The global entertainment industry has evolved from its initial forms of offline promotional campaigns such as TV and radio broadcasts followed by printed local media. Whether you organize events for third-party performers and groups or act as your own personal manager and marketing agent, creating a meaningful ad strategy matters more than you might think.
According to CMO, 3.6 billion people use the internet on a daily basis, while the fastest-growing entertainment niches include VR content, on-demand video, and internet advertisement, to name a few. It is becoming increasingly difficult for new and relatively unknown entertainment industry professionals to carve out their piece of the proverbial global market.
With the right approach and content marketing strategy; however, it’s quite possible to create an online presence and attract a sizable following to your brand name and its events. With that said, let’s dive into the several ways in which you can create an entertainment marketing strategy.
Advantages of Creating a Marketing Strategy for Entertainment Events
We all know that marketing content can bring more people to an event under our name. However, the benefits and advantages a marketing strategy can bring to your entertainment business go beyond surface-level results.
By avoiding unplanned marketing activities and relying on writing tools such as Trust My Paper and Evernote, you can create a more systematic and objective approach to the advertisement. As such, the advantages of a marketing strategy can bring to your business’ events include:
- Better audience engagement and satisfaction
- Streamlined audience retargeting and data analysis
- Market segmentation and content personalization opportunities
- Higher brand awareness which can attract new clients and partners
- High return on investment (ROI) compared to ad-hoc marketing efforts
Guidelines on How to Create an Entertainment Marketing Strategy
1. Set Measurable KPIs
There are a few elements to creating a marketing strategy which doesn’t involve writing, filming, or editing. One of the most important pre-production phases in entertainment marketing strategy creation is the formation of good KPIs. Key Performance Indicators (KPIs for short) serve to inform you and your marketing team of the effectiveness of the content you create and publish.
KPIs vary based on the type of event you promote, what audience you want to attract as well as the scale and timetable of your event planning. You can use the SMART goal-setting methodology to create several measurable, highly-relevant KPIs for your marketing strategy before proceeding to the production phase.
2. Consider the Follower Expectations
It’s important to consider your followers’ expectations before you create marketing content for an entertainment event. For example, millennials who might want to attend a rock concert, will expect different marketing materials as opposed to the elderly who might want to attend a philharmonic concert.
Make sure that you know who your audience is before you create any content which will advertise an upcoming event. Even if a big star or a blockbuster is coming your way, you can still fail to attract an audience with improper visuals, wording, or ad placement.
Place yourself in the shoes of the audience and try to anticipate what their likes and dislikes are to the best of your ability. There is no right or wrong way to approach this phase of entertainment marketing strategy creation – it all comes down to personalization.
3. Emphasize Multimedia Content
One of the key differences between the entertainment industry marketing compared to others is its flexibility in terms of content types. The entertainment industry is ripe for multimedia content in its marketing efforts.
While you shouldn’t neglect written content created via tools such as Studicus and Grammarly, visual and auditory content should be your primary selling point. It’s also quite crucial that you use original content designed and produced in-house (with the permission of whoever you are about to promote).
Avoid using stock photography, video footage, or audio quotes and segments made by other entertainment businesses or marketing agencies. Add a spark of creativity to your multimedia, and the right audience will respond to your marketing strategy.
4. Create a Social Media Presence
No matter the demographic or the type of event you are about to advertise, it’s important to include social media platforms into that equation. Social websites such as Facebook and Instagram are known for their multi-billion followings, making them a logical target for the entertainment industry marketing.
According to Dream Grow, 71% of customers who experience good social media interactions with a brand name are likely to recommend it to their social circles, with 95% of adults (18-34) most likely to follow their favorite brands via social media. Make sure to publish entertainment marketing content on social media platforms in addition to other channels such as email messaging apps to reach as many followers as possible.
5. Exclusive and Limited-Time Offers
Lastly, the best way to utilize the entertainment industry in your marketing strategy is to rely on calls to action and limited-time offers. After all, every event you advertise will have a strict timeline attached to it.
You can use these dates to create a sense of urgency with your audience and incentivize them to engage now rather than later. Small incentives such as discounts, 1+1 offers, and free complimentary items such as beverages or snacks (depending on the type of event) can help your marketing efforts tremendously.
Calls to action are tried-and-tested marketing strategy which can be utilized in any form of entertainment advertisement. Call your viewer to “act now” and watch your engagement rates grow as a result.
At the end of the day, the most essential aspect of entertainment marketing is to engage the audience you want to attract to an event. Whether you use social media, email marketing, Google ads, or printed local media to do so is entirely up to the demographic you want to attract.
Once you know who your viewer is, it’s only a matter of creating tangible KPIs for your marketing efforts and calls to action which will back your goals up. Everything else is up to the people your entertainment marketing materials are intended for – make sure that every piece of content does the job.
Author Bio: Kristin Savage is a content writer at Grab My Essay with a background in marketing, technology, and business intelligence. She frequently writes at Best Essay Education on topics such as data science, BI, new marketing trends, and branding strategies.