4 Steps to Effective Entertainment Marketing through Digital Radio

Marketing Innovation

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4 Steps to Effective Entertainment Marketing through Digital Radio

Marketing Innovation

“I will fight for those who cannot fight for themselves.” Now imagine Gal Gadot saying those lines right after “Despacito” ends on a listener’s Spotify or Pandora session. Movie trailers are incredibly immersive audio experiences that can be effectively used in entertainment marketing to get people to consider a night at the movies through digital radio.

Audio is a great way to connect with prospects, especially when they’re already focused on listening to their favorite songs. It adds an extra layer to your outreach that goes beyond the expected preroll or display ad.

Even more, you already know the people who this kind of marketing will work best on: your fans. By leveraging data you have on customers in your own database and layering in data on movie lovers you’ve purchased from a third-party data provider to launch ad campaigns on popular streaming channels, you’ll be able to drive more ticket sales using audio you’ve already produced.

So the next time you’re gearing up for a new movie opening—or TV show launch, or live sports event, or concert—take that opportunity to boost ticket numbers by targeting viewers and prospects on digital radio platforms such as Pandora and Spotify.

How to do this

Step 1: Segment your audience. You could use your entire database or list, or you could create segments for people interested in a particular movie genre or are of a specific demographic group, like one of your four quadrants.

Step 2: Work with your media and ads team to coordinate commercials timed against your movie’s opening day. This is where the personalization and knowing your targets comes in. Focus on different characters, or feature lines from different scenes to speak to what will drive your audiences to convert.

Step 3: Onboard your customer audiences and movie prospects to Pandora and Spotify. You can either do this with the digital radio platform directly, or deliver an existing audience in Connect.

Step 4: Deliver ads that ensure prospective viewers and genre fans know about the movie and why they should see it. It’s as easy as that!

Expected results

By implementing proactive real-time entertainment marketing on digital radio platforms such as Spotify and Pandora, you can maximize viewership, leading to increased ticket sales and social chatter.

Not every movie is right for every audience, but you just might convert a comedy lover to see your action film by playing up the film’s comic relief. Using data to create more personalized marketing experiences makes advertisements meaningful and allows you to speak more directly to what will interest moviegoers.

As your creative drives sales, you can even take the next step by linking that back to the ad exposure and optimizing for the sequel.

For more ways media and entertainment marketers can do people-based marketing, download our IdeaBook.