The 13 hostess with the mostess.: "One of our marketing strategies on 13 is to try and create a 'tug on mom's coat' syndrome in our younger audiences. If you can get a young consumer passionate enough about a product, whether it's a Cabbage Patch Kid, an X-Box or a ticket to a Broadway Musical, they won't stop tugging and begging until they get it.
To fuel that syndrome, we created 13fans.com, a fan site for the show, where fans can actually interact with cast members online.
Despite a rash of early sign ups and a steady growth, I wasn't satisfied with the number of people registering AFTER seeing the show.
The problem? They just didn't know about it."
2 comments:
I really like the notion that advertising does not end once the butt is in the seat because in my mind it starts when i get out of the seat and tell all my friends how much i liked the show. i dont trust commericals for shows. i trust word of mouth, reviews (essentially written word of mouth) and...thats about it. I think this is a way to really corner a market.
I'm glad that producers are looking into catering to the audiences more and getting people involved in shows, however, I do find the "tug on mom's coat" advertising method a little disturbing. Can't they find a method of gaining show recognition that doesn't rely on manipulating developing minds to bother their parents.
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