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).
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.