Indiantelevision.com Team

(28 May 2008 6:00 pm)

MUMBAI: The field of broadcast marketing has generated a whole set of new challenges for the creatives. And these challenges demand promos that are big, bold and different, said Creative Animal International CEO Doug Harris while speaking at the Promax/BDA India 2008 conference today.

“It’s the age of promo-revolution. With the number of channels increasing day by day, the war for audience attention is getting hotter and the one primary weapon to grab that attention is effective promos. Creatives and marketers know that promos help drive in the first few sets of curious eyeball for a show, and hence for the channel which airs that show. Hence, creatives today need to build promos that carry attitude. Building the right promo becomes absolutely crucial as this is what will lead to building the brand proposition of the show and hence the channel,” stated Harris.

Doug said that with the onset of the 21st century, navigating one’s way through the changing technology has become much easier. However, creatives need to understand that it’s not technology that stimulates the viewer’s brain, but the communication of the essence of the brand correctly through effective promos.

“It’s an era of a whole new mind. And it’s an age when ‘right brainers will rule the future.’ There are many Hollywood films which are highly tech-sound with immense scope for animation, FX and dynamic graphics. Yet they fail at the box office. Why? Because these films forget to establish that emotional connect. Creatives need to understand that today media is governed by individuals and not by channels. Hence, if you want to create a brand identity for your channel through those ‘creative’ promos, the promos need to give the viewers something to talk about, something to connect with.”

Some of the key emotional quotients that Doug believes need “a hell lot of” consideration while creating promos include achievement, fantasy, outrage, spectacle, humour, sex, rescue, rescue, injustice, money pride and scandal.

“As viewers our attention span does not range more than 30 to 40 seconds. Hence, we need to grab the eye balls within the first five seconds. This can be done only by establishing an impactful emotional connect. And if you consider some of these trigger points that I have mentioned, the promos will definitely be a hit.”

Also, while discussing radio promos, Doug stated that while television belongs to the “ritual viewers”, radio listeners may not be focused. “The audio has to catch them in true essence, and hence the opening audio has to be a real strong catch.”

Furthermore, the copy has to be really strong, Doug elaborated. “Here there is no viewing at all. Thus, the audio need to be so strong that the listeners can view the promo with eyes tightly closed and ears wide open.”

Finally, Doug ended the session saying, “Sell the sizzle, not the steak. Know your audience. Think big, really big. Find a good parade and get in front of it. And, if the idea is good enough, it will find the money.”