If You Aren't Closed Captioning Your TV Spots -- You Should!

If You Aren't Closed Captioning Your TV Spots -- You Should!

Like many of you, even though I don't need assistance to hear my TV, I often turn on closed captioning.  Sometimes there's someone in the room who's trying to read or talk on the telephone, or I want to catch all the words to a song being performed by a band on a late night talk show.  Whatever the reason, I find closed captioning very useful.  I think all shows should be captioned.  

For one thing, it's just good business.  An advertiser spends tens of thousands of dollars or more on every spot they run.  A quick search on the net shows a company that will do it for $15 for a 60 second spot, so adding closed captioning doesn't add much to the cost; but the resulting benefits are many.

Here's one that excites me:  Putting captions on your spots can add 10 or even 15 seconds to the amount of time your message is on the air absolutely free!  Here's how it works:  Next time watch TV with captions on.  You'll notice some commercials are captioned while others aren't.  When a captioned spot is followed by one that isn't captioned, an interesting phenomenon occurs:  The last caption remains on screen through a good chunk of the uncaptioned spot that follows.  

Can advertisers use this feature of closed captioning to their advantage?  You bet!  Instruct your captioning producer to make that last caption contain your brand name, contact info, whatever.  Then let it fly.  When your spot airs, that final caption can linger long after the spot has ended.  And that extra linger time might just give a viewer a chance to write down your phone number or address and get you the sale. 

Now imagine this:  Suppose your spot is followed by one of your competitors' spots that isn't captioned.  While they're going on and on about how great they are, there's your brand name superimposed right over their commercial.  How's that for a kick?  Talk about guerrilla advertising!

Closed captioning is also the right thing to do.  It's a welcome service to those who are hearing-impaired.  They'll appreciate it, and it encourages good will towards your brand, again opening the door to more sales. 

It can also keep you out of trouble.  Recently, there have been several lawsuits initiated against universities (MIT is one of them) that haven't been captioning their on-line courses.  The argument goes that without captioning, the courses become inaccessible to the hearing impaired; that's a violation of the Americans with Disabilities Act (ADA).  Nobody needs a lawsuit that can be prevented for fifteen bucks. 

But without even considering the possibility of lawsuits or the goodwill captioning brings, the added exposure time for your brand makes closed captioning something a smart advertiser shouldn't pass up. 

Until next time, 

Fred Pagano

Brown Cow Studios creates 

"High Quality Video and Sound Design at Terrific Value."  

How can we help you?  Get in touch with me anytime.   Fred@BrownCowStudios.com

5-1/2 Questions to Ask Before Producing a Video:The Pagano Video Method

5-1/2 Questions to Ask Before Producing a Video:  The Pagano Video Method

I love my business of creating great videos and sound designs for business.  It's hard work, and I often put in long days and work well into the night.  But I love it, and that's why I do it. 

It can be frustrating sometimes, however.  One of the biggest frustrations is when my client's aren't clear about what they want in a video.  Sometimes the only thing they know is that having a video is a good idea.  They're not sure of the message, the desired result, or what they'll use it for. 

They depend on me, a creative professional, to flesh out the answers and get them on the right track.

In response, I've developed a set of five-and-a-half questions -- they're part of what I call the Pagano Video Method -- that every client should answer at the beginning of a video project.  Together, these questions create a roadmap to a successful video.  They cover everything from the basic purpose of the video to its style and flavor.  They help crystallize ideas, generate new ones, and lay the foundation for scriptwriting.  One of these questions is so important that we ask it twice -- or one-and-a-half times.  You'll find out why later on.

When the answers to the five-and-a-half questions are clearly thought out, the direction of the video becomes clear.  We've got the information necessary to begin production of a great video that accomplishes its purpose.  By this stage, things are often so clear that the video almost writes itself. 

The end result is a more effective video and a happier client. 

So, what are the five-and-a-half questions? 

1.  Who are you? (Part One)

2.  What do you do?

3.  What do you want to do?

4.  Who do you want to do it?

5.  How do you convince them to do it?

5-1/2.  Who are you? (Part Two)

They sound pretty simple, don't they?  They are, but they're powerful too.  Because without clear answers to these questions, its nearly impossible to create a video that works. 

Over the next few weeks, we'll look at each of the five-and-a-half questions that constitute the Pagano Video Method in depth.  We'll look at some real-world examples and scenarios, and put the method to work creating a mock script. 

Come back next week for the first question in the series ... "Who are you?"  It's not as simple as you might think.  In fact, we ask it twice ...

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Don't want to wait for the next article?  Learn more about the Pagano Video Method and how it can help you produce great videos direct from the source.  Contact Fred Pagano at Brown Cow Studios today!  

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Brown Cow Studios produces high quality video and sound designs.  To learn how we can help you, visit www.BrownCowStudios.com

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(c) 2013 Brown Cow Studios of Boston -- All rights reserved.
This article may be redistributed provided all content and copyright notice is intact.  Please let us know you've linked to us.

The Big Secret of Reviewing Demos & Sizzle Reels

The Big Secret of
Reviewing Demo & Sizzle Reels

People who aren't used to hiring creative talent will often spend an inordinate amount of time looking for just the right voice, attitude, delivery or graphic for their project.  They hope to find an exact match to their own idea of what their bit should look and/or sound like.  The exercise ends up in frustration, because after reviewing hundreds of demos they still don’t find it. 

They never will. 

The key to looking at samples from people who work in the creative industries – designers, layout artists, videographers, producers, animators, voiceover artists and all the rest – isn’t in finding an exact match.  It’s about finding a spark. 

Often, I see requests for videos that look exactly like the one on some website, or for talent that sounds just like James Earl Jones, Denis Leary, and Mike Rowe.  As I read these requests, I can't help thinking that if they want James or Denis or Mike so much, why don't they just hire them, or get the producers who made the video?

Many of my colleagues won’t submit demos for these gigs because they know it’s unlikely they will be hired, and if they do get the gig it will be a difficult job.  Nobody can sound exactly like James or Denis or Mike.  Hence there will be endless retakes and loops, and after it all the client still won't be satisfied. 

The fact is a guy could have the greatest pipes in the world, but he'll never sound like James Earl Jones because God only made one James Earl Jones.  The same goes for any creative type -- there's only one Picasso.  Only one Fred Pagano, too.

The key is to analyze what it is you like about their work.  Until you know that, you’re not ready to review demos. 

James Earl Jones is deep and authoritative, not funny, edgy, sick or friendly.  He's a little scary too.  That's his specialty.  My old friend Denis Leary isn't deep-voiced, but he's edgy.  His voice portrays a coolness that’s touched with annoyance.  You get the feeling he’s tired of all the everyday BS.  Mike Rowe is friendly and honest.  Not scary, not edgy.  He's every man who works hard at his job.  You want to have a beer with him. 

But don't ask Mike Rowe to do Darth Vader, or ask James Earl Jones or Denis Leary to play with someone's poodle on a Ford commercial.  As Denis would probably say, the result will suck.  And interestingly, both Mike and Denis do spots for Ford Trucks, but they're totally different in concept and feel. 

So to find the perfect talent – whether to produce a video or a voiceover, first figure out what you like about some of them. Is it the sound of attitude, youth, experience, hipness, or honesty that you want?  Do you want a video with flashy lights and pretty colors, or one that solidly portrays the word bank?  Only then are you ready to review demos.   

Don’t expect to find an exact copy of your role model.  Instead, watch for demos from artists and producers whose work contains a spark that corresponds to your vision.  You may have to dig deep, but somewhere in the pile is the voice that says the word “banana” in exactly the same way you want to hear “Joe’s Fish Market.”  Somewhere you’ll find the video producer whose demo of a basketball morphing into an ice cream cone is exactly the same as your idea of a tuna turning into a toothbrush.  Reach out to these talents, because they're the ones you want. 

Then communicate.  Explain your concept, feel and attitude; the look you're going for.  Your artist will either get it or not.  If they don’t get it, move on to the next.  Eventually, you will find the producer who gets it.  When you do, you’ll be on your way to a production piece that sparkles. 

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Want voiceovers and videos that make you sparkle?

You've come to the right place:  Brown Cow Studios of Boston. 

Drop Fred Pagano a line to learn more.  Fred@BrownCowStudios.com 

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Thanks for reading.

Your comments and links to this article are appreciated!

Have a great day!

Great News!

We've Got Great News to Share!

Hi kind readers...

I hope you had a wonderful summer.  Summer is still with us of course, but here in New England we can feel a definite chill in the air developing.   Already the scent of firewood is in the air!  Evenings curled up under our "Cozy the Cow" blanket with mugs of hot chocolate are sure to come soon. 

Meanwhile, we've got some great news to share with you!

Brown Cow Studios of Boston has been selected by one of the largest and most profitable websites in the world to produce a promotional video and still photography for an upcoming campaign.  This site gets over 1.25-million hits every day, and our videos and stills will be featured on their redesigned home page.   Details of the project are confidential until the new page goes live on the web.  But we can tell you that we're very pleased and excited to have this great site as a new client.

We begin shooting this weekend.  As I used to say back in my TV days... "stay tuned for details!"

Thanks for reading and have a great day!

-Fred

Brown Cow Studios of Boston produces high-quality video and sound design for businesses around the world.  

From creative services to production and distribution, we handle it all.  

Get in touch with Fred@BrownCowStudios.com to learn how 

we can help your business become more profitable. 

Your comments and links are appreciated!

Five Reasons to Appear in Your Own Commercials

Turn on your radio or watch TV tonight and I guarantee you’ll come across a plethora of spots in which the owner of a business acts as his or her own spokesperson. 

Thought is divided on the topic – there are solid reasons to do your own pitch, and reasons that are just as solid for not being your own brand ambassador. 

In this week’s article, we take a look at five reasons why it’s a good idea to appear in your own commercials.

Could you be this guy?

1.    Enthusiasm and sincerity.  It’s your company, your brand, your service, and your success on the line.  If you truly believe in what you’re doing then nobody can talk about it, explain it, or sell it as well as you.  Nobody else will appear as sincere or enthusiastic about it as you will, and your enthusiasm will perceived by the audience and motivate them.  Example from the past:  Victor Kiam's "I bought the company" spots for  Remington Shavers.

2.    Credibility.  There’s a reason why lawyers do their own spots.  The most important tool a lawyer has is credibility.  Lawyers who advertise on TV have one strike against them already --  advertising on TV for years has been frowned upon by the legal profession, and many people who see ads for attorneys who specialize in personal injury cases laugh at them.  That is, until they have their own accident.  Then it’s the attorney who seems most competent and experienced they call.  In the Boston area, Attorney Jim Sokolove does a pretty good job of appearing competent and serious.  (Here is  a Jim Sokolove TV spot.)

3.    Personality.  If you’ve got a big personality then doing your own spots is a natural.  Every brand has its own personality, and if you’re the kind of guy or gal that people are naturally drawn to, that personality might as well be your own.  This is great for car dealers like Ernie Boch  (Senior was better at it than Junior is, but Junior is coming along.)   (Here's a vintage Ernie Boch spot from the '60s.)

4.    You can’t quit.  You won’t be threatening to quit if you don’t get more money.  When a company uses a paid spokesperson it’s public image is tied to that person.  If the spots are successful at promoting your business it’s a safe bet that your public spokesperson will be wanting more money for the next go-round. 

5.    Cost.  This is simple.  It’s cheaper to do your own spots. 

When it’s time to plan your next ad campaign, think about your intent – how you plan to portray your product, service, or company.  If you’re up against cost issues, or you need to establish credibility, sincerity, or a personality for your brand, appearing in your own advertisements might be the way to go. 

Next week we’ll take a look at the other side of the coin and look at some good reasons not to star in your own commercials, so please check BullShots! next week. 

Who’s your favorite TV spokesperson?  Let us know!  Your comments and links to this blog are appreciated!  Thanks for reading BullShots!

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Brown Cow Studios of Boston produces radio, TV and Internet commercials

that establish brands and drive in business.

How can we help you? – Get in touch with Fred Pagano today.

Out of Season? Then Think Out of the Box!

Last time in BullShots! we talked about the effectiveness of advertising during the off season.  This week, we'll take a look at some possible campaign ideas.

Off-season advertising campaigns lend themselves easily to humor.  The disconnect between the current season and advertising something unseasonable sets up a situation that's ripe with possibilities.  Although not all off-season campaigns need to be humorous, humor is a great way to avoid annoying your audience.

What does Santa do in the off season?  He plays golf!

For example, we've all had the conversation in which a friend tells us that she's been to a certain store, and by golly, they've already got their holiday merchandise up -- and it's only August!  Everybody shakes their head and wonders "what is this world coming to?"  The store seems greedy. 

But had the store added a touch of humor -- maybe putting out signs or tent cards with a little joke about Santa running out of room so he asked us to hold on to some things for him -- the result would be different.  The joke would become the topic of conversation, not the retailer's greed.   

You can use a serious approach too.  For example, here in New England there's not a lot of home remodeling going on during the winter.  January just isn't the best time to rip out all the doors and windows!  But it might be a great time to generate some new business.  Perhaps mention that drafty window that's bothering them right now, and that they don't have to put up with it.  "Why not book with us now and put a stop to the chills!"  Or, make a special off-season offer: "Book now and we'll save you 20% ... and, you'll be first on our list come Spring."  It's a good deal and I bet you'd get a lot of takers. 

A winter business, such as a ski shop or resort can apply the same techniques.  Why wait until ski season starts to tell the audience about the improvements you're making to Bunny Hill?  Tell them in the summer, and get those dedicated skiers excited about how great the coming season at Bunny Hill is going to be.  "Hey skiers, we just wanted to let you know that we're hard at work making Bunny Hill better than ever..."   Just keep it light.  Off-season ads aren't the place for the hard sell. 

Educating your customers can work too.  A bike shop might talk about new models and features that manufacturers will introduce next bike season.

A public service campaign is a great way to keep in the public's mind and do some good at the same time.  A seasonal specialty shop might offer safety tips:  "When your kids are walking home from a friend's house at night, make sure they carry a flashlight so they'll be seen by oncoming cars.  And by the way, this fall your spooky friends at Halloween Scene will have the most ghoulish flashlights and lanterns you've ever seen...."  Maybe Dracula should be doing the voiceover for that one? 

One of my favorite promotions was done by a tavern in a resort area.  They did most of their business during the summer, and most of that was over the Independence Day holiday.  Another holiday during the summer would be great for business.  So they decided to host a New Year's Eve party -- in August!  Complete with hats, streamers and noisemakers, they did a pretty good business that night as we all counted down "10...9...8... Happy August 17th!" 

Keeping your seasonal business front and center in your customers’ minds during the off season can be tricky, but it is good marketing.  There is always a way to do it.  Just get your creative juices flowing, think out of the box and have fun with it. 

Was this article helpful to you?  What ideas have you come up with for your own seasonal business?  Need help?  Let us know!  Your feedback and links to this page are always appreciated (just let us know where to find the link).  Thanks!