Category: Retailers

Every year the opportunity of licensing is to gain support behind a single sustainable licensed property or movie that has new sustainable content,

A great example would be Universal monsters which has a rich history of being a licensed property for Universal Studios, but also has had movie opportunities.

https://www.imdb.com/videoplayer/vi4056980761?ref_=nmvi_vi_imdb_5

Most recent release was the Mummy with Tom Cruise.  Numerous other movies with the Frankenstein/Wolfman franchises, and Van Helsing have been produce over the last decade. Dracula had been re-invented in 2014.  There was a movement to produce these classics under the franchise Dark Universe.

The question becomes which is better the licensed property or the movie property.

Certainly this issue arises for Marvel & DC also with 2-3 movies a year and licensed opportunities with their animated comic book characters existing also.

I prefer when a brand or company plays with all the licensed opportunities available and put the appropriate character with the right promotional opportunity.

For instance more all family brands can go to market with Movies , but kids brands may lend themselves better with animated brands or content.

Companies need to look at the entire opportunity available to them and studios need to sell a bigger portfolio opportunity, when available. Neither of these opportunities ever appear to be pursued because thats “just the way it is” I’m told?

Time to change the way to market. Get bold on your quests for licensed properties. Challenge studios to dig deeper into what they can provide in a broad marketing concept with all available content.

Find the company that wants to give you more breadth of line for the $ your brand is about to invest. Studios need to think about bundling creative winning programs , so that property can have life in between big movie projects. I never understand why the deal stops to pat each other on the back when so many other opportunities are available.

Think and promote BIG & BOLD!!!

Remember when Wal-Mart was allowing anybody to submit new product video’s in a game like promotion for putting new products on the shelf. This was an interesting opportunity for Frito Lay in their recent Super Bowl programs, but is it the place for a Retailer? Pepsico has just announced putting marketing strength back into the brand managers to have the flexibility to react daily.

I applaud Wal-Mart for some out of the box thinking for retail of a Frito Lay rehash, but what does it say to your buying process for suppliers. Once again we have the Reality Marketing Dept. wagging the tail of this big dog.

I think E-tailtainment could be Wal-Mart’s next big idea. Its needs to have less retread tactics and true New York “state of mind” innovations.

Treating shelf space as a game show is not the way to extend the “My Wal-Mart” concept. Be what you are a retailer who has built its empire on an “item & price” merchant driven strength.

Tactic’s like this recent one tells me that strength doesn’t exist anymore. Someone can take the power of the internet with strong instore merchant marketing and capture a new breed of sales promotion.

For all companies it now comes down to hiring the right people to manage accountability to solid plans that can move on a dime

E-tailtainment …..call us to understand its full potential for your brand or retail outlet. Building an integrated approach to promotion and execution will allow brick and click to tick!!

KISS- Keep it simple.stupid!!

I remember as a brand spanking new marketing manager how much data was needed to move on promotional approvals.

I am not against data mining to make fact based marketing plans, however I never saw top of the house managers making big bold moves to market brands at scale in Entertainment.

Entertainments growth continues to grow domestic & globally, 15-20 movie theaters are opening a week in China. Spending and Calendars continue to fill with pop culture overload. Can you sit back and afford to not play?

Promotional ideas were formed and then brands would line up to see if it aligned with strategy or career plans. I say that tongue in cheek, because later in my career I’m sure I played the career marketing game. I don’t recommend it. When I see an opportunity to make a cost-efficient move vs. career decision I jump on it.

Let’s get back to the KISS point of today’s message.

Sometimes simple opportunities are offered in entertainment promotions that allow your brand to hitch on for a very cost effective ride. I am seeing a lot of green ($ opportunities) in the entertainment opportunities in 2022.

Spiderman, Matrix, Halloween Movies, Bond , Top Gun , Venom franchises all continue grow this year via streaming and theatrical to purchase. 

 

I remember working with Universal on the Hulk and leveraging great sales at retail via numerous brands. Some brands fought the need to tie-in with Hulk due to consumer data, but failed to see the impact from aligning brands in mass through the retail environment.

My point is brand managers and brands sometimes need to take their pride hat off and blend in and play their promotional role.

Colors like green, and in Hulks case big, powerful, busting out attributes can be leveraged via packaging, and promotional participation. The brands I worked with took part in all promotional opportunities from value packs to green colored versions of their brands. Then we tied into the biggest superhero of that time. Hulk and Oreo stacking led the way as other brands hung on for the exciting successful ride!!

One area we missed on during these scale events is activating low promotional spending brands in your portfolio. These benefits are available due to the high traffic you are driving to shelf and display. Brands that can’t afford package changes or deserve display space can highlight participation via shelf talkers or stick on offers.

I recommend the teams led by Pam Janonne at Warner Brothers, or Laura Rabney at Disney, Jamie Stevens at Sony to give endless support to have your portfolio sing in concert promotionally.

It may be as simple as color, size, or seasonal connections for your brands to participate at scale tied to a great blockbuster tentpole movie. 

Private Label has become a valuable segment in the brand world at Retail. Once looked at as a category, brand and profit killer, private label has continued to improve its quality,value and share over time.

Promotionally private label has slowly started to be approached by entertainment brands to start the process of integrating PL into promotions. This is very apparent where there is no CPG brands willing to come on board.

Home Video releases have recently partnered with private label (store) brands. Avengers had a co-program with Wal-Mart, BJ’s and others sharing the Marvel license with PL Pizza, water, etc.

We are currently creating a PL nacho kit/popcorn opportunity to fill the void in a Family Night Snack Solution with Home Entertainment via a pallet program.

Private label in todays economic times will continue to improve their share. Share for PL is 18-25% in grocery, 15% in drug and 2.5% in C-stores.

The grab & go business will only increase as shoppers increase packed lunches and that type eatting occasion. It will be a 40B opportunity in 2022, with sweets goods up +14%.

The election this year was won in the age group 19-30. That group is already being targeted by smart retailers. They are less influenced to buy in bulk, particularly where calories are involved.

The opportunity to create private label snacks in grab & go sizes is now! The opportunity to show major CPG companies the power of an integrated entertainment with private label brands is now.

Studios who use this marketing tactic as a means of growing preferred status with retailers will win into the future of brand promotions. Private label brands time to move into right size, and entertainment marketing is now. Studio’s should pick titles to focus against private label categories to open doors to national brand growth. Show national brands how maximize their entertainment marketing investment.

Let Haaseline Entertainment show you the Way! Call us for idea’s to build this growth opportunity!

Douglas Haase
Haaseline Entertainment