FEATURES OF PROMOTION OF SERVICES OF ENTERPRISES IN THE ENTERTAINMENT INDUSTRY

Entertainment services include the full range of entertainment that is popular among consumers. When a person is planning their day off or evening after work, sometimes they cannot clearly define their desires, and then entertainment services come to the rescue. The larger the list of entertainment services that an entertainment industry enterprise can offer, the better it is for its activities. The advantage is given to those enterprises of the entertainment industry that offer much more choice than similar establishments focused on only one service.

The most popular entertainment services are nightclubs, bowling, billiards, skating rink, children's playrooms. Bookmakers, cinemas, casinos, cafes and restaurants, breweries, pizzerias, sushi bars and sports bars are also in great demand. Often, all these activities are under one roof. Sometimes the list of entertainment services includes a sauna, Russian and Turkish baths, massage. If it is a nightclub, then there will probably be a hookah bar on the list. Entertainment services include cinema halls, which are equipped to the maximum, they are modern and comfortable, which makes watching a movie comfortable and enjoyable for consumers.

Almost every establishment specializing in the entertainment business distributes free Internet using Wi-Fi technology. Unfortunately, museums provide less unpopular entertainment services. Prices for entertainment services are very different, but in general they are acceptable for a consumer with an average level of income. Payment is charged for each specific service separately, or it can be a subscription for an hour, for a day, for example, this is practiced in children's entertainment complexes.

Entertainment services include any event that includes a set of entertainment services. Planning and conducting such events is always an activity that requires a lot of time, effort and attention on the part of the organizer. Its task is to arrange a bright holiday, after which all participants will have good and pleasant memories. To do this, you can use the services of animators, they are able to make any holiday fun and unforgettable. Entertainment companies offer entertainment services for events, have a large number of programs and scenarios in their arsenal. The wide range of services of such companies also includes festive or themed decoration of the premises.

Modern requirements for the personnel structure of a hotel enterprise necessarily imply the presence of an animation service responsible for the entertainment of guests. Many hotel complexes, hotels, clubs and recreation centers also provide animator services. At the same time, animation services should As a rule, these are young energetic people who are able to "turn on" guests, give them relaxed fun and an active pastime. Entertainers hold interesting and extraordinary contests, games, inspire even the most shy guests of the holiday to take part in the entertainment. Today, all these processes can be attributed to the personnel structure of enterprises in the sanatorium and resort sector.

Very often animators can be seen at children's parties, where special skills are required from them, because it is not so easy to find a common language with children:

- knowledge of child psychology;

- extensive experience in holding children's parties;

- a large number of scenario options;

- the ability to find an approach to each child;

- the ability to win and hold children's attention;

- ability to maintain communication with the child;

- patience, sincerity (plausibility) .

During their program, animators use special light and sound effects, various equipment - smoke machines, soap bubble generators, color music. When choosing a company that provides entertainment services, you need to focus on customer reviews, and it is also useful to familiarize yourself with photo and video materials from the holidays.

There are many quite effective methods of promoting the services of entertainment industry enterprises. Some companies in the entertainment industry use one or two strategies in this direction, while others actively use a range of methods to promote entertainment services and achieve various marketing goals of the entertainment industry. In spite of

The size of the company in the entertainment industry, the form of the business, as well as the range of services, strong advertising strategies should help it strengthen its own position and strengthen its competitive position.

Before promoting services, an entertainment industry enterprise should be clear about why it is doing it. It is necessary to understand what is expected in the case of promotion of a particular service: financial growth, an increase in the level of recognition, an improvement in the image of an entertainment enterprise, or so on. In order for the promotion of services to be noticed in the entertainment market, it is necessary to offer and release to the market a unique offer, preferably such a service that competitors do not have.

It is necessary to use various options for promoting services in a complex. For example, an entertainment company has the opportunity to become more attractive to consumers if it takes more care of its customers' needs by, say, changing its work schedule or expanding its entertainment offerings. It is also possible to change the process of customer service, providing them with more convenient forms of payment, a system of bonuses.

A very important aspect of promotion in the entertainment industry is the process of branding this business. If an entertainment industry enterprise has already earned a certain authority among the target audience, sells a wide range of entertainment services, and has a high reputation, then it needs to use branding in order to help customers create a strong association between interesting services, a high level of service and a particular company.

Accordingly, a very important point in the process of promoting the services of entertainment industry enterprises is the constant maintenance of a high quality of customer service. The expectation of a quality service is a natural process in the entertainment industry, it stems from previous experience of interaction with this and/or another company, from information from acquaintances, friends, work colleagues, as well as from advertising messages. If the services of an entertainment company do not meet the expectations of the client, then no marketing activities will be able to change the negative attitude.

But there is a downside. Entertainment businesses need to understand that consistently exceeding their promises

For the better, it can also turn into negativity on the part of customers. Standardization and unification are needed. Otherwise, any deviation from this level of service provision will be regarded by consumers as a sign of deterioration in quality, although they will be provided at the previously declared level. At the same time, it is simply impossible to constantly maintain the level of service at a level higher than declared.

In the process of preparing for the promotion of services, entertainment industry enterprises need to select the most effective marketing tools. The formation of an effective set of marketing communications is of paramount importance not only in the entertainment industry, but in any field as a whole.

In the field of entertainment services, it is necessary to pay special attention to additional elements of the marketing mix:

- Personnel providing services in the entertainment industry must have the characteristics necessary to provide it in a high-quality manner;

- optimization of the service process by which the service is provided to the consumer;

- demonstration of the quality of service by means of physical evidence.

The main methods of promoting services should be considered:

1) Build a network of supporters. Such supporters will verbally advertise the service provided, recommend this service to others. The next stage in the development of this method will be the construction of a loyalty program (bonuses, for example, for new customers).

2) Build a network of potential customers. This can be done through open events where customers can familiarize themselves with the services provided. You should also post information about services on the website, write articles for magazines and local newspapers, take part in exhibitions and conferences. In these cases, it is necessary to emphasize the features of the service and the benefits of its purchase.

3) Demonstration of the service. Such a demonstration can be carried out through free consultations with a demonstration of how the service works. Or showing a pre-shot video and posting it on the website of an entertainment industry enterprise, where it can be watched by a large number of people, including future consumers of the service.

4) Email marketing. Customers who are already using the services offered should also be covered. They should be adjusted

Alerts via e-mails, incentivizing them to make repeat purchases. This strategy increases the impact on referrals.

5) Customer surveys after the sale of the service. Such surveys can be conducted over the phone, finding out the degree of satisfaction with the service. Testimonials can be used to optimize marketing. This will contribute to the provision of better service and high quality of service.

6) Advertising. An advertising campaign should not be particularly expensive. You should choose those methods that will quickly achieve the goal. In promoting the services of entertainment industry enterprises, you can use advertising in the form of leaflets, posters, banners.

7) Social media. Social media is now a powerful technology for promoting a service. There are millions of people on social networks every day who send messages to their friends, repost and like interesting content. Such communication contributes to the promotion of the most interesting services offered by the entertainment industry. In social networks, you can launch a contest that can attract an additional audience and form a group of potential customers or those who have already bought the service and are trying to buy it again.

The possibility of organizing focus groups in social networks seems promising, which will allow you to get the following advantages:

- convenience for participants (observation and participation in the group at a convenient time in a familiar place - work, home);

- the opportunity to participate in a focus group of respondents located in different cities, regions, countries;

- objectivity of answers due to a decrease in mutual personal influence between: group members, participants and the group leader (moderator);

- increasing the speed of processing the results of the group, since the transcript (transcript) of the discussion is prepared automatically;

- the possibility of changing the study program depending on the participants' answers within a few days (the time of the group);

- convenience when testing resources and advertising on the Internet;

• the ability to reach specific target groups, e.g. by attracting specific respondents (expert groups).

They are interested in entertainment services, especially before the summer period, vacation and vacation time.

Thus, technologies for promoting services in the entertainment industry contribute to expanding the number of potential customers, forming a group of regular customers, increasing interest from consumers, partners, and more. The right choice of technology for promoting the services of entertainment industry enterprises will improve the financial condition of the enterprise, strengthen its competitiveness in the market.