Electronic Retailer - May 2012 - 32

10 Secrets
to Slashing Production Costs
Just how do you deliver a truly great DRTV campaign on a tight budget? Here are 10 simple ways to cut production costs without sacrificing quality or sales.

BY COLLETTE LIANTONIO

i
32

In these recessionary times, every advertiser wants to know how to cut the costs of producing a direct response commercial. Thanks to advances in digital technology – every 5-year-old has a broadcast quality camera – the hard costs associated with “filming” have decreased substantially. Everyone owns a video camera, but they have yet to replace the talented DP, the lighting director who makes your product come alive. Everyone can “write,” but few can write a compelling script. Everyone can create a YouTube spoof, but few can create a commercial that can persuade the consumer to reach into his pocket within 60 seconds and purchase your product instantly. Experienced DRTV producers can deliver truly astonishing campaigns that measure results in millions, even billions, of dollars. So how does one cut costs? Here are 10 simple tips that can slash your production costs.

1. Less is More.
Shoot on a white cyc wall. Shoot every demonstration, every testimonial and every product beauty shot on a clean white background. Use elegant graphics and you have a simple, upscale “art-directed” spot as elegant as an iPod. One simple studio set up … no costly location, no cheesy attempts at demonstrating 101 product uses.

2. Enter the “Land of Make-Believe,” Also Known as the Virtual Set.
Shoot on a “green” screen and use “jump backs,” libraries of graphic backgrounds that visually complement your product. Or shoot empty living rooms, laboratories, offices, cityscapes and superimpose the actors you shot on a “green screen.” These virtual “sets” are also available through stock film libraries at greatly reduced prices thanks to digital advances.

3. Skip the Orchestra.
Unless you’re selling music – and that is a dying business – the background music should be just that: background! Use a needle drop

electronicRETAILER | May 2012



Electronic Retailer - May 2012

Table of Contents for the Digital Edition of Electronic Retailer - May 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
From the Executive’s Desk
Cover Story Leading a Fitness Revolution
ERA’s in Your Corner on the Key Issues
10 Secrets to Slashing Production Costs
Guest Viewpoint
Teleservices
Creative
Legal
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - May 2012 - cover1
Electronic Retailer - May 2012 - cover2
Electronic Retailer - May 2012 - 3
Electronic Retailer - May 2012 - 4
Electronic Retailer - May 2012 - 5
Electronic Retailer - May 2012 - 6
Electronic Retailer - May 2012 - Calendar of Events
Electronic Retailer - May 2012 - Your Association, Your Bottom Line
Electronic Retailer - May 2012 - Industry Reports
Electronic Retailer - May 2012 - 10
Electronic Retailer - May 2012 - 11
Electronic Retailer - May 2012 - 12
Electronic Retailer - May 2012 - FTC Forum
Electronic Retailer - May 2012 - eMarketer Research
Electronic Retailer - May 2012 - 15
Electronic Retailer - May 2012 - IMS Retail Rankings
Electronic Retailer - May 2012 - 17
Electronic Retailer - May 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - May 2012 - 19
Electronic Retailer - May 2012 - From the Executive’s Desk
Electronic Retailer - May 2012 - 21
Electronic Retailer - May 2012 - Cover Story Leading a Fitness Revolution
Electronic Retailer - May 2012 - 23
Electronic Retailer - May 2012 - 24
Electronic Retailer - May 2012 - 25
Electronic Retailer - May 2012 - 26
Electronic Retailer - May 2012 - 27
Electronic Retailer - May 2012 - ERA’s in Your Corner on the Key Issues
Electronic Retailer - May 2012 - 29
Electronic Retailer - May 2012 - 30
Electronic Retailer - May 2012 - 31
Electronic Retailer - May 2012 - 10 Secrets to Slashing Production Costs
Electronic Retailer - May 2012 - 33
Electronic Retailer - May 2012 - 34
Electronic Retailer - May 2012 - Guest Viewpoint
Electronic Retailer - May 2012 - 36
Electronic Retailer - May 2012 - 37
Electronic Retailer - May 2012 - 38
Electronic Retailer - May 2012 - Teleservices
Electronic Retailer - May 2012 - Creative
Electronic Retailer - May 2012 - Legal
Electronic Retailer - May 2012 - Fulfillment
Electronic Retailer - May 2012 - 43
Electronic Retailer - May 2012 - Member Spotlight
Electronic Retailer - May 2012 - 45
Electronic Retailer - May 2012 - Advertiser Spotlight
Electronic Retailer - May 2012 - Advertiser Index
Electronic Retailer - May 2012 - Classifieds
Electronic Retailer - May 2012 - 49
Electronic Retailer - May 2012 - Rick Petry
Electronic Retailer - May 2012 - cover3
Electronic Retailer - May 2012 - cover4
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