Caty Burgess shares her proven framework for developing successful marketing campaigns for television programs. She emphasizes the importance of starting with the audience—understanding their preferences, habits, and where to reach them. From targeting comic book fans for "The Flash" to tailoring campaigns for specific communities for "Heart of Dixie," Caty provides real-world examples of how strategic marketing decisions are made. Learn how focusing on your audience can shape every aspect of a campaign, from media placement to creative messaging.
Key Topics:
- Audience-First Approach: The foundation of any marketing campaign starts with identifying and understanding the target audience.
- Research & Insights: Utilizing producer insights, audience testing, and syndicated research to understand viewer preferences.
- Tailored Campaigns: Examples of marketing strategies for shows like "The Flash," "Riverdale," and "Heart of Dixie."
- Cost-Effective Media Placement: Reaching audiences in impactful ways by using localized, affordable media strategies.
- Understanding Viewer Habits: How analyzing audience behavior drives decisions about timing, placement, and messaging.
Quotes:
- "Anything with a marketing campaign starts with the audience."
- "For a show like 'Heart of Dixie,' instead of putting billboards on Sunset Boulevard, we targeted smaller towns to make the audience feel seen."
- "'The Flash' was a comic book. People who like comic books will likely like this show—it's about starting with that core audience."
- "The habits of the audience you’re targeting determine where, why, and when you try to reach them."
- "Marketing is about understanding the audience and letting them feel like the show is made for them."
