7 Golden Rules to Make a Branded Entertainment Strategy Work
To be effective, a branded content & entertainment strategy must keep in mind some rules, taking in account the different reactions that the consumer may have confronted with the request to ‘interact’ with a content made by a brand, when he doesn’t expect it. Here are some tips from some of the greatest examples of this new form of communication
1 . IT’S A LONG TERM STRATEGY
Branded entertainment is a strategy for building brand identity, so it should be pursued in the medium to long term.
- SET CLEAR GOALS
The strategy can be adjusted in line with the needs of the company. You need to set clear goals from the beginning of an initiative.
3.TURN AUDIENCES INTO CONSUMERS
Branded entertainment is a useful marketing tool for building the relationship between consumer and brand. Its active function is to strengthen or change consumer behavior.
It’s crucial to have a clear target audience with which to create a relationship. The consumer is willing to accept the presence of the brand in new spaces (TV programs, newspaper article, etc.), if the role the brand plays in the content is clear (producer, creator, sponsor, etc.).
It’s equally important to define the traits of the brand identity that will set the stage for the relationship through narration. For this to work, the brand must have a narrative function. Whether the objective of the content is to inform or entertain, it must interest and empower the viewer.
Use a campaign metrics model that’s able to analyse the effectiveness of branded entertainment by standard KPIs, such as brand trust, familiarity, consideration and loyalty.
Branded entertainment expertise can both grow internally through special training courses and be found among professionals who can provide the talent and creativity for a content-driven strategy.
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