ER Magazine - July/August 2017 - 26

[DR101]

Let Video Run Advance for Your
DRTV Campaign
By Steve Syatt

G

enerating consumer interest and
leads should begin
long before a paid
direct-to-consumer
media campaign
launches. And
building anticipation among target
consumer constituencies is the goal of a
broad-scale advance phase-the four- to
six-month period prior to the launch of
the actual direct response campaign-led
by an aggressive earned media (public
relations) strategy.
The advance phase creates buzz,
begins to position the product before it
is introduced into the marketplace, and
initiates a level of consumer trust and
interaction. Most importantly, advance
editorial placements will reinforce the
paid campaign and help provide a form
of insurance policy for media investment ROI.
Today, video and digital media are
cornerstones of the advance phase.
Lower costs for video production
equipment-HD cameras, audio and
lighting packages, and editing software-and streaming can transform
any product website into a media
destination. Whether or not marketers opt to invest in professional video
production, they can easily produce
content about the product including
demonstrations and expert interviews

and place it on social media platforms.
The material appearing on social media
can drive consumers to the product
website, where more supporting content lives. 
Begin advance work by offering
consumers information that explores
the bigger picture-the category in
which your product resides. If you
are marketing a fitness product, for
example, focus original video not only
on the product, but also on the many
issues of concern to consumers shopping the category. A few examples of
topics that might be addressed by your
video content: obesity among kids and
teens; the right and wrong exercises for
a particular age group; and the holiday
season and overindulgence.
A dedicated original content area at
your product website can offer ongoing, expert-centric segments; empower
consumers to become early adopters
and correspond with the company to
foster consumer interaction; and serve
as a source of additional content for
social media platforms such as Facebook, YouTube, Twitter, and Vimeo.
Pitching specific issues and having
experts address them helps the product
ride the coattails of the issues. In this
way, product-based publicity addresses
the needs of media outlets wishing to
explore the issues, while not necessarily
promoting specific products.

Generating consumer interest and leads
should begin long before a paid directto-consumer media campaign launches.
26

electronicRetailer | July-August 2017

Steve Syatt is CEO of
SSA Public Relations, a
full-service public
relations, promotions,
and interactive media
agency based in
Calabasas, Calif. He
can be reached via email
at steve@ssapr.com or by phone at
(818) 222-4000.

Video can help national and local
daytime bookers better appreciate the
nuances of a media pitch. For publicity
purposes, video content can take the
form of a video news release (VNR),
which can either be fully produced
to resemble a field-reported newscast,
or include B-roll footage and a script
for newscasts to edit. Note that the
latter practice is in decline, particularly
among the top markets; if you choose
to use it, make the story compelling.
During the advance phase, you'll
identify experts who can address issues
surrounding the product category (they
may be company principals, associates, or paid experts); produce content
featuring the selected experts for your
product website; produce content for
all pertinent social media platforms as a
mechanism to drive viewers to the product website; and produce VNRs as part
of the media pitching process and in
preparation for bookings that coincide
with the paid media campaign launch.
Using the power of video for storytelling, expert guidance, and demos is
central to the advance phase-and critical in today's world, where consumers
look online to conduct research before
they make any purchase.



Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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