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.