Almost anyone in the entertainment marketing business has been faced with a similar scenario: little time, little money, and big expectations. But such restrictions don’t mean your team can’t still pump out a winning promo that can deliver viewers and buzz for the program you’re tasked with promoting.
Jessica Gleason, SundanceTV’s production and on-air creative services VP, and Kevin Vitale, vp creative and brand strategy at IFC, offered these six tips at PromaxBDA: The Conference 2014 in New York City last week for delivering something for nothing.
Rule #1: DREAM YOUR DREAM
Gleason and Vitale say you should never let a small budget keep you from you from thinking big. Sell your idea, take risk, and stand out. If your idea is strong enough, they say, the execution doesn’t have to cost a lot.
An example: “Mighty Ships Are Back” from SBS Discovery Nordic On-Air
Rule #2: HAVE A PLAN
Gleason and Vitale say that if you stick to a schedule, enforce deadlines, communicate delays, and be opportunistic, you can turn produce great work on the tightest of time schedules. These two spots were produced in under a week:
The “Raising Hope” Swear Tour, from Fox Entertainment Special Ops (which took advantage of a previously scheduled photo shoot). Full video can be found by clicking here.
“Deadly Women UK” pin drop spot, which used simple visuals and audio from an episode of the show:
Rule #3: GET PEOPLE EXCITED
There’s no shame in calling in favors and recruiting family and friends, Gleason and Vitale say. After all, real people can sometimes be better than actors, and everyone is waiting for their close-up.
This spot promoting the 2013 Much Movie Awards uses the narrator’s actual father in the spot.
Rule #4: BE A SUPERFAN
Knowing your audience and high-fiving the fans can pay off with appreciative buzz and word of mouth amongst the viewers most likely to watch in the first place. Research pop culture, and give a wink to the superfans, Gleason and Vitale suggest. Promote it like you love it, too.
Some examples:
“Happy Holidays from ‘Star Wars’ and Spike”:
“Community”’s “Mad Men” inspired trailer:
“Conan the Barbarian” from TeleCine Cult:
Rule #5: HAVE THE WRITE STUFF
Focus on the words to make your spot stand out, they say. Remember the business goals and don’t focus on what your boss will approve, and you could have a winning spot on your hands.
“House of Lies”:
“Tough Guys are Bald Weekend”:
“Austin Powers” reimagined on Much Movies:
RULE #6: DID YOU FEEL THAT?
Ideas are free, and emotion is key, Vitale and Gleason say. Make people feel something and it doesn’t matter how small the budget is.
“Snuffy the Seal” for Shark Week:
“It Ain’t Gonna Be Pretty” spot for the James Franco Roast on Comedy Central:
RELATED: Full Coverage of PromaxBDA: The Conference 2014
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