Summer 2007 has been marked “the year of the three-quals” for more than a year. A great deal has been riding on this year’s crop of movies with the hope of a US box-office turnaround. Officially a month or so into the race now, and the box-office has been on a very high note and continues to gain momentum with each new release. More importantly for the marketing community is that the summer box-office heights are being felt by brands all over the world. Entertainment promotions both in the US and abroad are at an all-time high and there are no signs of slowing. 

The key factor for brands is that entertainment has been a proven way to connect with consumers by adding an additional level of relevancy. At a time when consumers are bombarded with never-ending marketing messages, adding an element of pop-culture to marketing messages can truly strengthen the relationship a brand has with its consumer. It’s also an amazing chance to convert new consumers as the right entertainment promotion tells them that you as a brand know what they want and understand what’s important to them.

While entertainment tie-ins are not new, the significance of these programs has never been greater for both brands and entertainment companies. Both need to stand out in a crowded marketplace as well as access the added reach that each can offer as partners. With consumers having more choices than ever before for what they do, when they do it and how they consume it, promotional marketing is a vital marketing discipline since it would be virtually impossible to buy all of the media that you can maximize through a partnership.

In order to make these partnerships really work, understanding each others business in order to be creative and relevant is critical. Brands and their agencies have become incredibly skilled at working with entertainment properties and promotional executions are more creative than ever before. With entertainment companies also educating themselves on key issues facing brand partners, promotions are being created that speak to the needs of both parties allowing them each to tap into that ‘little something extra’ to stand out in the crowd.

In the past, the notion that entertainment marketers are traditional sales people (with the brand as the buyer) has been replaced with a true feeling that both sides are partners. The playing field has changed drastically over the past ten years and it’s important to remember that entertainment marketers now include “partnership marketing” in their titles rather than “sales.”

More forms of entertainment are focusing on promotions than ever before and more brands are getting involved in the game! The RoadShow Hollywood marketing event has grown each year and while we are thrilled to have companies like McDonald’s, Coke, General Mills and others participate, it is even more exciting when companies like Jiffy Lube and Musco Olives attend that are just starting to entertain the idea of entertainment partnerships. The idea that only the biggest brands can get involved with a new movie or TV show has become a complete misnomer nowadays. The right partnership coupled with the right creative campaign can bring a huge amount of attention to companies that don’t have the multi-million dollar ad spends. Of course all of the biggest players were connected to this year’s summer “three-quals”, but there are more than three films this summer … 

About The L.A. Office:

For over 13 years, The L.A. Office has been on the forefront of entertainment marketing partnerships. The company provides brand marketers and their agencies with events and services which put them in the center of the entertainment marketing community! Hundreds of marketers rely on The L.A. Office Membership Program as their key resource for up-to-date and accurate information about promotional marketing opportunities in Film, Home Entertainment, TV, Music and Gaming.

RoadShow is one of the most important global entertainment marketing events of the year and our latest program, Industry Insights, provides the marketing community with strategic insights, updates and networking opportunities through a series of events throughout the year. Whether it's one of our signature services or a custom consulting program, The L.A. Office can be your lead partner into the Entertainment Marketing community. Visit www.laoffice.com or contact The L.A. Office at (310)275-2088.