The Not-So-Coachella Cannabis Demographic

Part of the "Coachella Hangover" is seeing what celebrities went to which parties, what they were wearing, and what they were up to!  There was plenty of buzz around the Weedmaps Oasis, and they had some A-listers in attendance at their off-campus Coachella escape.  It was obviously a huge success and a fun event, with many great cannabis brand sponsors, but a lot of the content shared and reported by many media outlets has focused on the traditional stereotype for the cannabis consumer.

One of the fastest growing demographics is actually seniors, and another is the 30/35+ year old female that may be re-introduced to cannabis or is trading in their glass of wine for their preferred CBD and/or THC product.  And yes, CBD is growing in popularity as consumers are educated on the effects and medical benefits.

Many brands are leaving that old stoner stigma behind and the article below highlights a genius product that is catering to that more sophisticated demo, but also speaks to how the cannabis industry and their target demographic surprised them!

http://lat.ms/2oGtC7z

A $5 Million Super Bowl Ad or...so much more!

Super Bowl commercials get plenty of media attention and views even before the big game, but is that hefty $5M price tag for a :30 spot really worth it?  Now, if you’re a big brand with larger budgets it may be logical to leverage the Super Bowl to launch a product/service or draw further attention to an ongoing campaign, or perhaps it’s a tradition like with Budweiser or Coca-Cola…it’s their money after all!  Don’t get me wrong, I love checking out what brands come up with each year, but if it were coming out of my pocketbook (yup, I said pocketbook), I would spend it differently based on other affordable entertainment marketing tactics available.

ONE $5M :30 SUPER BOWL AD or....

  • 500 Celebrity Gift Lounges

OR

  • 200 Celebrity Events at Premiere or Title Sponsorship Level

OR

  • 200 Talk Show Integrations

OR

  • 165 Influencer Campaigns (this does not leverage “celebrities”, but includes multiple social media influencers with a minimum of 100k followers across multiple platforms for each)

OR

  • 100 Music Videos with A/B-List Talent

*Figures are estimates based on average costs per activation, as all opportunities in each category can vary in rate and deliverables.  Categories taken from STILETTO’s “New Year, NEW BUDGET” Blog. 

Don’t just compete, DIFFERENTIATE. 

You don't need a $5 million budget to make a splash.  Stand out from the rest and entertain your consumer so your brand is top of mind with entertainment marketing tactics like those listed above.  An effective and balanced entertainment marketing program should be multifaceted and incorporate various tactics (plus, 100 music videos is a bit excessive) based on your target demographic, concurrent campaigns, timing, and goals. 

Contact STILETTO to customize an Entertainment Marketing Program today.

5 Music Video Integration "Humps" To Get Over on Hump Day

5 “Humps” Brands Encounter when Considering Music Video Integration

There are hundreds of music videos produced each year so there is no lack of opportunity for brands to get on board and integrate their products.  If you miss one music video integration opportunity, there is likely to be another good fit right around the corner.  That being said, to get you over the hump, these are 5 “humps” brands encounter on a regular basis when it comes to securing their perfect music video integration opportunity.

#1 Timing

“Wait, the video shoots in 10 days?”- Yes, and this is typical.  Sometimes you get even less notice!  If music video integration is something your brand wants to activate, it is imperative to have branded items and product readily available to be used on set.

#2 Available Funds/Budget

When you get 10 days’ notice that there is a music video shoot and you want in, you don’t have a lot of time to examine your budget and create a slush fund.  We recommend a minimum budget of $10k set aside in advance if music video opportunities are something you are entertaining for the future. (Keep in mind, if you’re targeting an A-List artist we may have to add a 0 and then some to that figure)

#3 Usage/Branding

All music videos have treatments outlining the scenes and overall vibe/atmosphere for the shoot.  The ideal integrations weave the product in seamlessly, without it feeling forced.  You will not receive 10 continuous seconds of branded exposure (and you don’t want this because it would feel very awkward and your consumer will notice), but it is likely you’ll receive 5 seconds of branded exposure throughout the video including insert shots of the product and logo. 

PRO: The usage and duration of branded exposure onscreen is outlined and those details will be included in the contract.  You will receive the exposure desired, but expectations will be set accordingly.

NOTE: Specify if there are particular ways your product should or should NOT be used.  An obvious example of this would be alcohol brands being consumed in a moving vehicle.  You know your product better than anyone so sharing proper use is important and welcomed by production. 

#4 Additional Branded Items

Your product may be a mobile device or beverage, but depending on the treatment there may be opportunities for your brands to score exposure without it being the physical product.  We’ve had clients brand cars, t-shirts, billboards, even create fake magazine covers to stealthily work their way into the scene.  Promotional items can also be repurposed for these opportunities.  Get creative, but don’t forget about your deadline to have the final products to production!

Send extra branded items if you have the inventory and gift baskets for talent or key players never hurts!

#5 Onsite Representation

Some music videos are shot in New York, Los Angeles, etc., but some shoot in Ibiza or a desert that isn’t particularly conducive for your team to travel (especially on short notice – see a pattern here?).  It may not always be possible for you to have agency or brand representation onsite during the shoot.  Travel for any representation to attend will be at the brand’s expense. 

This is NOT a reason to back out of the integration.  You have a contract in place, the exposure and usage is outlined.  Rest easy, the production team can take it from there and they’ll do a great job!

NOTE: We do recommend having an agency or brand representative onsite, but not because we don’t trust the production team.  Sometimes during the shoot, creative changes or ideas are born.  Having someone onsite can expedite the approval process for any creative adjustments or offer suggestions/solutions that improve the integration can be ‘key’.  Working together with production, as well as establishing a relationship with the production team, is always a good thing!

CONCLUSION:

I’m a vocal advocate of music video integration since music knows no boundaries and reaches various demographics, but the music videos also offer a trackable ROI and fun assets that can be repurposed for additional value.  There is a little something for everyone based on your brand and ongoing campaigns. 

STILETTO is a resource and will answer questions you have about music video integration and other celebrity/influencer-driven campaigns.  

 

New Year, NEW BUDGET! Happy 2017!

Happy New Year, Everyone!  “New Year, New YOU!” doesn’t just apply to our personal lives and resolutions.  It’s a new year, and your brand can take on some new habits in 2017, as well.

So let’s kick off the year with some real talk.  Whether you have $5,000 or $5 million in your marketing budget, please reach out to STILETTO for a consultation.  Most brands assume “influencer and entertainment marketing” is too expensive for them and stick to traditional marketing and advertising methods – This is NOT always the case!  There is generally something for every brand, so at the very least know your entertainment marketing and influencer social media options as we kick off 2017.  STILETTO can explain and present tactics and craft campaigns that work within your budget and align with your 2017 marketing plan and associated initiatives.   

If you want Beyoncé or Taylor Swift to represent your brand, you’re going to pay big for it.  If you want a Super Bowl commercial, same thing.  But the majority of “entertainment” opportunities that yield valuable brand awareness, media coverage, and social media assets are affordable. 

Let’s focus on the activations that will get you the most “bang for your buck” if negotiated and executed correctly:

  • Celebrity Event Sponsorships
  • Gift Lounge Participation
  • Music Video Integration
  • Influencer Campaigns
  • Talk Show Integration & Giveaway

The "Why" & How Much:

Celebrity Event Sponsorship

You don’t need a full blown celebrity endorsement to participate in a star-studded event.  Nearly all celebrity events are sponsored in some capacity, whether it’s a celebrity baby shower, unofficial Super Bowl event, or an “After Party” - and the activation capabilities are endless.  You can’t deny it…consumers can’t resist seeing what their favorite celebrities are into!

What you get*:

  • Guaranteed Press & Media Coverage
  • Branded Interactive Onsite Experience
  • Celebrity and Influencer Interaction & Engagement
  • Pictures & Video assets for social media and internal marketing/sales use.
  • Potential Step & Repeat Logo Inclusion
  • Official Press Release Mention
  • Quick Turnaround – can be executed in as little as 2 weeks depending on execution details
  • Behind the Scenes Assets (depends on activation)

**Endless options based on available budget and brand details.

Recommended Starting Budget for Celebrity Event: $25k

*Varies by event and brand category

Gift Lounge Participation

With many celebrity events, there are associated gift lounges for gifting directly to celebrities and influencers.  Typically these are around award season, but can be a component of any event.  These gift lounges are great for quick assets for social media, but you may be limited in terms of the activation capabilities, press coverage, quality of celebrity talent attending, and overall “cool” factor since your brand will be featured with countless others.  Gift lounges are generally more affordable than a full blown event sponsorship for those reasons.

What you get:

  • Limited Press & Media Coverage
  • Branded Interactive Onsite Experience
  • Celebrity and Influencer Interaction & Engagement (Quality of talent not as high as Event Sponsorship)
  • Gifting to attending talent
  • Pictures & Video assets for social media and internal marketing/sales use
  • Official Press Release Mention
  • Quick Turnaround - can be executed in as little as 2 weeks depending on execution details

Recommended Starting Budget for Gift Lounge Participation: $10k

Music Video Integration

If you read my earlier post about Morton Salt’s collaboration with OK Go to launch their “Walk Her Walk” campaign, you know I’m a huge advocate for music video integration – especially if you are targeting the millennial demographic.  But it’s not just because they allow for more creativity and have a “cool” factor about them – music videos provide unique assets that other marketing tactics can’t offer.  Music and artists are a part of everyone’s lives – there is no demographic a music partnership can’t reach!  And remember, Entertainment is King when it comes to reaching consumers.

What you get:

  • Implied Endorsement – Association and interaction with top talent without huge endorsement fees
  • Can lead to a future long-term partnership with the talent if both parties are satisfied with the results of the initial activation
  • Contracted and guaranteed brand exposure (duration onscreen) and product usage
  • Pictures & Video assets for social media and internal marketing/sales use
  • Trackable Viewership/ROI via YouTube & Vimeo
  • Additional Add-on Assets (including, but not limited to)
  • Social Media posts from the talent
  • Behind-The-Scenes Content
  • Quick Turnaround – Production to release of video generally around one month

Recommended Starting Budget for Music Video integration: $15k*

*Flexible, varies by talent and brand category

Influencer Campaign

The hot tactic that is expected to double in 2017 is influencer campaigns, leveraging social media primarily.  This method is excellent for reaching target consumers based on the platforms they are active on and using select influencers to share branded and entertaining content to reach a particular demographic.  And perhaps the best thing about it, there is no one “right way” to go about it (but you can certainly do it wrong if you aren’t careful!).  Depending on the marketing initiatives, a campaign could leverage micro, social media/lifestyle, or celebrity in their influencer campaigns so the budgets will vary depending on the campaign goals.  The relationship with the influencer can be short or long-term, but that decision should be based on the campaign goals and KPIs.

What you get:

  • Entertaining content created by a select influencer
  • Contract & mutually agreed upon usage and content
  • Leverage of the influencer’s fan base
  • Shareable content for social media
  • Assets for internal marketing/sales usage
  • Flexible terms
  • Quick turnaround
  • Trackable viewership and engagement

Recommended Starting Budget for Influencer Campaigns: $30k*

*This includes multiple posts and pieces of content, and potentially multiple influencers.  This is NOT for a single post on one channel.  In addition, a micro-influencer campaign can be activated for less, but results may vary.

Talk Show Integration & Giveaway

An oldie, but a goodie.  Nothing beats an implied endorsement from a top talent, national exposure, and your brand messaging delivered straight from the host’s mouth!  You can reach millions of viewers with a 30 second brand integration and giveaway that is baked into the content of the episode.  The segment and giveaway may also featured on the TV production’s website and their social media platforms, as well. 

What you get:

  • Implied endorsement from a top talent
  • Guaranteed brand exposure and brand messaging
  • Product Sampling
  • Picture and video assets for internal marketing and sales use
  • Additional Add-ons
  • Social Media promotion
  • Website Inclusion
  • Additional “Home Viewer” Giveaway

Recommended Starting Budget for Talk Show Integration: $15k*

NOTE: Talk show integrations and giveaways require product for all audience members, sometimes an online giveaway, and may require an integration fee which varies by production and segment (reflected in recommended minimum budget below).

*Does not include value of product for gifting.  Many shows require a retail value of $50 or $100 gift value per audience member.  Audience size varies from approximately 50 – 450. 

*Integration fee varies by TV production

FINAL THOUGHTS:  

All of these tactics work individually for a “firework” marketing effect, but are best utilized when they are baked into existing campaigns.  A successful entertainment marketing plan should support all other marketing/advertising efforts in some capacity, which will also add longevity to the assets obtained with each activation.

STILETTO will educate and guide you through the details to create engaging and successful marketing campaigns.  No matter the budget, there is something for everyone.  And if you take one thing with you from this, let it be this point: DO NOT PARTICIPATE IN GIFT BAG ONLY OPPORTUNITIES!  I can promise you with nearly 100% certainty that the samples sent for the gift bag never reach the talent, but their assistants and publicists will love the free goodies.  The assets you receive in return for your contribution (usually a cash fee and product) will yield little to no result.

Contact STILETTO for your free 2017 consultation.