Tag Archives: entertainment

Marketing and esports: Understanding the esports fan

Publishers, teams, athletes and broadcasters share a common goal: they want to engage the fans. The more esports can attract and engage fans, the more attractive esports will be to sponsors, advertisers and investors.

But who is the esports fan? Here are some key insights on this growing segment.

The worldwide esports audience reached 395 million in 2018, according to Newzoo, and was expected to grow by 15% in 2019. Fans average 100 minutes per watching session on platforms like Twitch, Mixer or YouTube Gaming.

Asia-Pacific accounts for 57% of the esports enthusiasts, while North America is the largest esports market on a per capita basis, boasting revenues of $409.1 million. The 23.9 million Esports Enthusiasts in North America will generate $17.13 per fan this year, higher than in any other region.

Seven out of ten esports fans are males that range from 18 to 34 years of age with Nielsen reporting that the average age of an esports fan is 26 years old. Most esports fans are young, early adopters, active on social media channels such as Twitter and Reddit, and grew up online or with tech-related interests (video games, media, computers, mobile apps, and IoT).

In fact, it’s reported by Newzoo that among “North American male millennials (age 21 to 35), esports is just as popular as baseball or hockey, with 22% watching it. In North America, the most popular sport in the region, football, is only twice as popular as esports among male millennials. For male viewers between the ages of 36 and 50, football is only three times as popular as esports.”

Reasons why male fans engage with esports:
To learn tips and tricks from the professionals – 44%
Entertainment aspects – 41%
To become a better gamer – 39%
To connect/meet/socialize with other games – 19%
To participate in or see cosplay – 9%

Reasons why female fans engage with esports:
Entertainment aspects – 40%
Learn tips and tricks from the pros – 36%
To become a better gamer – 29%
To connect/meet/socialize with other gamers – 22%
To participate in or see cosplay – 13%

More people watched the finals of the League of Legends World Championship than the Super Bowl in 2018 (approximately 200 million viewers versus 98 million). It is an opportunity brands cannot miss.

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.

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.

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

Seniors are breaking the internet

Do you remember the uncomfortable feeling you had when your grandmother first commented on one of your Facebook posts? Or when you discovered she had an Instagram account?

Seniors have many reasons for starting their e-journey: Facetiming with their grandkids, texting their friends, managing their money, accessing their local library… Given how digitally connected the world is in 2018, it was inevitable that seniors would find their way online.

Field Day recently studied changes in media use in the two years between February 2016 and February 2018. People were asked to name their sources of information for events and destinations. One of the results of the study: there has been a clear and dramatic rise in use of digital media by those over 65 years of age.

Facebook use by those 65+ increased from 26.92% to 38.24%, Instagram from 0% to 4.41%, and e-mail from 31.45% to 49.29%. Meanwhile, traditional media use declined – especially reliance on newspapers, radio and television.

This trend will continue in the future as tech-savvy boomers move into retirement. As well, our research shows that seniors are looking for activities that provide inner fulfillment and connection to the world around them: travel, arts and culture, philanthropic or community-based activities.

While many organizations are focusing on how to engage young consumers in order to “future proof” themselves, seniors are a viable segment who can be reached with an effective digital marketing strategy. One example: employing senior e-influenceurs.

Field Day understands how and why consumers make their arts, sports, destination and travel decisions. We identify viable target segments for our clients and create compelling marketing campaigns that drive attendance.

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