by Chris Denson
At Genius Effect, we root for everybody. We’re on the side of everyone with a story to tell when it comes to creating effective media and reaching an audience. With that in mind, its important to know some of the do’s and dont’s in effectively navigating the boundless number of tools that are available to us. With the internet and technology bridging the access gap for media creators and marketers, there are several new-jack rules to follow. Here are a few sure fire ways to be sure that you’ll fail in whatever you do in today’s marketplace:
1.) Ignore Trends. There are so many companies and individuals who remind me of the proverbial “in-my-day” old man. They don’t “like” Facebook. They don’t know how to use a blog. Twitter is dumb. “I don’t need to know what everybody’s doing all the time,” they say. On the contrary, you need to know EXACTLY what everybody’s doing all the time. Proven many times over, including Barak Obama’s recent Presidential campaign, “change” has become the norm and audiences everywhere are growing and changing more rapidly than ever before. If you get too comfortable in your methods, or don’t make the attempt to incorporate your product in the culture of change… you’ll be short changed every time.
2.) Be a One Trick Pony. I hear over and over, how “we’re gonna sell the cd on these websites,” or “we’re gonna put the videos on YouTube,” or my favorite, “we’re gonna build a social network!” “Good for you,” I respond as if talking to my 4-year-old who just tied a ribbon in her own hair (lest I remind you that it ain’t pretty). Media creators must understand that putting something on the web is not marketing something on the web. Placing something on the internet requires just as much attention and push, if not more, than any traditional marketing campaign. Why? Because there are MILLIONS of products vying for the same eyes that you are. How are you going to bring people to your video or website? What value are you providing to your audience? How do you keep the audience engaged after they encounter your product? What’s going to make them love you? Remember, at the end of the day, you are a needle in a haystack. It’s on you to help people find out that you’re not like the rest of the hay.
3.) Create No Dialogue. Social media is about two things, and two things only: Sharing and Discovery. People love to be the first to know and the first to tell. And they want to do it all the time. Find ways to give your audience that opportunity. Too many media creators do a big push for a particular campaign, and then after the first three weeks or so, have nothing left to say. Which is fine until season two rolls around. Or the sequel. Or the newer version. Or the next event. Or the new line. At that point, instead of multiplying and building on the presence you’ve already established, you’re attempting to re-engage the audience. And in today’s climate of change, anything can catch a consumer’s eye if it’s not on you. Build campaigns that have longevity and relevance and offer a chance for individuals to intellectualize your message, speak it to others, and come back for more.
4.) Forget That REAL People Exist. Real people are not just on line or on electronic devices. Real people are still in grocery stores. Real people still go to the movies. These spooky individuals are all around us, walking the streets and eating in restaurants, and even speaking to one another. Basing a campaign strictly on internet based interaction is a huge mistake. It’s kinda like internet dating. At some point, the person you’re courting is going to make sure you look like your pictures. People still need to know that you’re as good as you seem. Find ways to tie live events and experiential marketing into your online push is essential. It gives the audience even more of an incentive to go back and tell the world about you.
5.) Don’t Make Friends. In the multi-media world, strategic relationships are an imperative. This is not Jesus in the desert, folks. Hardly any one goes it alone. Where would Hulu be without the networks as buddies? Where would Twitter be without Ashton Kutcher and Diddy? Where would the Nissan Cube be without Heroes (which is probably my favorite use of branded entertainment this year)? The most successful people and businesses – especially when using social media – surround themselves with others that are better-versed and have a longer reach than they do, in one area or another. Make friends. Think of the unique qualities you have to offer, and how those compliment your “friend’s” efforts and skill sets.
6.) Don’t Dissect Your Audience. Today we know more about our audiences than ever. Unlike television’s Nielsen Ratings, we have an almost instant ability to know everything about each individual enthusiast, from exact zip codes, lengths of engagement, level of interest, to type of computer, ISP’s, referrers, most popular regions, and every other intricacy you can think of. In most cases, we can find out exactly what they are saying about us, as soon as they say it. With this newfound wealth of information, we are now able to access market segments that only a few years ago we may not have known existed. This instant access allows for on-the-fly changes, adjustments, and an ability to tweak components of your campaign that speak directly to individuals as well as the overarching masses.
All in all, the internet is not our sole form of presence, but is a compliment to a larger world that we create and pull others in to so that they can discover and share valuable information about us. If we recognize that it’s not the whole, but a piece with many changing pieces within, we shall see a successful future.
Hey Everybody,
Here is some information on the Independent Television Festival taking place in West Hollywood’s Laemmle 5 on Sunset over the next few days. If you ever wanted to know the ins and outs of going from concept to pilot to major distribution, this is a MUST attend. Not only that, it’s a great network of established and up-and-coming powerhouses in media production. And to top it off, Genius Effect’s own Chris Denson will be a featured guest on the Multimedia Entertainment Panel on Wednesday August 5th.
If you’re around tonight, the Gala Event Kick Off is this evening with all kinds of complimentary food and drink. Press, Celebrities, and need-to-know professionals will all be in attendance. Bring business cards, bring ideas, bring an appetite, bring an open mind! … and don’t forget to iron your clothes.
See below for details!
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The Independent Television Festival is a festival for independently produced, original and innovative television pilots and webseries. It is the only festival for independently produced television pilots in Los Angeles, ITVFest prides itself on being for and about the pilotmakers.
In July 2006 ITVFest opened for business with the mission of altering the way the industry views television production by exploring the creativity that goes into independent production. In the inaugural year, the festival welcomed almost five thousand interested industry audience members, giving them the opportunity to experience the finest in independent television.
With the support of institutions like Budweiser, Current TV, Showbiz Software and Studio System and the talent of pilotmakers from all over the world, ITVFest proved that the world of successful independent production is not merely limited to the silver screen. ITVFest, in fact, quickly became a viable platform in which directors, writers and producers can showcase their original visions for the small screen.
At ITVFest, creative people can not only showcase their work, but also gain notoriety and opportunity through their independent television efforts. Pilotmakers showcased at ITVFest have gone on to get script deals with NBC, web deals with atomfilms.com, development deals at Leverage and Starz!, representation from UTA, 3 Arts and others and much more. Check out here to see some of the success stories that come from the festival. Winners of the third ITVFest also walked home with $5,000 in production support each.
Now in its fourth year, ITVFest stands poised to once again serve as catalyst for change in the ever-evolving television industry. Creativity is paramount at ITVFest, and being based in Los Angeles, the hub of television production, the festival provides the people who need to see your work the opportunity to do so.
by Chris Denson
Celebrity sex tapes have become a staple of success in pop culture. From Paris Hilton to Ray-J to Pamela Anderson, Kim Kardashian, Verne Troyer (aka “Mini-Me”) and everyone in between (no pun intended). It’s almost like you’re nobody until somebody _____s you on camera. Although it’s a sad state of affairs, there is definitely something to be learned from the sex tape play book. Here are a few golden points to take with you on your branding journey.
1.) Make Your Privacy Public. Everyone loves an inside sneak peek. Granted you don’t want to show everything you’ve got, but you do want to give your audience a little more than what they bargained for. “How To’s” and “DIY” are extremely popular sources of interactivity on line or even at a live event. Sharing a secret or two doesn’t give away the foundations of your business to the masses. Instead, the snippet only proves you to be an authority in what you do best. Just as the sex tapes are never fully lit and often don’t give you the full gambit of skill level, your brand’s sex tape should leave your audience wanting to see more of you.
2.) Always Do Your Best. If your corporate sex tape lacks the skill and polish your audience has come to expect, you’ll leave them disappointed and they are much less likely to come back for more. Although you’re giving a piece away for free, quality still comes first. If by chance the production resources are lacking, learn to play to it. You have to admit, there is something oddly intriguing and creative about “night vision.” On the other side of the token, a 90 minute feature projected that way will drive you up the wall. Know your intention and be empathic to your audience. The information you present and how you present it should be reflective of your brand’s integrity and consumer understanding.
3.) Know Your Partners. Celebrities constantly claim they don’t know how these “cut scenes” get out into the world. For now we’ll just call this the Deliberate Accident. It’s also the way viral marketing and word of mouth work. Find the right partners who will help you trickle your message down to their audiences and sit back and watch the waves of interest come your way. Notice we said the “right” partners. Just because a company or individual is “cool” or well respected doesn’t mean it’s the right one for your brand’s image. Be thorough, and be deliberate.
4.) For Pete’s Sake, Have A Story! The key here is to not leave your audience with a what-the-heck-was-that experience. There’s nothing worse than watching your favorite sex tape celebrity wander aimlessly, fumbling around in a dark room. Find your story, stick to it, and tell it well – and maybe even offer a special incentive or surprise ending for sticking around. You want your audience to be familiar with what their experience will be like – and delivered through a medium that speaks best to them. Any thing else is icing – if done well. If there’s no need for your brand to have a Facebook page, then don’t have one. Otherwise you’ll look silly. Learn to make the experience polished, deliberate and valuable. The idea is really to give the consumer a good show every time, and continually up the ante on your own abilities.
5.) Don’t Fake It. Everyone will know. Consumers are becoming wiser and wiser and have a propensity for knowing when they’re being duped. Be authentic. Be true to who you are and what you represent. There’s no need to do cart wheels and yell and scream, if that doesn’t come from a place of authenticity. If you’re sensual, be sensual. If you’re fun, be fun. If you’re political, be political. Keep your imaging and interaction as a mirror of who you are as a brand.
6.) Too Much of a Good Thing. Notice how there is very rarely, if ever, a celebrity sex tape “Part II.” At the end of the day, those who give too much of their goods away end up alone, broke, unhappy, or with some form of offspring they didn’t intend (remember Pepsi Clear?). It’s why Gilligan was always Gilligan. Sure it was a successful run, but did he get very many acting roles after that? None too memorable. The point here is not to beat your good thing into the ground. People will get tired of it, and they’ll get tired of you. Kenny Rogers said it best. “Count your money while you’re sitting at the table… Know when to walk away, know when to run.” That’s how we grow. The world is abundant, and success can be had many times over… but you have to pay attention.
Keep in mind this “sex tape” of yours is in no way literal. At least we hope not. It can be anything. A video. A promotion. A web series. An event. The choice is yours. Whatever you do, do it well.
