Does It Come In Blue?
“Easier said than done” is a common thought when going through the effort to create compelling content, but you can make something happen right away. Below are five options to acquiring the content that is right for your venue.
I have practiced all of these, some more than others, each time with the intent to help the provider understand that in any given environment, it’s my mission to put them in the best possible context.
These are based on the assumption that you have made an effort to educate the providers (agency, brand, manufacturer, media buyer/planner, guy who wants to marry his fiancee on your video board, etc.) and they have an understanding or background on your venue.
There are no guarantees here, but the more you partner with a provider, the easier it will be to collaborate for the best possible content.
Ask. Just ask. A very common response when I ask is, “Oh. I didn’t know we could give you something else.” When providers learn they have options, they may provide choices for you in the beginning.
The EPK. If you need content from an entertainment source, many providers put out electronic press kits of entertainment releases – shows, movies, concerts – that include approved interviews with stars, clips, soundbites and more. If the trailer doesn’t work for you, ask for an EPK. More providers are starting to build these in HD, so the quality is getting much better.
Alternate Versions. Many providers have different versions of the same spot, a 15-second and 30-second version for example, or alternate languages, and may be willing to provide a different version if needed. Depending on how the spots are built, they may even have web versions that might work for you.
Build Your Own. Get the raw footage or b-roll from their campaign and build your own version. This might be costly but will definitely show a branded partnership that may go a long way when your venue is seen as endorsing certain products/services.
Say No. This is the toughest one, and you definitely need some clout behind you, especially if the content in question generates revenue. But, depending on how badly the provider wants to be there and your persistence that you need better content, this does have an effect. I would caution this to be the last course of action if you have tried all of the above and they don’t work.
In the end, the goal is to get the perfect content for your audience, and put your providers in the best possible light. They are open to your suggestions and more often than not willing to compromise and accommodate. In today’s economy, the right content is needed more than ever.
