Archive for 'DRTV'

Corporate events can equal happy clients

admin
August 17th, 2007.

What do you do when you are in a dying industry? Let’s say that when you were young the industry was a hot market but not in this new generation. Technology has taken over and switched course.

A corporation must somehow reassure their client base that the industry is able to change direction and keep a wide eyed audience. Let’s now say that this industry is DRTV. Television commercials are slowly being tucked away. Soon they will not exist at all. What happens to the ad agencies and media firms in this situation? They must change their entire business model.

To change with the times you have to seek out what the consumer finds alluring. It is pretty simple. You are a consumer even if you are the CEO of a large firm. Right? Now let’s assume that the the new generations media preference in anything ONLINE. The internet my friends is the biggest thing for advertisement these days. That is why Yahoo! is able to charge $30,000 for 1 day of advertising on their homepage.

Every day the DRTV industry waits, the more they are losing out on an expanding audience. Every single day millions of people get online for the first time. An overwhelming percentage of those people are teenagers.

I seem to be getting ahead of myself… Back to the issue of keeping a happy client.

The best way to introduce your DRTV client to the new media generation is to hold a corporate event. Bring the technology to the client n an environment that the new generation would most likely visit on a regular basis. Use a large hall and setup arcade games, video games, computer stations, vending machines, music, flat screen tv’s, and all the things the new generation is attracted to. the entire point of doing so is to make your client understand who they are targeting. It’s the noise, the movement, the lighting, the atmosphere that makes the place off the charts as far as teenagers and young adults are concerned.

Use the entire event to show how tv commercials can be thrown in front of the eyes of the young consumer by flashing commercials before a avideo game starts, an audio ad before they listing to the music and after every 4 songs, tv commercials played on the flat screen in this wonderful atmosphere. DRTV is NOT dead. It is just the way that it is being presented. In order for the DRTV industry to survive, it needs to live in an atmosphere that will make it thrive. Kids are NOT at home watching tv commercials. They are at popular hangouts.

Distributing the media can be as simple as expanding the publisher market. Make the offering to local hot spots to incorporate the commercials into their media. Force the commercial into the face of the young consumer and keep up with the changing ways.

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Over-hype branding

admin
August 17th, 2007.

Let me get you up to date on what I like to call “over-hype branding”. It is basically the act of publicising something so much that suddenly that something becomes worth millions more than it would be worth normally. For example, the Apple iPhone which was selling for $600+. Call me smart but what is the big deal about the stupid phone. Sure, it has a motion sensor. OH MY GOD! Gotta have that! LOL. I like my Blackberry Pearl just fine. I got it free with a T-Mobile plan that I saw advertised on Yahoo! homepage. I got my fiance an older Blackberry on a barter deal also and she is fine with it. We don’t need a video game system embedded in a phone. Useless is what I like to call the iPhone.

People went crazy. They were standing in line for days camping out just to get one. Then they couldn’t even get service! It is just a phone. Without the hype it is nothing more than a circuit board and display screen. Get serious. That $600 could have paid someone’s rent.

Over-hype.

Now, the question on the minds of marketing execs everywhere is how to go about getting that type of hype. It was so played out that stock shares go up in companies when people take apart the iPhone and discover who helped manufacture parts.

Taking it to a new level would be to ask “how do we over-hype DRTV in such a way?” How does a DRTV company gain that type of popularity? If you look at it, the purchasers of such over hyped items are the younger crowd.

My thought brought me to the idea of getting the younger generation involved in the DRTV biz somehow. Word of mouth is the most powerful marketing you can have. Pair that with the overpowering need for status and popularity from your peers and you have loyalty for the brand. It is like gang loyalty. You don’t question why the item is a big thing and you have to have it. Just like you don’t question why you are loyal to a gang. It doesn’t even cross your mind.

So how do we get the younger generation involved in DRTV? Celebrity status of course! What kid or teen does not keep an eye on celebrity updates and have a need to be that popular? So you simply offer the kids a chance at becoming one of those celebrities. A highly successful DRTV company should have some major connections. They can create some incentive package with a sponsor or advertiser in exchange for getting the chosen kid a main part in a hit show or a recording contract, etc…

Now where the kid comes in. Each kid/teen will be passing the word of mouth to everyone they know. News spreads like wildfire. The news they are spreading is “watch this show and this show between these hours. Look for a message in order to get your chance at becoming the next celebrity”. There you have a HUGE younger following watching television. Now you have a reason to go to your advertisers who target the younger generation and say “Hey, we have millions of kids watching. How much do you wanna pay for advertising?”

Now by this time, you have millions of kids watching shows that are great. Shows on prime time that people love, but still not as many viewers as they want because kids normally would rather be out with friends or on the internet. By doing it this way you will have a good amount of new loyal viewers for that great show that they never knew about or never cared about knowing about.

You have just created a boost in the DRTV industry and all it took was a little thought.

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