Brands that entertain need to get creative in this fast-paced, digital-first world to engage customers. But, how can they get there? That was the focus of "Brands That Entertain: If You Built It, They Will Come," a session at the ICX Summit in Columbus, Ohio.

Mike Kelly, from AtmosphereTV, moderates a panel featuring, left to right, Rachel Friedman, Tenfold and Tenspace, Donna Westmoreland, I.M.P. and Stan Friedman, FRM Solutions on June 2 at the ICX Summit in Columbus, Ohio.

June 24, 2022 | by Kevin Damask — Editor, Digital Signage Today

"If you build it, they will come" isn't just a memorable line from the classic 1989 film "Field of Dreams." For brands in the entertainment business, it means getting creative and embracing outside-the-box ideas to engage potential customers.

How to build that creativity was the hot topic of the breakout session "Brands That Entertain: If You Build It, They Will Come," on June 2 at the ICX Summit in Columbus, Ohio, sponsored by AtmosphereTV. Mike Kelly, director of business development and distribution partnerships for Atmosphere, moderated the session. AtmosphereTV, an ICXA member, provides streaming TV service for businesses with original, audio-optional channels. Panelists Rachel Friedman, founder and CEO, Tenfold and Tenspace, Donna Westmoreland, COO, I.M.P. and Stan Friedman, president, FRM Solutions, gave keen insight into how their brands work to stay relevant.

Kelly kicked off the session asking panelists what they do to differentiate themselves from competitors. With the entertainment marketplace becoming increasingly clustered, brands are always on the lookout for opportunities to stand out.

"For us, content is king," Friedman said of FRM Solutions, a software development company based in Atlanta. "You also have to learn about the people who are part of (a businesses') world. Today, that's a big differentiator."

I.M.P., which hosts concerts in the Washington, D.C. area, sells eye-catching merchandise and provides benefits through its perks program, according to Westmoreland. She said the company also offers "great food" at its venues. There are ways to enhance the customer experience, Westmoreland said, that go beyond only offering a memorable music performance.

Rachel Friedman said at Tenfold and Tenspace, both brands find creative opportunities to connect to consumers where they are and across multiple channels. Tenspace helps create physical experiences for online brands, while Tenfold is a culture strategy and creative firm that works with businesses to improve their overall makeup. From smart phones to tablets to laptops, there are many touchpoints to consider when trying to grab consumers' attention, Friedman said.

One of Kelly's most intriguing questions — how do entertainment businesses get costumers off their phones and engaging with the business? — received interesting responses from all three panelists.

At Tenspace, the company helps clients set up large LED displays to attract shoppers, planting an image in their minds.

"It's about hitting the different layers of technology," Rachel Friedman said. "If they remember that experience, it creates a sticking point bond with that certain brand."

Westmoreland said I.M.P. tries to get concert-goers involved digitally through its customer loyalty program. Meanwhile, Stan Friedman said the ability to text customers, providing them deals and other brand information, has replaced email as the best form for immediate communication.

"But that means your website, text operations and other digital devices all have to work together," he said. "It creates an immediate response rate with the consumer."

Stan Friedman said costumers are much more likely to respond or ignore a text faster than engaging with an email.

How will customer experience evolve in the next 10 years?

Westmoreland sees the market becoming increasingly digital because most consumers find using their phones convenient, fast and simple. She doesn't believe, however, music fans will ditch the live experience of attending concerts to stream performances on their phones or tablets. Due to the COVID-19 pandemic, concerts and other live events were shuttered for months. With many of those events back on, fans are heading back to shows to drink in that live music experience.

"I don't think people will want to watch concerts on their phones all the time," Westmoreland said. "But I still think people want to feel like they're getting the best experience."

Rachel Friedman believes the demand for digital experiences, likely through the metaverse, will increase. The notion that everyone could be a creator in their own entertainment experience should get more consumers to embrace virtual reality platforms.

Stan Friedman said the keyword for 2020 was "pivot." With consumer demands changing quickly, brands had to adapt or be left behind.

"Tech as we knew it two years ago changed at a faster pace than it normally would in five years," Stan Friedman said.

Brands can't win the day by being convenient, Stan Friedman said. While it's a strong quality to carry, companies also have to work to build trust with consumers.

"Loyalty is key," he said. "It costs more to replace a customer."

Data algorithms, Stan Friedman believes, could also play a factor in how companies' chart and measure customer preferences. While advances in tech should improve experiences, all three panelists believe providing the best consumer engagement really boils down to one valuable word: listening. Taking in feedback — good or bad — can always prove beneficial, they said.

"You have to really lean in and listen to what the customers are saying," Rachel Friedman said. "You can always learn something from them."

Photos provided by Networld Media Group.

Atmosphere is the #1 FREE streaming TV service for restaurants offering original, audio-optional TV channels. Atmosphere is home to CHIVE TV and consists of 50+ family-friendly channels, including Red Bull TV, AFV TV, Drone TV and more, built to fit any business and any mood. All content is refreshed weekly and built for the customer in mind.

Kevin Damask is the editor of Digital Signage Today. He has more than 15 years of journalism experience, having covered local news for a variety of print and online publications.

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