On Thursday, the Entertainment Marketing Summit hosted by EbMaster’s (presented by Deloitte) convened the leading marketing professionals from the realms of film, television, video gaming, and fashion. At this gathering, situated at Neuehouse in Hollywood, they divulged their marketing tactics and operational details.
Themes kept reappearing during the entire daylong conference. Multiple speakers emphasized the value of incorporating established fanbases, appealing to Generation Z audience members, and the shifting dynamics in how content creators interact with brands.
Read below for major takeaways from the panels.
The Right Stuff – Impact Marketing Roundtable
Darren Abbott, the Brand Chief for Hallmark, proposed that marketing strategies should lessen their focus on demographics when targeting audiences. “At Hallmark, we’re aiming to change the discussion from a demographic-based approach,” Abbott explained.
As a marketer or brand leader, it’s crucial for me to ponder over that aspect. I should consider the psychographic profile, focusing on individuals who yearn for a deeply connected lifestyle, aiming to make a positive impact on the world. This desire is universal, transcending age boundaries. To foster genuine connections, we must shift our narrow demographic focus and delve deeper into understanding these people’s true identities. This was my takeaway from Abbott’s statement.
Breaking Through to the New American Consumer
Gayle Troberman, a top marketing consultant at iHeartMedia, engaged in a discussion with moderator China Widener, who holds the position of vice chairman and leads the U.S. technology, media, and telecommunications sector at Deloitte, on the topic of comprehending contemporary consumers’ preferences.
Troberman pointed out a frequent mistake in marketing strategies: “We’re aiming ourselves into obscurity and irrelevance,” he explained. “The issue is, we keep focusing on reaching more people to sell more products, not just fans of Taylor Swift and her specific type of shoe who are passionate about pop music. If Taylor Swift only marketed to her die-hard fans, she wouldn’t be the globally renowned artist she is today, nor would her ‘Eras Tour’ have generated a billion dollars.
The Business of Bravo: How Brands Tap into the Bravoverse
Allison Levin, as the president of advertising and partnerships at NBCUniversal, recently had a conversation with Dorit Kemsley, a reality television personality from “The Real Housewives of Beverly Hills.” They talked about the triumph of Bravoverse and how they involve fans through BravoCon events.
Allison Levin, NBCUniversal’s advertising and partnerships president, recently spoke with Dorit Kemsley, a cast member of “The Real Housewives of Beverly Hills.” They discussed the achievements of Bravoverse, as well as their strategies for engaging fans through events like BravoCon.
Levin talked about the widespread appeal of BravoCon, explaining that for numerous enthusiasts, “BravoCon feels like our Super Bowl.
Levin mentioned that one notable statistic from the previous BravoCon indicated that a large majority – 80% – of attendees declared it as the finest weekend of their lives, surpassing even the day they tied the knot and welcomed their own children.
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Such fan enthusiasm fosters a variety of business collaborations. It’s not merely partnerships with fashion or cosmetic brands, which already make significant contributions, but also with companies like State Farm and Wayfair. These are businesses eager to engage with the fans in diverse manners, as Levin explained.
From Players to Creators: How Gamers Are Shaping the Creator Economy
The high-ranking officials, Jarell Thompson, Vice President of Gaming at Havas Play, and Angelique Hernandez, Portfolio Lead and Vice President, conversed about the significant influence that video game developers are exerting within the realm of media advertising.
Hernandez answered a question about the ways conditions have changed for gaming creators.
Creators possess significant influence, capable of encouraging their audience to make purchases. Moreover, they can exert control over their professional paths or careers.
Hernandez pointed out that it’s not always required for them to establish a brand partnership. They can generate income independently, thanks to numerous available platforms. Moreover, companies – whether they’re brands or social media platforms – often approach them because these content creators are experts in what appeals to their audience and are also proficient in using the specific platform themselves, such as knowing how to effectively use TikTok and Instagram.
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This power empowers creators to be choosier when deciding on which companies to collaborate with, as Hernandez points out. In essence, this choice benefits both parties since it fosters long-lasting and mutually beneficial partnerships, as she explained, “Once you choose the creator and they reciprocate that selection, it’s likely the beginning of a promising relationship we would all want to nurture further.
Gen Z Levels Up – Today’s Power Consumer Group
Representatives from companies like e.l.f. Beauty, J.Crew, Hulu, Sony Pictures Entertainment, and Blizzard Entertainment gathered to discuss the demographic generating a lot of buzz in today’s market: Generation Z.
Monica Austin, the Chief Marketing Officer at Blizzard Entertainment, emphasized that truly connecting with Generation Z and attracting them requires actively involving their perspectives within the company: “We need to let them have a seat at the table. They are going to mold our brands, they’re going to influence our strategies.
Austin stated that there’s no need for speculation on how to connect with their generation and those who follow; instead, we should focus on drawing them into our efforts. He emphasized that it’s not beneficial to delve too deeply into analysis but rather to act.
Embracing AI for Marketing Success
Jenn Lockhart, holding the position of Senior Vice President of Sales on the West Coast at Teads, advocates that it’s crucial for key executives within a company to adopt and welcome artificial intelligence (AI) in order for businesses to effectively incorporate AI into their daily routines.
Lockhart suggested starting by implementing it among the leaders, since he believes it’s important to make it less mysterious.
Lockhart suggested, “I should incorporate this into my daily routine, and I could use a reminder note to guide me in specific ways that help me stick to the strategy for better efficiency. Once I’ve figured that out, I can share it with the team. I believe our personal adoption is key to starting this process.
Master Class in World-Building – The Force of the Entertainment Franchise
Sara Pollack, Pinterest’s worldwide leader of consumer marketing, recently discussed an instance where Pinterest utilized fandoms and provided chances for them to immerse in their interests. Specifically, at this year’s Coachella, Pinterest teamed up with the K-Pop band ENHYPEN. In return, the group put together a Pinterest board featuring various denim styles.
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Shortly after the board went live, they took the stage at Coachella. The crowd, which was particularly large for them, was adorned in denim. Apparently, everyone had returned to their hotels, changed into jeans because they seemed to have sensed a trend,” Pollack explained.
Understanding the Power of Sports Fandom
As a passionate movie reviewer, I recently delved into a fascinating conversation with Jo Fox, ESPN’s senior vice president of marketing, who enlightened us on the innovative strategies ESPN is utilizing to captivate younger generations, whose attention spans are scattered across an array of digital platforms. One intriguing approach they’re taking is adopting a “music strategy,” which involves collaborating with dynamic artists such as Travis Scott.
Fox explained that it’s not only about discussing sports with them, but also about their overall culture. Their preferences for sports, entertainment, and culture often overlap significantly.
The Anatomy of a Fan Favorite Campaign
As a devoted admirer, I’d put it this way: In my role as an avid follower, I’ve learned that Joe Whitmore, the Executive Vice President of Global Marketing at Sony Pictures Entertainment, shares insights on expanding franchise stories and maintaining engagement among long-time fans while also attracting fresh audiences.
He discussed the forthcoming movie titled “28 Years Later,” which is the third installment of the zombie apocalypse series, a sequence that started with “28 Days Later” back in 2002.
Whitmore mentioned there’s an existing, enthusiastic fan base who adore the property, along with a fresh audience that could become fans as well, given the right approach for introduction.
Whitmore explained that the trailer was carefully crafted to prevent fans from feeling as if the original property had been spoiled, while simultaneously avoiding giving away too many plot details.
To introduce the franchise to new fans, “we did a feature in Empire Magazine,” Whitmore added.
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He explained, ‘You’re stoking the passion on TikTok, as it’s the popular platform for fervor these days. Now, you’re carefully balancing to avoid disappointing your new fans, your long-time admirers who cherish this property, and maximizing our success with a massive opening weekend.’
(Pictured: NBCUniversal’s Alison Levin and “Real Housewives of Beverly Hills” star Dorit Kemsley)
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2025-04-26 02:20