Entertainment Marketing: Its Not Just About The Music

As we wrap up Keith Urban’s Escape Together Tour for Kingsford and KC Masterpiece and launch into a new program for a financial services firm in 2010, I’m reminded of how complex and emotional the entertainment marketing business can be.

For marketers it can be a double-edged sword. You want to partner with artists who your audiences like, while staying true to your brand. Not to mention, members of your team and executives alike may have different opinions on who the right artist is to represent your company. Unfortunately, these decisions are all-to-often wrought with personal preferences, and sometimes made without fully evaluating opportunities against business objectives which can lead to failure in generating Return on Investment.

Here are a few thoughts to help you balance the the emotion with rational criteria as you play musical chairs with artists, sponsorships and program activation.

Portfolio Planning: 10 Tips for Creating The Right Mix

Autumn is here. For many companies, this means planning is in high season. We’re all working diligently on trying to figure out the right number, frequency, type and cadence of events to include in our portfolio to drive relationships, sales and ROI.

Here are 10 thoughts on how you can create an effective and efficient event portfolio plan.

Owning the Show: The Art Of Building Share Of Voice

Locked in every tradeshow is a number. Someplace deep inside event demographics, and underneath all the hype and buzz of exhibitors, speakers and attendees you will find it. The number of people you really want to talk to. These are your targets – people who have a high propensity to become your customers.

Each and every tactic and investment at every event should be scrutinized and prioritized to ensure it is the best tool to accomplish your business objectives with your targeted audiences.

Event marketers don’t have to have the largest budget, the biggest booth or the most impressive sign to win. They just need to be strategic in their approach and apply intelligence to their process. Here are some ideas that can help you own the show without breaking the bank.