Real Screen Masters Class

Master Class: On Air / Off Air Marketing Robert Alan Anderson Ronan Media, LLC Marketing & Creative Services

The Problems

How do you drive an audience to a program ?

(With so many different ways a viewer can access entertainment, how do you make them aware of what’s available to them ?)

What makes for a good campaign or promo, and what pieces of the marketing mix should you make use of ?

Apply the basic principles of marketing to the construction, and development of show/content.

Critical Thinking

Define the problem (awareness/clutter) and terms associated with the problem.

Research and analyze the problem/terms.

Determine and create methods for solving the problem based on our research/analysis.

Evaluate good/bad methods for solving the problem.

Objective: Walk away with a better understanding of the problem/terms and solutions for resolving the problem .

Defining Terms

Marketing

You know more than you think you know.

Structured and "formulas and models for success"

Both a science and an art

Marketing Advertising Promotion Branding

The Big Picture Marketing Branding Advertising Promotions Sales Public Relations CSR

Sales CSR PR Promotion Advertising Branding Marketing

Research the Problem (State of the Market)

The marketplace ( electronic media universe ) has changed

It has gone from general audience, to segmented audience

TV and Radio Networks have been doing this for a while

TV and Radio Networks began segmenting for differentiation

SHOWS

Soap Opera

Drama

Situation Comedy

Action & Adventure

Games Show

Talk Show

News

Reality Show

DAY PARTS

Morning drive

Mid day

Evening drive

Day time

Fringe

Primetime

Late Night

...revenue and ad sales became stronger drivers

Attract and hold the audience Hotel F.C. LA Law Fantasy Island Dallas Bridge (up & coming) Love Boat Hulk Dukes Cosby Different World Sun Sat (ABC) Fri (CBS) Thur (NBC) Wed Tue Mon

New market trends and direction…

Satellite Radio

Cable

Web sites

… have it your way , when you want it …

iPod

(your music on demand)

TiVo (DVR)

(your shows on demand)

DVD

(watch when and where you want; directors cut, behind the scenes)

Online viewing

(added value replay, answers/clues, when, where, and how you want)

Post analysis of the problem : “Everything has its beauty but not everyone sees it.” --Confucius Bottom line: Change your perspective

The market is NOT cluttered, its segmented. (Observations gathered from research)

If the marketplace dictates that you can now watch shows of your specific interest and tastes on a specific network in more ways than one:

1. when that network schedules it

2. on your phone

3. computer

4. DVD or

5. on demand…

(ultimately…when, how, and where the consumer wants to)

Conclusion : Then… electronic media is no longer completely

controlled by those offering the product. The consumer now has a

hand in programming. (and because programming is partially up to

the consumer, they would like to personalize it)

Once a family event, is now personal and individual .

In your own room, in your own

car…take it with you from the

car to the home, on the plane, train…

*Electronic media is also now both personal

and mobile

NEW PLAN OF ACTION This means, as you and networks create your products (shows/content) you now really have to work hard at determining: 1. Defining your audience (s) 2. Meeting and satisfying the individual consumer (market segment/niche) needs/values HOW DO YOU DO THAT (in a way that also satisfies ad sales…?)

Methods for solving the problem

Program and content providers must create clever ways to diversify content (various platforms) for their targeted audiences.

These specialized audiences need and want to enjoy MORE of what they like from your show/content.

Ad sales likes added value content because it keeps the audience longer, providing more opportunities to generate awareness, but more importantly to sell exposure .

Example of product/brand extension

Evaluate good/bad methods of problem solvers (The Anatomy of a promo) Marketing rule #1 Marketers and advertisers that research and involve the needs, wants, desires and values of their prospects in their marketing messages have a better chance of connecting with targeted prospects and generating behavior/action. --Philip Kotler, Ph.D Kevin Keller, Ph.D Marketing Management

Tools of a Marketer

Emotions : fear, joy, love, sadness, hope,

happiness (comedy!) (attraction, connection)

Story Telling : How well you tell a story with

words, sot's and pix, and sounds

(recall/understanding/experience)

*Stories (long/short) connect and resonate with the emotional triggers connected to the needs, wants, and desires of targeted consumer.

Examples of story-driven marketing

Story driven

Emotional

Evaluate good/bad methods (marketing mix)

Good marketing mixes contain media buys and

promotional events that are delivered in

expected AND unexpected ways and places.

(Where the target audience travels and visits)

Face to face and word of mouth events

Viral marketing….(blogs, websites, phone)

Alliances already endorsed by the community in which you’re targeting

Unexpected Marketing messages

February 07, 2006 Urinal Playstation Ads Experimental Playstation ads on urinals. Increase your score with hitting icons. Message : The gaming philosophy is everywhere.

Objective: Walk away with a better understanding of the problem and its terms and to have solutions for resolving the problem .

How do you drive an audience to a program?

(With so many different ways a viewer can access

entertainment, how do you make them aware of what’s

available to them?)

Specify target audience; r esearch their wants, desires, values

Develop material (shows/promos/content) that are story-driven (for better understanding, recall, experience) through emotional means (trigger attraction, connection).

Change the way you look at your product (show/content) and begin to develop them with brand extenders focused on keeping an audience and strengthening the product-to-user experience/relationship (think like a marketer)

What’s that mean for my show? (Application)

When pitching an idea for a show, think about all end user stakeholders (Viewer, Programmer/Scheduler, Ad Sales)

How can you hold on to the viewer longer; keep them coming back, or extend the experience beyond television?

What makes for a good campaign or promo, and what pieces of the marketing mix should you make use of ?

A good promo/campaign contains relevant target audience triggers and successfully communicates that the product is the solution for fulfilling the need of that audience.

Good marketing mix contains media buys and promotional events that are both expected AND unexpected . They are strategically timed out with each element as an extension of the brand and message.

Example Campaign / Marketing Mix