OK, so this blogging thing is truly like therapy! I can tell you my thoughts and if they resonate, you give me feedback. Its the perfect relationship!
So i find as i get further into my career, i become more and more unwilling to deal with other’s version of value when it comes to my core business which is selling talent. As an agent whether its for athletes or Hollywood A-listers, I am always amazed at how off base some so called “professionals” are at evaluating the market price for some.
I will give you an example, one of the hottest areas in my business right now is booking Celebrity Chefs. Both some that I represent exclusively such as former Supermodel turned author and chef, Maria Liberati or uber famous chef Mario Batali who i don’t represent but have booked for several corporate events.
My company handles leads from many different sources such as www.chef2chef.net or www.allamericanspeakers.com as an example. It amazes me firstly how much money celebrity chefs get theses days but also how little the market understands about booking them. Just because someone is on TV and your local charity group is having a fundraiser that would be perfect for a celebrity chef, doesn’t necessarily mean that is a possibility.
On a regular basis my staff has the unenviable job of calling back well meaning people who don’t have a clue on costs and valuations of talent on the open market. I recently received a request for Emeril for $5,000. Might seem like a lot to some, but here is the reality, Emeril gets close to $200,000 an appearance plus the cost of his G-4. No that is not a video game, that is one of the swankest private jets on the market. Probably cost another $10-30,000 just for the plane.
So my challenge every day is teach my staff to either a. upsell a potential client on the reality of the costs and the benefits of those who charge more or b. take a lead for a celebrity that have no chance of getting done and find them someone who will reasonable meet with their approval for their program within their budget.
This highwire act we do hundreds of times a week. We do it for TV commercials, infomercials, speaking engagements, Satelitte Media Tours, endorsements, personal appearances, licensing opportunities and so much more.
You have to learn the skills of communication usually on the phone to keep someone’s enthusiasm while you essentially convey to them that there is a better chance that Reindeer will be attending their next Christmas party with a jolly ole fat man in a red robe and matching shoes… Anotherwards, NOT! Oh, and still get a deal done with them! Now that takes skill.
My point is this, you may be insulted, disappointed, truly aggravated that you did everything you could to generate a fair offer for your product or services and sometimes no matter what, the market just doesn’t see the same value. The question is, what are you going to do then? That is my point, good sales and marketing people always find a way. Don’t give up, at that point of feeling complete and utter frustration, suck it up because that is when you need to be at your best. If not, start working that resume’ because you clearly are not going to last long in this game!
Evan Morgenstein: Entrepreneur, Consultant, Sports Agent, Motivational Speaker. Morgenstein started in the tech industry after graduating in 1987 from Syracuse University. Working for several partially owned IBM partnerships, Morgenstein learned from some of the best. He has parlayed that into a dominant company Premier Management Group in the celebrity talent and sports marketing industry.
Tag: TV commercials
Producing a television ad can seem a daunting and expensive task. Fortunately, with today’s easy access to TV production tools, creating a TV spot is well within your reach. One caveat: While making a TV ad can be relatively easy, producing a GOOD one is much more challenging. Don’t get so caught up in the production process that you lose sight of your advertising objective – it’s not creative unless it sells! With your advertising message in mind, the three critical stages of video production are:
1. Pre-production – Planning, writing, scheduling, location scouting and all of the preparation and details before a frame of video is ever shot.
2. Production – The actual video shooting of the ad. Depending on your needs and budget, this could be anything from a one-camcorder shoot to a multi-camera Hollywood extravaganza. For this reason, it’s hard to generalize about how much a TV spot will cost.
3. Post-production – While on the shoot, you may hear the common refrain, “We’ll fix it in post.” Post is where everything comes together to produce the ad – editing, graphics, music, titles, voice over, special effects and, eventually, a “final cut.”
Here are 8 steps to producing your own television ad:
1. Set clear goals and a budget
Know and communicate your marketing objective. Determine your budget and develop a plan. What do you hope to achieve with your TV ad? Where, when and how frequently will it run?
Links and resources: Ad placement can affect your overall production budget. Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.
2. Determine your target audience
Television is still a mass medium, but you’d better know your target before you shoot! Who are you trying to reach, and will your message resonate with your intended audience?
Links and resources: For a reasonable monthly fee, DemographicsNow.com offers access to comprehensive market data to help you understand your customers.
3. Write your script
Craft your message and determine your content. Be sure to refine your script and storyboard — a visual representation of each shot in your ad — until you’re convinced the commercial is ready to shoot. If you’re not a scriptwriter, consider hiring an ad agency or a freelance writer to craft your ad.
Links and resources: NationalTVSpots.com offers scripting services as part of its TV ad production packages. Find screen and scriptwriters at Guru.com.
4. Plan the shoot
You’ll need to decide on the “creative” for your TV ad. Considerations include tone, pacing, mood, style, music, etc. Should it be humorous? Dramatic? Animated? The clearer your vision before the shoot, the better television you’ll produce.
Links and resources: Cheap-TV-Spots.com, which specializes in producing low-cost spots for entrepreneurs and small businesses, will help you focus your TV ad on what makes your business unique. Spring for a full-service production firm, such as BluelinerMarketing.com, if you want professionals handling all the planning as well as the execution of your commercial.
5. Consider ready-made video
Cut production costs dramatically by using existing advertising video footage and simply adding your audio message to it.
Links and resources: For about $500, SpotRunner.com lets you choose from an extensive library of high-quality ads that you can customize with your own message.
6. Use cable production services
Many cable companies and network affiliates offer production services to small businesses. If you’re going to place your ads with them, you may be able to negotiate deep discounts on production costs.
Links and resources: Contact a local cable company, such as Time Warner Cable, to inquire about their production services.
7. DIY
Cut costs and maintain total control by shooting your ad yourself.
Links and resources: Software called “Visual Communicator” from Serious Magic allows you to create pro videos with just a Webcam and some pre-packaged graphics and effects.
8. Fix it in post
Post-production is “where the magic happens.” Edit the footage from your shoot, adding music, graphics, effects and finishing touches. If you hire a production company, they should handle this for you.
Links and resources: If you’re taking the DIY approach, use a simple program, such as Apple’s iMovie or Final Cut Pro.
Lou Bortone is an award-winning writer and video producer with over 20 years experience in marketing, branding and promotion. As an online video expert, Lou helps entrepreneurs create video for the web at www.TheOnlineVideoGuy.com. In addition, Lou works as a freelance writer and professional ghostwriter, with a ghostwriting site at www.GhostwriteForYou.com and a blog at www.GhostwriteGuru.com.