How FYI's New "I Do to the Venue" Does Brand Integration

The show also delivers against content and distribution goals for AE39s FYI where the show will premiere this weekamp160 The network will explore multiple ways to distribute the show per Christian Murphy Head of Enthusiast Brandsamp160amp160quotYou can no longer solely rely on a strong linear platform and an original show or format you have to build a multicontent and multiplatform approachquot he saysamp160 In addition Murphy feels the product hits on two fundamental areas for AEamp160quotthe importance of partnership and the need to innovate in this dynamic media landscapequotAE has always been strongly committed to being collaborative partners but it has never been more important as we find new ways to engage audiences with compelling stories across multiple platformsquot he addsThe Knot39s Amanda Goetz Vice President of Marketing and Nicoleamp160Vellucci Vice President of Shopping Services of Bloomingdale39s joined Riess and me in studio to discuss how the topic and approach enabled seamless and authentic brand integrationamp160 The very compelling conversation from the challenges of retail marketing today to leveraging the customer journey even with video content from diverse career paths to yes bridesmaid dresses is available in its entirety via the MediaVillage Insider InSites podcastListen here or anywhere you subscribe and download your favorite podcasts Spotify iHeartRadio GooglePodcasts Apple Stitcher and TuneInamp160 Below are key takeawaysamp160edited for brevity and clarityEB Mossamp160 Tori describe how you developed this concept and what it means to brands like The Knot and Bloomingdale39sVictoria Riessamp160 While I was working on House Hunters International I helped my sister and her fiancamp233 weigh different wedding venue options and got the show ideaamp160 My wonderful producing partner at Anyday Collective Damon Gambuto enlisted the help of Todd Berger and Andy Marks who have long histories in creating branded contentamp160 I was very concerned about working in brands because you always want to be telling the most authentic stories you canamp160 But by targeting brands that make sense in this wedding space and including them in the storytelling process from the very beginning we were actually able to create brands that became intrinsic to the story rather than feeling forced fedMossamp160 So Amanda when I Do to the Venue said quotHave we got a show for youquot what happenedAmanda Goetzamp160 We thought quotThis makes sense for The Knot because this is what we do on a daily basisquot help couples make these big decisionsamp160 It was an organic representation of our brandamp160 It was also an opportunity for us to market authentically to Millennials and Gen Z39ers who can call out an ad and know when you39re trying to advertise to them especially with our Executive Editor Lauren Kay serving as the host of this showMossamp160 And Nicole what was the offer and opportunity for Bloomingdale39sNicoleamp160Vellucciamp160 We were looking for a way to reach couples in a natural and authentic way without feeling like we39re buying up ad spaceamp160 And here comes Andy pitching this showamp160 With the Bloomingdale39s registry it ended up playing out perfectly amp160Maria and Trey the featured couple came into the store and our consultants got to ask them personal questions about their lifestyle and helped exemplify how Bloomingdale39s is there at important moments in your lifeRiessamp160 Normally with branded content you have your storyline figured out and then there39s ad sales aiming to shoehorn a brand into the story avoid competing brands or you39re not allowed to show trademarks on televisionamp160 With this model I can put my couple in a place that makes sense a real life setting because as Amanda says Millennials can sniff out an adamp160 We get to embrace the real role that brands play in our everyday lifeMossamp160 Let39s talk about you all personallyamp160amp160Toriamp160it39s still sadly rare to have a female showrunner so we love thatamp160 Amanda you came from the finance sideamp160 Nicole you represent a woman who worked her way up through the ranksGoetzamp160 I was in financial services and got burned out so I actually became a wedding planner and even did a little stint in reality TVamp160 I saw opportunities in the wedding space that needed to be solved and did my own tech startup to learn how to build a company and productamp160 After 18 months I was at a female pitch event trying to raise capital and Carly Rodney the founder of The Knot was on the panel and the next day she asked if I wanted to come and lead goto market strategyamp160 I39ve been there now for five years and lead all marketing worldwideMossamp160 That39s a great example for ouramp160WomenAdvancing platform on MediaVillageamp160 Nicole describe your rise up the ladderVellucciamp160 This is my 15th year at Bloomingdale39s and it39s been a wonderful careeramp160 I started as a cosmetics manager at a flagship storeamp160 Then I was the general manager in our Soho store and two years ago took over shopping servicesamp160 In a world with a lot of noise and clutter shopper services really help differentiate us and keep stores relevantMossamp160 Victoria I hate to qualify a showrunner as female but amp8211 like with Amanda39s path where there just aren39t enough women in tech tell us about your pathRiessamp160 When I first entered lifestyle television I was working on a construction show and was the only femaleamp160 I39ve had wonderful mentors both male and female who have trusted me with projects creative and storytellingamp160 Throughout my career I have hired and seen more women on setMossamp160 Amanda how do you leverage your experience in both tech and marketing to follow the customer on this journey via the video product and bring them back to TheKnotcomGoetzamp160 When we think about following our customers along their journey 60 of couples know about The Knot before they get engagedamp160 But similar to Bloomingdale39s marketing opportunity we have this storytelling aspect to really illustrate what the brand is todayamp160 That awareness effort is really importantamp160 As we bring this to digital and track them into the product experience we do a ton of retargeting to make sure we keep themMossamp160 Going back to an integration example I Do to the Venue really just showed the couple shopping the registry vs showing the registry itselfVellucciamp160 Yes and it was used as part of how we learn about their love story their preferences and the challenges that they39re up against when finding the perfect venueClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How FYI's New "I Do to the Venue" Does Brand Integration

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