categories were classified as ―Trendy Adults‖ and included: 1. ―Wills and Graces‖ – metropolitan, professional, and typically females and gay men. 2. PTA Trendsetters – stay-at-home-mom types who heavily influence family purchasing decisions 3. Metro Climbers – typically male, urban professionals, very career-focused and looking to move up in the world. They are metro-climbers and have an over representation in the GLBT community.
  • On-Air Ad Buys and Sponsorship Opportunities • Linda Ruffins, Director, Bravo Sales Tel: 312-970-2114 | Email: linda.ruffins@nbcuni.com • Advertising Opportunities – Broadcast: • Season-long sponsorship that includes multiple airings per episode, plus billboards & tagged tune-ins • One week of custom vignette sponsorships • Marathon sponsorship includes billboards plus tagged tune-ins • 360-Program (on-air and digital with integration of a product in the show) • Estimated Pricing • Premiere airing – $41,000 • Prime re-air – $12,180 • *Consider contacting the production company now: 51 Minds – www.51minds.com
  • Digital Ad Buys via Bravo (NBC Universal) • Steve Horn – Digital Sales AE Tel: 312-836-3163 | Email: steve.horn@nbcuni.com • All programs that are offered are national in scope. • Video Ad Spots on Long-Form Episodes on BravoTV.com • Video Ad Spots on Short-Form Episode Clips, Bonus Content (behind-the-scenes or web-only bonus clips) • Content Sponsorships of the short-form clips or other website-only exclusives, such as a photo ―exclusive‖ • Display ad placement on the BravoTV.com website (Example: banners on the homepage or other interactivestyle display ads) • Gamification
  • Digital Ad Buys via Bravo (NBC Universal) • Steve Horn – Digital Sales AE Tel: 312-836-3163 | Email: steve.horn@nbcuni.com • All programs that are offered are national in scope. • Video Ad Spots on Long-Form Episodes on BravoTV.com • Video Ad Spots on Short-Form Episode Clips, Bonus Content (behind-the-scenes or web-only bonus clips) • Content Sponsorships of the short-form clips or other website-only exclusives, such as a photo ―exclusive‖ • Display ad placement on the BravoTV.com website (Example: banners on the homepage or other interactivestyle display ads) • Gamification
  • Digital Ad Buys via Bravo (NBC Universal) • Steve Horn – Digital Sales AE Tel: 312-836-3163 | Email: steve.horn@nbcuni.com • All programs that are offered are national in scope. • Video Ad Spots on Long-Form Episodes on BravoTV.com • Video Ad Spots on Short-Form Episode Clips, Bonus Content (behind-the-scenes or web-only bonus clips) • Content Sponsorships of the short-form clips or other website-only exclusives, such as a photo ―exclusive‖ • Display ad placement on the BravoTV.com website (Example: banners on the homepage or other interactivestyle display ads) • Gamification
  • Digital Ad Buys via Bravo (NBC Universal) • Steve Horn – Digital Sales AE Tel: 312-836-3163 | Email: steve.horn@nbcuni.com • All programs that are offered are national in scope. • Video Ad Spots on Long-Form Episodes on BravoTV.com • Video Ad Spots on Short-Form Episode Clips, Bonus Content (behind-the-scenes or web-only bonus clips) • Content Sponsorships of the short-form clips or other website-only exclusives, such as a photo ―exclusive‖ • Display ad placement on the BravoTV.com website (Example: banners on the homepage or other interactivestyle display ads) • Gamification
  • Digital Ad Buys via Bravo (NBC Universal) • Steve Horn – Digital Sales AE Tel: 312-836-3163 | Email: steve.horn@nbcuni.com • All programs that are offered are national in scope. • Video Ad Spots on Long-Form Episodes on BravoTV.com • Video Ad Spots on Short-Form Episode Clips, Bonus Content (behind-the-scenes or web-only bonus clips) • Content Sponsorships of the short-form clips or other website-only exclusives, such as a photo ―exclusive‖ • Display ad placement on the BravoTV.com website (Example: banners on the homepage or other interactive-style display ads) • Gamification
  • Gamification • Virtual Treasure Hunt Sweepstakes • On-air Call-outs • Hashtag-driven contests on Twitter • Andy Cohen’s Watch What Happens Live *Other digital sponsorship opportunities involve co-branded media that is host and run on Bravo’s end and can be customized for specific shows.
  • OTHER Digital Advertising Opportunities Outside of going direct with BravoTV.com
  • Source: Business Insider Intelligence Report
  • Business Insider Intelligence Report on The Second Screen Industry
  • Other Types of Digital Ad Spends to Target Reality TV Audiences • YouTube Ads (Google AdWords for Video) • Target the clips uploaded by fans with skippable, preroll video ―commercials‖ • Facebook Ads • Target the fans of the pages associated with the show, including character pages • Display Ads and Promoted Posts • Twitter Ads • Present promoted tweets • Six-second Vine video versions of your ads • Twitter "cards" that contain special offers and coupons. • Pinterest Ads – Coming Soon!
  • Facebook Advertising Facebook Advertising is the greatest opportunity in online marketing right now, bar none. • Potential profit is easily 2-3x better than AdWords and SEM. • Display Ads AND Promoted Posts • Use for ―Like‖ Acquisition and Direct, Offsite linking. • Sponsored Stories: can include social context about friends.
  • Facebook Advertising Facebook Advertising is the greatest opportunity in online marketing right now, bar none. • Potential profit is easily 2-3x better than AdWords and SEM. • Display Ads AND Promoted Posts • Use for ―Like‖ Acquisition and Direct, Offsite linking. • Sponsored Stories: can include social context about friends. • Precise or broad likes and interests • Target existing fan and community pages. (The ―Below Deck‖ Fan Page!)
  • Facebook Advertising Facebook Advertising is the greatest opportunity in online marketing right now, bar none. • Potential profit is easily 2-3x better than AdWords and SEM. • Display Ads AND Promoted Posts • Use for ―Like‖ Acquisition and Direct, Offsite linking. • Sponsored Stories: can include social context about friends. • Precise or broad likes and interests • Target existing fan and community pages. (The ―Below Deck‖ Fan Page!) • Or Wicked Tuna – or even publications, other brands, and your competitors!
  • Facebook Advertising cont. Promoted Posts: • Show up IN the newsfeed • Also use for Like Acquisition • Can help improve EdgeRank to assist future ―organic‖ efforts. Run Facebook Offers in the newsfeed: users can claim and share with their friends.
  • YouTube In-Stream Ads. TrueView In-Stream Ads are skippable after five seconds. Advertisers are not charged until the video reaches 0:30 seconds (if a 30-sec and longer video). Gain thousands of impressions without paying a dime! This is an incredible opportunity to gain brand awareness. Direct response is also possible, as the video ads click through to your designated landing page. Or use CTA ads. Get a banner ad, too
  • YouTube In-Stream Ads. • Shows ads on specific content (managed placements): Video and channel placements • Specify content keywords that will help match your ads to video content. • All kinds of user-generated content exists on YouTube: for ―Below Deck‖ and other marine reality shows, not to mention just boatingrelated videos. Advertise in front of them!
  • Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull) • Cold Calling / Telemarketing • SEO / SEM • Direct Mail • Blogging & Content Marketing • Email Blasts • RSS • Tradeshows • Social Media • Print Ads & Catalogs • Social Media ―Ads‖ (both outbound & inbound) • TV/Radio Ads & some social ads and SEM • Press Releases Media Relations • ―Viral Videos‖ & other viral content • Media Coverage
  • Integrated Marketing Outbound Marketing (Push) Inbound Marketing (Pull) • Cold Calling / Telemarketing • SEO / SEM • Direct Mail • Blogging & Content Marketing • Email Blasts • RSS • Tradeshows • Social Media • Print Ads & Catalogs • Social Media ―Ads‖ (both outbound & inbound) • TV/Radio Ads & some social ads and SEM • Press Releases Media Relations • ―Viral Videos‖ & other viral content • Media Coverage *The two must weave in and out to be effective.
  • Translating it to Converged or Converging Media – make it all work in sync Owned Earned • Media Coverage & Product Reviews • Blogging, Website & Content Marketing • SEO / SEM • Social Media Profiles & Channels • RSS Paid • Press Releases • TV/Radio Ads • Social Media Buzz • Email Newsletters • Social Media ―Ads‖, Banner Ads & Paid Search. • ―Viral Videos‖ and other viral content that creates WOM & Buzz • Print Ads & Catalogs • Tradeshows & Sponsorships • Direct Mail
  • Content Marketing
  • Google Authorship If you want your authorship information to appear in search results for the content you create: • You'll need a Google+ Profile with a recognizable headshot • Verify authorship of your content by associating it with your profile: • You are a well known writer for a popular site. • An email address to Google with the same domain as the search result URL.
  • Google Authorship If you want your authorship information to appear in search results for the content you create: • You'll need a Google+ Profile with a recognizable headshot • Verify authorship of your content by associating it with your profile: • You are a well known writer for a popular site. • An email address to Google with the same domain as the search result URL.
  • KPIs: Key Performance Indicators Goal Setting, Data Collection, Measurement, and Insightful Analysis are KEY to success. • Branding KPIs (Search Queries & Brand Impressions) • Direct Response KPIs (Ticket Sales, Email Sign-ups, and Subscriptions) • Friending KPIs (Social Profiles – Growing the Numbers & Expanding Reach) • Community Relations KPIs (Engagement, Interaction, and Shares) • Research & Testing KPIs (Messaging & Landing Page Effectiveness)
  • Content Marketing
  • – End of Presentation – Continue on to learn more about Julie Perry’s digital media marketing services.
  • Julie Perry – Digital Media Marketing Consultant • Former Vice President & Social Media Director at BLASTmedia Jan 2010 – May 2013. Created BLASTmedia’s Social Media department. Have created, executed and directed campaigns for over 58 clients. • Former VP Marketing of a start-up social network for boating enthusiasts, TheBoaters.com. Creator & host of TheBoaters TV video podcast (over 1.5 million views on YouTube). • Co-creator of "YouTube Secret Weapon 2.0― – a 5-part DVD training series on how to leverage YouTube for video marketing success. • Advanced Web Analytics Certification from University of San Francisco, May 2012. Google AdWords Certification pending, 2013. • Contributing author to the book, Success Secrets Of The Social Media Marketing Superstars, Entrepreneur Press, 2010. • Regularly featured speaker at BlogWorld & New Media Expo: Oct 2010, June 2011, Nov 2011. • Other speaking appearances include: Social Media Marketing World 2013; American Marketing Association's Virtual Exchange 2012; ChrisCraft Dealers Conference 2011 & 2012; Target Marketing Webinars Dec 2011 & Feb 2012; ReelSEO Video Marketing Summit, 2013.
  • Julie Perry – What I do • Strategy for increasing inbound & social marketing leads and direct sales through expanding my clients’ digital reach, brand awareness, and content development. • Strategy, execution, and optimization of digital marketing campaigns via creative content creation, social media optimization (SMO) & promotion, SEM, social & video advertising, social engagement, and email marketing. • Insightful campaign analysis & reporting to measure performance against goals, identify causes of failure/success, and strategize recommendations for continual improvement. A results-driven problem-solver. • The scope includes all trackable digital touch points within owned, earned, and paid channels—social, blog, search, e-mail, site, video, mobile, and distributed content. Specific Services: • Social Media Marketing Strategy for social sites such as Facebook, YouTube, LinkedIn, Twitter, Google+, Pinterest & Instagram • Blogging & Content Marketing Consulting • Full-Scale Facebook Campaign Strategy • Facebook Advertising – Strategy & Execution • YouTube Marketing Consulting & Services • YouTube Advertising via Google AdWords for Video, including Pre-roll & Search Ads • SEM Services • Display Advertising, including Real-Time • Infographics – Strategy & Development • Email Marketing Strategy • Media monitoring, analysis & monthly analytics reporting and follow-up recommendations • LinkedIn Advertising – Strategy & Execution • Training: Digital Media Best Practices
  • Some of Julie’s Past Clients
  • ―OTHER‖ Services Overview Video Content Consulting: There’s no point in optimizing or paying to advertise ineffective video content. • Consulting services in the overall search marketing campaign and in-stream ad content strategy development. • Recommendations for branding and crosspromotion tactics to make videos more effective for advertising purposes. Analytics & Measurement Establish specific goals and objectives in order to ultimately measure performance against goals, determine causes of successes and failures, and make recommendations for continued improvement of various KPIs. • Implement (or improve) lead generation tracking methods for conversion attribution: use landing pages & trackable URLs to track traffic from all social media channel promotion of 3rd-party signups Email Marketing Strategy & Consulting to Nurture Leads and Improve Conversion • Set conversion & conversion path goals within Google Analytics Provide strategic guidance and ―best practices‖ training for content marketing development, promotion, and optimization. • Use social media tracking tools to monitor social engagements and mentions by industry influencers
  • Contact Julie Perry to start seeing real business value from your social and digital media efforts… TODAY. LinkedIn: www.linkedin.com/in/julieperry/ Twitter: @JuliePerry Email: julie@workonayacht.com Tel: 317.332.1075