There’ IS a price to “FREE” media production; while it may not show on the books, it will show on your brand.
Buying radio or television media production is every creative’s worst nightmare. The schedules are hard to plan – especially in the “Political” and “Sporting” blitz months. Any positive calendar can be preempted at the drop of a very well financed hat. Budgeting is often a guessing game and costly without the right media partner or a person at the station “going to bat” for you. And God forbid if the spots are produced at the station… (think all “As Seen On TV” Ads).
Let’s put it this way. Why does virtually every marketing resume START with television and radio and newspaper production as the first job out of college and not END with a long tenure and a mass of accolades? Do you want your company’s public brand perception in the hands of 20-year-old-Timmy-Something right out of the local community college and chomping at the bit to try the newest puke-inducing filter he discovered in Final Cut Express last night?
Cue lens flair and glow effect… *gag*
While CreateWOW manages a lot of social media marketing as well as traditional advertising and production, a majority of our clients leave final scheduling, video and audio production up to the stations. We have warned against this practice, but often times, with small businesses come smaller budgets. With that, most stations will produce a spot “at no cost” just to sell the air time, so WHY NOT, right? While the creative may be strong and the client loves the direction, once they’re produced by “KXYZ’s” latest video phenom, they tend to lose their appeal.
Here are five simple tips to fight the cost of “Free” media:
The following spots are a result of CreateWOW opting for #5 above. Again, while this is not the ideal solution, what we were being presented by local production departments for both radio and television were … well… offensive.
By doing the spots ourselves, CreateWOW was able to maintain brand consistency throughout the spots and platforms by:
While the stations each provided their “interpretations” of our creative, it was finally CreateWOW’s responsibility to tell the client’s story. (By the way, the stations all proposed ONE spot… we did FIVE!)
With that, we thank you and our clients for letting us go to battle for good branding, good marketing, good communications and good production.
This is what we love.
Until next time…
Andrew B. Clark
The Brand Chef