Transcript M-Chapter 16

Entertainment Marketing Plan
Entertainment Marketing:
Education and Careers
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Chapter Objectives
Explain an entertainment marketing plan.
Describe a business plan.
Explain a promotional plan.
Describe educational preparation for a career
in marketing.
Identify career areas in entertainment
marketing.
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The Importance of a
Marketing Plan
A well thought-out, sensible marketing plan is
essential for success in entertainment
marketing.
Marketing plans present an organized and
informed approach to marketing all products.
The two main parts of a marketing plan are:
– Market overview
– Market strategy
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Market Overview and Market Strategy
Market Overview
• Economic climate
• Market trends
• Current goods or services
• Current target customers
and buying habits
• Current distribution channels
• Competition
• New opportunities
Market Strategy
• Product
– Positioning a product to
make it stand out
• Price
– Pricing a product
competitively and
highlighting value
• Place or distribution
– Making a product easily
accessible
• Promotion
– Advertising a product’s
qualities and brand
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The Importance of a
Marketing Plan
Marketing plans are usually
developed before the
launch of a new project, or
at the beginning of a
fiscal year.
fiscal year a 12-month
accounting period
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Developing a Business
Plan
Marketing plans are one
element of an overall
business plan.
business plan a
proposal that describes a
new business to potential
investors and lenders
Business plans are a way
of presenting viability.
viability the possibility of
successful operation and
profitability of a business
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Elements of a Business Plan
I.
Executive Summary
II.
Mission Statement
III.
Industry Overview
IV.
Competitive Analysis
V.
Marketing Plan
VI.
Organization Plan
VII. Operating Plan
VIII. Financial Plan
IX.
Appendices and Exhibits
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Developing a Promotional
Plan
A promotional plan can
be part of a business plan.
The major goals of a
promotional plan are:
– Create or identify a brand
 Slogan
– Communicate the brand to
consumers
 Media mix
promotional plan a
detailed strategy of how
to focus advertising and
marketing communication
efforts
slogan a catch phrase or
small group of words that
are combined in a special
way to identify a product
or company
media mix a combination
of two or more promotional
methods
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Developing a Promotional
Plan
Promotional methods used to communicate a
brand include:
Slogan
Logo
Advertising
Marketing materials
Sales and promotion
Publicity
Trade shows
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The Whole Package
A business plan outlines the business.
The marketing plan outlines the product and how to sell it.
The promotional plan describes exactly which channels will be used
to communicate a marketing message to target customers.
All three plans work together to develop a profitable business.
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1.
Describe a marketing plan.
2.
Name two events that could generate
publicity for an entertainment person,
company, or product.
3.
What are some promotional methods used to
communicate a brand?
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The Value of Education
To be an entertainment marketing professional,
you need to know about marketing and marketing
plans, as well as the entertainment industry.
Formal education is necessary, but much of what
you need to know can be learned through work
experience.
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Educational Resources
Educational resources
include:
High school courses
Undergraduate and graduate
programs
Internships and work
experience
internship temporary
paid or unpaid position
giving students direct
work experience and
exposure to various
aspects of a career
continued
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Educational Resources
Industry training programs, workshops, and seminars
Industry publications and journals
– Variety
• The entertainment industry
– TMS News
• Newsletter from MOBE (Marketing Opportunities in Business
and Entertainment)
– Internetnews.com
• Internet advertising news
– Newsreel.com
• Headlines on entertainment and marketing
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Entertainment Marketing
Careers
Career areas in entertainment marketing include:
Public Relations
Event Planning and Marketing
Advertising
Ticket Group Sales and Distribution
Merchandising
Publicity and Promotions
Brand Development
Product and Market Research
Facility Design
Licensing and Copyright
Sponsorship and Endorsement
Contract Negotiation
Talent Management
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Entertainment Marketing
Careers
Strategies for building a career in entertainment
marketing include:
Identify your areas of interest.
Identify your skills.
Map out your education.
Research the companies you want to work for.
Make contacts and network.
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Your Entertainment Career
The entertainment industry has embraced
the Internet as a new medium to deliver
information to consumers. It’s also
embraced the Internet as a means to find
and recruit talent.
A Web site called EntertainmentCareers.net offers a forum for
job-seekers to test their mettle in jobs ranging from acrobat to
legal counsel. Unlike other job sites, many entertainment-specific
career sites focus on the part-time, contract, and seasonal jobs
that are common to this diverse industry.
For more information on sports and entertainment marketing,
go to marketingseries.glencoe.com.
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Entertainment Marketing
Careers
Strategies to help you
focus on areas within
entertainment marketing
include:
Identify your interests.
Get experience.
Research.
Make contact.
networking the practice
of finding contacts among
people you know,
including family and
friends, employers, and
professional people you
know personally
–networking
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1.
Name four areas of entertainment marketing
careers.
2.
What are some ways to find out about
personalities and companies in the
entertainment world?
3.
What is an informational interview?
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Checking Concepts
1. Explain the importance
of a marketing plan.
1. executive
2.
3.
4.
Branding
A
well thought-out,
marketing
is the
planfirst
consists
summary,
step
sensible
in a of
marketing
mission
a
market
statement,
promotional
plan enables
overview
industry
plan
and
overview,
that
successful
a
creates
marketing
2. Describe the components
strategy.
competitive
identification
entertainmentwith a
of a marketing plan.
analysis,
business
marketing,
marketing
name
budget
or
plan,
image
approval,
organizational
in the
and
3. Name the elements of a
plan,
consumer’s
investments.
operating
mind.
business plan.
plan, financial plan,
and appendices
4. Define branding.
and exhibits
continued
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Checking Concepts
5. Explain the value of
education.
6. Identify the resources
that can provide an
entertainment marketing
education.
schooleducation,
courses,
5. high
6.
7.
Through
Answers
will
vary
undergraduate
and
you networks
but
can
may
graduate degrees,
accumulate
consist
of family
the
internships and work
knowledge,
and
friends,
experience,
industry
information,
employers,
and
and
training
programs,
workshops,
andpeople
skills necessary
professional
to
seminars,
and
industry
succeed
the
student
in your
knows
publications and
chosen
personally.
field.
journals
7. List three people in your
network.
continued
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Checking Concepts
Critical Thinking
8. Identify two careers in
entertainment marketing
that interest you and
explain why you think
they sound interesting.
8. Answers will vary
but should include
two career areas
and give valid
reasons.
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