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 producer, creative director, marketer or programmer; keep reading/watching:
let's take it from the top...
I define a promo as anything that makes another person interested in sampling an entertainment product or service. Anything!
However, in the television industry, promos strictly means one thing: 10 to 30 second TV spots, made in house, as quickly and as cheaply as possible.
These days, this format of entertainment marketing finds itself in a very tight spot.
• Technology is enabling viewers to spool past or simply avoid promos (and advertising) completely.
• Fragmenting audiences have put pressure on TV channels
to squeeze more money out of their ad breaks, forcing channels to make their promos shorter than ever.
in spite of this:
Promos remain a TV channel’s most cost-effective way of reaching its audience at the point of sale.
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.
gotta get it right
An in-house promo department still represents a sizeable investment on the part of a TV business.
The organisations that make the most of this investment are the ones that establish clear and effective channels of communication between the Programming, Marketing & Promotion departments.
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; both internally and externally.
My seminars focus on the critical thinking that is required to provide 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.
Likewise, the teams that create the world's best work do it by effective production processes matched with clear, cohesive briefs.
The Promo Workshop seminars examine these structures and processes with a view to understanding key areas of persuasive communication, specifically as it relates to entertainment marketing and promotion.
• process and time management;
• drama and storytelling;
• creativity and innovation;
who and what:
The Promo Workshop seminars are for three key groups in television:
• Promos (including scheduling)
On completion, your team will have common understandings and strategies for effective communication and organisation from the points of view of the three groups.
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.
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