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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Industry Outlook: Entertainment Help prospects deal with big changes
Published: 04/06 - BtoB Magazine |
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Apr 3, 2006
Peter Koeppel is the founder and president of Koeppel Direct, a Dallas-based agency that specializes in direct
marketing, campaign management, creative strategies and direct response TV media buying. Koeppel's agency
has helped Fortune 500 companies, small businesses and entrepreneurs develop direct response marketing
campaigns aimed at a variety of vertical markets, but keeps a particularly close eye on the
entertainment and emerging digital media industries. He shared some of what he's seeing in the
entertainment industry with BtoB .
BtoB: What are the challenges that entertainment executives are facing today and how can
marketers help them?
Koeppel: Consumers are downloading TV shows, videos and music on their iPods and other mobile devices.
They are watching less TV and using DVRs [digital video recorders] to skip through commercials.
They are going to fewer movies and renting fewer DVDs from traditional bricks-and-mortar stores
like Blockbuster, instead accessing films through on-demand services or outfits like Netflix. Giving
executives new strategies and options to not only deal with these changes but also to capitalize on
them will differentiate savvy vendors from those who don't understand what's going on in the
industry.
BtoB: What are the best media vehicles for reaching these execs?
Koeppel: This audience can be reached through industry publications and Web sites from such trusted
and longstanding b-to-b [publications] as Variety and The Hollywood Reporter, as well as through
certain consumer publications such as Vanity Fair . Also, there are key industry events such as
Integrate `06.
BtoB: What marketing tactics are best to engage this audience?
Koeppel: Marketing messages need to be highly creative in order to appeal to this audience creativity is
their business, after all. The messages also have to be informed and accurate. Companies targeting
this audience need to be well-versed in all the latest trends and technologies, and present themselves
as solutions-driven experts in this field.
This article is featured in; BtoB Online Magazine
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