In the entertainment industry, reputation is key. Therefore, an entertainment agency’s marketing campaigns should be geared towards building a big name. The Singapore entertainment industry is buzzing, having grown by 150% over half a decade. Digital entertainment media has become a multi-billion dollar industry. This tremendous growth has attracted various entertainment and talent management stables, media groups and entertainment publishers. Barriers to entry have also increased significantly, thus start-up agencies should invest in better strategies to earn a reputation for being trustworthy. Marketing campaigns should demonstrate how the agency represents its talent so as to acquire an irresistible repertoire. This paper explores the channels available to help create a buzz around a new entertainment agency in Singapore.
In today’s world, an online presence is key to growth in the entertainment industry. First, the agency should start a blog. It is easier to use a blog as a marketing tool since clients look for active agencies. The blog could be a platform to keep clients up-to-date with the news, events, and to engage with the agency. Therefore, a blog presents an opportunity to sell the benefits of working with the agency. It is also wise to allocate a part of the marketing campaigns to social media. Twitter handles and hashtags help get the word out about the agency, while Facebook and Instagram posts engage the audience on topics relating to the agency’s events and artists. Engaging audiences on digital media improves online search rankings and web traffic in the agency’s pages.
Even in an increasingly digitized world, traditional media is important in creating brand reputation. Press releases are one way to get the word out using local media. The agency will create a press release presenting details about the agency and the talent base, which we shall then distribute to local media outlets. A carefully crafted release could lead to a television interview or documentary exploring the company. Entertainment publications, such as the Singapore Tatler, help build brand recognition for the agency, since they are tailored for the entertainment industry. Taking out an ad in such publications ensures that the message reaches the most significant audience- the entertainment industry.
The entertainment industry is built on the strength of names. Meeting the right individuals leads to great opportunities. Thus, to market the start-up agency, we shall need to attend industry events, hand out business cards and get to know as many entertainers as possible. Each relationship builds the network, which can help market the agency. An important networking tool is an open house event. The agency should host an event inviting the professionals and talent in Singapore’s entertainment industry. This event could also serve as an audition for prospecting talent and clients, thus starting business on a high note. Trading contacts with media personality and entertainment industry professionals helps strengthen the network.
From the above post, three keys to successfully marketing a start-up entertainment agency are: networking, digital and traditional media.