Hello! Welcome to the segment "Marketing of the entertainment industry". Show business. This is going to be the agenda. I'm going to talk about what the show business is, I'm going to talk about the model of brand relationships in the show business, I'm going to talk about the Multiple hook that is achieved through entertainment. I will give a good example of internal training, to encourage show business among your employees. And it's going to be through Disney. And finally, we will finish with the VSA model of the show business, using BMW. BMW Let's start Let's see, what is show business? According to a great book written by Schmitt, it is in fact a business. They think that any business can be like a show, as long as it is entertaining. We have learned that to entertain means something that keeps people's attention, that hooks. It means that it generates participation with its consumers, that breaks down barriers, and therefore, redefines how a product or category is considered. And finally, something that creates value between the creator and the consumer. Let's see. A good example of show business is this owner's, his name was Charles Finley, and he was the owner of the Oakland A's, a baseball team. Today Oakland is very different, but during the time when he was the owner, his players were like show men, they were very entertaining, they had players like Reggie Jackson, and other figures like Rollie Fingers, and Catfish Hunter. And you can even see that even their names were entertaining, they were a very fun group to watch. And what is an example of breaking barriers? I've talked a lot about Starbucks, and I think Starbucks is, indeed, groundbreaking in its use of entertainment as with its relationship with Jazz. It is well known that most of the music you can hear at Starbucks is Jazz, and this makes a lot of sense with the idea of a place to relax. And they also produced the movie Ray, that gave Jamie Foxx the Oscar for best actor. And they have also sponsored concerts like those of Norah Jones, not only in the United States, but also in his tours abroad, even here in Asia. This is the model of show business brand relationships, as devised by Schmitt. I will not go into detail, but I think the important thing about this model is that it has the employees, the distributors of the show, and the goal, which are the consumers, and in the middle there is the brand. Then, through the brand, you create, participate, interact, relate, and makes them experience the elements of the show we mentioned before. And when you do this, you connect with consumers on a more multi-faceted level, on a cognitive level, at an affective level, and at a behavioral level. Cognitive, here means that they believe that it is very, very personal, that is made for them. On an affective level means that they feel that it engages, and it's fun. And at a behavioral level means that it generates a much more active participation on the part of the consumer. This is the impact of the entertainment world. Let's see. We have seen through the model of brand relationship that the employees are very very important. And the best example of personnel training in the world of entertainment is Disney. At Disney, all the employees are called cast members, they are all part of the show. And they also do job rotation, therefore, it does not matter whether you are a top-level executive vice president, you still have to work as a cast member from time to time. For example, here we have Goofy. A very famous character, right? Well, a vice president thought about this: If the CEO or the vice president can put on a Goofy mask to welcome visitors, they can experience in first person what it means to be a cast member. Even, as for your employees, teh center for employment is called the "casting center". Even, the training they receive is not given by teachers but by experienced employees. Then, they will share all their personal experiences, their anecdotes, about the good and the bad things of being a cast member. Not all this training is the same, sometimes, Depending on the problems they have, you can address certain people. There can be adhoc workshops, they also have a selection of success stories to motivate people through exemplary performances of some members. And finally, they give comments to their, comments, therefore, the recommendations on how to improve the show, are evaluated and they respond to your opinion. Let's see finally, how can other companies think in this way? Well, I emphasize again that it corresponds to their vision, strategy, and action. That is, VSA. These three must be aligned. In the model of change, which I have talked about in other classes, I speak about a flexible adjustment. The adjustment refers to what you have been doing. In the case of BMW, they should continue to do so, but adding some new type of spin, a greater hook, entertain more, give more spectacle. This is where you can be more flexible, it can be done with the actions described below, as with the placement of products, as with events, as with the creation of movie shorts, are very successful on the internet. In these case, instead of the actors being the stars the cars were the stars. So, in summary, we have learned that the show business is very effective in many different ways. I think the most important thing of the class is that the show business is not limited to show business. Any company can incorporate the elements that make show business so attractive. We have also learned that the brand is the core of the show. We have also learned, through the example of Disney, that internal training is very, very important. And last but not least, we have learned that the show business must be designed via V,S and A.
