Exclusive inclusivity – Part two: Feeding our social needs

What motivates consumers to attend specific arts, entertainment or sports programming? Recent behavioral research has identified consumer tendencies towards products and experiences which reflect their ideal self-image.

We’ve always been driven by a need for self-actualization and self-fulfillment. We chose to participate in activities and events that bolster our ideal self-image. Are you an Eagles-loving NFL fan, or is an NBA game and DJ Khaled concert more your style?

What’s different today is that we have the social tools that enable these needs: we constantly curate and define our image via our social channels. Our social content says to the world: “here’s who I am.”

But here’s the catch: while we want to stand out from the pack and be seen as individuals, we also tend to seek experiences where we’ll be among our peers and where we’ll feel comfortable.

How does this impact arts, entertainment and sports marketing? The best entertainment marketing communicates “exclusive inclusivity”. It creates an attitude and image that sets the experience apart as unique but that also mirrors the attitude of the target audience. It says “you’re unique, but you’ll also fit in”. It taps into the psychographic needs of its target audience and encourages us to feel good about our decision to attend and about sharing the experience with others.

Our self-image changes over time – as do our entertainment choices. Field Day’s annual research shows clear and predictable differences in our live entertainment choices based on age, gender, education and geographic location. And those differences are influenced by our psychographic needs. The illustration below shows the differences in entertainment choices of an urban female millennial vs a suburban male boomer.

Tapping into the needs, motivations and idealized self-image of your target demographic and creating an atmosphere of “exclusive inclusivity” is key to marketing success.

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