Musings from GroupM: Marketers Should Build, Not Abandon, Their Branded Entertainment Efforts - Margaret Clerkin - MediaBizBloggers

The time has come for advertisers to embrace what I call quotAlwaysOn Branded EntertainmentquotBranded entertainment has won its stripes over the past few years by achieving major successes for marketers like BMW Ford Unilever Procter ampamp Gamble Kraft American Express MasterCard Johnson ampamp Johnson Jet Blue British Airways Sprint and many others These companies have seen their branded entertainment marketing efforts drive traffic lift brand metrics and increase salesYet time and again many clients eliminate branded entertainment as an ongoing part of their marketing mix after only a few weeks or months in the marketplace even after investing substantial sums to create powerful user experiences that resonate with consumers WhyClients and their agencies need to start planning for quotAlwaysOn Branded Entertainmentquot What that means is they should actively develop a gotomarket strategy for clients that include ongoing support of branded entertainment marketing solutionsAdvertisers invest considerable resources to create content that will attract audiences If a branded entertainment program is successful and attracts large numbers of consumers they should never just walk away when it runs its course Instead they need to make plans that will allow them to maintain a continued presence in the marketplace and leverage the value created by this engaged audienceThere are at least three ways quotAlwaysOnquot can be achievedamp183 A single advertiser can create content properties that can be used across multiple brands in their individual portfolioamp183 An agency can facilitate multiple clients joining together to support a branded entertainment content property over time thereby allowing the property and the audience base to live on as the brand support shifts from one advertiser to another This option mitigates the need for longterm financial supportamp183 A publisher can help by creating create content franchises that are attractive to key target audiencesEach option allows for shared risk budget flexibility and most importantly the ability to continue to tap into powerful bases of engaged consumersSprint and PampampG represent two shining examples of how an advertiser can successfully engage in quotAlwaysOn Branded EntertainmentquotSprint has built a community of interest for small businesses to support their entrepreneurial efforts through its Business on Main branded entertainment initiative This effort delivers multiple original content shows expert articles commissioned to meet the needs of small businesses as well as tools and networking opportunities for this growing and resourcechallenged target segment With Business on Main Sprint has created the perfect avenue to build affinity and have an ongoing dialogue with specifically targeted consumers while marketing its products and services to them Business on Main went to market in March 2009 and continues to be supported illustrating the company39s dedication to the small business sector as well as recognition of the value of branded entertainment to create and deliver highly engaged audiencesProcter ampamp Gamble created branded entertainment webisodes in late 2008 called quotThe Threadquot The online video series provides viewers with beauty and fashion tips with an emphasis on affordable clothes that celebrities wore on the red carpet while highlighting various PampampG brands such as Cover Girl Crest and Olay PampampG is extending its engagement with an additional fashion show called quotDe Modaquot which is filmed entirely in SpanishBoth of these advertisers have recognized the value of audience creation and have committed to support these properties for over one year Are you doing this for your company and brandsMargaret Clerkin is Director of Digital Assets for GroupM Margaret can be reached at margaretclerkinmediacomcomRead all Margaret39s MediaBizBloggers commentaries at Musings from GroupM MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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Musings from GroupM: Marketers Should Build, Not Abandon, Their Branded Entertainment Efforts - Margaret Clerkin - MediaBizBloggers

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Musings from GroupM: Marketers Should Build, Not Abandon, Their Branded Entertainment Efforts - Margaret Clerkin - MediaBizBloggers

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