Tag Archives: advertising

Exclusive inclusivity – Part one: Why we attend

If you’re marketing an event, attraction, sport, museum or arts performance, the odds are you’ve gathered demographic data on your customer, and you have a fairly good idea of WHO attends.

But do you know WHY they attend?

If you don’t understand why people engage with your programming your marketing may fail to connect with your audience.

Why do we “attend”? What drives us to get up off the couch, purchase a ticket and go to a play, a gallery, an event or a game? It’s the desire to satisfy deep-set and often intangible values which the participant may not fully understand or be able to articulate.

Until recently, even researchers couldn’t agree on our motivations. One comprehensive research project stated that the most cited motivations for leisure experiences were pleasure and escapism. Another research paper said that the key factors were a shared experience and social engagement. Yet another paper said that consumers were drawn to challenging and socially-engaged leisure activities.

A 2011 study by University of Leeds White Rose University Consortium concluded that “the complex motivations of theatre audiences remain unclear.”

And yet, in the past decade, we’re starting to see patterns emerge in consumer behaviour research. Recent research identifies consumer tendency towards products and experiences which reflect their ideal self-image. This applies equally to packaged goods and ticketed attractions.

This may seem like a shift in motivation, but we’ve always been driven by a need for self-actualization and self-fulfillment – as psychologist Abraham Maslow noted in 1943 in his Hierarchy of Needs.

What’s different in the 21st century is that we have social tools that enable these needs: we constantly curate and define our self-image via our social channels. Twenty years ago when we visited a museum or went to a game, we likely only shared that information with a small circle of family and friends. In 2019, our every activity is shared – often with people whose only contact with us is via social media, and who form their image of us based on the content we share. We have the ability to shape our image via this content – and therefore by the cultural, entertainment and sports activities we choose to attend.

WATCH FOR PART 2 COMING SOON: “Exclusive Inclusivity”: How arts, sports and entertainment can feed our social needs.

How Instagram checkout works

Instagram has changed the way we consume fashion, food, and even entertainment. Most importantly, it has become a powerful window display for a new generation of brands and shoppers. It was inevitable for Instagram to get into mobile commerce. Late in March 2019, Instagram introduced the checkout feature, which allows consumers to purchase products without leaving the app. This new initiative is in closed beta for businesses, and currently available to the US market only.

How it works for the consumer

Checkout tags will show up on brands’ stories and feed. Instagram did not specify whether the tag could appear through influencer’s posts. When users tap the post to reveal the product tag, they will see a checkout option that replaces the current “view on website”. On their first purchase only, they will enter their payment information, which will be saved for future purchases. After their order, users will be able to track the package with a new “Orders” section on their profile with options to return, contact the merchant, or cancel the order.

How it works for the seller

In addition to having a more appealing ad platform, Instagram will generate revenue by charging the seller a nominal fee per transaction. While the selling fee hasn’t been revealed, Instagram did communicate that prices will not change for consumers. This means that sellers will have to cut their margin instead.
Instagram is accelerating mobile commerce. Will you be ahead of your competitors and conquer the “Social shopping” market?

Top digital marketing trends for 2019

What are the digital marketing trends for 2019 and how can you get ahead of the curve? Field Day has compiled four trends that we believe will have an impact in the coming year.

1. Social Channels are the new storefront

For a while now, e-commerce businesses have had the ability to link to their products or services from their social media posts and ads. However, in 2018, Instagram announced the ability to buy tickets and make reservations right on the Instagram app.
This is a big advance in social commerce, and we expect Instagram (and other platforms) to continue to expand and enhance this business model. We predict that 2019 will bring the ability to add products directly to a cart and complete the purchase – all within the Instagram app. This will remove steps and clicks from the customer journey and the fewer clicks, the more likely you are to complete the sale.

2. Visual search

While voice search gained popularity in 2018, we expect that 2019 will see the emergence of visual search. Amazon, Google and Pinterest are focusing on developing a stronger extension to SEO and will most likely be the main actors. According to Voluum, “Visual Search would identify objects within the image and then search for images related to those objects. For instance, based on an image of a bed, you’d be able to use visual search to shop for an identical or similar bed to the one in the image.”

3. Digital for good

The techlash was one of the defining shifts of 2018, according to Trendwatching. Consumers became aware of how algorithms track our online activities, access and analyze our personal data, and use it to influence our decision making – whether it’s to feed us ads for products it thinks we’ll like, or to influence our political decisions. In 2019 the techlash will continue, and we will see more brands leveraging and promoting their use of digital technology for social good.

4. Amazon will join Facebook and Google to form the digital advertising triopoly

In 2018, Amazon made strong moves in self-serve programmatic advertising, expanding the ability for brands to purchase ad space on its websites and through its ad platform. In the first quarter of 2018, Amazon saw its ad revenue grow 129%, reaching $2.2b. In 2019, expect for Amazon to become a key channel for digital media planners.

With 30 years of marketing experience, Field Day has a deep understanding of digital trends and how to apply them. We can help you to stay ahead of customers’ expectations.

4 hot consumer and marketing trends for 2019

What are the upcoming media and marketing trends for 2019 and how can you get ahead of the curve? Field Day looked at a number of studies and we’ve compiled four trends that we believe will have an impact in the coming year. From weak signals to megatrends, those four trends have already started to impact our culture, and should be considered in your 2019 marketing planning.

1. Escape
In 2018 we were inundated with non-stop polarizing news. From the moment we awoke to a push notification on your phone, to the late night talk shows, it was the year of pro-Trump/anti-Trump, pro-Brexit/anti-Brexit, Apple vs. Samsung, #ilikebeer… For many, we’ve passed the saturation point and the anxiety and stress have become too much.

The result: we all need an escape. Trendwatching describes the 2019 consumer as “an escape artist, able to plug into a universe of their choosing”. From fantasy sports leagues to Fortnite, escaping the real world is becoming more and more important for consumers.

If your customer is escaping via Fortnite, you need to plug your brand into the Fortnite universe. Perhaps your customer demographic escapes to the oasis of art galleries or museums… or to spa getaways. As marketers, look at your customer demographics, determine the type of escape scenarios they are most likely to plug into, and then engage with them through that world. Better yet, create your own escape for your customers.

2. Body first
“Consumers are treating their bodies like an ecosystem and seeking solutions that complement their personal health and evolving needs.” This is a major trend highlighted by Mintel.

More than ever, in 2019 we will pay more attention to our health and choose activities that support this health-first self-image. Brands that respect and support the health of their customers will have a clear advantage. Supporting a healthy lifestyle can take many forms. For example, Timeshifter is an app that provides personalized plans to help people adjust to new timezones when traveling. Intermarche launched a pack of yogurt that contains the same recipe with decreasing amounts of sugar, to help consumers in their “sugar detox”. Is your brand doing its part to reduce energy usage? If so, make it part of your brand message.

As a brand, think about all the ways you currently support your customers’ healthy lifestyle, determine what additional “healthy” changes you can make to your processes, products or services, and brainstorm new innovations to improve your “health-focused” customer journey.

3. “Social” is more than an online marketing platform
Social marketing has seen a big rise in popularity and effectiveness in the last five years, but consumers are now expecting more from brands in their social feeds. In 2019, brands with a clear social conscience will lead the way with consumers. According to Shelton Group, 86% of consumers want brands to take a stand on social issues. In 2018, few campaigns were more popular than Nike’s Colin Kaepernick ad.

Consumers expect action more than words and pretty pictures. They want to align themselves with brands that reflect their own ethics and principles. For example, Starbucks closed 8,000 stores for racial bias training, while Patagonia sued the US government in a bid to protect Bears Ears National Monument and coordinated the fight to protect this public land.

4. Virtual companions
According to Nielsen, nearly a quarter of US households own a smart speaker. Today you can own a virtual assistant that can entertain, educate, mentor and even be a friend. Your Google assistant can place a phone call to book a restaurant or a hairdresser appointment. IBM launched an IA bot that mentors young entrepreneurs. KLM launched a city trip assistant: see it here.

AI is improving exponentially in speed and accuracy. Brands can respond instantly to consumer queries, and consumers receive efficient, immediate customer service, In 2019, consumers will expect even more, and better, AI assistance from brands. And they will be quick to reject unresponsive brands.

Beyond speed, brands should consider how their AI experience reflects their overall brand experience. According to Trendwatching, 72% of smart speaker users think “brands should have unique voices and personalities for their apps/skills and not just use the assistant on my phone”. How will you bring your brand to life through your virtual assistant?

Field Day has a deep understanding of consumer trends and how to apply them, and we can help you stay ahead of customer expectations and your competitors.

Keeping your franchisees motivated

When it comes to franchising, there’s more to marketing than consumer-focused advertising. One of the main challenges is to market the brand to the franchisees themselves and keep them engaged. Franchising is an attractive model for retail organizations and restaurants. It allows for expansion of the brand without incurring significant corporate financial liability. But franchising is not without its risks.

As independent business owners, franchisees sometimes “go rogue” with their own off-brand initiatives that are counter to corporate’s branding and marketing strategies. One of the earliest examples of this can be seen in the film “The Founder”, the story of Ray Kroc and McDonald’s, where some of the first McDonald’s franchisees took it upon themselves to add their own regional menu items and run their own off-brand promotions. When the experience is inconsistent from store to store, it weakens the brand.

As well, franchisees often think it’s solely corporate’s responsibility to drive sales. They may not understand how important it is to build a positive reputation in their local community, to engage local businesses, and to provide an exemplary customer experience.
Franchisees are the public face of your brand, and it’s crucial to keep franchisees engaged with the brand and to make sure they understand the value of maintaining the brand image and message.

Here are some of the best practices that are relatively easy to put into action:

Create a solid brand spirit:
It’s crucial that franchisees understand and believe in the brand. When a brand has clear values, mission and positioning, it gives franchisees a foundation they rely on. If you want to ensure “buy in”, create a spirit of collaboration with your franchisees. Seek their opinions and give them a role in the definition of the brand platform. It creates a feeling of belonging and ownership and will go a long way to motivating franchisees. It will also help to ensure uniformity and consistency of the brand, which in turn will lead to increased consumer trust and engagement.

Recognize their efforts:
To increase loyalty and emphasize that feeling of belonging & community, gather with franchisees, recognize their efforts and celebrate their successes. Conventions, awards, news bulletins, and a franchisee intranet system are tools that can be put in place and that will drive engagement.

Give them the right tools:
Understand that franchisees are not marketers at heart. Give them plans and programs that are easy to understand and simple to execute in their own communities. Inspire them with real-life examples of how the programs will increase store traffic and sales. “If you follow these simple steps, here are the results you’ll achieve!” As well, demonstrate how a small financial investment on their part can result in a much greater return. As an example, ask franchisees to select one business in their community each Monday and provide a free catered lunch. Franchisees are reluctant to give away their product, but this type of program creates enormous goodwill and is a fantastic “sampling” opportunity with people who otherwise might never visit their store.

Keep the conversation going:
Continue to engage with your franchisees on a weekly, or better yet, daily basis. Your positive attitude is infectious. Keep spreading the word that the brand is thriving and that goals are being met. This is also an important message for potential franchisees. Remember, it’s not all about the numbers. Franchisees not only invest their money in your brand; they invest their entire lives – and they want to be part of positive, thriving brand culture.

Are newspapers still relevant?

Are newspapers dead? The relevance of printed newspapers has been slowly declining since as early as the 1950s with the arrival of television. Today, with the overwhelming popularity of digital media, the demise of printed news may seem inevitable. But despite the death knells, newspapers remain an important part of the media landscape.

In our 2018 Entertainment Survey, Field Day analyzed the role of print newspapers when it comes to choosing a destination or an event. We asked respondents to identify which media they used as a source of information before going to an event or a destination. The chart below compares the responses from February 2016 to those from our most recent survey in February 2018.

The changes in the past two years are significant. Across every age category, newspaper advertising and articles have a much lower impact on people’s entertainment decisions. And it’s safe to predict that these numbers will continue to decline in the coming years.

Is newspaper advertising still relevant for events and destinations?
Tourism organizations, cultural institutions, performing arts and events all seek to attract as wide and diverse a demographic as possible. It therefore makes sense to maintain a wide and diverse media strategy. While the internet offers fantastic possibilities for precise demographic and geographic targeting (as well as the opportunity to tell an immersive and visually engaging story), newspapers still reach important audience segments.

Seniors
Newspaper advertising is the 3rd most important source of information for those 65+ with 38.75% of respondents quoting it as source of information, after television (44.80%) and word of mouth (44.1%).

Cultural Believes
“Cultural believers” (those who regularly attend arts and culture activities) of all ages are more likely than average to read print newspapers. They acknowledge and support the importance and relevance of print media, including books, magazines and newspapers.

Ethnic Communities
Ethnic newspapers are still thriving. They serve an important function in ethnic communities, connecting community members to each other and to their larger community back home, and providing a voice for the community. Ethnic newspaper advertising is a powerful and efficient method of reaching these communities.

With 30 years of delivering marketing strategies & creative solutions for major destination and event brands, Field Day can help you to drive audience growth.

For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

Related articles:
How to communicate on Instagram
How to create word of mouth

Who is most likely to attend your destination or event: city dwellers, suburbanites or rural residents?

In our 2018 Entertainment Survey, Field Day analyzed the differences between urban, suburban and rural dwellers when it comes to choosing a destination. The results showed two interesting points of differentiation:

    City dwellers attend more attractions, more often. People living in the city will attend on average 13 unique attractions per year (any entertainment destination including events, museums & galleries, theatre & performing arts, sports, etc.). Meanwhile, people living in suburbs attend 6 attractions, and those living in rural areas attend an average of 4 attractions per year.

    Diversity of attractions: City residents attend a much wider range of attractions than those who live in suburban and rural areas, including both mainstream activities (basketball and baseball, and larger performing arts organizations and museums) as well as more eclectic destinations (independent theatre and performing arts, festivals, cultural events, etc.). The more eclectic the activity, the less likely it is to draw audiences from outside the city core. Those living outside the city are most likely to attend family-oriented activities and sports. In fact, many family-oriented activities are much more likely to draw a suburban or rural audience than city residents.

Is there an opportunity to change this trend? If you are an independent theatre or a performing arts organization, how can you compel suburbanites to attend? If you are a tourist-oriented destination how can you increase your audience share of city dwellers? Our research shows that your advertising media mix can influence your success.

Most popular sources of information

As part of our study, we looked at the media sources that people rely on for information about events and destinations, and we saw that there are differences based on geographic location.

    Facebook is still king. Facebook remains the main source of information whether you live in the city (48.5% of respondents living in the city quoted Facebook as a source) the suburbs (48.55%) or rural areas (50.95%).<
    TV and radio are losing relevance with city dwellers. TV and radio advertising are not very efficient if you want to attract people living in the city (only 23.5% of people living in the city quoted TV as source of information, and 22% quoted radio). However, TV and radio are still a good options to reach suburbanites (34.90% rely of television, 35.9% mentioned radio as a source of information).
    Instagram is on the rise. Instagram is increasingly a popular source of information for people living in the city (24.6% and rising). While it is also increasingly popular among suburbanites and rural people, only 17.4% of suburbanites and 14.55% of rural dwellers quoted Instagram as source of information about events and destinations.

Our needs and biases clearly change depending on our geographic location. Understanding the how attendance patterns and media usage change by geographic location can help you to shape an effective and efficient marketing strategy.

With over 30 years delivering advertising strategies for major destination and event brands, Field can help you to drive audience growth.
For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

CLICK TO DOWNLOAD THE FIELD DAY ENTERTAINMENT SURVEY EXECUTIVE SUMMARY PDF

The beauty of instagram goes beyond the visual

They swipe up and down, they hold-on, they click, they like, they repost. And they’re doing it at home, at work, in the park, on public transportation, and in every social setting.

Instagram has captured the imaginations of millions of users. And while it’s extremely popular with the younger demographics between the ages of 18 and 34, it’s also exploding in popularity with older generations.

The key to Instagram’s success: its simplicity. It does one thing, and one thing only, really well: sharing visuals of your experiences. It’s fast, easy and immediate. “Look where I am right now! Isn’t It beautiful and cool?” Ego gratification and envy play a big part in our addiction to Instagram.

Instagram is the perfect social media channel for destinations and events to increase desire and yes, envy!

According to Field Day’s 2018 Entertainment Survey, Instagram is the second most popular social media channel to learn about events and destinations, and it’s gaining in popularity daily. How can you leverage it to reach new customers, build desire, and drive attendance?

Stories and LIVE feature:

If “imitation is the sincerest form of flattery”, then Snapchat should be flattered that Instagram copied their “story” and live feed technology. These features allow users to be the storyteller of their own life, creating ongoing real-time diaries of their activities.

For event and destination marketing, Insta’s LIVE and Story can be used to extend the event experience. Brands can use these features to show followers aspects of the event that they otherwise wouldn’t have access to: they can go backstage during a concert, drop in on rehearsals, watch the “real-time” installation of a new exhibit at a gallery, visit with the cast of a play during intermission… all from your sofa at home. When used effectively, you immerse your followers in your experience before they even attend. The end response: “So cool! Next time I’ll definitely book a ticket and I’ll be there”.

An array of ad options – Paid, Sponsored, Targeted:

As an advertising medium, Instagram began as the little brother of Facebook, but brands are discovering the effectiveness of using IG’s features to reach new audiences. The key is to understand how users interact with Instagram. Whether it’s video, image carousels, or retargeted static images, make sure your advertising content is simple, bold and visually compelling so that it stops users from scrolling past it.

Platforms like Instagram are always adding new features (like e-commerce) and it’s crucial for brands to stay current on the features of any platform and look for creative ways to leverage their potential to reach new audiences.

For more information, contact Andrew Arntfield, President at Field Day Inc. at 416.408.4446 Ext: 226

CLICK TO DOWNLOAD THE FIELD DAY ENTERTAINMENT SURVEY EXECUTIVE SUMMARY PDF

The limits of digital entertainment

Digital has an increasing impact on how we experience an event. Regardless of our age, we now expect digital engagement as part of our experience – whether it’s an art gallery, a concert or a sports event.

But how far should the relationship between digital and physical entertainment go? Will it reach a point where we skip the actual event for an even better virtual experience?

Field Day’s Account Manager Leah Rose and President Andrew Arntfield give us their perspectives on “digital vs real”.

How to identify and engage new target segments

We’ve all heard someone say “Museums aren’t my thing”, “Baseball is not my thing”, or “Travel isn’t my thing”. No matter what your organization does, whether it’s culture, tourism, sports or an event, there will always be people who have no interest or affinity in your offering.

What is the Culture Bubble?

We all live in bubbles, and our bubbles contain all of our cultural and entertainment interests: the music we love, the events we attend, the leisure activities we enjoy. Everyone’s bubble is different; the size and shape of our bubble is defined by our needs, our biases, and our environment.

The good news is that our consumer research shows that there are clear demographic trends to the Culture Bubble. Field Day has used this data to identify viable new target segments for our clients.
 
If you understand the defining needs and biases of your target segment, you can modify your offering, your messaging or your marketing tactics to meet those needs… and to move your brand INSIDE their Culture Bubble.

As part of Field Day’s work for event, destination and cultural organizations, we’ve helped many venues to attract new target segments.