Harvard Business Review

JUNE 23, 2016

An obvious solution is product placement, a company paying for its product to be featured prominently in a film or television program as a form of advertising. product placement market grew by 12.8% The trouble is that the huge success of product placement is causing a dip in its credibility and effectiveness as a marketing channel.

Bond 9

Bond Productivity Products Advertising 9

Harvard Business Review

JULY 6, 2016

The past year brought a rich array of films depicting connections between a wise, older mentor and a younger person in need of sage guidance, in ways that often defied gauzy stereotypes, from art-house movies like Lily Tomlin’s Grandma to blockbusters like Star Wars: The Force Awakens. And they’re hardly feel-good indulgences.

Film 11

Film Mentor Education Fashion 11

Harvard Business Review

AUGUST 17, 2012

During a recent analysts call, Apple's Tim Cook cited India's multi-layered distribution as the main reason for his company's small share of the market. That's true of TV and film as well as other consumer products. The same challenge applies to start-ups that market solar lamps in India.

Venture Capitalist 15

Venture Capitalist Early Adopters Entrepreneur Magazine 15

Strategy Driven

JULY 27, 2019

What you need to note is that you’re trying to reach for an audience that, put simply, may not have a clue who you or your company are. This takes very little time and can be filmed with a camera at your desk. Drawing Attention to the Video. How do you use video to transform the cold prospecting experience? Sean founded vidREACH.io

Video 10

Video Gordon Film Creativity 10

Strategy Driven

MAY 9, 2019

Market research is an essential tool in developing and differentiating brands and services But the research business is rapidly being disrupted by the encroachment of SaaS competitors, emerging methodologies, lower pricing and easier consumer access. Relevant formats to consider, include: movie trailers and documentary films.

Storytelling 51

Storytelling Marketing Audience Objective 51

Harvard Business Review

SEPTEMBER 18, 2012

Bachelorette , a film starring Kirsten Dunst, created a small sensation this summer when it was released to video-on-demand (VOD) a month ahead of it's September 7 theatrical debut. Bachelorette is not the first film released this way, but it is the first to do so well. It would allow more effective marketing spends.

Film 8

Film Disintermediation Budgeting Marketing 8

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. The New Tools of Marketing. Consumers opt in.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

JUNE 13, 2012

Natalia Georgio knocked on the door of her new marketing director's office. She'd hired Elizabeth, another former dancer, because of her decades of marketing experience, most recently at Violet, a fast-growing woman's athletic clothing company. We take our lead from the dancers, not the audience.". It's All About the Dancers.

Case Study 14

Case Study Audience Survey Marketing 14

Strategy Driven

DECEMBER 6, 2013

The current social strategy of many Marketing and Ad Agencies goes something like: “It doesn’t matter if the content is good, as long as we get a celebrity to tweet it, the thing will go viral!” Yet any attempt to market to these hyperactive, frenzied, texting balls of estrogen would be rejected and loathed.

Marketing 50

Marketing Video Content Advertising 50

Strategy Driven

MAY 2, 2014

Eliciting feedback from audiences. This resurgence in photography comes after a conversion of the industry from film to digital. The same fate had fallen the electronics industry, whose innovator (the Thomas Edison Electric Company) fell behind others in leading the trends and usage. Understand your audience.

Strategy 100

Strategy Budgeting Audience Risk Management 100

Harvard Business Review

JUNE 3, 2016

.” Complete with a “Wheel of Songs” that audience members could spin to select the next song, a live DJ, opera-themed drinks, and costumes for attendees to try on, it was designed to remove the intimidation often felt by those new to opera and introduce a younger, hipper audience to operatic music.

Audience 8

Audience Brainstorming Project Class 8

Harvard Business Review

JULY 17, 2013

There''s a chasm widening between old school and new school marketers. This often results in CMOs retreating to their comfort zones and wasting money on what I call "studio-based" marketing channels, which still take their cue from the traditional awareness-consideration-action sales model that was debunked almost five years ago by McKinsey.

Marketing 10

Marketing How To Brand Storytelling 10