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Featured in the latest Hollywood Reporter article Mark Owens, CEO of Rogers & Cowan/PMK opens up about the recent agency merger and why the timing is perfect, given where the entertainment industry is heading.

“The entertainment world is similar to the rest of the world. On one hand there’s the need for mass and scale, and then there are smaller, very bespoke agencies that represent a few clients [for whom they] do absolutely everything. The ones in the middle are getting squeezed.” 

“Combining forces offers many benefits, in addition to the obvious cost savings in human resources, accounting, field offices, etc. Among the others are the ability to combine complementary divisions, providing a one-stop shop for clients, and the opportunity to strengthen global offices, especially when day-and-date openings around the world make it imperative to have multiple people in multiple places. “You need boots on the ground.” – Mark Owens

WE'VE GOT ALL THE FEELS.

Think about the last time you were perusing Instagram or Facebook and a brand’s post popped up—seemingly speaking to you, addressing something that had just been on your mind, talking to your desires.  Now, consider the action that you took immediately thereafter. Did you click on the ad associated with it? Follow the Instagram handle? Share the product to your own feed?

Ultimately, even if you didn’t make a buying purchase, right then and there, it’s safe to say that the post you responded to garnered a win.  Why? Because it appealed to you, the consumer, on an emotional level. And you took action.

Emotional Marketing 101

There have been multiple studies conducted on the subject of emotional marketing, and all have shown that triggering a response that is driven by emotion is one of the best ways to get an audience to pay attention—and to take some specific action.  So, what does that mean, in terms of the content that the audience is being shown? The answer to that is this: the content is telling the reader a story that ends up connecting with them and impacting them in a personal way. The content is based on desires, aspirations, and feelings—as opposed to rationality and logic.  And this is important when it comes to selling your brand, your product, or your service. 

Understand the Power of Emotion

Here’s something more important to understand about emotion: feelings drive behavior. Consumers can think about your brand and even hold a brand in high esteem based on its reputation, quality of its products—the list goes on.   However, none of this actually makes a consumer act. Thinking about a brand in a positive way does not make someone click buy, share a post, or wait breathlessly and with focused attention on what that brand is going to do or say next.  

But what a consumer feels about a brand does make them act. Especially if the brand triggers feelings of empowerment, progress, security, and betterment when that consumer thinks about themselves.  When this synergy occurs—it is the brand that wins.

Sell Values, Not Features

So, this leads us to our next avenue of discussion; namely, how to do emotional marketing correctly. The formula is not overly complex.  In order to connect with a consumer, a brand must move away from feature dumping and practicality alone, i.e. “These running shoes offer the newest space age material that will improve your grip on the road.” Instead, a brand must focus on its values and beliefs—and associate this with the product they are selling. For instance, think about the Adidas slogan, “Impossible is Nothing.”   These words stir feelings of empowerment and strength—probably two of the most important feelings you want to instill in any athlete or would-be sportsperson. It inspires someone to chase what they are after—no matter if it seems hard or challenging. It’s encouraging and inclusive, and it invites the consumer to be a part of the brand story. It sells a feeling and a desire—to achieve, to accomplish, to attain great things—and not simply a running shoe. A consumer, ultimately, can buy a running shoe anywhere—a brand must align with the consumer’s vision of how they see themselves via their purchase and what they want to feel.  That is emotional marketing at its core. 

In closing, emotional marketing is something that slips in quietly, under a consumer’s radar.  It makes them feel better about themselves while allowing a brand to transcend mere product status.  It builds and fuels the ego of the consumer while generating the hope that it is through your brand they will attain the ability to realize their best, their most enlightened, their most whole.  And it is through this type of marketing that brands will realize not only long-standing loyalty—but also considerable financial gain.

Curious to know how emotional marketing can build your brand and inspire your consumers? Read more about the brand marketing and digital marketing we do. 

CELEBRITIES VS. EVERYONE ELSE.

There used to be a time when celebrity advertising was the be-all and end-all strategy in reaching, influencing, and selling to potential customers.  If your brand wanted to sell sports gear, you identified the NFL star who was most likely to connect with your audience, and you signed that guy to an endorsement.  If you wanted to convey the sex appeal of your product, then you combined forces with the supermodel-du-jour… the list goes on.

However, times, well, they have changed—and the world of influencer marketing isn’t limited to Hollywood Headliners alone. Not by a long shot.  The rise of social media has introduced thousands of “micro-influencers”—individuals who have built up significant groups of followers and admirers and who carry with them the ability to connect and resonate with audiences that go beyond the lure of celebrity alone. 

How is an Influencer Unlike a Celeb? And Vice Versa?

You might be wondering how an influencer who has a YouTube channel with 20,000 followers is different from a celebrity.  After all, it seems like that influencer has a pretty big audience, right? Yes and no.  

Celebrity influencers still garner much more attention than other personalities, for sure, and have significant and wide-ranging audiences, to boot. Micro-influencers, on the other hand, who still might have plenty of followers may also be more targeted toward a specific demographic, industry, or focus (think makeup, travel, DIY, etc.).  Both can be beneficial to an advertising or marketing campaign—but there are individual facets to consider depending on your own business or brand.

Levels of Influence: Important Facts to Consider 

Influencers do not fall into a one-size-fits-all type of advertising or marketing strategy. You must determine whether a micro-influencer or a celebrity influencer is right for you, your goals, and your budget. Think about the following:

• Micro-influencers will usually be much cheaper to contract with as opposed to a celebrity. While it can be possible to  obtain a spontaneous mention about your brand or product by either group, if you are paying for the honor, know that a big-time celeb is going to come with a big-time price tag.
• Audience attention levels, with regard to micro-influencers, can sometimes beat that of celebrity influencers.  For instance, if you follow a micro-influencer who is particularly talented in identifying the best or most up-to-date trends in ladies shoes while engaging her followers in a one-on-one capacity, there is a good chance that the attention of that audience will be more targeted when following this person’s suggestions. This is opposed to engaging in the minute detail of tweets put out by a Kardashian, for instance, who has tens of millions of followers spanning all social networks and who does not offer individualized attention.
• Celebrities, then, have broader appeal and audiences that might come with more “noise.” Micro-influencers, on the other hand, could allow you improved targeting of a certain type of customer or audience because they tend to be connected to individual market interests or niches.
•  Of course, considering this last point, it must be mentioned that while a micro-influencer might have a hyper-focused audience, their “voice” per se isn’t as loud as an A-list celebrity who walks the red carpet at the Oscars. With this in mind, you really must determine where the greatest bang for your buck is and zero in.  If you know your brand’s supply can only meet the demand that a micro-influencer might deliver, then you don’t want to bite off more than you can chew by having Reese Witherspoon mention your handbag line the next time she is in front of a camera. 

The moral of this story is that there are many different pros and cons to working with either group—celebrity influencer or this week’s latest YouTube phenom.  You really have to examine what you are looking to get out of your marketing or advertising campaign and develop a strategy that aligns with your goals.

And it’s here where Rogers & Cowan PMK can help.  We are well-versed in the world of influencer marketing.  Reach out today and set up a consultation—we are looking forward to learning about your brand or product.

INSIDE OUR OSCARS EXPERIENCE.

As a kid, you may have dreamed that one day you’d be invited to stroll down the red carpet at the Academy Awards—but the simple reality is, very few people ever have the opportunity to enter this rarified space.

That’s why ITB, a division of Rogers & Cowan,  recently wrote a piece for PR Week sharing some of our experiences at this year’s ceremony. As a leading entertainment, partnerships, and talent agency, ITB certainly had a big role to play! We had a great time, and we invite you to take a look at t a little bit of the experience in this behind-the-scenes diary.

In our new Oscars red carpet journal, you’ll get to find out:

• What role VIP showrooms play in the ceremony, specifically with stylists.
• The purpose of “red carpet showrooms.”
  (Note: They’re mostly to provide air traffic control for all the pretty dresses!)
• What it’s like to work with a style team to get ready for the big show!
• What’s required to get a piece of jewelry or clothing placed in the ceremony.
• The sheer number of last-minute jewelry and accessory requests that come in.
• What it’s REALLY like when the red carpet madness begins!

Again, it was a fun experience, and though it all went by in a blur, we were able to remember enough specific details to fill our journal with valuable insights.

If it sounds interesting to you, we invite you to give it a read. The journal is available now at PR Week. Thanks to everyone who worked with us to make this year’s red carpet events so smooth and so special. Looking forward to doing it all over again for next year’s Academy Awards!

A DIGITAL REVOLUTION.

Over the last 10 years, our world has undergone a massive, digital revolution. It’s impacted commerce, marketing, entertainment, and daily life. But underneath all of the digital content that we consume, even the websites and apps that we frequent, there is some foundational infrastructure that makes it all possible.

And soon, that entire infrastructure could change.

That’s because the world of 5G connection is coming soon—and when it gets here, it’s going to make the last decade look like a mere warm-up act.

That may sound like hyperbole, but it’s really not. When the 5G revolution gets here, it’s going to overhaul communications, commerce, and entertainment, all while adding trillions of dollars in economic value.

So why aren’t more people talking about it?

There are a number of reasons but mostly it’s about branding. After all, 5G is an infrastructure technology at heart, and it’s simply hard to get people emotionally invested in it—no matter how much it’s poised to change their life. The companies that are rolling out 5G have to figure out a way not just to help consumers understand this new technology and its implications but also to care.

To be sure, there are some big perks to 5G connections—including not just speed but also accessibility. The challenge we face now is turning those perks into a story that will really resonate with everyday Internet users, truly getting them excited about the next digital revolution.

We wrote all about this in considerable detail in a new article for Cynopsis. We invite you to read it today; it’ll help explain not just what 5G is and why it matters but also what the branding efforts need to look like.

5G