THURSDAY, Variety Marketing entertainment Summit, presented by Deloitte, brought together the best marketing leaders in the cinema, television, video and fashion industries. Participants shared information on their marketing strategies and operations during the event, held in Neuehouse in Hollywood.
There were recurring themes throughout the summit all day. Several panelists have discussed the importance of bringing existing fandoms, to reach out to younger consumers, of generation Z and the evolution of relationships between creators and brands.
Read below for the main dishes to take away panels.
Good things – Impact Marketing Round Table
Darren Abbott, director of the brand for Hallmark, offered the argument that marketing specialists should move away from the development placed on demography when you try to reach an audience. “What we are doing in Hallmark is trying to divert the conversation from a demographic approach,” said Abbott.
“We all as marketing specialists and brand chefs must think about this song. Think of the psychographic profile, think of people who for us, aspire to a very connected life, who want to put goodness back in the world, and who is universal, regardless of your age. said.
Taken through the new American consumer
Gayle Troberman, executive marketing advisor at Iheartmedia, spoke with the moderator China Widener, vice-president and American media and telecommunications technology at Deloitte, understanding today’s consumers.
Troberman has clarified a common misstep that marketing specialists take. “Part of the problem is that we target our way to forgetting. We target our way to non-record, right? We have to talk to more people to sell more things, not just people who love Taylor Swift and this kind of shoe … and are really in pop music and the Taylor Swift just targeted Swifies, she would not be Taylor Swift and Billion Dollars.
Bravo’s activity: how brands draw from Bravoverse
Allison Levin, president of advertising and partnerships in Nbcuniversal, and Dorit Kemsley, star of reality on “The Real Housewives of Beverly Hills”, discussed Bravoverse’s success and engaging with fans via Bravocon.
Levin discussed Bravocon’s popularity, describing how for many fans “Bravocon is actually our Super Bowl”.
“One of the statistics of the last Bravocon was that 80% of people said it went to Bravocon, it was the best weekend in their lives, beating their literally, the day they got married and when they had their children,” said Levin.
Related content: The Issa Rae and the Hoorae team in the “scrappy” marketing plan for the first film “ a dans dals ”, AAnd if there will be a sequel
This type of fans support leads to a mixture of brand partnerships. “These are not only fashion brands or beauty brands, which are there and have incredible impacts, but it is also State Farm and Wayfair, because they are people who are delighted to interact with (fans) in different ways,” added Levin.
From players to creators: how players shape the creators’ economy
Two leaders of Havas Play, vice-president of the Jarell Thompson game and vice-president and Angelique Hernandez portfolio, discussed the crucial impact that video game creators have in the media marketing sphere.
Hernandez answered a question about how the conditions have changed for game creators.
The creators “have a lot of purchasing power”, with the possibility of ensuring that their subscribers make purchases, but also to exercise “control of their careers”.
“They don’t necessarily need to have a brand partnership, right? They can earn money by themselves. There are now all these platforms that allow them to do so. You also have companies, whether brands or even social platforms, which turn to them because now, not only are they experts in creators to know how to use Tiktok and Instagram, “explain Hernandez.
Related content: The author of “The Notebook” Nicholas Sparks describes his rules to write novels: “What are the ages of the characters who will fall in love?”
This power allows creators to be more selective on the brands with which they associate, said Hernandez, who is ultimately a winner for creators and brands. “You really know that once you choose the creator and the creator brings you back, it will probably be the start of a good relationship that we would like to continue,” she said.
Gen Z Nivelle – Power consumption group today
The marketing leaders of Elf Beauty, J.Crew, Hulu, Sony Pictures Entertainment and Blizzard Entertainment talked about the consumer base that is in the mind of everyone: Gen Z.
Monica Austin, director of marketing of Blizzard Entertainment, said that in the end, the key to understanding the Z generation and the way of attracting them is to incorporate the votes of the Z generation into the company:
“We have to bring them to the room. They will shape our marks. They will shape our strategies. “
“We do not need, I do not think, let us hypothesize what they are going to be. They must help us in this room to identify how to reach their generation and beyond. And therefore it is really up to us to bring them and not to try to surannalyse,” said Austin.
Kiss AI for marketing success
Jenn Lockhart, main vice-president, Sales, West Coast, at Teads, believes that for companies to find how to integrate AI into their daily workflow, the best leaders must adopt AI.
“I think the first place to adopt it is also with the leaders, because I think we have to demystify it a little,” said Lockhart.
“I am like, I need to adopt it from my day, and I need a sticky note that tells me to adopt this in certain ways that help me stick to the strategy and find more efficiency, and then I can bring them to the team. So I think it starts with us,” added Lockhart.
Master Class in World Building – The strength of the entertainment franchise
Sara Pollack, World Manager for Pinterest Consumer Marketing, shared a recent example of the way Pinterest has exploited fandoms and created opportunities for them to get involved. In Coachella this year, Pinterest joined the K-Pop Enhappen group. The group has created a Pinterest table full of aesthetics in denim.
Related content: Marketing leaders say that the film and television are suspended in the middle of recession fears: “ We are the affordable hobby ” ‘
“In the hours following their live, they played Coachella, and all the public, it was a massive audience for them, wore denim. Everyone had literally returned home, back in their hotels, wherever they were, turned into denim because they had somehow picked up the signal,” said Pollack.
Understand the power of the sports fandom
Jo Fox, a senior marketing vice-president at ESPN, discussed the means of ESPN which engages the younger public given the distribution of their attention to various forms of media. A method is to use a “musical strategy” and to associate with artists like Travis Scott.
“It’s not just about talking to them about sport. This is culture. What interests them as a sport, entertainment, culture becomes even more crossed,” said Fox.
The anatomy of a favorite fans campaign
Joe Whitmore, executive vice-president of global marketing at Sony Pictures Entertainment, discussed deploying franchise payments and working to keep the two existing fans interested while using new fans.
He spoke of the next film, “28 years later”, the third in the Zombie Apocalypse trilogy which started with “28 days later” in 2002.
“You have this group of older and activated fans who really likes it, then all this new audience that will be fans, if you can simply present them to the property in the right way,” said Whitmore.
Whitmore said that the trailer had been deliberately built to make sure that fans did not think that the original property was “ruined” but also ensuring that it did not reveal too much in history.
To present the deductible to new fans, “we did a functionality in Empire Magazine,” added Whitmore.
Related content: Heidi Montag and Spencer Pratt developing a Hulu project on the loss of their house in the Pacific palisades
“You attract the flames on Tiktok, because this is where everyone is fans of the Fandom flames these days, and now you are just walking a tight rope to make sure you don’t spoil the experience for all the new fans you have obtained, the old fans who love property and in capitalization with a very big opening weekend,” he said.
(In the photo: Alison Levin de Nbcuniversal and “Real Housewives of Beverly Hills”, the star Dorit Kemsley)