DRTV on a budget(or how to get more bangs for your bucks) 25th March 2013
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!
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?
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
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
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
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
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…
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
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!
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?
Some good propositionsHelp 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
Some not-so-good propositions!x Help people to share their skills so they can pass them on to othersx Help people to help themselves work their way out of povertyx Help disabled people live the lives they choose
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
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’
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
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
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
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
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
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
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
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!
What’s in your cupboard…?• Corporate video? • Field trip record?• You Tube • Event film footage? gathering dust?• Reels of old footage…?
Three ways to create an effectiveDRTV ad from existing footage…
1. Re-editing an existing video http://www.youtube.com/watch?v=PvCX8mABlg
2. Using footage from different sources http://www.youtube.com/watch?v=NGKVhpMbpVA http://www.youtube.com/watch?v=cYEOQjvpraE
3. Using footage from the field… http://www.youtube.com/watch?v=zAczkjHss7I http://www.youtube.com/watch?v=zKE3RJuH1rE
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
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’
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
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”
Thank you – please remember to watch the links… For more charity DRTV adverts, go to Watson Phillips Norman You Tube Channel