fr3der1ck

DEMOGRAPHIC VS. PSYCHOGRAPHIC

Demographic, is an objective observation of race, age, income, labeled criteria, gender and orientation.

Psychographic is a subjective observation, about attitudes lifestyles, taste and belief systems. It is ageless, genderless and has no focus related to race or orientation.

Psychographic analysis tries to find a message that unites everybody. For example; Breakdancers come from all backgrounds. Many different kinds of people voted for Obama. All the world loves Jazz music. German Chocolate cake is a favorite of most people. Most people are interested in world peace.

Demographic makes assumptions about people that in many cases are not true. For example; All girls like dolls. Inner city kids don’t like rock and roll. Country music is only for rural people. Dogs and cats can’t live together.

The problem with today’s content (music, film, TV ect) is, even if it has a positive message the requirement is still to deliver it demographically. As a result the message has limited reach and must be augmented for every market. Urban films must be marketed to inner city people. Adult Contemporary music must be marketed to 30 - 60 year olds.

Unfortunately, old school is still new school in marketing content. This is one of the many reasons the industry feels slow to change. Demographics is dead but no one has told the major distribution outlets. Maybe they know it but are just afraid to change.

The old school idiots strategically market to youth through their culture. MTV please stand up. In its heyday a psychographic king. Now it is just a demographic Jersey Shore slut. This is kind of an insult since youth is influencing all of culture. Their other big mistake is utilizing in your face marketing to adults (billboards, Internet, newspapers). Adults are online looking for friends, home and garden sales, toys for their kids and someone to marry.

So what is the correct answer in entertainment. That my friends is event marketing. Whatever you are doing make it an event for the audience or their peer leaders. Who are peer leaders you ask? People that are at the top of their game in their respective psychographic categories. Anderson Cooper, Beyonce, Lady GaGa, Justin Bieber, Tom Brady, President Obama, Oprah and Ellen Degeneres. These are all key influencers. 

Legacy structures (ie: major studios, television networks, athletic shoe companies, soft drink companies) and new media business leaders (Facebook, record labels, clothing brands), want to change mass social behavior to benefit them. They want mass culture to stop doing what they are doing and do what they say. These old and new corporate conglomerates want to dictate. Back in the day they made you but CD’s and VHS tapes now they want you to wear Ed Hardy. 

They are unconcerned with DJs who mashup songs, kids in music programs and film programs and high school students who know more about the Internet than Harvard grads. They want people to do what they say. If they drive the train they make the money centralized. Centralized money gives them more money to executives and makes these companies attractive for major corporate acquisition (Time buys Warner Bros. Time Warner buys AOL. Disney buys ESPN and ABC. Viacom buys MTV, VH1 and Paramount Pictures). Then they make more money, mo money, mo money! If consumers are the rule of the day then mo money is de-centralized and corporations make far less. Executives don’t get that house in the Hollywood Hills with the Botoxed surgically enhanced girlfriend.

Corporations are on some bulls*&! (Hood Translation: corporations are pulling the legs of the consumer in order to pick their pockets). 

For instance:

Over 4 million downloads of the movie Wolverine happened before the movie was released and the movie still did very well. 179 million domestically and 373 million worldwide. Was that piracy or was it marketing??? Maybe it was both. How do we tell the difference? Do we really care? Does it really matter??? Myth busted, file sharing does not effect the bottom line with quality content. What we are looking at today is a world that demands quality. 

There is the event and then the other stuff. With music, the event is the concert not the recording. Film, the event is the public screening and the theatrical release.

If you are building your entertainment brand for distribution you will loose. If you are building it to create an event. You will win.

How do you market your entertainment event? 
1. Listen to your audience.
2. You must be relevant to the audience as a potential event. They will tell you what they want.

Can you market on the Internet? Yes but it actually may be just as effective on the phone if you don’t have a plan. Telemarketers anyone?

Yikes!!! Pretty simple call your friends. Text your friends. Just make sure they are under 25 because over 25 people only like texting to gossip, get directions and complain. Unless you like sending pictures of your private parts around.

You cannot put entertainment on a marketing conveyer belt. You need to ask the audience what they want to experience. It is amazing to me the number of people who love Hip Hop who now say they hate modern Hip Hop. Yet urban artists continue to use auto tunes and sell event records to kids. Solja Boy is an event. Lil John is an event. Lady GaGa is an event who delivers quality, that is why she is on top. The numbers of converts from alternative music to country is massive, yet the ridiculous numbers of bands that thrash about on stage and sing about ripping society apart is cliche’ and a waste of time if they are trying to pay their rent. There are now people who say, “I hated country music as a kid and now I love it.” Consumers change their mind in strange ways and have every right in the world. Consumers drive the train because they pay the bills.

You must put the same amount of energy and creativity into your marketing as you would with the original content and product. Wow that means you just might need to step up your game on both ends!  Welcome to the digital world. Welcome to the terror dome (Public Enemy, 1988)

People that hate marketing don’t last. People that don’t know their market in  production don’t last either. Music artist who tell you that they are the truth or their music is hot are lying to the worst person of all, themselves. 

“My film will screen at Sundance because it is a great story. Studios and networks will be knocking down my door for this content,” filmmakers say this all the time. Filmmakers who tell you their film is genius and it is a story that must be told are self-absorbed. The only people that have the right to talk about a film are the consumers who see it and pay for it.

The business with the best technology rules!!! Build an event using psychographics and they will come! That is what Sundance did.

BE A THINKER NOT A STINKER!

You can’t get principle from an ATM Machine. In the 1980’s and 90’s you could get mythology but not anymore.

We are past the day of hocus-pocus marketing. In 1989 Dr. Dre then member of the group NWA proclaimed, “I am going to teach you the value of street knowledge.” It worked people bought into it and he created a career and genre for himself. West Coast Hip Hop. Well actually he and Ice Cube did. Easy E the originator of the group died in 1995 from HIV and AIDS. MC Ren (MC Ren? Who dat?..Exactly) the forth member of NWA who never quite made it straight out of Compton. Hope he saved his money and invested in the internet in the 90’s and social media and emerging markets in the 2000’s.

Fast forward to today. Dr. Dre sells headphones, Ice Cube makes Coors commercials and franchise kids movies like, “Are We There Yet?” So much for the value street knowledge. Now they just sell content and audio headphones to street kids. By the way Beats Headphones retail for $199.00 - $229.00 - $349.00 - $449.00 - $599.00. Paying too much for headphones stinks. 

“Are We There Yet,” the series is on TBS. What has happened to street knowledge is not very funny. Think about it.

So could Too Short sell CD’s out of the trunk of his car today. Could Master P and Cash Money Records sell their CD on the street and make millions in 2011? The answer is no. Why? Most people buy their music online. Germany has one of the few industrialized hard markets for music and content left. Yes people in Germany still buy CD’s. Yes you still can make an entire career out of just pushing content in Germany alone. 

The few people that still push that hustle and buy that hustle don’t even have email. Only 40% of all people in Mississippi have high speed internet. 90% of people in Massachusetts have access. You do the math. Besides whether it is Columbia, Mississippi or Lusaka, Zambia most people in data restrained locations and territories copy data the old fashioned way. They copy and burn CDs.  

The conflict between art and business has never been greater. Fine artists, for example; sculptors, painters or photographers ect. have the right to say, “If they do not get my work that is their problem.” Music and film artists who want big money Hollywood deals, not so much.

Entertainment is a commodity with the intent to be bought and sold for market value. Like it or not it is show business which means the business of show.

As a content creator you must know how to make the moments and make the ride. You must find out who out there is passionate about what you are creating. You must know who you are making your content and product for. If you are making it for yourself or to get chicks don’t expect to make money. Money is noo longer for nothing and the chicks are not free.

So what are people passionate about now? In the music business adult contemporary and country. In film animation, sp/fx, action and comedy.

So Far in 2011 (As of July)

1.   Pirates Of The Caribbean
2.   Hangover 2 - Comedy
3.   Kung Fu Panda 2
4.   Thor - Action
5.   X-Men: First Class
6.   Rango - Animation 
7.   Hop - Animation
8.   Rio - Animation - Top DVD
9.   Just Go With It - Comedy
10. The Green Hornet - Action
11. Gnomeo and Juliet - Animation
12. Fast Five - Action
13. Battle Los Angeles - Action
14. Limitless - Drama
15. Justin Bieber - Music

With the exception of Limitless and Justin Bieber this list holds true.

Social 50 (The most popular artist on social networking sites).
1.   Lady GaGa
2.   Justin Bieber
3.   Eminem
4.   Katy Perry
5.   Rihanna
6    Shakira
7.   Lil Wayne
8.   Akon
9.   Black Eyed Peas
10. Britney 

This is the market, what are you prepared to do to penetrate it?

Test your marketing with people you think want to experience your product.
Plant the seeds for your concept or idea. Make a website, get into social networking, give away a CD with songs on it. Throw a party. Have an event. Send out text. Call your friends.

If you are comparing any entertainment product to anything before 2008 you are committing fraud. The financial structure has changed and the numbers are not in yet. We don’t live in the same world. Start from scratch.

You must plug in the old paradigm (pre-internet) with the current one (new media) to find any cause and affect relationship.

Make your content available anywhere to everyone. Let them buy the content and access it anywhere on Earth. If you can give it away. Build the loyal following. Consumers are loyal as long as the product quality is high. The Beastie Boys will be Hip Hop artist for life. Ja Rule and DMX not so much.

Back in the day when dinosaurs and Commodore 64 roamed the Earth in 1983. People had cell phones. Yes cell phones. They were giant but they worked. You paid for everything with that phone. If someone accidentally called you, you paid. If you dropped a call you paid. You paid for for just looking at it. As a result people tossed their phones out the window and went back to pagers. The phone companies got the point and now we buy minutes or all you can use disposable phones. People now want to know what they were paying at the beginning of the month not at the end of the month. That could and probably will change as people add on to their phones with apps and content.

iTunes is a big success for Apple not the industry at large. 12% of all purchased music comes through iTunes. iTunes is successful for Apple because it sells ipads. iTunes does not make a lot of money for the music business. Maybe the music biz should make their own ipods, ipads or iphones.