Dennis’ Desk

I was asked recently what is the difference between Marketing Communications and Entertainment. Maybe they asked me that because I’ve lived in both worlds for quite awhile.

I’ll tell you, there are more similarities than differences. But you have to look at the best in both fields to see the similarities reveal themselves. At the core, Marketing Communications has to be strategic. There has to be a message that is delivered, even better if there is a call to action.

But at its best, Entertainment has to be as strategic, too. My favorite moment on the entertainment side is the day, back in the early 80’s, when Nikki Sixx walked into our offices at BAM Magazine in Hollywood. He was the bass guitarist for a new band that no one had heard of. They hadn’t played a single gig yet. But he could see their brand clearly enough to explain it to us. “We’re going to wear make-up like KISS,” he told us, “but we’re going to wear ripped clothing because we want to look like we’re street. We’re going to play hard rock because that’s what’s going to be the next sound. And we’re going to promote our gigs by buying advertising, offering $1 off the ticket price for shows at the Whisky and the Troubadour, in each issue in BAM Magazine, because you reach our exact audience in Hollywood.” Well, you can imagine how we kind of liked hearing that last bit.

But the exciting thing was, I was listening to a young musician describe his brand message in clear terms and a marketing plan to get his audience interested in him.

So, what’s the difference between Entertainment and Marketing Communications? Marketing has to be strategic. That’s it. After that, when it’s done right, you still have to talk to the correct audience. The brand has to be differentiated and interesting. You have to be current. If you’re effective, you move your audience to do something. In the case of Nicki Sixx and Motley Crue, they got people interested enough to see them live and then to buy their albums and make them stars!