This document discusses using reality television shows as marketing vehicles. It provides examples of marine-related reality TV shows and their audiences. Advertising opportunities are described for placing paid ads during broadcasts of shows like "Below Deck" as well as on digital platforms like BravoTV.com. Both outbound marketing strategies like paid ads and inbound strategies like content marketing are discussed. The document emphasizes an integrated approach using both types of marketing and measuring success through key performance indicators.

1. Reality TV Marketing Opportunities
How to Harness Audiences Using Paid Ads and
Content Marketing
with Julie Perry
Presentation from the Marine Marketers of America &
Boat Writers International Annual Luncheon at the
Fort Lauderdale International Boat Show, Oct 31, 2013

2. Reality TV as a Marketing Vehicle
Are you considering all the opportunities
to harness these audiences?

3. Bravo TV’s ―Below Deck‖
• Follows a group of crewmembers living and working
aboard 164’ megayacht, "Honor".
• Season 1: Mondays (10-11 p.m. ET) on Bravo TV.
Ran July 1 – September 9, 2013.
• Nine (9) total episodes aired + two (2) additional
―extra‖ episodes.
• The series premiere on July 1 received 1.1 million
viewers.
• Delivery grew every week until the episode finale
topped out at 1.8 million.
• The 1st season averaged 1.4 million total viewers
and 809,000 A18-49.
• Renewed for 2nd season. (Filming Jan. 2014?)

4. Today’s Agenda
• Why Reality TV?
• What Shows Exist?
• How your marketing campaigns can use
Reality TV shows as a vehicle for taking
advantage of both inbound & outbound
opportunities—online and off:
• Paid Advertising via Broadcast
(outbound)
• Paid Advertising via Digital Media
(inbound & outbound)
• Inbound vs. Outbound Marketing Activities
• Content Marketing (inbound)

5. Why Reality TV?
• 1973, An American Family
• 1992, MTV’s ―Real World‖ debuted
• 2000, ―Survivor‖, the phenomenal runaway hit
from Mark Burnett

6. Why Reality TV?
• 2010: Total of 320 Reality Shows out there
• Another source stated that there were 560
• 90% were reported to be on cable
2000
2010
Sources: ScreenRant.com & Wikipedia.com

7. Why Reality TV?
• Reality shows overtook sitcoms in 2011,
according to Nielsen.
2011
15.5% reality
11.4% sitcoms
41.1% drama
22.5% sports
Source: Nielsen 2011 (2012)

8. Why Reality TV?
• Andy Dehnart’s TEDx Talk about the power of
reality television and its ability to teach us about
our collective human experience. Find it on
YouTube.
• A huge genre with a massive range.
• Audiences tune in every week and follow the lives
of real people.
• Reality TV has a different contract with the
audience: it allows for connection because we can
identify ourselves with people who we know are
real, and people who have real consequences in
their lives.

9. Why Reality TV?
• Andy Dehnart’s TEDx Talk about the power of
reality television and its ability to teach us about
our collective human experience. Find it on
YouTube.
• A huge genre with a massive range.
• Audiences tune in every week and follow the lives
of real people.
• Reality TV has a different contract with the
audience: it allows for connection because we can
identify ourselves with people who we know are
real, and people who have real consequences in
their lives.
―Reality television reveals a
lot about humanity. It is at
once a window and a
mirror, showing how real
people react and interact in
extraordinary situations. It
also forces us to consider
how we’d respond—and
how we are responding to
what we watch.‖
—Andy Dehnart, New York Times

10. But why Reality TV as a
marketing vehicle? Benefits:
• Small, niche audiences that are more targeted
• It’s one of the easiest forms of entertainment for
both audiences and brands to connect with:
• Consumers insert themselves into the story
more and discuss reactions online.
• The stars of the show are often more
approachable.
• Social media has a bigger role.
• Sponsorships and product placement can be
easier to digest.
• Includes more sophisticated forms of audience
participation and involvement: Repeat airings,
digital episodes, digital ―extras‖, and gamification.

11. Marine-Related Reality TV
• Deadliest Catch: Alaska crab fishermen in the Bering
Sea – Discovery Channel
• Since 2005. Season 9 premiered April 2013.
• Wicked Tuna: Commercial bluefin tuna fishermen
based in Gloucester, Massachusetts – National
Geographic Channel
• Set ratings records for the network, over 1.2 million
viewers in 2013. Season 3 to air in 2014.
• First season reached 440 million homes in 171
countries and 38 languages.
• Swamp People: Cajuns in Atchafalaya River Basin
hunting American alligators – The History Channel
• The program's 4th latest season wrapped in July
2013. Season 5 in 2014.
• On July 19th, 2013, Swamp People tied with Pawn
Stars as Thursday's top cable program with 3.904
Million viewers.

12. Marine-Related Reality TV
• Bering Sea Gold: Gold Divers in Nome, Alaska –
Discovery, and Reruns on TLC
• 2 Seasons 2012 & 2013. More in 2014?
• Swords on the Line: New England fishing boats
fishing for Swordfish – Discovery Channel
• 2009-2011. Three seasons. Cancelled.
• Big Shrimpin’: Shrimpers in the waters of Texas,
Alabama, and Louisiana – History Channel
• Lasted one season in 2011. Cancelled.
• Shipwreck Men: Four Marine Salvage crews
compete to survive in the waters of South Florida
– Discovery
• Jan – Feb 2013. Cancelled after four shows.
• But you can bet there are many more to come!

13. Advertising Opportunities
Using the example of Bravo TV’s ―Below Deck‖

14. Bravo Audience Demos
• Bravo holds the No. 1 position as having the most affluent,
educated and engaged audience in cable entertainment.
(Source: Nielsen Media Research, 2013)
• Bravo ranks No. 10 in primetime among all cable
entertainment networks in the A18-49 demo & No. 8 with A2554, 2013 to-date. (Source: Nielsen Media Research, 2013)
• In a 2009 study by Ogilvy, Bravo’s top three audience
categories were classified as ―Trendy Adults‖ and included:
1. ―Wills and Graces‖ – metropolitan, professional, and
typically females and gay men.
2. PTA Trendsetters – stay-at-home-mom types who heavily
influence family purchasing decisions
3. Metro Climbers – typically male, urban professionals, very
career-focused and looking to move up in the world. They
are metro-climbers and have an over representation in the
GLBT community.

15. On-Air Ad Buys and
Sponsorship Opportunities
• Linda Ruffins, Director, Bravo Sales
Tel: 312-970-2114 | Email: linda.ruffins@nbcuni.com
• Advertising Opportunities – Broadcast:
• Season-long sponsorship that includes multiple
airings per episode, plus billboards & tagged tune-ins
• One week of custom vignette sponsorships
• Marathon sponsorship includes billboards plus
tagged tune-ins
• 360-Program (on-air and digital with integration of a
product in the show)
• Estimated Pricing
• Premiere airing – $41,000
• Prime re-air – $12,180
• *Consider contacting the production company now:
51 Minds – www.51minds.com

16. Digital Ad Buys via Bravo
(NBC Universal)
• Steve Horn – Digital Sales AE
Tel: 312-836-3163 | Email: steve.horn@nbcuni.com
• All programs that are offered are national in scope.
• Video Ad Spots on Long-Form Episodes on
BravoTV.com
• Video Ad Spots on Short-Form Episode Clips, Bonus
Content (behind-the-scenes or web-only bonus clips)
• Content Sponsorships of the short-form clips or other
website-only exclusives, such as a photo ―exclusive‖
• Display ad placement on the BravoTV.com website
(Example: banners on the homepage or other interactivestyle display ads)
• Gamification

17. Digital Ad Buys via Bravo
(NBC Universal)
• Steve Horn – Digital Sales AE
Tel: 312-836-3163 | Email: steve.horn@nbcuni.com
• All programs that are offered are national in scope.
• Video Ad Spots on Long-Form Episodes on
BravoTV.com
• Video Ad Spots on Short-Form Episode Clips, Bonus
Content (behind-the-scenes or web-only bonus clips)
• Content Sponsorships of the short-form clips or other
website-only exclusives, such as a photo ―exclusive‖
• Display ad placement on the BravoTV.com website
(Example: banners on the homepage or other interactivestyle display ads)
• Gamification

18. Digital Ad Buys via Bravo
(NBC Universal)
• Steve Horn – Digital Sales AE
Tel: 312-836-3163 | Email: steve.horn@nbcuni.com
• All programs that are offered are national in scope.
• Video Ad Spots on Long-Form Episodes on
BravoTV.com
• Video Ad Spots on Short-Form Episode Clips, Bonus
Content (behind-the-scenes or web-only bonus clips)
• Content Sponsorships of the short-form clips or other
website-only exclusives, such as a photo ―exclusive‖
• Display ad placement on the BravoTV.com website
(Example: banners on the homepage or other interactivestyle display ads)
• Gamification

19. Digital Ad Buys via Bravo
(NBC Universal)
• Steve Horn – Digital Sales AE
Tel: 312-836-3163 | Email: steve.horn@nbcuni.com
• All programs that are offered are national in scope.
• Video Ad Spots on Long-Form Episodes on
BravoTV.com
• Video Ad Spots on Short-Form Episode Clips, Bonus
Content (behind-the-scenes or web-only bonus clips)
• Content Sponsorships of the short-form clips or other
website-only exclusives, such as a photo ―exclusive‖
• Display ad placement on the BravoTV.com website
(Example: banners on the homepage or other interactivestyle display ads)
• Gamification

20. Digital Ad Buys via Bravo
(NBC Universal)
• Steve Horn – Digital Sales AE
Tel: 312-836-3163 | Email: steve.horn@nbcuni.com
• All programs that are offered are national in scope.
• Video Ad Spots on Long-Form Episodes on
BravoTV.com
• Video Ad Spots on Short-Form Episode Clips, Bonus
Content (behind-the-scenes or web-only bonus clips)
• Content Sponsorships of the short-form clips or other
website-only exclusives, such as a photo ―exclusive‖
• Display ad placement on the BravoTV.com website
(Example: banners on the homepage or other
interactive-style display ads)
• Gamification

21. Gamification
• Virtual Treasure Hunt
Sweepstakes
• On-air Call-outs
• Hashtag-driven contests
on Twitter
• Andy Cohen’s Watch What
Happens Live
*Other digital sponsorship opportunities involve co-branded media that is
host and run on Bravo’s end and can be customized for specific shows.

22. OTHER Digital Advertising
Opportunities
Outside of going direct with BravoTV.com

23. Source: Business Insider Intelligence Report

24. Business Insider Intelligence Report on The Second Screen Industry

25. Other Types of Digital Ad Spends
to Target Reality TV Audiences
• YouTube Ads (Google AdWords for Video)
• Target the clips uploaded by fans with skippable, preroll video ―commercials‖
• Facebook Ads
• Target the fans of the pages associated with the show,
including character pages
• Display Ads and Promoted Posts
• Twitter Ads
• Present promoted tweets
• Six-second Vine video versions of your ads
• Twitter "cards" that contain special offers and coupons.
• Pinterest Ads – Coming Soon!

26. Facebook Advertising
Facebook Advertising is the greatest
opportunity in online marketing right now,
bar none.
• Potential profit is easily 2-3x better than
AdWords and SEM.
• Display Ads AND Promoted Posts
• Use for ―Like‖ Acquisition and Direct,
Offsite linking.
• Sponsored Stories: can include social
context about friends.

27. Facebook Advertising
Facebook Advertising is the greatest
opportunity in online marketing right now, bar
none.
• Potential profit is easily 2-3x better than
AdWords and SEM.
• Display Ads AND Promoted Posts
• Use for ―Like‖ Acquisition and Direct, Offsite
linking.
• Sponsored Stories: can include social
context about friends.
• Precise or broad likes and interests
• Target existing fan and community
pages. (The ―Below Deck‖ Fan Page!)

28. Facebook Advertising
Facebook Advertising is the greatest
opportunity in online marketing right now, bar
none.
• Potential profit is easily 2-3x better than
AdWords and SEM.
• Display Ads AND Promoted Posts
• Use for ―Like‖ Acquisition and Direct, Offsite
linking.
• Sponsored Stories: can include social
context about friends.
• Precise or broad likes and interests
• Target existing fan and community pages.
(The ―Below Deck‖ Fan Page!)
• Or Wicked Tuna – or even publications,
other brands, and your competitors!

29. Facebook Advertising cont.
Promoted Posts:
• Show up IN the newsfeed
• Also use for Like Acquisition
• Can help improve EdgeRank to assist future
―organic‖ efforts.
Run Facebook Offers in the newsfeed: users
can claim and share with their friends.

30. YouTube In-Stream Ads.
TrueView In-Stream Ads are skippable after
five seconds. Advertisers are not charged
until the video reaches 0:30 seconds (if a
30-sec and longer video).
Gain thousands of impressions without
paying a dime! This is an incredible
opportunity to gain brand awareness.
Direct response is also possible, as the
video ads click through to your designated
landing page. Or use CTA ads.
Get a banner ad, too

31. YouTube In-Stream Ads.
•
Shows ads on specific content (managed
placements): Video and channel placements
•
Specify content keywords that will help
match your ads to video content.
•
All kinds of user-generated content exists on
YouTube: for ―Below Deck‖ and other marine
reality shows, not to mention just boatingrelated videos. Advertise in front of them!

32. Outbound + Inbound Marketing
Outbound Marketing (Push)
Inbound Marketing (Pull)
• Cold Calling /
Telemarketing
• SEO / SEM
• Direct Mail
• Blogging &
Content Marketing
• Email Blasts
• RSS
• Tradeshows
• Social Media
• Print Ads & Catalogs
• Social Media ―Ads‖
(both outbound &
inbound)
• TV/Radio Ads &
some social ads
and SEM
• Press Releases
Media Relations
• ―Viral Videos‖ &
other viral content
• Media Coverage

33. Integrated Marketing
Outbound Marketing (Push)
Inbound Marketing (Pull)
• Cold Calling /
Telemarketing
• SEO / SEM
• Direct Mail
• Blogging &
Content Marketing
• Email Blasts
• RSS
• Tradeshows
• Social Media
• Print Ads & Catalogs
• Social Media ―Ads‖
(both outbound &
inbound)
• TV/Radio Ads &
some social ads
and SEM
• Press Releases
Media Relations
• ―Viral Videos‖ &
other viral content
• Media Coverage
*The two must weave in and out to be effective.

34. Translating it to Converged or Converging Media – make it all work in sync
Owned
Earned
• Media Coverage &
Product Reviews
• Blogging, Website
& Content Marketing
• SEO / SEM
• Social Media Profiles &
Channels
• RSS
Paid
• Press Releases
• TV/Radio Ads
• Social Media Buzz
• Email Newsletters
• Social Media ―Ads‖,
Banner Ads & Paid
Search.
• ―Viral Videos‖ and
other viral content
that creates WOM
& Buzz
• Print Ads & Catalogs
• Tradeshows &
Sponsorships
• Direct Mail

35. Content Marketing

36. Google Authorship
If you want your authorship
information to appear in search
results for the content you create:
• You'll need a Google+ Profile
with a recognizable headshot
• Verify authorship of your content
by associating it with your
profile:
• You are a well known writer
for a popular site.
• An email address to Google
with the same domain as the
search result URL.

37. Google Authorship
If you want your authorship
information to appear in search
results for the content you create:
• You'll need a Google+ Profile
with a recognizable headshot
• Verify authorship of your content
by associating it with your
profile:
• You are a well known writer
for a popular site.
• An email address to Google
with the same domain as the
search result URL.

38. KPIs: Key Performance Indicators
Goal Setting, Data Collection,
Measurement, and Insightful
Analysis are KEY to success.
• Branding KPIs (Search Queries & Brand Impressions)
• Direct Response KPIs (Ticket Sales, Email Sign-ups, and Subscriptions)
• Friending KPIs (Social Profiles – Growing the Numbers & Expanding Reach)
• Community Relations KPIs (Engagement, Interaction, and Shares)
• Research & Testing KPIs (Messaging & Landing Page Effectiveness)

39. Content Marketing

40. – End of Presentation –
Continue on to learn more about Julie
Perry’s digital media marketing services.

41. Julie Perry – Digital Media Marketing Consultant
• Former Vice President & Social Media Director at BLASTmedia Jan
2010 – May 2013. Created BLASTmedia’s Social Media department.
Have created, executed and directed campaigns for over 58 clients.
• Former VP Marketing of a start-up social network for boating
enthusiasts, TheBoaters.com. Creator & host of TheBoaters TV video
podcast (over 1.5 million views on YouTube).
• Co-creator of "YouTube Secret Weapon 2.0― – a 5-part DVD training
series on how to leverage YouTube for video marketing success.
• Advanced Web Analytics Certification from University of San
Francisco, May 2012. Google AdWords Certification pending, 2013.
• Contributing author to the book, Success Secrets Of The Social Media
Marketing Superstars, Entrepreneur Press, 2010.
• Regularly featured speaker at BlogWorld & New Media Expo: Oct
2010, June 2011, Nov 2011.
• Other speaking appearances include: Social Media Marketing World
2013; American Marketing Association's Virtual Exchange 2012; ChrisCraft Dealers Conference 2011 & 2012; Target Marketing Webinars
Dec 2011 & Feb 2012; ReelSEO Video Marketing Summit, 2013.

42. Julie Perry – What I do
• Strategy for increasing inbound & social
marketing leads and direct sales through
expanding my clients’ digital reach, brand
awareness, and content development.
• Strategy, execution, and optimization of digital
marketing campaigns via creative content
creation, social media optimization (SMO) &
promotion, SEM, social & video advertising,
social engagement, and email marketing.
• Insightful campaign analysis & reporting to
measure performance against goals, identify
causes of failure/success, and strategize
recommendations for continual improvement.
A results-driven problem-solver.
• The scope includes all trackable digital
touch points within owned, earned, and paid
channels—social, blog, search, e-mail, site,
video, mobile, and distributed content.
Specific Services:
• Social Media Marketing Strategy for social
sites such as Facebook, YouTube, LinkedIn,
Twitter, Google+, Pinterest & Instagram
• Blogging & Content Marketing Consulting
• Full-Scale Facebook Campaign Strategy
• Facebook Advertising – Strategy &
Execution
• YouTube Marketing Consulting & Services
• YouTube Advertising via Google AdWords
for Video, including Pre-roll & Search Ads
• SEM Services
• Display Advertising, including Real-Time
• Infographics – Strategy & Development
• Email Marketing Strategy
• Media monitoring, analysis & monthly
analytics reporting and follow-up
recommendations
• LinkedIn Advertising – Strategy & Execution
• Training: Digital Media Best Practices

43. Some of Julie’s Past Clients

44. ―OTHER‖ Services Overview
Video Content Consulting: There’s no point
in optimizing or paying to advertise ineffective
video content.
• Consulting services in the overall search
marketing campaign and in-stream ad
content strategy development.
• Recommendations for branding and crosspromotion tactics to make videos more
effective for advertising purposes.
Analytics & Measurement
Establish specific goals and objectives in
order to ultimately measure performance
against goals, determine causes of
successes and failures, and make
recommendations for continued improvement
of various KPIs.
• Implement (or improve) lead generation
tracking methods for conversion attribution:
use landing pages & trackable URLs to
track traffic from all social media channel
promotion of 3rd-party signups
Email Marketing Strategy & Consulting to
Nurture Leads and Improve Conversion
• Set conversion & conversion path goals
within Google Analytics
Provide strategic guidance and ―best
practices‖ training for content marketing
development, promotion, and optimization.
• Use social media tracking tools to monitor
social engagements and mentions by
industry influencers

45. Contact Julie Perry to start
seeing real business value
from your social and digital
media efforts… TODAY.
LinkedIn: www.linkedin.com/in/julieperry/
Twitter: @JuliePerry
Email: julie@workonayacht.com
Tel: 317.332.1075