In this week of experiential learning, we took trips to both Community Broadcasters and the Clemens Center, both located conveniently in Elmira, New York. Both of these locations exemplified the efforts of entertainment marketing, and to the entertainment industry, the consumer experience is everything. Therefore, reaching their target consumer and providing them the entertainment that interests them is the biggest success strategy and challenge to these industries.
Community Broadcasters
Spending time in a radio station network was very interesting because it was a new experience for me personally. At Community Broadcasters, we learned about the different demographics and target markets of each individual radio station that the company runs. The class learned that a majority of current radio listeners are doing so from a mobile device or computer. For example, one may listen to a radio station from their computer at work or at home. Contrary to the believe that most radio is listened to in cars, computers and mobile devices are gaining a majority of the listeners. As a class, we also attended a brief press conference for the Elmira Pioneers. Although it was short, it was interesting to witness the radio stations at work in the setting of the sports industry. This industry stays connected to their viewers by constantly studying their target consumer and demographic, and using those trends to their advantage to keep their listeners entertained and focused.
Clemens Center
The Clemens Center was extremely beautiful and displayed the modern view of entertainment, as well as the history inside of the hall. The class learned about how the Clemens Center has to market their entertainment and shows to their different demographics for each show. For example, they market to schools and children to attend their children's performances, whereas for broadway shows, the center will gear its marketing efforts towards young adults and the older age demographic. Overall, they want to get foot traffic through the doors and people to enjoy their entire experience at the Clemens Center. The Center uses market research to properly know and understand the habits of the demographic that they believe they already have, as well as the demographic that they are seeking to obtain. All in all, our experience at the Clemens Center was one to remember, and it made me interested in returning and seeing a show in my next two years in Elmira.
Catch my blog post next week for more information on our experiential learning trips!
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