Online Media Buying

I am still going through my notes from the conference and I have even more information I can share with you.  Today, let’s talk about online media buying.

The online sales & marketing session speakers at the Event & Arena Marketing Conference were Joyce Szudzik from AEG Live Interactive and Brandon Lucas with Carbonhouse.  The panel discussed what is working with online marketing.

For example they mentioned that local newspaper dotcoms are good online opportunities.  I agree with them. We all know that newsprint versions are on a major decline, yet we still want news.  In the market where I live, Boston.com is the number one local website.  I check that site everyday even if I already read the newsprint version of the Boston Globe. 

The online versions of newspapers, TV, and radio stations are always looking for ways to promote themselves.  This is where promotional opportunities from you come in.  Whenever you are pitching any local media outlet, make sure you get a promotion on their online sites to compliment the deal you have with their main media version.

The panel gave some sound advice on what to ask for when buying online advertising:

1.  Buy “above the fold”.  When an online reader clicks on the web page you want your ad visible in full without the reader having to scroll down.
2.  Find out what pages get the most traffic from your potential customer.  It may not always be the home page.
3.  Find out the S.O.V. (share of voice) of the buy. On major websites you may only get 5% but on smaller sites it could be 40% to 50%.
4.  See if you can run video.  Running your 15 second spot on the website will create great online exposure.

When The Live Experience Meets Everyday

I saw another example of a live entertainment brand marketing itself beyond the live event world.  A few months back I discussed the Blue Man Group starting a Blue Man school.  Today I read in The Boston Globe about Cirque du Soleil hooking up with Reebok to create a new health club/gym experience. 

Reebok, as a shoe & apparel marketer is slumping right now so they wanted to shake things up and create new brand excitement. They also want to market to women.  They have created a new fitness program called Jukari Fit to Fly.  They are setting up trapeze type swings in health clubs throughout the country. 

I love the tie-in with Cirque du Soleil.  Brand awareness for a live entertainment brand in this setting is perfect.  This gives you 24/7 marketing.  Also, anytime you give a customer a “hands on” experience they are more inclined to purchase.  Reebok is also going to market a Cirque du Soleil line of sports apparel. 

I really think Cirque is on to something.  I believe more live entertainment brands need to market this way.  Events and entertainment is all about the experience.  Why not capitalize this on a everyday basis?  When my 15 year old son went to Disney World last month he rode the Aerosmith Rock-n-Roll Coaster.  Not only did he love the ride but the experience has given him a new appreciation of the band.  He now wants to see them this summer when they tour.  Years ago Ice Capades put its name on indoor ice rinks throughout the country.  Why couldn’t an ice show do this today?

Create brand awareness and a everyday experience that will make the customer want to see your show or event when it comes to town. 

Check out a video of the Jukari Fit to Fly gyms on Boston.com.

 

Tuesday Tirades

Another newspaper in trouble

This story broke last week and I wasn’t going to mention it to the whole event & entertainment marketing world but since I have so many Boston readers now (Boston.com has picked up this blog) I thought I needed to say something.

The Boston Globe has been told by its parent The New York Times Company to make $20 million in union labor cuts now or they will close the paper.  As all of you know I am a fan of newspapers.  I grew up in a newspaper family.  My dad worked at newspapers for many years.  Yes, less people are reading them.  Yes, newspapers have screwed themselves by greed and arrogance over the years.  But newspapers are part of the country and we need to try and save at least some of them.  I am not asking for a government bailout.  I am asking that people try to read a newspaper a little more.  Advertisers take a second look at buying ads in a newspaper.  As for newspaper owners, re-do your business plan.  Price your newspapers and your ads accordingly.  If you have poor circulation, then do something about it.  Stop thinking old school and make newspapers work for the 21st century. 

Change the trend back quick

Not sure if you have noticed but marketing trends are leaning people to “stay home”.  Have you heard the new term “staycation”?  It is real.  Go ahead and Google it, you will find it right away.  This is not good for all of us in the live event and entertainment business.  We need our customers out and about.  Over the last week I have seen more TV shows mentioning this term and telling people to stay home this summer.  “Turn your backyard into a resort, etc…”  We need to quickly counter this trend with consumer price friendly offerings and marketing that will make them want to buy a ticket.  We need to market encouragement and tell our customers to get out of the house and enjoy economy friendly events. 

Venues are still not going social

Why are most venues still not marketing their events on social network sites?  I am on Twitter and Facebook everyday.  I search for venues.  If I find one I “follow”or “friend” them.  This list is very short.  Why are you not doing it?  It’s FREE!!!!   I promise that if you do use it as part of your marketing plan, you will make promoters happy and you might even sell a few more tickets.  Please send me you comments on this one.  I really want to know why?  Maybe I can become the social network “Dr. Phil” and talk you through this.  If you do use Twitter or Facebook then let me know and I will add you to my list.

 

Friday Free For All

Ain’t nothing but a party

Last night the J. Geils Band including Peter Wolf opened the new House of Blues in Boston.  I can’t think of a more perfect Boston band to open the joint.  I hear that it was Don Law that made that happen.  Of course the place was sold out.  They had TV coverage on all the local news broadcasts.  This morning it was in all the newspapers and again on local news.  HOB placed a full page (tab) color ad in the Boston Globe entertainment section announcing the opening with the great lineup of upcoming acts.  They are also running top of page banner ads on Boston.com.  Not a bad marketing plan for a concert promoter (only kidding).  Oh, and I guess my invite “must a got lost”.

And the winner is…

It will be interesting to see how the TV ratings are for the Academy Awards Sunday night. As I mentioned in the past, the movie industry is kicking ass right now.  I am rooting for Slumdog Millionaire.  Award show ratings have been dropping like a rock lately.  Let’s hope they put on a better show then the Grammy’s. 

A few comments from the past week

From It’s A Package Deal posted 2/18/09

Good post and I personally find it relevant because we’ve been working hard at completely reworking how our ticketing system handles packages so we can offer as many options as possible. We’ll currently be able to offer series packages, flex package (pick 5 of 10 events, etc.) and standard discount packages. Packages really are a great way to keep people coming back to the venue and should be used as much as possible.

Chris Auman

http://www.eventticketingsystems.com

 

I think it sounds like a smart idea – given the economy. People will definitely keep going to see entertainment – the depression bears that out when movie lines were longer than ever for escape value. But they cannot afford to KEEP going if it’s pricey.

 

If packaging can give them a substantial family discount (understanding that ancillary sales in the venue help re: making that up) then the venues can stay full. Everything is price sensitive now so anything that helps reduce cost will be attractive to an audience that needs diversion.

 

Barbara

http://www.bpmediarelations.com

 

From Do You Want To Trade? Posted 2/17/09

 

Joe,

 

Great Story! Barter is great and I am trying to float that concept.

 

Did you see that we sold Santonio Holmes winning Super Bowl catch gloves in a Reebok sponsored auction for $70,200.00!!!

 

Not bad for 10 days exposure.

 

Speak to you soon.

 

Stan

www.cmarket.com

www.biddingforgood.com

 

 

From Fees, Fees, Everywhere A Fee posted 2/06/09

 

Why is it that people in the live event industry don’t understand basic marketing?

 

Consumers want to know what they’re paying.  They want one price. 

 

Why not simply calculate the “ticket” price, any additional fees that are required, present the consumer an “all-in” price when they purchase, and then split out the correct proceeds on the back end to the venue, promoter, manager, artist, etc? Why is this so difficult to do?

 

Anonymous

 

 

Have a great weekend!