Master Class: Master Class: On Air / Off Air MarketingOn Air / Off Air Marketing

Robert Alan AndersonRobert Alan Anderson

Ronan Media, LLCRonan Media, LLC

Marketing & Creative ServicesMarketing & Creative Services

The ProblemsThe Problems

How do you drive an audience to a programHow do you drive an audience to a program ? ?

(With so many different ways a viewer can (With so many different ways a viewer can access entertainment, how do you make them access entertainment, how do you make them awareaware of what’s available to them ?) of what’s available to them ?)

What makes for a What makes for a goodgood campaign or promo, campaign or promo, and what pieces of the and what pieces of the marketing mixmarketing mix should should you make use ofyou make use of ? ?

Apply the basic principles of Apply the basic principles of marketing to the construction, and marketing to the construction, and

development of show/content.development of show/content.

Critical ThinkingCritical Thinking1.1. DefineDefine the problem (awareness/clutter) the problem (awareness/clutter)

and terms associated with the problem.and terms associated with the problem.

2.2. ResearchResearch and and analyzeanalyze the problem/terms. the problem/terms.

3.3. Determine and Determine and create methods for create methods for solvingsolving the problem based on our the problem based on our research/analysis. research/analysis.

4.4. EvaluateEvaluate good/bad methods for solving good/bad methods for solving the problem.the problem.

5.5. Objective: Walk away with a Objective: Walk away with a better better understandingunderstanding of the problem/terms and of the problem/terms and solutions for resolving the problem. .

Defining TermsDefining Terms

MarketingMarketing

You know more than you think you You know more than you think you know.know.

Structured and "formulas and models Structured and "formulas and models for success"for success"

Both a science and an artBoth a science and an art

Marketing Marketing AdvertisingAdvertisingPromotionPromotionBrandingBranding

The Big PictureThe Big Picture

Marketing

Branding

Advertising Promotions Sales Public Relations CSR

Sales

CSR

PR

Promotion

Advertising

Branding

Marketing

Research the Problem Research the Problem (State of the Market) (State of the Market)

The marketplace The marketplace ((electronic media electronic media universeuniverse) has changed) has changed

It has gone from general It has gone from general audience, to audience, to segmentedsegmented audienceaudience

TV and Radio Networks TV and Radio Networks have been doing this for have been doing this for a whilea while

TV and Radio Networks began TV and Radio Networks began segmenting for differentiationsegmenting for differentiation

SHOWSSHOWS Soap OperaSoap Opera DramaDrama Situation ComedySituation Comedy Action & AdventureAction & Adventure Games ShowGames Show Talk ShowTalk Show NewsNews Reality ShowReality Show

DAY PARTSDAY PARTS Morning driveMorning drive Mid dayMid day Evening driveEvening drive

Day timeDay time FringeFringe PrimetimePrimetime Late NightLate Night

...revenue and ad sales became stronger drivers

Attract and hold the audienceAttract and hold the audienceMonMon TueTue WedWed ThurThur

(NBC)(NBC)FriFri

(CBS)(CBS)SatSat

(ABC)(ABC)SunSun

CosbCosbyy

DifferenDifferent Worldt World

HulkHulk

DukeDukess

Love Love BoatBoat

BridgeBridge

(up & (up & coming)coming)

DallaDallass

FantasFantasyy

IslandIsland

LA LA LawLaw

F.C.F.C. HotelHotel

New market trends and direction…New market trends and direction…

Satellite Radio Satellite Radio

Cable Cable

Web sitesWeb sites

……have it have it your wayyour way, when , when you want ityou want it……

iPod iPod (your music on demand)(your music on demand)

TiVoTiVo (DVR) (DVR)(your shows on demand)(your shows on demand)

DVDDVD (watch when and where you (watch when and where you want; directors cut, behind want; directors cut, behind the scenes)the scenes)

Online viewingOnline viewing (added value replay, (added value replay, answers/clues, when, where, answers/clues, when, where, and how you want)and how you want)

Post analysis of the problemPost analysis of the problem::

“Everything has its beauty but not “Everything has its beauty but not everyone sees it.”everyone sees it.”

--Confucius--Confucius

Bottom line: Change your perspectiveBottom line: Change your perspective

The market is NOT cluttered, its segmented.The market is NOT cluttered, its segmented.(Observations gathered from research)(Observations gathered from research)

If the marketplace dictates that you can now watch shows of If the marketplace dictates that you can now watch shows of your your specific interest and tastesspecific interest and tastes on a on a specificspecific network in network in more ways than one: more ways than one:

1. when that network schedules it1. when that network schedules it2. on your phone2. on your phone3. computer3. computer4. DVD or 4. DVD or 5. on demand… 5. on demand…

(ultimately…when, how, and where the consumer wants to)(ultimately…when, how, and where the consumer wants to)

ConclusionConclusion: Then… electronic media is no longer completely : Then… electronic media is no longer completely controlled by those offering the product. The consumer now has a controlled by those offering the product. The consumer now has a hand in programming. (and because programming is partially up to hand in programming. (and because programming is partially up to the consumer, they would like to the consumer, they would like to personalizepersonalize it) it)

Once a family event, is now Once a family event, is now personalpersonal and and individualindividual. .

In your own room, in your ownIn your own room, in your own

car…take it with you from thecar…take it with you from the

car to the home, on the plane, train…car to the home, on the plane, train…

*Electronic media is also now both *Electronic media is also now both personalpersonal

and and mobilemobile

NEW PLAN OF ACTIONNEW PLAN OF ACTION

This means, as you and networks create your This means, as you and networks create your products (shows/content) you now really have to products (shows/content) you now really have to work hard at determining: work hard at determining: 1. Defining your 1. Defining your audienceaudience (s) (s) 2. 2. MeetingMeeting and and satisfyingsatisfying the individual the individual consumer (market segment/niche) consumer (market segment/niche) needs/valuesneeds/values

HOW DO YOU DO THAT HOW DO YOU DO THAT (in a way that also satisfies ad sales…?)(in a way that also satisfies ad sales…?)

Methods for solving the problemMethods for solving the problem

Program and content providers must create clever ways to Program and content providers must create clever ways to diversify content (various platforms) for their targeted diversify content (various platforms) for their targeted audiences.audiences.

These specialized audiences need and want to enjoy MORE of These specialized audiences need and want to enjoy MORE of what they like from your show/content.what they like from your show/content.

Ad sales likes added value content because it keeps the Ad sales likes added value content because it keeps the audience longer, providing more opportunities to generate audience longer, providing more opportunities to generate awareness, but more importantly to sell exposureawareness, but more importantly to sell exposure . .

Example of product/brand extensionExample of product/brand extension

Evaluate good/bad methods of problem solversEvaluate good/bad methods of problem solvers(The Anatomy of a promo)(The Anatomy of a promo)

Marketing rule #1Marketing rule #1

Marketers and advertisers that research and Marketers and advertisers that research and involve the needs, wants, desires and values of involve the needs, wants, desires and values of their prospects in their marketing messages have a their prospects in their marketing messages have a better chancebetter chance of connecting with targeted of connecting with targeted prospects and generating behavior/action. prospects and generating behavior/action.

--Philip Kotler, Ph.D--Philip Kotler, Ph.D

Kevin Keller, Ph.DKevin Keller, Ph.D

Marketing ManagementMarketing Management

Tools of a MarketerTools of a Marketer

EmotionsEmotions: fear, joy, love, sadness, hope, : fear, joy, love, sadness, hope, happiness (comedy!) (attraction, connection)happiness (comedy!) (attraction, connection) Story TellingStory Telling: How well you tell a story with : How well you tell a story with words, sot's and pix, and sounds words, sot's and pix, and sounds (recall/understanding/experience)(recall/understanding/experience)

*Stories (long/short) connect and resonate with *Stories (long/short) connect and resonate with the emotional triggers connected to the needs, the emotional triggers connected to the needs, wants, and desires of targeted consumer. wants, and desires of targeted consumer.

Examples of story-driven marketingExamples of story-driven marketing

•Story driven•Emotional

Evaluate good/bad methodsEvaluate good/bad methods(marketing mix)(marketing mix)

Good marketing mixes contain media buys andGood marketing mixes contain media buys andpromotional events that are delivered in promotional events that are delivered in expected AND expected AND unexpectedunexpected ways and places. ways and places.(Where the target audience travels and visits)(Where the target audience travels and visits)

Face to face and word of mouth eventsFace to face and word of mouth events Viral marketing….(blogs, websites, phone)Viral marketing….(blogs, websites, phone) Alliances already endorsed by the Alliances already endorsed by the

community in which you’re targetingcommunity in which you’re targeting

Unexpected Marketing messagesUnexpected Marketing messages

February 07, 2006Urinal Playstation Ads

Experimental Playstation ads on urinals. Increase your score with hitting icons. Message: The gaming philosophy is everywhere.

Objective: Walk away with a Objective: Walk away with a better better understandingunderstanding of the problem and its of the problem and its terms and to have terms and to have solutions for resolving the problem..

How do you How do you drivedrive an audience to a program? an audience to a program? (With so many different ways a viewer can access (With so many different ways a viewer can access entertainment, how do you make them entertainment, how do you make them awareaware of what’s of what’s available to them?)available to them?)

SpecifySpecify target audience; r target audience; researchesearch their wants, desires, their wants, desires, valuesvalues

Develop material (shows/promos/content) that are story-Develop material (shows/promos/content) that are story-driven (for better understanding, recall, experience) driven (for better understanding, recall, experience) through emotional means (trigger attraction, connection). through emotional means (trigger attraction, connection).

Change the way you look at your product (show/content) Change the way you look at your product (show/content) and begin to develop them with brand extenders focused and begin to develop them with brand extenders focused on keeping an audience and strengthening the product-to-on keeping an audience and strengthening the product-to-user experience/relationship (think like a marketer)user experience/relationship (think like a marketer)

What’s that mean for my show?What’s that mean for my show?(Application)(Application)

When pitching an idea for a show, think about When pitching an idea for a show, think about all end user stakeholders (Viewer, all end user stakeholders (Viewer, Programmer/Scheduler, Ad Sales) Programmer/Scheduler, Ad Sales)

How can you hold on to the viewer longer; How can you hold on to the viewer longer; keep them coming back, or extend the experience keep them coming back, or extend the experience beyond television?beyond television?

What makes for a What makes for a goodgood campaign or promo, and what campaign or promo, and what pieces of the pieces of the marketing mixmarketing mix should you make use of ? should you make use of ?

A good promo/campaign contains relevant target A good promo/campaign contains relevant target audience triggers and successfully communicates that the audience triggers and successfully communicates that the product is the solution for fulfilling the need of that product is the solution for fulfilling the need of that audience. audience.

Good marketing mix contains media buys and Good marketing mix contains media buys and promotional events that are both expected ANDpromotional events that are both expected AND unexpectedunexpected. They are strategically timed out with each . They are strategically timed out with each element as an extension of the brand and message.element as an extension of the brand and message.

Example Campaign / Marketing MixExample Campaign / Marketing Mix

Shark Week 2001Shark Week 2001 ObjectiveObjective: Revive SW !: Revive SW !

StrategyStrategy: Give Them : Give Them footage they’ve never footage they’ve never seen before. Hold them seen before. Hold them through week, by through week, by providing them with providing them with programming programming capabilities. capabilities.

Results Results

TELEVISIONTELEVISION Grabbed a rating 147Grabbed a rating 147%% above the adult 25- above the adult 25-

54 average for 354 average for 3rdrd Qtr. (1.7 million viewers) Qtr. (1.7 million viewers) Premiere show was 19Premiere show was 19%% higher than year higher than year

prior.prior. Was the 3Was the 3rdrd highest-rated shark week highest-rated shark week

program to date.program to date.ONLINEONLINE

Prior to shark week 40K page views/week, Prior to shark week 40K page views/week, during shark week, up to 85.9K during shark week, up to 85.9K

Total votes on ‘You Choose it’ for the week Total votes on ‘You Choose it’ for the week 722,717 (avg. 90K votes per day)722,717 (avg. 90K votes per day)

Robert Alan AndersonRobert Alan Anderson

Ronan Media, LLCRonan Media, LLCMarketing & Creative Marketing & Creative ServicesServices

www.RonanMedia.com

Robert@RonanMedia.com 240.676.7071