drtv on a budget
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TRANSCRIPT
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DRTV on a budget
(or how to get more bangs for your bucks)
25th March 2013
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Hello…
• I’m Maria Phillips, Director of Film and TV at WPN, a
London Direct Marketing Agency
• I’ve written more than 100 charity DRTV adverts
• I’ve helped put many charities – big and small – on
television
• I’m passionate about film and fundraising!
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I do the creative bit!
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Hands up…
• Have you ever tried DRTV before?
• Did it work for you?
• Do you have a recruitment proposition that
works well in other mediums (eg direct
mail or face to face)?
• Do you have any video footage?
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In the next 40 minutes…
• Why DRTV
• Is DRTV right for you?
• Some of the basic principles and techniques to
make a responsive DRTV advert
• How to do it all on a budget
Watch out for relevant links to DRTV ads online
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Why DRTV?
• It brings you new audiences
• It can transform tired propositions
• It is currently getting great results through
online and text responses
• It has uses beyond TV
• It is the most emotional of mediums
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Yes but…
• No-one’s heard of us… We’ve seen great results from unknown charities
• I don’t know anything about DRTV…
Don’t panic! The basic principles of direct marketing still apply
• How do I know my advert will work?
You don’t – but you can stack the odds in its favour
• I don’t have enough budget…
There are some cost-effective short cuts
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Three reasons to try it…
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What is DRTV?
• Not brand building…
• Not about raising awareness...
• Not about changing people’s attitudes...
• Not about telling everyone how great you
are...
• Bluntly, it’s about making a direct sale
• The clue’s in the word…RESPONSE
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Today, the UK charity
TV market place…
• …is crowded (84 charities on air in 2012!)
• …has to work harder than ever
• …has tried many different approaches in
the last 20 years
But the basic principles of response still apply…
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What makes a strong DRTV advert?
• Head and heart (technique and emotion)
• A mass appeal proposition
• A low level ask (cash or RG)
• Multi response channels (call, text, online)
• Enough time to sell (eg 60 or 90 secs)
• Problem and solution
• Emotional storytelling
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Know your audience…
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Know your audience…
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More challenging causes for DRTV
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Could DRTV be right for you?
YES: my cause is mass appeal
YES: I already have a successful and simple
recruitment proposition that works elsewhere
YES: my solution is simple and can be
expressed as life-changing
YES: I pass the speed date test!
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Before you take the plunge ask yourself…
• Proposition – existing or new?
• Amount – cash or regular giving?
• Length – 60 or 90 seconds?
• Phone / text / web or all three?
• What are my best life changing stories?
• What tangible prompts do I have?
• Do I have usable footage or am I starting
from scratch?
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Some good propositions
Help save animals lives…
Help stop kids dying from dirty water…
Help cure cancer for someone like Susie…
Help a blind man see…
http://www.youtube.com/watch?v=8cZojxvxvGg
http://www.youtube.com/watch?v=99pQ0KJfdoE
http://www.youtube.com/watch?v=_yYQ-I9ZMjw
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Some not-so-good propositions!
x Help people to share their skills so they
can pass them on to others
x Help people to help themselves work their
way out of poverty
x Help disabled people live the lives they
choose
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Anthony Nolan proposition development
“Anthony Nolan matches donors willing to donate
their blood stem cells to people who desperately
need life saving”
to…
‘Save the life of a child with blood cancer’
http://www.youtube.com/watch?v=eyqEjtlZiKQ
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Sense proposition and offer development
“Support our vision of a world in which all deafblind
children and adults can be full and active
members of society”
to…
‘Give £2 a month to bring a deafblind child
into our world’
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to…
Give £15 to give a deafblind child the best
Christmas gift of all
to…
Text TOY and give £3 to buy a life changing
toy for a deafblind child this Christmas
http://www.youtube.com/watch?v=W650B9S5bHo
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Putting the ‘heart’ into your DRTV advert…
• Life-transforming angle
• Feel then think
• Emotional storytelling
• Problem and solution
• Music and voice over
• Beginning and ending
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The first few seconds of your
advert are really important
• Target your audience
“If you care about animals…”
• Be clear this is a response advert
“Please find a pen and get ready to ring”
• Attention grabbing caption
• “Urgent appeal…”
• Obvious and unapologetic telephone number
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Beginnings…
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The final frame is equally important
• End on your strongest need image
• Close up, strong eye contact
• Make one final, urgent ask
• Never let your audience off the hook
• Large, clear phone number and text
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Endings…
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Beware…
• Don’t tease
• Don’t be clever
• Don’t complicate
• Don’t use humour or anger
• Don’t forget you are selling
http://www.youtube.com/watch?v=LBHi7kJ78Ts
http://www.youtube.com/watch?v=XyyNCKsMSc4
http://www.youtube.com/watch?v=cKrRxmLfbJQ
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How to make your advert for less -
a word about production costs
• A long time ago we used to spend quite a lot on
some charity TV adverts (up to £120k!)
• Today, those numbers simply don’t work!
• Today, DRTV charity adverts roughly cost
between £75k and £40k
• At WPN we offer a ‘starter package’ for £20k to
encourage charities to try TV
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5 simple ways to cut production costs
• Re-cycle your existing footage
• Buy-in only the shots you need
• Use library music
• Pull in favours on voice over
• OR negotiate no repeat fee
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Why existing footage?
• Many charity DRTV ads today use their
own recycled footage
• Some use a combination of ‘bought’ and
own footage
• This documentary style, ‘rough and ready’
feel often works better than filming from
scratch!
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What’s in your cupboard…?
• Corporate video?
• You Tube
footage?
• Field trip record?
• Event film
gathering dust?
• Reels of old footage…?
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Three ways to create an effective
DRTV ad from existing footage…
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1. Re-editing an existing video
http://www.youtube.com/watch?v=PvCX8mABlg
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2. Using footage from different sources
http://www.youtube.com/watch?v=NGKVhpMbpVA
http://www.youtube.com/watch?v=cYEOQjvpraE
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3. Using footage from the field…
http://www.youtube.com/watch?v=zKE3RJuH1rE
http://www.youtube.com/watch?v=zAczkjHss7I
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Some lessons learned with existing
footage
• Make friends with anyone who is planning a field trip!
• Make sure they take a video camera and are briefed on
the kind of footage you need
• If you are looking for old footage, befriend your video
editor and be prepared to spend the day searching for
the ‘needle in the haystack’!
• Missing shots? You can buy individual shots from Reuter
or BBC – but negotiate hard
• Quality of footage is not normally an issue for DRTV –
adds to authenticity and drama
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The final touches – music
• Music is very important to response
• It adds an extra level of emotion
• There are many excellent library pieces
that are not expensive
• Look for pieces that take the viewer on a
journey from pathos to hope
• Subtle sound effects can add ‘colour’
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The final touches - voice over
• Finding the right voice over is critical!
• We always use actors rather than voice over
artists or celebrities (more emotion)
• Befriend your PR people to find actors
sympathetic to your cause who’ll do it for free
• Or find your own VO – they will waive their
repeat fees if you ask nicely!
• Our experience: male and regional VO’s seem to
work best
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A final few words…
• Putting together a DRTV is hard work but great fun
• Be prepared to fight the odd battle!
• Understand these principles and techniques, but please
don’t just go off and do it all yourself…
• BUT beware anyone who is more interested in the film or
the idea than getting the response
“A cheap advert is an expensive advert
if it doesn’t work”
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Thank you – please remember to watch the links…
For more charity DRTV adverts, go to
Watson Phillips Norman You Tube Channel