The entertainment industry faces several special problems when it comes to marketing and go-to-market strategies: Conventional methods for marketing films, TV and music aren’t working as well in today’s world of extreme audience fragmentation and need to be re-accessed. Additionally, movie studios and TV networks have historically operated in a business-to-business relationship supplying content in various formats to distributors such as cable networks, retailers and rental stores. On the web, however, the opportunity exists through video streaming and downloading to develop relationships directly with the end consumer.

How best to optimize this consumer interaction from a marketing perspective requires a deep understanding of Customer Relationship Management and other branches of marketing. FTI has the expertise in these areas to help distributors craft winning customer strategies in this complex area. FTI has a proven ability to help companies grow their revenue through expertly honed market strategies. Whether the need is brand-extensions, product launch, media planning or customer segmentation, FTI consistently delivers.

While many of our clients collect massive amounts of data about customer data, they have enormous difficulty extracting knowledge from the data, let alone wisdom: the marketing insights needed to drive superior sales performance. FTI’s Helios division is an expert at customer segmentation modeling and developing actionable marketing strategies based on this data. Helios helped Carnival Cruise Lines successfully launch its Celebrity cruise line based on deep customer segmentation and modeling. We are currently helping Sotheby’s improve its sales through better targeted direct marketing and we are helping Harley Davidson with several projects related to extending its brand base on customer segmentation. FTI is also currently working with one of the world’s largest music labels designing a project to review all of their media spend, dramatically improve marketing ROI and modernize their marketing mix to reach the digital consumer.