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