TLP TransMedia Strategies for Broadcast News Outlets

THE NEWS ABOUT THE NEWS.  “Nearly half of respondents (48 percent) said their primary source of news and information is the Internet, an increase from 40 percent who said the same a year ago. Younger adults were most likely to name the Internet as their top source —55 percent of those age 18 to 29 say they get most of their news and information online, compared to 35 percent of those age 65 and older.” (Source:  Recent Neilsen Report.)

Click Box Below for 2011 PDF from TLP.

A Brand is Not a Logo … It’s an Experience.

Kevin has clearly led the field with Fortune 500 Companies. If they adopt “Lovemarks” as a branding strategy, why are medium and smaller companies reluctant?

The Legacy Productions Branding “Lovemarks” for Reality TV Series: JOBz

Kevin Roberts, CEO of Saatchi & Saatchi turned the advertising agency around with the concept and implementation of Lovemarks branding strategies for Fortune 500 clients.    A few years ago, Saatchi & Saatchi looked closely at the question:   What makes some brands inspirational, while others struggle?  And they came up with the answer: Lovemarks:  the future beyond brands

The Legacy Productions has implemented specific Lovemarks of:

Aspiration, Perseverance, Endurance, and Overcoming

… into the JOBz reality TV series’ brand image.  These Lovemarks are found throughout the JOBz’ webpage, print literature, key artwork, and other graphics in the show Media Kit.  http://www.jobztv.com

Here are some of the JOBz show posters:

Jordan’s Become Legendary Campaign – What’s the Lovemark Here?

In January 2008, the “Become Legendary” Campaign was launched.  From the Press Release:  “BECOME LEGENDARY” is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable. Using evocative imagery, the ad campaign animates the Jordan Brand core truths – Authentic, Uncompromised, Earned, and Aspirational – which speak directly to the brand pillars derived by Michael Jordan’s personal values and philosophy for success.  We think Jordan Brand, a division of NIKE, Inc., did something exceptional with this Campaign.

Kevin Roberts, CEO of Saatchi & Saatchi introduced the concept of Lovemarks into the world of integrated brands in 2004.  Roberts is considered the guru of Lovemarks and speaks about the Blacks rugby team of New Zealand in this short clip “Nothing is Impossible.”  It’s clear there is a real connection between the Become Legendary Campaign and it’s message, its Lovemarks and Roberts’ description of the Blacks and “Nothing is Impossible.”  This is pull marketing and inbound marketing at its finest hour …

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

What is your Passion?

You see things; and you say ‘Why?’ But I dream things that never were; and I say ‘Why not?’

George Bernard Shaw

Click Box to Go to Will’s Video

On a continuing basis, The Legacy Productions will be aggregating inspirational content at this this location on the Blog.  This is known as Custodial Video “in the trade.”  In reality, we just think it’s a helpful thing to do.

What is Your Passion.  What are You Going to Do With it?

Look Me in the Eyes

U2 and Sports Quotes

The Back Story 1.2 on Our “One Brick at a Time Campaign” with Will Smith Video

BACK STORY 1.2 ON THE LEGACY PRODUCTIONS’ “ONE BRICK AT A TIME CAMPAIGN”.

OUR GOAL:  1,000,000 views by March 1, 2010

So … What Are Your Lovemarks … At Your Blog or Website … Your Answer is Important

As human beings, we connect to one another by inspiration.  The “One Brick at a Time” Campaign follows the birthing TAG LINE of The Legacy Productions:  “…one inch at a time.”  It’s part of our story.   It’s why The Legacy Productions chose a Mission Statement of producing and distributing content that is empowering to our audience, to our company, and to our crews.

Photo Courtesy of Denise Carbonel

The Pittsburg Steelers had a motto in the ‘70’s.  Whatever it takes. Persistence … determination … under difficult circumstances.  It’s what we do. And it’s part of The Legacy Productions’ brand image.  We combine creative insight with emotion.  It’s not a weakness.  We do it on purpose.  Deep down, don’t we all just want to find an emotional connection to something?

Photo Courtesy of 33 Interactions

Pure inspiration for The Legacy Productions took form when we were sitting around listening to Al Pacino’s speech in “Any Given Sunday.”  Right.  Too much free time.  We were spitballing.  Throwing concepts on the wall.  We do that too.

It was during a difficult period for us – when we needed real inspiration.   New ideas.  Ideas are the new currency of the Web 2.0 world.   Money helps and follows.  But fresh new ideas are the coin of the realm.  And yes Pacino’s speech has crude language.   Lighten up.  Come on.  He’s a coach.  It is football.  It’s an Oliver Stone flick.   The points made in it harmonize with Will Smith’s advice in the video we chose to be a part of the “One Brick at a Time Campaign“.  It’s emotional.  It grabs you.  We could sanitize the speech here for the indelicate, but that would not be truthful — and it wouldn’t be any fun.  In reality, despite the crudeness of some of the language there is no doubt the Kevin Roberts’ Lovemarks of intimacy, sensuality and mystery are somehow present here in a raw form.  Racking our brains as to where … but we feel it at a gut level, and that is what Lovemarks are all abut.

Does it read the same in text as it plays in the video?  Not really … but you tell us by leaving a comment below.

I don’t know what to say really.
Three minutes
to the biggest battle of our professional lives
all comes down to today.
Either
we heal
as a team
or we are going to crumble.
Inch by inch
play by play
till we’re finished.
We are in hell right now, gentlemen
believe me
and
we can stay here
and get the shit kicked out of us
or
we can fight our way
back into the light.
We can climb out of hell.
One inch, at a time.

So what does this have to do with the “One Brick at a Time Campaign?”  We believe a lot.

Insightful advertisers are telling us left brain thinking doesn’t cut it anymore.  Some special brands are so far out in front that they seem to have evolved into something else.

Photo courtesy of Bart Claeys

The Kevin Roberts’ Lovemarks concepts we introduced in our “One Brick at a Time” Backstory 1.1 have literally exploded in useage in the Web 2.0 cyberworld.   Brands have created a loyalty that goes beyond reason frenzy in a race to the top.  That loyalty is created through mystery, sensuality, intimacy and creativity; those that can put these ideas into action will become truly coveted brands.  As Kevin points out, Lovemarks allow the brands to charge a “premium” for their product or service … and it continues to work.  Why?  It’s all in the story, in the mystery, the intimacy and the sensuality.  What brand is not interested in charging a premium in this economy?

You want “lifetime” customers and you want them to have a love affair with you, so that no matter what the competition does, no matter what discount shops or big box stores are offering cheaper, they will stay with you and they will pay a premium price to do so. Just as you will stay with your wife or your husband over 20 years because you have loyalty towards them beyond reason; a force that is bigger than a feature and much larger than a benefit is at work.

Create loyalty beyond reason!

Postscript

In our opinion we face the beginnings of one of the most expansive times ever. We are re-establishing a Renaissance age of old, some might even dare to say an age of new.

It is…

The age of new ideas.

The age of hope.

The age of discovery.

The age of dreams.

The age of emotion.  Where’s the emotion?

Think about it.  Doesn’t it seem like emotion has been taken out of the equation of most purchases? Deep down, don’t we all just want to find an emotional connection to something?   Take real estate for example – we aren’t buying into the realtor’s knowledge of real estate, or because he has “the guaranteed home selling system” – features and benefits like this are transparent.   What we are buying is their integrity and belief that they actually give a damn about us; that they actually care about the type of house we want to build our hopes, dreams and memories in.   All people want as consumers is to feel the world through all 5 of our senses.   It’s where the emotion comes in.

Brands that can ferry us to that mysterious place; brands that can move us from logical reasoning to emotional responses will in all likelihood create loyalty beyond reason.

Convinced?  Find out more here.

The Back Story 1.1 on Our “One Brick at a Time Campaign” with Will Smith Video

Why Did The Legacy Productions Create its “One Brick at a Time Campaign”? Our story begins with Laura Van Vleet [http://www.linkedin.com/in/lauravanvleet], an incredibly gifted, intuitive writer with The Legacy Productions.  She sent out an email to all of us entitled “Motivational Monday”.  It had two video links in it and one of them was the Will Smith Video we are now using for the “One Brick at a Time” Campaign.

The Legacy Productions, like many businesses wanted to stand out from the “clutter” by doing something different – something better than other media companies.  We like “coloring outside the lines”.  TLP was heavily influenced by “The Persuaders” 2004 PBS Frontline series.  We closely studied this series and were particularly convinced Saatchi & Saatchi Worldwide CEO’s Kevin Roberts’ new millennium goal of only moving on advertising campaigns that create “consumer loyalty beyond reason” just made good sense.

Why Will Smith? The answer is transparent.  Will is an extraordinary individual.  He’s done exceptionally well in his craft.  But there is more.  He has a philosophy of “never give up” – never let anyone tell you that you cannot do something.  This is a main theme in the video we incorporated featuring “The Pursuit of Happiness” scene between Will and his real son.  In our challenging times, we all need hope and when we find it we need to distribute it.  We believe there is an Audience, a Community out there that will congregate around this video, talk about it, share it, be empowered by it.  The “One Brick at a Time” Campaign’s primary purpose is to do just that.  It’s about letting the world know “we all are not going to give up”.

Photo - Courtesy of Pixelposition

Why “One Brick at a Time?” for The Legacy Productions? The answer is also simple.  We heard the voices of our existing clients and those of new Clients say.  PROVE IT.  Show us that outbound marketing is over and the new game in town is this social media – inbound marketing thing.  Do it with an existing video that is already in CYBERSPACE.  So a second purpose of the Campaign is to do just that for our clients:  DEMONSTRATE THE EFFECT OF SOCIAL MEDIA AND INBOUND MARKETING INCORPORATING EXISTING VIDEO.   It’s cutting edge for every business.

Kevin Roberts also said in “The Persuaders” that every business needs to know this – whether small or massive Fortune 100’s.

“It used to be called television, and the 30 second television ad is the greatest selling technique ever created.  But technology and consumers have moved, and now we are part of the Screen Age. The combination of movement, color, music and words creates an emotional field that is highly engaging for people, whether it is to present a point of view in documentaries on public television such as “The Persuaders” or to sell laundry detergent.  Music and humor are especially important. Music creates mood; it is a shortcut to the heart.  Humor is highly empathetic.” Kevin Roberts, CEO Saatchi & Saatchi Worldwide.

Kevin calls these  techniques “ Lovemarks.”  Lovemarks actually involve Mystery, Sensuality and Intimacy.  Those are three words you won’t find at Harvard Business School.   Kevin tells us “Mystery is about great stories, being inspired, blending past, present and future, icons and symbols.  Sensuality is about how you evoke all the senses in your product or communication.  And Intimacy invokes passion, commitment and empathy. This is how you create emotional communications.”

Does Your Business Have a Lovemark?

The Legacy Productions is a Hub for creating Campaigns integrating engaging video with inbound marketing.  The Legacy Productions is your Lovemark Media Company.  We know only creative people can follow Kevin’s advice and present this to an Audience for any business.  The Legacy Productions has taken Kevin’s instruction to heart and strategizes small to large company social media and inbound marketing campaigns using video, text, graphics, and other visual art forms.

MORE BACKGROUND on “One Brick at a Time”: In the 2004 “The Persuaders,” Frontline series turned conventional advertising on it’s head.  We call it the “Gretzky Effect.”  You have to skate to the puck where people that are like you congregate.  The reality is:  The Legacy Productions is a full service production company – but really we are a media company with the ability to effectively use content we create, suggest or that already exists in a Client’s portfolio and re-purpose it in new ways.

The Legacy Productions’ inbound marketing strategies are to develop “loyalty beyond reason” Campaigns where the Client’s content is used online to entertain, infotain, edutain in order to build an audience.  The rage on the street is “social media” and “inbound marketing.”  Our challenge is to cut through mass-media clutter and to overcome consumers’ growing resistance to their pitches.  Marketers have developed new ways of integrating their messages deeper into the fabric of our lives. Through sophisticated market research methods to better understand consumers and by turning to the little-understood techniques of public relations to make sure their messages come from sources we trust, marketers are crafting messages that resonate with an increasingly cynical public.

Courtesy of Amber Lambke

Why Did The Legacy Productions Use Will Smith’s Video? There is no doubt Will smith is iconic.  But after watching the video, how many viewers actually knew his beliefs and his philosophy.  We believe there is an empowering story which relates between Will Smith’s meteoric success in the entertainment world and the principles Will Smith lives his life by revealed in the video.  In a competitive, product-saturated marketplace, a new product needs to have something beyond the brand — an added value, an idea, a “story” behind the brand.

The Legacy Productions story is founded on Will Smith’s  “One Brick at a Time” philosophy – actually “one inch at a time.”  Want to hear more about the”one inch at a time” beginnings of The Legacy Productions?

TO BE CONTINUED…  Stay Tuned Tomorrow for Back Story 1.2

SUMMARY: Let us tell you what “one inch at a time means” to The Legacy Productions inspired from a famous Al Pacino speech.  How many knew Will Smith’s favorite book is The Alchemist?  What is this new “hush-hush” field of Neuromarketing?  How can it affect your business?  Some applications of “One Brick at a Time – Expanding” Social Media 2.0 is for every business:  “Restore Your Health – One Brick at a Time.  Watch this Will Smith Video.  There’s Something in it for You.”