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Hispanic/Latin American
Entertainment
This segment is expected to contribute
as much as $1.19 billion to the U.S.
entertainment and media industries.
Canadian Entertainment
Though considerably smaller than its
neighbor, the entertainment market
in Canada is projected to reach $60.5
billion (U.S. dollars) in 2016.
Sports Radio
This segment has seen remarkable
growth in the past 10 years—64 per-
cent—and more stations are moving to
FM channels from AM. Analysts point to
social media as a driver of change,
because the instant feedback fosters
greater interaction.
Audiobooks
Publishers and booksellers are seeing
greater demand for audiobooks, the
market for which is valued at $2.6 bil-
lion and is said to have grown 28 per-
cent in the first half of 2014.
JUNE 2015 •
PPB
• 39
Tips For Taking On The Industry
JORDY GAMSON, CEO OF THE
ICEBOX, Cool Stuff (UPIC: TheIc516)
in Atlanta, Georgia, has built successful
business relationships with clients in film,
television and radio, thanks in part to his
distributorship’s locale—Georgia is an
attractive location for making movies, tel-
evision shows and music videos because
of its generous credits and tax breaks.
Gamson’s clients include a film com-
pany working on the fourth installment
of a major franchise, a local cable company
with dozens of successful shows on its
roster, and local radio stations seeking
more listeners. Clients like the radio sta-
tion, says Gamson, seek an ROI from
promotional giveaways that translates to
higher numbers. “We found that price is
the No. 1 factor” in pitching ideas to sta-
tions, says Gamson. “It’s about volume
and price, because most of the items are
about activation.”
With film industry clients, however,
creativity is the selling point. “This
industry is inundated with promotional
items and apparel; creativity is key,” he
says. At The Icebox,
showing clients the pro-
duction facility and
explaining what’s
involved in the produc-
tion of items such as
screen-printed apparel is
a must. “Film people are
very creative, and very
visual; and when you’re
working with highly cre-
ative people, you have to
be proud of what you’re
presenting—mediocrity
doesn’t get rewarded.”
The Icebox’s creativity
has landed its products some starring
roles as props, promotional merchandise,
and gifts and apparel for film and televi-
sion crews and major talent. If entertain-
ment clients are top prospects for your
promotional consulting firm, Gamson
says, get to know stakeholders at all levels
of the organization—including the peo-
ple who answer the phones.
Gamson says his company’s inroads
have come through partnerships with
other companies such as vendors that
work with entertainment firms, which
made reaching out to prospects that
much easier. “It is always better when
you can leverage the relationships you
have,” he says. “You want to have an
ambassador, someone who sends good
things your way and who speaks highly
of you.”
MARKET TO MARKET
MAKE A NOTE OF THESE NICHES
HELGA ESTEB / SHUTTERSTOCK.COM
Un Nuevo Dia Telemundo at the
2015 Daytime Emmy Awards