chapter

14

Designing the Marketing Program for The Lord of the Rings

McGraw-Hill/Irwin

2004 The McGraw-Hill Companies, Inc., All Rights Reser

Designing the Marketing Program Todays Objectives

Objectives

will be to:

Explore

the levers for the marketing of The Lord of the Rings

(LOTR)
Examine

how The Lord of the Rings marketing plan connects to the relationship stages how and why The Lord of the Rings performed given its marketing plan

Assess

Chapter 14: Designing the Marketing Program

The

Planning Stages as They Relate to LOTR Role of LOTR Partnerships

The

The

LOTR Marketing Levers Through the Relationship Stages Marketspace Matrix for LOTR

The

Conclusion

Chapter 14: Designing the Marketing Program

The

Planning Stages as They Relate to LOTR Role of LOTR Partnerships

The

The

LOTR Marketing Levers Through the Relationship Stages Marketspace Matrix for LOTR

The

Conclusion

Overview of the LOTR Brand

1. 1. Framing Framing the the Market Market Opportunity Opportunity

2. 2. Formulating Formulating the the Market Market Strategy Strategy

3. 3. Designing Designing the the Customer Customer Experience Experience

Strong, popular brand

General target: 13-54 yr. old (male emphasis) Core target: 18-34 yr. old males 6. 6. Leveraging Leveraging Customer Customer Information Information through through Technology Technology

4. 4. Crafting Crafting the the Customer Customer Interface Interface

5. 5. Designing Designing the the Marketing Marketing Program Program

7. 7. Evaluating Evaluating the the Marketing Marketing Program Program

Appropriateness of an Online Interactive Campaign

Fit Fit With With the the Internet Internet

Does Does the the personality personality of of the the product product align align well well with with the the Internet? Internet? Two Two important important issues issues to to consider consider when when determining determining the the appropriateness appropriateness of of an an online online marketing marketing campaign: campaign:

What What are are the the Internet Internet usage usage characteristics characteristics of of the the target target audience? audience?

Fit Fit With With the the Target Target Audience Audience

Exhibit 14.2: Expanding the Base

Exhibit 14.3: Timing

Overview of the LOTR Brand

1. 1. Framing Framing the the Market Market Opportunity Opportunity

2. 2. Formulating Formulating the the Market Market Strategy Strategy

3. 3. Designing Designing the the Customer Customer Experience Experience

Strong, popular brand

General target: 13-54 yr. old (male emphasis) Core target: 18-34 yr. old males

Functionality Intimacy Evangelism

4. 4. Crafting Crafting the the Customer Customer Interface Interface

5. 5. Designing Designing the the Marketing Marketing Program Program

6. 6. Leveraging Leveraging Customer Customer Information Information through through Technology Technology

7. 7. Evaluating Evaluating the the Marketing Marketing Program Program

Exhibit 14.4: Stages of Desired Experience

Stages
Experiencing Functionality

Special Metrics for The Lord of the Rings

Trailer and video materials for viewing readily available Navigation is simple and clear for downloads, community, cast and crew information Easy sign up for e-mail and promotions on homepage Direct links for actions including ticketing, online ship sales and merchandising

Experiencing Intimacy

Website visitors articulated the value they derive from the site experience Consumers trust the information they find on the site Strong community has developed within site areas E-mail interaction allowed for open, clicking and forwarding to others

Experiencing Evangelism

Strong evangelical support from the user base Trailer and new content postings are seeded throughout community areas as well as on other sites and posting boards Creates a strong sense of consumer ownership of the brand The website becomes a trusted friend

Overview of the LOTR Brand

1. 1. Framing Framing the the Market Market Opportunity Opportunity

2. 2. Formulating Formulating the the Market Market Strategy Strategy

3. 3. Designing Designing the the Customer Customer Experience Experience

Strong, popular brand

General target: 13-54 yr. old (male emphasis) Core target: 18-34 yr. old males

Functionality Intimacy Evangelism

4. 4. Crafting Crafting the the Customer Customer Interface Interface

5. 5. Designing Designing the the Marketing Marketing Program Program

6. 6. Leveraging Leveraging Customer Customer Information Information through through Technology Technology

7. 7. Evaluating Evaluating the the Marketing Marketing Program Program

Design the 7Cs

Exhibit 14.5: The 7Cs of www.lordoftherings.net

Exhibit 14.9: Does Ticket Purchase End the Customer Relationship?

POV1
Commitment Commitment

POV 2
Commitment Commitment

Dissolution Dissolution

Definitely going to purchase

Definitely going to purchase

Tickets are purchased

Tickets are purchased

OR

New Line continues to deepen the customer relationship

Merchandise Home entertainment Updated website

In this scenario, getting consumers to buy tickets to the movie is the end goal, after which the customer relationship is dissolved

Is Purchasing a Ticket Effectively Dissolution?

Point-Counterpoint

Overview of the LOTR Brand

1. 1. Framing Framing the the Market Market Opportunity Opportunity

2. 2. Formulating Formulating the the Market Market Strategy Strategy

3. 3. Designing Designing the the Customer Customer Experience Experience

Strong, popular brand

General target: 13-54 yr. old (male emphasis) Core target: 18-34 yr. old males

Functionality Intimacy Evangelism

4. 4. Crafting Crafting the the Customer Customer Interface Interface

5. 5. Designing Designing the the Marketing Marketing Program Program

6. 6. Leveraging Leveraging Customer Customer Information Information through through Technology Technology

7. 7. Evaluating Evaluating the the Marketing Marketing Program Program

Design the 7Cs

Planning the Relationship Stages

Exhibit 14.10: New Lines Objectives Across the Relationship Stages

Awareness Awareness

Exploration/ Exploration/ Expansion Expansion

Commitment Commitment

Recognition of The Lord of the Rings Knowledge that the movie is coming out Initial awareness of the books and themes of the trilogy

Further understanding about plot, characters, etc. Consumers actively finding out about the movie

Definite intent to see the movie High level of understanding about The Lord of the Rings Recruiting others to explore and to become committed Purchase tickets to the movie

People spreading the buzz Growing desire/intent to see the movie

Chapter 14: Designing the Marketing Program

The

Relationship Stages as They Relate to LOTR Role of LOTR Partnerships

The

The

LOTR Marketing Levers Through the Relationship Stages Marketspace Matrix for LOTR

The

Conclusion

Overview of the LOTR Brand

1. 1. Framing Framing the the Market Market Opportunity Opportunity

2. 2. Formulating Formulating the the Market Market Strategy Strategy

3. 3. Designing Designing the the Customer Customer Experience Experience

Strong, popular brand

General target: 13-54 yr. old (male emphasis) Core target: 18-34 yr. old males

Functionality Intimacy Evangelism

4. 4. Crafting Crafting the the Customer Customer Interface Interface

5. 5. Designing Designing the the Marketing Marketing Program Program

Design the 7Cs

Planning the Relationship Stages

6. 6. Leveraging Leveraging Customer Customer Information Information through through Technology Technology Integrated plan

7. 7. Evaluating Evaluating the the Marketing Marketing Program Program

Exhibit 14.11: AOL and The Lord of the Rings Corporate Synergy Web

Chapter 14: Designing the Marketing Program

The

Relationship Stages as They Relate to LOTR Role of LOTR Partnerships

The

The

LOTR Marketing Levers Through the Relationship Stages Marketspace Matrix for LOTR

The

Conclusion

Exhibit 14.18: The Levers Awareness Stage

Online Online Levers Levers AOL AOL welcome welcome page page Moviefone Moviefone ICQ ICQ

Offline Offline Levers Levers Movie Movie trailers trailers TV TV commercials commercials Radio Radio

Netscape Netscape Spinner Spinner

Outdoor Outdoor ads ads Print Print ads ads

Winamp Winamp Digital Digital City City

Retail Retail point-of-purchase point-of-purchase displays displays Partnerships Partnerships and and national national promotions promotions

Compuserve Compuserve AOL AOL Service Service tie-in tie-in

Burger Burger King King JVC JVC

Fansites Fansites New New Line Line contests contests

Online Online magazine magazine promotions promotions NYTimes.com NYTimes.com

Barnes Barnes and and Noble Noble American American Library Library Association-Teen Association-Teen Read Read Week Week TV TV promotions-The promotions-The WB WB Network Network

Long-lead Long-lead and and fast-breaking fast-breaking campaigns campaigns TV TV programming programming and and special special promotions promotions

Exhibit 14.23: The Levers Exploration/Expansion Stage

Online Online Levers Levers LordoftheRings.net LordoftheRings.net website website

Offline Offline Levers Levers Prominent Prominent magazine magazine coverage coverage

AOL AOL Keyword Keyword Lord Lord of of the the Rings Rings Syndicated Syndicated content content E-mail E-mail marketing marketing Apple Apple Quicktime Quicktime In-theater In-theater sweeps sweeps E! E! Online Online promotion promotion

TV TV programs programs Publisher Publisher Houghton Houghton Mifflin: Mifflin: New New book book covers covers for for The The Lord Lord of of the the Rings Rings ALA ALA Promotion: Promotion: Teen Teen Read Read Week Week Offline Offline references references to to the the website website Movie Movie trailers trailers PR PR coverage coverage

Exhibit 14.26: The Levers Commitment Stage

Online Online Levers Levers LordoftheRings.net LordoftheRings.net website website

Offline Offline Levers Levers Merchandising Merchandising

Screensavers Screensavers Wallpaper Wallpaper Ticketing Ticketing Shop@AOL Shop@AOL AOL AOL Wireless Wireless and and VoiceStream VoiceStream Amazon Amazon

Publisher-Houghton Publisher-Houghton Mifflin Mifflin tie-in tie-in books books Theatrical Theatrical trailer trailer (Fall (Fall 2001) 2001) Sci-Fi Sci-Fi Channel Channel special, special, Cinema Cinema Beyond: Beyond: A A Passage Passage to to Middle-earth Middle-earth Conventions Conventions (Comicon) (Comicon) Warner Warner Bros Bros soundtrack soundtrack

Exhibit 14.27: The Levers Across the Stages

Awareness Awareness

Exploration/ Exploration/ Expansion Expansion

Commitment Commitment

Movie trailers TV commercials Radio Outdoor advertising Print advertising Point-of-purchase displays Partnership and Promotion Burger King Etc. AOL AOL Web Properties: MovieFone, ICQ, Netscape, Additional Levers, other AOL Properties AOL Service Tie-In Fansites New Line Contests Online Magazine Promotions Etc.

Prominent Magazine Coverage TV Programs Publisher Houghton Mifflin: Book of LOTR ALA Promotion: Teen Read Week Offline References to the Website High-profile movie premieres LordoftheRings.net website AOL Keyword LOTR, lord of the rings Syndicated Content Email Marketing Apple QuickTime In-theater sweepstakes E! Online Promotions

Mercahndising Publisher-Houghton Mifflin tie-in: Book of LOTR Theatrical Trailer (Fall 2001) Sci-Fi Channel Special Conventions (Comicon) Soundtrack

Offline Offline

LordoftheRings.net Screensavers Wallpaper Ticketing Shop@AOL AOL Wireless & VoiceStream Amazon.com Community partnerships with Netscape and ICQ

Online Online

Chapter 14: Designing the Marketing Program

The

Relationship Stages as They Relate to LOTR Role of LOTR Partnerships

The

The

LOTR Marketing Levers Through the Relationship Stages Marketspace Matrix for LOTR

The

Conclusion

Exhibit 14.28: Marketspace Matrix for LOTR

Awareness Awareness
Product Product Price Price Communication Communication

Exploration/ Exploration/ Expansion Expansion

Downloads

Commitment Commitment
LOTR merchandise, downloads, the Movie, wireless ring tones and phone icons

Outdoor ads, newspaper ads, magazine ads, movie trailers, TV commercials, radio, point-of-purchase displays AOL Moviefone, AOL service tie-ins, New Line contests, online magazine promotions Consumer to consumer have you heard about . . .

Magazine covers/feature articles

LOTR store, LordoftheRings.net, downloads, ticketing, trailers

Community Community Distribution Distribution Branding Branding

Consumer to consumer deeper interactions, chats/message boards, reading the LOTR books Newspapers, magazines

Online community building sites and developing content, going to the movie Movie theaters

Mass marketing channels (billboards, TV, radio, major Internet portals)

Awareness-oriented mass marketing levers, other partnerships (JVC, Burger King)

Magazine covers, online partnerships

LOTR merchandise

Chapter 14: Designing the Marketing Program

The

Relationship Stages as They Relate to LOTR Role of LOTR Partnerships

The

The

LOTR Marketing Levers Through the Relationship Stages Marketspace Matrix for LOTR

The

Conclusion

Designing the Marketing Program Conclusion

The

marketing objectives for each phase should be defined clearly and should provide a clear path to advance customers through each of the phases. The Lord of the Rings brand and successfully integrating the offline and online levers to give consumers a consistent experience and to drive them toward commitment were keys to the campaign. Line leveraged the power of individualization and interactivity wherever possible. The power of the offline levers to advance customers to commitment increased dramatically when augmented by the 2Is of the online levers.

Leveraging

New