4 tips for getting the most out of TV brand integrations
The opinions expressed are solely those of the author and do not reflect the views of Rolling Stone’s editors or publishers.
TV brand integrations – the paradigm of paying a TV show, station, or network to book airtime – is about seamlessly establishing your brand on the show through a timely, relevant, and compelling storyline. – which becomes a worthwhile part of the program’s infotainment experience. The target audience is already there, ready to be entertained, captivated, or otherwise consume information of interest. Corporate and personal brands are part of the experience that viewers have already shown up for.
With a strategic approach to TV brand integrations, brand leaders can increase visibility, create positive impressions and build brand value through credible and authoritative outlets chosen by viewers. In the age of ad-free streaming, ad blockers, and on-demand content across multiple devices and channels, broadcast television programs — and the PR professionals and brand strategists who book them — have turned to TV brand integrations.
The most obvious motivations for TV shows and stations are revenue generation in combination with engaging content for viewers. From the perspective of brand promotion, awareness and image building, innovation-minded agencies, companies and experts should evaluate their advertising approaches. When it comes to TV integrations, there are distinct nuances to traditional PR that are important to understand if you want your integrations to be effective.
Here are my four tips for getting the most out of your TV brand integrations:
1. Make your content engaging.
As any seasoned advertising professional knows, no matter how strategic, well-planned, and well-written a press release or cover letter may be, obtaining actual media coverage is subject to many independent factors. the will of the publicist. However, a pre-verified and approved paid integration guarantees a streaming engagement with a show or station.
Make sure your content is overtly targeted to the program’s audience and compelling enough to justify the airtime. Execute in collaboration with show producers for an outcome that everyone is happy with. Know that the producers help ensure that the segment unfolds with demonstrable value, which viewers have come to trust and expect from their chosen show.
2. Pre-arrangement creates opportunity.
An integration-based TV approach generally gives the pundit or company paying for the placement a little more control over their media message than through more traditional PR processes. Paid strategic placement involves careful selection of outlet, program, coverage format, timing, topic and content.
The timing in relation to the taping date, if not live, the broadcast date and the amount of airtime to be offered are agreed in advance. Think about visual content items you might want to request, such as video or images for the b-roll, on-set props, and demos – all arranged in advance. Consider narrative elements, including general topic and questioning, message, positioning, and any call to action. This can also be pre-managed with imagery. The actual broadcast may not follow the specific language you provided verbatim, but the carefully chosen show and its producers have built-in incentives to showcase your brand, as a sponsor, in any way desired. Producers will also work with your brand to ensure timeliness standards and journalistic integrity are upheld in the process.
3. Know that you might have the potential to resume.
Many TV integration opportunities today are pre-recorded, which can be a convenience for many people via live TV. If things don’t go as planned during the initial shoot, it’s often possible to re-record to get the right information or recover from a mistake. In live television segments, this is not the case.
Of course, reruns create more work for everyone, so make sure the guest and everyone else is ready for airtime when that camera starts rolling, especially if you’re hoping to continue doing business with The media. All parties involved in a TV brand integration effort are incentivized to produce the best possible product for the public, so a reasonable request for re-recording will most likely be honored and likely even anticipated (if not suggested) by seasoned producers. .
4. Use your resulting video assets as a marketing tool.
Almost every TV brand integration placement has the added benefit of becoming a marketing tool in perpetuity. Obtain segment clip usage rights. You can then leverage these video assets in multiple ways: in social media, online newsrooms, emails, newsletters, blogs, sizzle reels, webinars, and more. The inclusion of the “as seen on” statement, even without the clip itself, also provides a way to demonstrate a sense of third-party verification and credibility.
Make your brand’s TV integration versatile by using elements as a marketing asset. Increase brand awareness and value by continuing to leverage your brand’s social media video post-release and other marketing strategies. Then there is the possibility of amplified placement beyond television, often including the station’s website and social platforms, extending coverage into the digital realm and greatly expanding potential reach. If the brand story is executed well within the context of the show, viewership value and effective brand building will likely follow.
As Seth Godin is often credited with saying, “Marketing is no longer about the things you do, it’s about the stories you tell.”