Today, business models of the entertainment industry are defined by the efficient and effective use of digital platforms in order to generate expectations and provide a unique opportunity for brands to add value to the experience of their consumers.
From mouth to ear to “like and share”
Before the social media revolution, the entertainment experience of an individual, in terms of scope, was limited. Business models were determined by the ability to reach more people and investment in traditional media was constant, whether for a concert, a theatre function, a party, the premiere of a movie, etc. Thus, the word of mouth would do its work from a really attractive content.
For example, the Beatles moved from Liverpool to the world, thanks to the definition of a unique musical style: the appearance of “good children” playing rock and roll, the use of the press, and a radio and television that were a furore in the beginning In the 60’s.
Whole families gathered to listen or see the special of this or that conductor, who recommended listening to these English guys who were revolutionising the music. This was the beginning of an explosion in the expectation of listening to them all over the world.
The rest, obviously, was history. As we can see then, one of the most important variables for a successful entertainment proposal is the “capacity to generate a great expectation”.
One of the most important variables for a successful entertainment proposal is the “capacity to generate a great expectation”. If your singer, party, play, movie, TV show, video game, etc., do not have this component, the probability of failure is very high, no matter how good the content.
So how do we generate expectation in times where we think of digital, jumping from Facebook to Instagram and from Twitter to Facebook?
The answer is precisely the same question: how good are we jumping from one to another, who are our influencers, how strategic are we at generating content and invest intelligently to achieve an ideal viral reach. See the ATL media as a support of our campaign (not the other way around) and, mainly, how accurate we are in defining previously our objectives of scope linked to the target.
The role of expectations in consumer psychology is vital, especially when our clients freely choose how to invest their leisure time and money in such and such alternative entertainment. If your expectation that the experience of such a concert, play, the video game is really spectacular, the probability that it really is greater and digital media, today, are the ideal platform for it, by the hand of an effective PR.
When a brand chooses to participate in the sponsorship of a certain event, beyond the reach of the people who visit it, it values even more how the entertainment proposal has the ability to generate unique and relevant viral content aligned to its brand values. This allows, weeks or months in advance, to capitalise on the expectations in favour of their brands or products in its various platforms.
In conclusion, ensuring that you have good digital platforms and that your client or sponsor brand also has them, is important to take advantage of synergies. This way we will achieve greater reach without forgetting to generate relevant and attractive content, as well as strategically investing in networks and having influencers that activate a positive opinion stream to ensure that your business model is a success, without losing sight of your point Of balance and your return on investment.