Help prospects deal with big changes

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Peter Koeppel is the founder and president of Koeppel Direct, a Dallas-based agency that specializes in marketing, campaign management, creative strategies and direct response TV media buying. Koeppel's agency has helped Fortune 500 companies, small businesses and entrepreneurs develop marketing campaigns aimed at a variety of vertical markets, but keeps a particularly close eye on the entertainment and emerging digital media industries. He shared some of what he's seeing in the entertainment industry with BtoB .

BtoB: What are the challenges that entertainment executives are facing today and how can marketers help them?

Koeppel: Consumers are downloading TV shows, videos and music on their iPods and other mobile devices. They are watching less TV and using DVRs [digital video recorders] to skip through commercials. They are going to fewer movies and renting fewer DVDs from traditional bricks-and-mortar stores like Blockbuster, instead accessing films through on-demand services or outfits like Netflix. Giving executives new strategies and options to not only deal with these changes but also to capitalize on them will differentiate savvy vendors from those who don't understand what's going on in the industry.

BtoB: What are the best media vehicles for reaching these execs?

Koeppel: This audience can be reached through industry publications and Web sites from such trusted and longstanding b-to-b [publications] as Variety and The Hollywood Reporter, as well as through certain consumer publications such as Vanity Fair . Also, there are key industry events such as Integrate `06.

BtoB: What marketing tactics are best to engage this audience?

Koeppel: Marketing messages need to be highly creative in order to appeal to this audience—creativity is their business, after all. The messages also have to be informed and accurate. … Companies targeting this audience need to be well-versed in all the latest trends and technologies, and present themselves as solutions-driven experts in this field.

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