Digital Marketing & BrandingA presentation to Opera EuropaFriday 23rd November 2012

Dena WalkerPlanner and Digital Strategist

Who am I?

Dena Walker

Planner at Irish International BBDO

Lecturer at the National College of Ireland

What we’ll cover

Fragmentation of the media landscape

The effect upon communications

Brand challenges in a post-digital world

The role of brands as entertainers

The opportunities for marketing opera

The media landscape is fragmented, leaving us with a plethora of ways

to reach our audience

Navigating our way through it effectively can feel confusing

Modern living rooms look like this

Image source: http://www.flickr.com/photos/brodowski/

And a modern commute!

What would Don Draper do?He may well be of a bygone age (and fictional), but he understood the value of standing out

The best brands still do

Advertising that entertains resonates more strongly and creates the water cooler discussion that we all crave

There’s parity everywhere, so how do we differentiate ourselves?

How can we get our audience’s attention?The challenge now is the same as it ever was – we need to persuade people to give us some of their time

When it comes to marketing, brands need to think like

entertainers

This is where you already have a significant advantageOther brands are using YOUR product to sell theirs!

Wagner coined the term, “Gesamstkunstwerk”

Audience Opera

GULF

Mental Availabilit

y

Physical Availabilit

y

Conversion

Consumer journey

The pitfall we very often fall into is to think of these two elements only

Especially within the realms of digital marketing

Mental Availabilit

y

Physical Availabilit

y

Conversion

Consumer journey

The focus for opera should be here, in the first

instance

Once mental availability is acquired the final two elements come into focus

Don’t get too caught up in “digital”

The BrandThe

Technology

The UserThe focus should be here

It’s about what you do, not just what you sayWords don’t change attitudes or behaviours, but experiences can

Opera has the power to move the uninitiated with relative ease

“Opera functions on so many levels and through so many expressive elements that, when it works, it is simply overwhelming”

Simon Callow

Digital channels can serve as a permanent conduit between content and audience

But we must remember that digital does not exist in isolation

Complaints choirs began in 2005 and have occurred in cities

around the world

Their videos have been viewed over one million times

Streetwise Opera is something else. It teases, surprises, takes risks, and tackles the unexpected… it lures you where you haven’t been before and sends you home enriched.

Roderic Dunnett, Independent (4 stars)

Glyndbourne has been pioneering bringing

performances to a worldwide audience

They’re not very digital!

They know the power of the product they have

They know the power of experiencing it first-hand

They know that digital channels are tools, not solutions

A digital musical experience

They refill the leaky bucket

The role of digital to market opera?

Create a permanent conduit to the audience

Bring the experience of opera to life without boundaries

Work with other activity to increase mental availability

Provide “always on” physical availability

Increase the rate of conversion