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UPFRONT The UK’s leading entertainment marketing agency

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Page 1: Upfront  - How we approach promotions

UPFRONTThe UK’s leading entertainment marketing agency

Page 2: Upfront  - How we approach promotions

ENTERTAINMENT MARKETINGEntertainment Marketing is how we describe the range of services we offer to brands, media owners and agencies

Page 3: Upfront  - How we approach promotions

OUR HITSAward winning campaigns

Retained by Nestle for on pack cereal promotions worldwide

Created the award winning Foster’s Funny entertainment

platform

Record breaking covermount promotions

The world’s first digital

covermount with iTunes

A unique REM album only in The Times.Don’t miss your free iTunes card next Saturday.

You can download 10 REM tracks with your free iTunes card and be the !rst to own songs from their new live album plus !ve REM classics including ‘Losing my Religion’ and ‘Man on the Moon’.

Be part of the times.

Free live album on iTunes.Please see back of card for download code.

Page 4: Upfront  - How we approach promotions

ALL ENTERTAINMENT GENRESExperienced in working with content and talent in all genres and across all channels & formats

Page 5: Upfront  - How we approach promotions

ENTERTAINMENT INDUSTRY INSIDERSWe have over 20 years experience in working with content, talent, brands and media owners.

Page 6: Upfront  - How we approach promotions

SERVICESEntertainment marketing specialists

Branded EntertainmentPromotions Partnerships Sponsorships & Endorsements

Page 7: Upfront  - How we approach promotions

entertainment marketing specialists

SERVICESEntertainment marketing specialists

Talent liaison & rights clearance

Content production Direct to consumer fulfillment

Festival marketing

Page 8: Upfront  - How we approach promotions

CLIENTS

Page 9: Upfront  - How we approach promotions

BELIEFS

Page 10: Upfront  - How we approach promotions

CONTENTIt is entertainment content that drives true consumer engagement

Content that really entertains is the content that people will want to spend time with and

pass on.

Brands need lots of dynamic and compelling entertainment content so that they can keep

engaging with consumers

Content allows a brand to develop stories but also allows consumers to add to those stories.

Page 11: Upfront  - How we approach promotions

“In a world with so much consumer choice and with all the challenges they face, marketers

need to make sure their advertising works…

The issue is how advertisers can connect with people.

It is now about engagement.”

Wenda Harris Millard, CRO, Yahoo!

ENGAGEMENTEntertainment content is the engagement glue of the web

Page 12: Upfront  - How we approach promotions

PLATFORMSAn engagement platform delivers deeper interaction and connection with brands

Forms the basis for long term consumer (and retailer) relationships

Creates fans not consumers

Pulls consumers into a long term story.

Page 13: Upfront  - How we approach promotions

FANS‘Owned spaces’

Messages delivered via brand’s -controlled

channels: website, onpack promotion,

Twitter, Facebook

‘Bought spaces’Messages delivered through

online advertising:Search, Facebook, mobile,

Twitter

‘Earned spaces’Conversations started by

brand & continued by others in social spaces

(Blogs, fansites, communities)

Consumers who are fully engaged, loyal and act as advocates

Page 14: Upfront  - How we approach promotions

ENGAGEMENT PROMOTIONS

Page 15: Upfront  - How we approach promotions

PROMOTIONSPromotions can drive and amplify consumer engagement if they are part of an ongoing branded engagement platform rather than just a one off short term activity

Rome putspressure onCatholicleader to quitRuthGledhill, Jill Sherman

The head of the Roman CatholicChurch in Ireland will be pressed toquit if he refuses to resign over thegrowing child abuse scandal,TheTimeshas learnt.

Nothing less than Cardinal SeanBrady’s resignation will diminish furyat the highest levels in Rome over hisrole in paedophile priest cover-ups.

The Northern Ireland Assemblyprepared last night to order an officialinvestigation into child abuse in theProvince after details emerged of more

attacks on children by members of theclergy.

Dr Brady is spending the days beforeEaster considering his position as Arch-bishop of Armagh. Although there isno canonical procedure to remove him,if he refuses to go voluntarily pressurefrom the Holy See will make hisdeparture inevitable. “Ireland needs afresh start,” a source in Rome said. “Byclinging on, he is putting his owninterests before the Church’s.”

The inquiry would be similar to thatwhich uncovered a shocking litany ofhistoric crimes in the Republic ofIreland last year. An official investi-

gation is expected to cost up to £40 mil-lion and take no longer than five years.

“It’s difficult to see anything otherthan a significant inquiry being held,” asenior government source said. “Therewas an acknowledgement that there’s aneed to act with expediency.”

By announcing an apostolic visita-tion to the Irish Church in a letter lastweek, Pope Benedict XVI effectivelyplaced it in receivership.

Dr Brady’s exit, after the resigna-tions of two other bishops, would set intrain a Catholic reformation in thecountry. Other bishops are also expect-ed to go after the influential Tabletjournal called for the forced retirementof nearly all as the mood in Irelandreaches “zero tolerance”.

Dr Brady apologised last week for hisrole in a church tribunal on allegationsmade by a 14-year-old boy againstBrendan Smyth, a priest whose casebrought down the Irish Government in1994. The victim was sworn to secrecyafter the proceedings.

But the view in Rome is that this hasnot gone far enough and there hasbeen no popular groundswell ofsupport for Dr Brady in Ireland.

The scandal spread closer to homefor the Pope yesterday as, in Italy, agroup of victims appeared on televisionto allege that two dozen priests inVerona had abused children at a schoolfor the deaf for decades. The Holy Seeattempted to blame the media forContinued on page 7, col 3Leading article, page 2

Scandal closesin on the PopeNews, pages 6, 7

GuessWho is saving Harris Tweed?

Free 10 trackMassive Attackalbum Take our quizdownload from iTunes today

How posh are you?

Magazine

CaitlinMoran

My Gordon Brown

disasteriTunes card inside magazine pack TTakaa e our qquuuiiizzkky

SATURDAY Don’t forget the clocksgo forward at 1amMarch 27 2010 | timesonline.co.uk | No 69906 £1.50Max 13C, min 0C

Resignation sought over child abuse scandal

Matt Smith, the new Doctor Who, is reviving the fortunes of a fashion label threatened with extermination News, page 12

ANDREW LLOYD/WALES NEWS

2GM

Page 16: Upfront  - How we approach promotions

Attracting shopper’s attention to the brand, but do this only for the duration of the promotion.

These one-off spikes constantly need to be recreated from a standing start.

BUT MOST PROMOTIONS ARE SHORT TERMPromotions are great at creating spikes of short term interest

Time

Cons

umer

Promotion Promotion Promotion

Page 17: Upfront  - How we approach promotions

Branded entertainment creates intrigue and visibility

HOW THEY WORK

Promotions create an immediate ‘must have’ trigger

Awareness

Interest

Desire

Action

Page 18: Upfront  - How we approach promotions

PROMOTIONS CAN PAY BACK TO THE BRAND AS WELL AS THE BOTTOM LINE

Page 19: Upfront  - How we approach promotions

Use promo hook to create an immediate reason to engage

Use branded content as part of an ongoing branded entertainment

engagement platform to convert intrigue into deep

engagement

Action

Desire

Interest

Awareness

WE CALL THESE ENGAGEMENT PROMOTIONS

Page 20: Upfront  - How we approach promotions

Cons

umer

inte

rest

Time

Promotion Promotion Promotion Promotion Promotion

Brand Engagement Platform

Scaleable growthPull not push

Fans not consumersLong term not short term

Deeper connection & interaction

THE ROLE OF AN ENGAGEMENT PLATFORM

Page 21: Upfront  - How we approach promotions

ENGAGEMENT THAT DRIVES SALES

Page 22: Upfront  - How we approach promotions

SERVICES

Page 23: Upfront  - How we approach promotions

BRANDED ENTERTAINMENT We create engagement platforms for brands that deliver cultural traction and engage fans

Page 24: Upfront  - How we approach promotions

BRANDED ENTERTAINMENT The multi channel platforms are driven by entertainment content which is distributed through social media and amplified by bought media

Page 25: Upfront  - How we approach promotions

BRANDED ENTERTAINMENTCreating content for brands: blogs, videos, magazines, lanyards and programmes

Page 26: Upfront  - How we approach promotions

BRANDED ENTERTAINMENT Supported by paid for media

In app advertising Banner advertising Facebook advertising

Page 27: Upfront  - How we approach promotions

PROMOTIONSDriving consumer engagement and sales as part of an entertainment platform

Page 28: Upfront  - How we approach promotions

PROMOTIONSWe activate via on pack, covermount, in store, digital, events, vouchers and loyalty clubs

Page 29: Upfront  - How we approach promotions

PROMOTIONSDigital onpack

On pack code and instructions

Enter code and choose 3 songs Downloads begin via Amazon mp3

Page 30: Upfront  - How we approach promotions

PROMOTIONSOnline and mobile

Page 31: Upfront  - How we approach promotions

PROMOTIONSCD and DVD covermounts

Page 32: Upfront  - How we approach promotions

PROMOTIONSDigital covermounts

Page 33: Upfront  - How we approach promotions

PROMOTIONSIn app and mobile

Page 34: Upfront  - How we approach promotions

PROMOTIONSLoyalty clubs

Rome putspressure onCatholicleader to quitRuthGledhill, Jill Sherman

The head of the Roman CatholicChurch in Ireland will be pressed toquit if he refuses to resign over thegrowing child abuse scandal,TheTimeshas learnt.

Nothing less than Cardinal SeanBrady’s resignation will diminish furyat the highest levels in Rome over hisrole in paedophile priest cover-ups.

The Northern Ireland Assemblyprepared last night to order an officialinvestigation into child abuse in theProvince after details emerged of more

attacks on children by members of theclergy.

Dr Brady is spending the days beforeEaster considering his position as Arch-bishop of Armagh. Although there isno canonical procedure to remove him,if he refuses to go voluntarily pressurefrom the Holy See will make hisdeparture inevitable. “Ireland needs afresh start,” a source in Rome said. “Byclinging on, he is putting his owninterests before the Church’s.”

The inquiry would be similar to thatwhich uncovered a shocking litany ofhistoric crimes in the Republic ofIreland last year. An official investi-

gation is expected to cost up to £40 mil-lion and take no longer than five years.

“It’s difficult to see anything otherthan a significant inquiry being held,” asenior government source said. “Therewas an acknowledgement that there’s aneed to act with expediency.”

By announcing an apostolic visita-tion to the Irish Church in a letter lastweek, Pope Benedict XVI effectivelyplaced it in receivership.

Dr Brady’s exit, after the resigna-tions of two other bishops, would set intrain a Catholic reformation in thecountry. Other bishops are also expect-ed to go after the influential Tabletjournal called for the forced retirementof nearly all as the mood in Irelandreaches “zero tolerance”.

Dr Brady apologised last week for hisrole in a church tribunal on allegationsmade by a 14-year-old boy againstBrendan Smyth, a priest whose casebrought down the Irish Government in1994. The victim was sworn to secrecyafter the proceedings.

But the view in Rome is that this hasnot gone far enough and there hasbeen no popular groundswell ofsupport for Dr Brady in Ireland.

The scandal spread closer to homefor the Pope yesterday as, in Italy, agroup of victims appeared on televisionto allege that two dozen priests inVerona had abused children at a schoolfor the deaf for decades. The Holy Seeattempted to blame the media forContinued on page 7, col 3Leading article, page 2

Scandal closesin on the PopeNews, pages 6, 7

GuessWho is saving Harris Tweed?

Free 10 trackMassive Attackalbum Take our quizdownload from iTunes today

How posh are you?

Magazine

CaitlinMoran

My Gordon Brown

disasteriTunes card inside magazine pack TTakaa e our qquuuiiizzkky

SATURDAY Don’t forget the clocksgo forward at 1amMarch 27 2010 | timesonline.co.uk | No 69906 £1.50Max 13C, min 0C

Resignation sought over child abuse scandal

Matt Smith, the new Doctor Who, is reviving the fortunes of a fashion label threatened with extermination News, page 12

ANDREW LLOYD/WALES NEWS

2GM

Page 35: Upfront  - How we approach promotions

PROMOTIONSFacebook promotions to drive sales, traffic, fans, awareness and capture data using competitions, quizzes, coupons, user-generated photos, blogs, and videos 

Page 36: Upfront  - How we approach promotions

PARTNERSHIPSThe right partnerships provide mutual credibility, adding legitimacy and relevance.

Page 37: Upfront  - How we approach promotions

PARTNERSHIPSWe put together brands, media owners, entertainment content creators & talent

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SPONSORSHIP & ENDORSEMENTSWe broker and deliver partnerships between talent and brands

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TALENT AND RIGHTSWe source the talent and clear the rights for all kinds of marketing campaigns

Page 40: Upfront  - How we approach promotions

CONTENT PRODUCTIONWe executively produce branded entertainment content using the best in class producers from all entertainment sectors

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DIRECT TO CONSUMER FULFILLMENTWe fulfill our promotions and partnerships including pick & pack, manufacture, merchandise, despatch

Page 42: Upfront  - How we approach promotions

FESTIVAL MARKETINGWe provide a bespoke service for brands wishing to work within the music festival sector including merchandise, programmes, lanyards, on site sponsorship & activation and perimeter fence advertising

Page 43: Upfront  - How we approach promotions

Unit 217 Buspace Studios, Conlan Street, London W10 5APT 020 7565 0050 [email protected]

THANKSUPFRONT. The UK’s leading entertainment marketing agency.