| Broadcast advertisers, who use
| |
| | Tough". "When someone watched one of our
|
| television, are seeing dramatic
| |
| | shows, and was even remotely interested
|
| reductions in their ad results because of
| |
| | in a truck, he was talking to the nearest
|
| a four-letter word-TiVo. In some ad
| |
| | Ford dealership after the show was over,"
|
| agencies one can sense that TiVo really
| |
| | says Fowlkes "Dealers love the show
|
| is a four-letter word in the most
| |
| | because it works. It helps them sell
|
| derogatory sense. This reporter decided
| |
| | trucks."Fowlkes then steered his
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| to follow the actions of what such
| |
| | attention to another major player in the
|
| advertising giants as Ford Motor Company
| |
| | sport fishing arena, Shimano, which is
|
| and Shimano are doing creatively to solve
| |
| | well known for it's rods and reels,
|
| the TiVo problem.What is the "TiVo
| |
| | bicycle, and snowboard products. Once
|
| problem?" It is all about consumers who
| |
| | again, Fowkles vision for Shimano was to
|
| fast forward through the commercials
| |
| | showcase the reliability of Shimano's
|
| associated with television shows that
| |
| | fishing gear but to do so in a
|
| they watch and capture in their TiVo
| |
| | non-intrusive manner.The President of
|
| systems. Madison Avenue refers to this as
| |
| | North American operations for Shimano,
|
| "ad avoidance." Advertisers call this
| |
| | Dave Pfeiffer, quickly jumped on board
|
| their worst nightmare.Another term used
| |
| | with Inside Sportfishing's program the
|
| for TiVo is DVR, which is short for
| |
| | minute he learned about Fowlkes'
|
| Digital Video Recorder. Nielsen Media
| |
| | promotional philosophy. "Placement of
|
| Research predicts that DVR ownership
| |
| | product within the content of the show
|
| rates could reach 10% by the end of 2005,
| |
| | has been very effective for us," states
|
| and explode to 41% by 2009. These numbers
| |
| | Pfeiffer. "Michael has a great
|
| beg for an immediate and radical solution
| |
| | understanding of how and why we make
|
| if broadcast advertisers are to continue
| |
| | products the way we do for certain
|
| using television as a promotional medium.
| |
| | techniques or markets and he
|
| The most intriguing aspect about the
| |
| | instinctively is able to portray them
|
| whole TiVo issue is that the solution
| |
| | just the way we want. He makes it a
|
| involves the continued use of
| |
| | point not to be too obvious about it
|
| advertising, but in the shows
| |
| | though, so the product really is weaved
|
| themselves.Television show product
| |
| | into the total experience."Pfeiffer has
|
| placement is at the heart of this
| |
| | also been concerned about the TiVo
|
| solution and both Ford and Shimano are
| |
| | challenge lately. "There is no doubt that
|
| using the same award winning national
| |
| | TiVo presents a problem for advertisers
|
| sports show, Inside Sportfishing ( to
| |
| | and promoters alike," warns Pfeiffer, "we
|
| complement their traditional advertising
| |
| | know our products will be a major part of
|
| campaigns through extensive product
| |
| | the action on the show." Pfeiffer knows
|
| placement. What do I mean by product
| |
| | that one must develop alternative
|
| placement? It is the creative placement
| |
| | advertising strategies but didn't
|
| of actual product IN the TV show itself.
| |
| | necessarily consider sponsorships at
|
| Done in such a way that the products
| |
| | first. "Shimano does not tend to go out
|
| become an integral and important part of
| |
| | 'looking' for sponsorships," says
|
| the storyline and show itself.The
| |
| | Pfeiffer, "But, we know a good fit when
|
| Survivor reality show is known for its
| |
| | we see it ( and then pursue building the
|
| rather blatant attempts to promote
| |
| | kind of relationship that works for both
|
| certain products, followed closely behind
| |
| | of us."Fowlkes is now building yet
|
| by Donald Trump's hawking of the goods
| |
| | another strong element to his overall
|
| and services of those companies that
| |
| | programming presentation. After meeting
|
| advertise on The Apprentice. Many
| |
| | Rachel Gershwin, Director of Marketing &
|
| consumers are turned off by product
| |
| | Development of the Make-A-Wish Foundation
|
| placement that is clumsily done. Michael
| |
| | of San Diego, Fowlkes was immediately
|
| Fowlkes, founder and Executive Producer
| |
| | drawn to the concept of helping out not
|
| of Inside Sportfishing, developed his
| |
| | just one child and family, but an entire
|
| show over a decade ago, and decided to
| |
| | group of kids and their loved ones. "It
|
| use the entire format to gently, yet
| |
| | is amazing how many kids and families are
|
| persuasively, promote the shows sponsors.
| |
| | interested in fishing wishes," Gershwin
|
| "I went to Ford initially because their
| |
| | says, "Michael's idea of having a boat
|
| trucks literally sold themselves," states
| |
| | trip for a number of children and their
|
| Fowlkes. "All we had to do was figure out
| |
| | families was a brilliant idea."The idea
|
| ways to showcase the F series trucks in
| |
| | was received so well by the Make-A-Wish
|
| action. It wasn't all that hard because
| |
| | Foundation that they expect to make
|
| fisherman drive trucks."Fowlkes went to
| |
| | copies of the taped show, and plan to use
|
| see Richard Landfield, a 20 year
| |
| | them throughout all their local chapters
|
| Executive Member of the Southern
| |
| | in the U.S. "The more we talked, the more
|
| California Ford Dealers Advertising
| |
| | I fell in love with the project," Fowlkes
|
| Association, and pitched him on his
| |
| | says.Fowlkes is in the process of
|
| concept. Simply put, Fowlkes told
| |
| | negotiating with additional sponsors
|
| Lanfield, that the F series trucks were
| |
| | who've expressed a keen interest in
|
| the perfect vehicles to tow his fishing
| |
| | becoming a part of the series.
|
| boats around. From running down the
| |
| | Considering the content and nature of the
|
| rugged Baja peninsula and Central
| |
| | show, sponsors should be lining up to get
|
| America, to hitting famous fishing holes
| |
| | involved.With new advertising challenges
|
| and bass lakes across the American
| |
| | cropping up, seemingly every day, led by
|
| heartland from Texas to as far north as
| |
| | such new technologies as TiVo,
|
| Alaska. The fit was a natural for Ford,
| |
| | advertisers have to get involved with
|
| whose trucks are consistent leaders in
| |
| | creative programming. Product placement,
|
| nearly every truck study concerning the
| |
| | particularly the type of product
|
| toughness of a truck.Landfield took the
| |
| | inclusion that "blends seamlessly into
|
| concept to Dailey & Associates in Los
| |
| | the shows is the key to success."
|
| Angeles, the agency representing the
| |
| | Selecting the right programming partner
|
| SCFDAA. They jumped on board and haven't
| |
| | then becomes the most critical action to
|
| looked back since. "I was worried about
| |
| | be taken.Bruce Prokopets, Executive
|
| how Inside Sportfishing would integrate
| |
| | Editor of Press Direct InternationalPress
|
| the trucks into the series," concedes
| |
| | Direct International is a global
|
| Landfield. "After I saw the first
| |
| | information web site providing
|
| program, you could see how Michael was
| |
| | indispensable information tailored for
|
| proving our trucks were Ford Tough."
| |
| | professionals in the financial services,
|
| Landfield went on to say that Ford's
| |
| | media and corporate markets. Our
|
| whole advertising campaign was based on
| |
| | information is trusted and drives
|
| the slogan "Ford Tough." During his show
| |
| | decision making across the globe. We have
|
| Fowlkes would run the trucks through the
| |
| | a reputation for speed, accuracy and
|
| harshest terrain, which drove home the
| |
| | freedom from bias.
|
| point about the trucks being "Ford
| |
| |
|
