It’s amazing how time flies during the holidays. I was floored to see that my last blog entry was just before Thanksgiving. With increased holiday audio productions, family visits and holiday parties, it was 2008 before you could say “pass the Pepto-Bismol ”.
It’s time to pick up the blog where I left off in 2007 and provide the URL for the motivational video piece I did for Michael Segal. As detailed in an earlier blog, Michael was probably the most interesting person I met in the past year, and without a doubt the most inspirational. I’m happy to say that our working relationship turned into a friendship that I hope will last until we both are too open the front door of New York Bagel Shop. You’ll find his story on YOUTUBE at:
http://youtube.com/watch?v=hNeRqpaoNpQ
Once you’ve viewed it, you’ll see why I was so fortunate to have Mike come into my life in the past year. His video is hosted both on YOUTUBE and my business site and between the two he has already received more than 6,000 views. And, best of all, he has booked speaking engagements as a result of this piece. I do hope you’ll take time to watch it and share it with your friends. It’s provides a great message of hope and inspiration for anyone who has to overcome significant obstacles in their lives.
The last blog also promised to discuss TIVO-proofing your TV commercials. For me, TIVO is a mixed blessing. It is such a time saver that I hardly every watch anything in real time anymore. When watching the evening news, I always have two channels going at the same time. I can watch two complete newscasts in the time I would normally devote to one, and get more news and differing views on the same stories.
But, as one who generates a portion of my income from the production of TV commercials, I must admit to feeling a small pang of guilt when I zip by work that myself or other production brethren have produced. No doubt living in the TIVO generation has changed the landscape for both TV viewers…and advertisers.
So, what’s an advertiser to do? The first thing is to put yourself into the mindset of the person holding the magic time transport button. Once they have hit fast forward, they are still watching. They are actually watching even more intently than non-TIVO views as they need to pick the exact moment to jump back into their regularly scheduled programming. Unlike non-TIVO viewers who use this time to grab a refill or load the dryer, TIVO viewers are glued to the set. This actually creates an opportunity for advertisers. If possible, make sure your phone number, URL, logo or some call to action are displayed through the entire message.
As a TIVO-maniac, I have noticed that more and more frequently advertisers are tailoring their visual message to relate to the program they are sponsoring. For example, in the series “24” the show uses the digital clock as visual “bumpers” in and out of the program. I noticed that one advertiser had actually “borrowed” that look and incorporated it into their commercial. It faked me out. I stopped fast forwarding early and sat through the message.
I’ve also noticed more and more outrageous visuals being incorporated into ads. As I am zipping through at warp speed, something will catch my eye and I’ll stop and rewind to see exactly what I was missing.
With more and more media clutter it is becoming a greater challenge each day to get the viewer to stop, look, and listen. And TIVO just makes the job that much more challenging. But, as they say, “if it were easy…everyone would be doing it”.
Larger advertisers are building sponsorships into the programs themselves as Garmin did on the Jay Leno show in 2007 . However, not everyone has that type of budget. So, it’s time to take a close look at your message, the media, and get inside the mind of the remote holder. Get creative to work on making sure you do everything possible to TIVO-proof your message.
If you have any thoughts or comments, you can reach me at jim@lonestarsound.com or at www.LoneStarSound.com
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