This clever idea moves costs to Capital Expenditure budgets and frees up the marketing budget. Having inside experience in a marketing department, I can fully appreciate the need for getting more out of the marketing budget.
The mistakes that marketer’s make in choosing suppliers is glaringly obviously to some of us in the industry, while others remain oblivious. It is only when you have a certain experience that you can see things that others can’t. It is like in the movie the Matrix, where the lead character can see the world in terms of code and yet others can’t. It is the same in creative services when choosing a film company, web designer, post production company, or creative agency. Here’s how many are doing it wrong:
As a business consultant, or general manager for hire, for creative businesses for a number of years I have been lucky enough to come across a myriad of different business models and a wide pool of differently talented people. The exciting thing for me has been learning what works and what doesn’t work for businesses, and understanding that key that makes one business succeed and another fail – or simply to stay stuck at the one level despite their best efforts. These learnings then help bring a fresh perspective to solve business problems for others including the talent pool problem and ongoing profitability issues.
Branded entertainment is rarely a stand alone communication these days. Once you have chosen your lead platform for your entertainment there are endless ways to amplify what you’re doing across platforms. Here is a quick brainstorm of some ideas. Feel free to contribute your own.
There are many people very keen to be on television and who have a romantic notion about getting a show produced, but equally there are those who are missing out on a viable means to reach a large audience in an authentic and entertaining manner. So, how do you really know if a big show or event idea is viable for you?
Pricing branded content is much like the old adage ‘How long is a piece of string?’ Although knowing that we’re talking about a strong and well known brand that needs to be producing content that is fitting for the business positioning and values, and congruent with the customer expectations about a leading brand, here are a few examples with price tags.
A lot of businesses that don’t understand production are likely to undervalue the roles of production and downscale service to clients. So much so, that a lot of clients are starting to take their productions into their own hands thinking it can’t be that complicated – set a budget and get 3 suppliers to quote on it…. easy! Or is it?….
Do you take on a job that doesn’t feel right just because it is a job, do you have a policy to take any job regardless, do you have standards too high that you limit your own sustainable growth? When do you draw the line?
Having previously been a business consultant for the last few years I had the opportunity to see deep into creative businesses and what makes for success. Here are the 9 habits I think make them a stand out business (a creative business can be anything from a micro-business up to a large scale):
Whilst I realise we all learn from our mistakes I’d like to think that we can learn more comfortably from OTHER people’s mistakes! Here are a few of the doozies that I have learned from.
‘Working for the idea’ is my mantra. This is my core driving force in everything I do. I’m obsessed with getting the best possible value on the screen and for all wastage for all parties to be removed or put where it is best serving the idea. From my experience I can say categorically that there is an element of ‘magic’ that comes from a good process in a production that directly converts onto the screen in some tangible way.
There’s a myth that if you disclose a budget range to a supplier that you will be losing the competitiveness in the bid or you will be ripped off by a supplier. What is really happening is that you are choosing the winning supplier based on them landing on an imaginary figure you have in your mind and not because there is real value in the bid.
Call me fastidious, but I do think many producers get stuck in one path of thinking when it comes to shoot weather day problems when there are actually many, with a bit of lateral thinking. It seems there are those that feel they cannot discuss weather issues with their client and keep their head in the sand.