Large take -away restaurants of Variety’s Entertainment Marketing Summit
On Thursday Variety Entertainment Marketing Summit, presented by Deloitte, brought the top marketing managers together in a film, television, video and fashion industry. The participants shared insights into their marketing strategies and activities during the event, held in Neuehouse in Hollywood.
There were recurring themes throughout the day. Various panel members discussed the importance of bringing in existing fandoms, reaching younger, gene Z -consumers and the evolution of relationships between makers and brands.
Read below for large collection restaurants from the panels.
The right things – Impact Marketing Roundtable
Darren Abbott, Chief Brand Officer for Hallmark, offered the argument that marketers should leave from placing a serious emphasis on demography when they try to reach an audience. “What we do at Hallmark is trying to move the conversation of a demographic approach,” said Abbott.
“All of us as marketers and brand leaders have to think about it. Think about the psychographic profile, think of the people who strive for a very connected life for us, who wants to put goodness back in the world, and that is universal, regardless of your age.
Break through to the new American consumer
Gayle Troberman, Executive Marketing Advisor at IHeartmedia, spoke with moderator China Widener, vice chairman and American technology, media and telecommunication leader at Deloitte, about understanding consumers of today.
Troberman clarified a common misstep that marketers take. “A part of the problem is that we focus on our way on forgotten. We focus on our way to irrelevance, right? We have to talk to more people to sell more things, not only people who love Taylor Swift and this kind of shoe … and are really in pop music, right? If Taylor Swift just aimed, wouldn’t be Billor Swift, Taylor, would be Taylor, Taylor, Taylor, would be Taylor, and the Taylor Swift, Taylor, and the Taylor, Taylor, and the Taylor, Taylor, and the Taylor, and the Taylor, and the Taylor, and the Taylor, Taylor, “Trorokman said.
The Business of Bravo: How to notice the Bravoverse tapping
Allison Levin, president, advertising and partnerships at NBCUIversal, and Dorit Kemsley, reality star on ‘The Real Housewives of Beverly Hills’, discussed the success of Bravoverse and involved with fans via Bravocon.
Levin discussed the popularity of Bravocon and described how for many fans “Bravocon is our Super Bowl.”
“One of the statistics of the last Bravocon was that 80% of the people said to Bravocon, it was the best weekend of their lives, literally beating, the day they got married and when they had their children,” Levin said.
Related content: Issa Rae and Hoorae team on ‘Scrappy’ marketing plan for debut film ‘One of the Days’, and if there will be a sequel
That kind of fan support leads to a mix of brand partnerships. “It is not only fashion brands or beauty brands that are there and have incredible consequences, but it is also State Farm and Wayfair, because these are people who are enthusiastic to communicate with [the fans] In different ways, “Levin added.
From players to makers: how gamers design the maker -economy
Two managers of the Havas Play, vice -president of Gaming Jarell Thompson and Vice President and Portfolio Lead Angelique Hernandez discussed the crucial impact that the makers of video games have in the media marketing atmosphere.
Hernandez answered a question about how the conditions have changed for gaming makers.
Makers “have a lot of purchasing power”, with the possibility to get their followers to make purchases, but also to “put control over their career”.
“They don’t necessarily have to have a brand partnership, right? They can earn money themselves. There are all these platforms with which they can do that. You also have companies, whether they are brands or even social platforms that turn to them because they are not only experts in what their audience wants to see and talk, they are also experts, such as creators, say.
Related content: ‘The notebook’ author Nicholas Sparks outlines his rules for writing novels: “What are the age of the characters that fall in love?”
That power enables makers to be more selective about the brands with which they work together, said Hernandez, which is ultimately a win-win for both makers and brands. “You really know that once you have chosen the Creator and that maker will look back, that will probably be the start of a great relationship that we would like to continue,” she said.
Gen Z levels Up – The current Power Consumer Group
Marketing leaders from ELF Beauty, J.Crew, Hulu, Sony Pictures Entertainment and Blizzard Entertainment spoke about the consumer base where everyone’s thoughts are in mind: Gen Z.
Monica Austin, Chief Marketing Officer of Blizzard Entertainment, said that ultimately the key to understanding Gen Z and how she can be drawn to include gene voeming in the company:
“We have to bring them to the room. They will shape our brands. They will shape our strategies.”
“We don’t have to, I don’t think, to assume what they are going to be. They must help us identify in this room how they can reach their generation and then. And so it is really up to us to bring them in and not try to analyze them,” Austin said.
Embrace ai for marketing success
Jenn Lockhart, Senior Vice President, Sales, West Coast, at Teads, believes that to find out how they can integrate AI into their daily workflow, top leadership AI.
“I think the first place to adopt it is also with the leaders, because I think we should demystify it a bit,” said Lockhart.
“I’m so from, I have to take over in my day, and I need a sticky note that tells me to hire this in certain ways to stay with the strategy and find more efficiency, and then I can bring it to the team. So I think it starts with us,” Lockhart added.
Master class in World Building-The Force of the Entertainment Franchise
Sara Pollack, Pinterest’s worldwide head of consumer marketing, shared a recent example of how Pinterest Fandoms tapped and created opportunities for them to enter into their passions. During this year’s Coachella, Pinterest collaborated with the K-pop Group Enhypen. The group created a Pinterest board full of denim -esthetics.
Related content: Marketing heads say that film and TV -biz will be heavily in the midst of recession -fears: ‘We are the affordable pastime’
“Within a few hours after that board was live, they performed at Coachella, and the entire audience was a huge audience for them, Denim wore. Everyone had literally went home, back to their hotels, wherever they were, changed to Denim because they had picked up a bit on the signal,” Pollack said.
Insight into the power of Sportfandom
Jo Fox, Senior Vice President Marketing at ESPN, discussed ways in which ESPN involves younger public, given how their attention is spread over different forms of media. A method is the use of a “music strategy” and collaborating with artists such as Travis Scott.
“It’s not just about talking to them about sports. It’s about culture. What they are interested in such as sport, entertainment, culture becomes even more interchangeable,” Fox said.
The anatomy of a favorite campaign for fans
Joe Whitmore, executive vice -president of Global Marketing at Sony Pictures Entertainment, discussed degradranchise and worked to keep both existing fans interested while won new fans.
He spoke about the upcoming film, ’28 years later ‘, the third in the Zombie Apocalypse trilogy that started with ’28 days later’ in 2002.
“You have this older, activated fangroep that really loves it, and then this whole new audience that will be fans, if you can just introduce them to the building,” said Whitmore.
Whitmore said that the trailer was deliberately built to ensure that fans did not feel that the original building was ‘destroyed’, but also ensured that it did not reveal too much of the story.
To introduce the franchise to new fans, “we have a feature film in Empire Magazine,” Whitmore added.
Related content: Heidi Montag and Spencer Pratt are developing a Hulu project about losing their home in Pacific Palisades
“You are running the flames on Tiktok, because nowadays fans nowadays the flames of Fandom fans, and now you are just running a tight rope to ensure that you do not ruin the experience for all the new fans you have received, the old fans who love the building, and on it in a very large opening weekend,” he said.
(Depicted: NBCUIVERSAL’s Alison Levin and “Real Housewives of Beverly Hills” star Dorit Kemsley)
