“Entertainment marketing” has not been taken advantage of very much by many brands and companies.
How To Fulfill A Human Need?
This is another effective strategy which can be adopted as a marketing strategy of any business or product or brand. Hook your customers’ attention and persuade them to consume your products by fulfilling the human’s “entertainment” needs.
Now what is “Entertainment Marketing?” Here is a simple definition:
Entertainment marketing is the strategy of creating, associating with and promoting entertainment and entertainment activities to excite, entertain, then engage the customer, which then forms a high-profile, positive perception of the brand to drive continuous profitable customer action.
Other Marketing Approaches
Some other marketing terms that have been used by marketers, for example, are:
Retail marketing is the range of activities undertaken by a retailer to promote awareness and sales of the company’s products — Tracey Sandilands, Demand Media
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
I observe many businesses, especially retailers, hit walls when it comes to marketing and attracting more customers. Usually, the strategy being employed tends to be more of what I call “sales marketing” which is offering services such as “discount coupons, freebies, sales, ladies’ nights, happy hour, special packages, birthday specials… “
Those are strategies a business should keep using regularly, but after awhile, it loses its lustre with customers and in the end, it doesn’t matter much to them if they get another discount. I know this is what happens with me.
Why Does Entertainment Marketing Work?
But on top of that, a business should really look into the immediate elevation of your brand or product in the minds of the customer by associating with an entertainment idea or activity, whether it be an event, a performance, a song, a movie, an entertaining video, a game or contest, celebrity or public personality endorsements and appearances.
Now, “entertainment marketing” probably works best for retail businesses, but it not only is applicable to B to C (business to customer) but often, bosses find that they also need it in B to B (business to business).
McDonald’s, for example, is a ready example of a business that has drawn customers for years through entertainment marketing. Rather, than keep “pounding on” (no pun intended) the ingredients or discounts for their burgers, McDonald’s is often your source for the current box-office movie premiums. Remember the “Hello Kitty” or “Minions” soft toy craze which saw alarming lines at McDonald’s? Well, we don’t need to ask McDonald’s to show us their daily sales report in order to know that they would have had a jackpot sales that day!
If, as a business, you are expecting the media to give you some coverage — unless you are an NGO (non-government organization), political or governmental organization, social or charitable benefit, cultural or educational association — do not expect the media to give you much time of day unless you advertise with them.
Now, many small medium enterprises (SME) might lament that you could not possibly afford the licensing or cost of bringing entertainment to your premises, or even being associate with big-time entertainment, like the McDonald’s example.
Believe it or not, your customers will still be entertained by cleverly-executed concepts at much lower budgets that your business is offering. Therefore, don’t worry if you cannot afford licensing hits such as Star Wars or engaging the current Hollywood or Kpop superstar!
The keywords to remember is to Excite, Entertain and Engage your customers with entertainment ideas, conceptualized and customized for your needs.
Once entertainment elements are used to market your business, product or brand, the opportunity is larger for:
1) the media and customers to open their eyes,
2) to open their doors,
3) be engaged by an entertainment event at your premises,
4) for third party endorsements including media, celebrity or public figures
5) indirect, soft-sell rather hard-sell approach to sales
6) elevation to higher ranks in customer’s minds
7) more public relations and networking
Source by Irriesse Chia