Sony Pictures Entertainment is one of the largest film studios in the world. It’s home to famous franchises like Spiderman, James Bond, and The Handmaid’s Tale. The studio is known for producing many successful Hollywood blockbuster movies. Although most people know the studio for their films, they might not know that behind the scenes, they have an amazing marketing and customer operations department.
Marketing to The Biggest Audience
One of the first things you’ll notice when you visit the Sony Pictures Entertainment website is that they aren’t afraid to tackle large topics. For example, they have an entire section devoted to climate change and environmentalism. The same goes for politics and social justice. The topics are varied and encompass a wide range of interests, but all of them have one thing in common: they’re important to society as a whole.
The studio’s head of public relations, Christine Walsh, noted that their expansive topics can be attributed to two things. First, they want to get their message out there to as many people as possible. Second, they want to inspire thought and discussion from their audience. They want to create a space on their website where readers can engage with the content and present a variety of opinions.
Blazing A Trail In Online Marketing
Although most people know the Internet as a way to find news, check emails, or look up movies, Sony Pictures Entertainment sees it as a chance to tell their story, build their brand, and sell their products. They’re not wrong. In 2018 alone, online marketing generated $165 billion in revenue and 4.9 billion unique visitors worldwide.
The studio started to see the potential of the Internet back in the 1990s. Back then, most people were still using regular mail to communicate online. So, instead of sending out emails to promote their films, they started a film club and mailed out DVDs. It was a way to reach an audience that wasn’t as familiar with their product as they might be with other studios’ films. The results were impressive. They saw a 50% increase in DVD sales as a result of their “Club Sony” strategy. This was largely due to their innovative use of online marketing.
Walsh explained that back then, “traditional marketing just wasn’t making the impact that we needed it to.” They’d seen the success of niche blogs in pushing product and had wanted to find a way to do the same for their own brand. So, they started a blog called “Eye On Film,” which focused on film, fashion, and lifestyle. They used SEO and paid media to attract readers to their blog and then converted them into passionate fans. The blog earned them a place on Mashable’s list of top film blogs, and it continues to do well today.
MailChimp For Marketing
If you’re new to email marketing and don’t have a huge budget to work with, then MailChimp is the platform for you. The popular email marketing and CRM platform makes it easy to get started and offers tons of useful templates and a helpful community of users who will help you along the way. If you want to get in touch with Sony Pictures Entertainment, then MailChimp is the perfect choice. The platform is user-friendly and has everything you need to get started.
You can use the tool to create a list of your contacts and then segment them into groups. For example, you could use the tool to send an email marketing campaign to your personal contacts, your professional contacts, or even your relatives. The possibilities are endless. You can also take this opportunity to update your contact’s information. Simply click on the Contacts tab on the right side of the screen, select the individual you wish to edit, and click the “Update” button. You’ll see a confirmation screen with the new info after typing in the details.
Marketing To The Customer
Sony Pictures Entertainment has an entire Customer Experience department that handles everything from online ordering to in-house sales. They want to ensure that every visit to their website is an enjoyable and satisfying experience. So, they try to anticipate any problems that their customers might encounter and work to fix them before they even have a chance to notice.
To that end, they have developed a flowchart, which depicts the path that customers usually take from the moment they land on their website to the point where they make a purchase. The chart is broken down into a series of steps, and it’s designed to help their customers at each step of the way. For example, if they notice that a majority of their customers are struggling with the issue of product delivery, then they will work hard to ensure that every package is delivered on time. If a few of their customers are having a hard time finding the information they need on their website, then they will work to make sure that every page contains the relevant info. These are just some of the steps that they take to ensure that each and every one of their customers feels that their interaction with the brand is a positive and satisfying one.
Marketing To The Masses
Sony Pictures Entertainment isn’t just content to target affluent audiences on the internet. They want to expand their reach and grow their audience even further. So, they turned to social media to help them do just that. They saw that many of their fans were active on social media and decided to join the conversation. They started by creating and running Instagram and Twitter accounts for the studio. They then picked a handful of their most popular posts and repurposed them as blog posts. They’re also trying to increase their presence on TikTok, where they have over 200 million followers. Although the platform is dominated by comedians and musicians, it’s a place where people are paying attention and looking for content. So, they’ve tried to create more engaging videos, such as ones that focus on current affairs, as opposed to just funny or nonsensical moments. They’re essentially courting the “Millennial” audience and using various platforms to engage with them.
Analyzing The Data
Sony Pictures Entertainment doesn’t just rely on the data that their platforms provide; they use analytics tools to get a snapshot of what’s working and what needs to be changed. With so much competition, it’s vital to find a way to stand out from the crowd. That’s why they came up with a Marketing Scoreboard, which allows them to track the results of their various campaigns and use that information to identify problems and find solutions. For example, they can see that half of their homepage visitors are leaving the site without making a purchase. This means that the content on that page isn’t converting well, so they’ll work to figure out why.
Their analytics tool also provides them with valuable information about their customers, such as what content is resonating with them, what products they’re most interested in, and how they’re interacting with various parts of the site. It’s a powerful tool that will become even more useful as they continue to grow and evolve it.
Using The Data To Identify Trends & Problems
Data can be a great tool, but it can also be a major headache. There’s a lot of information that you might not want to look at every day, and it can make your head spin. That’s why they’ve turned to data visualization tools, like Tableau, to help them identify trends and see the big picture. It’s also why they use Google Analytics to get specific, actionable data about their visitors and customers. If they want to know what products their customers are most interested in, then they can look at the history of their Amazon purchases and see which products they’ve been buying recently.
In the near future, people will look at movie stars and film franchises in the same way that we look at celebrity chefs and their food blogs today. It’s the same concept, just on a larger scale. As with any brand or product, people will discover great things about your company or what you do and will want to tell the world about it. That’s exactly what’s happening with Spiderman. Since the character first appeared onscreen in 1962, he’s become one of the most recognizable faces in the world. In 2018, Forbes estimated his net worth at $850 million, and he continues to be one of the most popular characters on social media platforms like Twitter and TikTok.
Innovative marketing is a top priority for any business, and it’s essential to standing out from the competition. When done right, marketing can be a powerful tool for brands to connect with their audience, make a name for themselves, and encourage consumers to spend more time and money on their products. Sony Pictures Entertainment is doing all of that and more through innovative use of marketing and CRM operations.