A Mark 404 Presentation

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A Mark 404 Presentation
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A Joshi and Stephanie production
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present
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LORD OF THE RINGS
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STRUCTURE

• To link/summaries the concepts developed in the
  textbook together using the LORD OF THE RINGS as
  an example
• Online/Offline marketing activities
• Questions/Comments at the end

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4 Ps
Product
Promotion
Positioning and Target-Market Selection
Price
Distribution
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Concepts

• Segmenting
• Age and Gender
• 18-34 (general)
• 13-54 (Lord of The Rings Nuts)
• Targeting
• Offline marketing activities
• Online marketing activities
• Central distinct positioning

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Corporate Strategy

• New Line Cinema
• Niche player
• Suited/supported innovativeness of Peter
  Jacksons vision
• SBU strategy
• Goal Ticket Sales via online and offline
  promotion campaigns
• Marketing Strengths and Challenges
• Early awareness of movie
• Encouraged online communities/core Tolkien fans
  to embrace the new movie but not offend loyal
  book fans by only utilising the web
• Therefore.

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Integrated Marketing Strategy
Pure Play
Bricks-and-Mortar
Online Business-Unit Strategy
Business-Unit Strategy

• Overall
• Online
• Offline

Marketing Strategy for Online Business
Integrated Marketing Strategy
Marketing Strategy for Offline Business
Marketing Strategy for Online Business
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Marketing Strategy
Core Audience
Awareness
Dissolution
Commitment
Exploration/Expansion
Commitment
Commitment
Momentum
Momentum
Momentum
Momentum
Secondary Audience
Awareness
Dissolution
Commitment
Exploration/Expansion
Commitment
Momentum
Momentum
Momentum
Mass Audience
Awareness
Dissolution
Commitment
Exploration/Expansion
TIME
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Customer Interface

• Alignment/Consistency of Message
• 7 Cs of internet strategy
• Content film-making process
• Context balance of text and pictures
• Commerce selling tickets online
• Community core lord of the rings nuts
• Connection links to other sites
• Communication ongoing dialogue with fans etc
• Customisation little on official web site but
  loads of sub-sites/communities
• Fit between product and internet strategy

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Relationships
Commitment
Dissolution
Exploration / Expansion
Awareness
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Relationships

• Remembering not everyone wants a relationship!

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Online Levers
Spinner
Digital City
Compuserve
Winamp
LOTRCommunity Promotion Content
AOL Anywhere
AOL
Netscape
Moviefone
ICQ
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Online and Offline Levers - Awareness

• Movie Trailers
• TV Commercials
• Radio
• Outdoor Ads
• Print Ads
• Retail Point of Purchase Displays
• Partnerships and National Promotions
• Burger King
• JVC
• Barnes and Noble
• American Library Association - Teen Read Week
• Television Promotions The WB Network
• Long Lead and Fast Breaking Campaigns
  Magazines, Newspapers and TV Programs
• TV Programming and Special Promotions

• AOL Welcome page
• Moviefone
• ICQ
• Netscape
• Spinner
• Winamp
• Digital City
• Compuserve
• AOL Service Tie-in
• Fansites
• New Line Contests
• Online Magazine Promotions
• NYTimes.com

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Online and Offline Levers- Exploration

• Prominent Magazine Coverage
• TV Programs
• Publisher Houghton Mifflin Book of LOTR
• ALA Promotion Teen Read Week
• Offline References to the Website
• Movie Trailers
• PR Coverage

• LordoftheRiongs.net website
• AOL Keyword LOTR, lord of the rings
• Syndicated Content
• Email Marketing
• Apple Quicktime
• In-theater Sweeps
• E! Online Promotion

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Online and Offline Levers- Commitment
LordoftheRings.net Screensavers Wallpaper Ticketin
g Shop_at_AOL AOL Wireless VoiceStream Amazon
Merchandising Publisher Houghton Mifflin
tie-in Book of LOTR Theatrical Trailer (Fall
2001) Sci-Fi Channel Special Cinema Beyond A
Passage to Middle-earth Conventions
(comicon) Warner Bros soundtrack
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Conclusion
Individualization
Interactivity
Product

• New Line Cinema used an integrated marketing that
  included an interactive an web site, trailers,
  contests, strategic online and offline
  partnerships.

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Conclusion

• New Line Cinema made a fortune
• New Zealand got placed on the map
• The movies were great!
• The presentation is over!!!

Six factors leading to success Offline and
Online Partnerships Reach and Frequency on the
Internet The 2Is Viral Marketing Good Message
Complementary Levers
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Questions/Comments