promo workshop

This website is divided into two sections:

1/. If you're new to promos, check out the Promos 101 section.
2/. If you're a working producer/creative director, watch/read this:

let's take it from the top...

"Promos" is the television industry term for TV ads that attempt to persuade or remind viewers to tune-in and sample a channel's programming.

These days, promos are in the middle of a perfect storm:

Years of breathless hype
have conditioned the audience to simply ignore promos.

Technology
enabling viewers to spool past
or simply avoid promos (and advertising) completely.

Fragmenting audiences
have put more pressure on TV channels
to squeeze more money out of their ad breaks,
making promos shorter (and less effective) than ever.

The less relevant promos become,
the more promo department budgets are cut,
the more promos become mass produced,
the more the breathless hype.

Repeat.

in spite of this:

An in-house promo department still represents a sizable investment on the part of a TV business.

Promos remain a TV channel’s most cost-effective way
of reaching its audience.

The audience perceive promos to be "the voice of your channel". Meaning the style and content of your promos is a key factor in how your viewers form their perception of your channel’s identity and brand values.

In other words: Promos, when done right, still have incredible potential to steer a company's fortunes.

the new promo

I have always defined "a promo" as anything that gets somebody interested in watching TV... and modern media is proving me right. These days there are any number of ways that viewers can discover entertainment... Therefore, in my opinion, anyone who is involved in getting people to watch your channel is a promo producer.

The business opportunity of the moment is to actually broaden both the definition of promos and the skills of the people who are connecting with your audience.

and this is where I come in:

Drawing on my 25+ years in television, I have developed a suite of training seminars and workshops that will empower your whole business to become better communicators.

My seminars focus on the critical thinking that is required to provide viewers with engaging work that will also deliver a positive commercial outcome for your channel.

The world's best ads, promos and programmes didn't happen by accident. There are certain structures that make them work.

The Promo Workshop seminars examine these structures with a view to understanding key areas of persuasive communication, specifically as it relates to entertainment marketing and television promotion.

• communication;
• process and time management;
• drama and storytelling;
• creativity and innovation;
• branding.

Now your company can share the experience of dozens of trainees, hundreds of switched-on seminar attendees, and thousands of delighted Promax delegates; in a series of seminars that analyse the structures at the heart of the world’s best ads and promos.

All the sessions are available as anything from one-on-one training sessions; to small group training seminars; to large department workshops; to whole company offsites; through to conference keynotes.

You can choose:

• one or two seminars;
• one to two day seminar packages;
• multi-day, on location personalised training;
• multi-day, on location creative consultancy.

To find out more, click on any of the links in the Pro Seminars menu
or simply click here to go to the next page.