SPONSOR 'COURTESY' Gift Item
HOW IT WORKS
PRODUCT PLACEMENT
Our intention is to attract on board
a sponsor whose target market closely fits our own. We feel due to the nature
of this product, and our target audience, that SPONSOR would gain
enormously through its exposure on this video, the level of product placement
and the sponsorship fee being negotiated in more detail at a meeting between
the investor and the producers.
Sponsors can PRODUCT PLACE their product within the programme of their choice (at the discretion of producers and linked organisations/charities).
The purpose of the placement is to promote the sponsors brand, sponsors marketing activities and of course the video itself.
MULTI-MEDIA PROJECT DEVELOPMENT
THE IRONHILL WWW WEB SITE will carry details of the programme and sponsor involvement with the project they have chosen.The purpose of the site is to promote the sponsor's brand, sponsor marketing activities and of course the video itself.
SPONSOR EXPOSURE
The unique value to the sponsor in associating with the product is not just the opportunity to raise brand profile through product placement on the programme and on-screen credits, but also the product tie-in potential.
The video will also be made available for the associated marketing campaign by negotiation with the main and subsidiary sponsors. With previous product we have found the following campaigns successful in promoting sell-through video items and sponsor product:
- Vouchers on Sponsor Product Packs
(Redeemable against the price of the video at retail outlets)
- Vouchers on Video Product Packs
(Redeemable against the price of the sponsor product
at retail outlets)
- Distribution to Existing Sponsor Outlets
To existing Retail Outlets as a 'loyalty' promotional item.
- Reader Offer Gift Item
A supply of videos can be donated
to Trade Magazines
and linked publications to raise
brand profile and awareness
of the promotion.
- Feature Television Items
- Radio Editorials & Press Kits
ADDITIONAL PROPOSALS for CO-PROMOTION
These promotional proposals are referred to in the enclosed draft agreement.
(1) PRESS LAUNCH - In
collaboration with the companies PR agents the
programme will be launched to
the Trade and National Press.
(2) BAG WRAP - Bag Wraps of the videos are considered for the magazine be produced which will promote the video. Costings for this will be discussed.
(3) DISCOUNTS - The Price of the Video is say £9.99 (including VAT). There will be a MAGAZINE Reader' Offer discount allowing sales to be made at £7.50 per unit. It is proposed that a discount of between 25% and 30% be made available to Trade Customers.
(4) TRADE SHOWS - Across the country it is proposed that the Video be launched during 1997 on the relevant sponsor stand or by negotiation with manufacturers who wish to link with the programme. On the stand the videos will be available along with supplies of sponsor product if appropriate. A special Promotional Video would then be played on AV displays on the stand.
(5) SUPERMARKETS - It is proposed that the Videos be made available with SPONSOR product associated with the programme on stands and shelves within the stores by negotiation.
(6) NECK COLLARS - A special "Neck-Collar" or tag will be prepared by IRONHILL which will be tagged to sponsor's product. The tag will offer discounts against the price of the video - in this instance £1.00 per copy.
(7) VIDEO VOUCHERS - A special "Voucher" may be prepared by IRONHILL and the sponsors which will be inserted into cassette cases and will entitle viewers to 'Trial' Offers on sponsor products and will also supply details of special promotions/ and competitions being run by the sponsor. This provides a strong additional promotional support mechanism for sponsor product.
(9) TENT CARDS - It is proposed that a special edition of these tent cards, for in-restaurant "use", be produced to feature the Video and announce its availability. The card may offer the £1.00 off discount referred to in (6) above.
This will be a print run of 50/100,000 copies.
CO-PROMOTION
In the case of two of Ironhill's previous video promotions - BABY MATTERS & TRAINING FOR SUCCESS, Ironhill negotiated a promotional deal with several main sponsors to assist with promoting the video and hence sponsor's product. In this campaign the sponsor encloses with their new product lines a leaflet or voucher which entitles the buyer to a £1.50 discount off retail price. Obviously in this way it is understood that the associated manufacturer by linking with the video can help to refresh popular public interest in their brand.
The intention in this promotion is to raise awareness of the sponsor's product brand and the video and stimulate bulk orders of sponsor product and videos from these specialist outlets.
TARGETED DISTRIBUTION
The work of promotion and distribution in this instance involves setting up the form of promotion outlined below. This formula has been used successfully in collaboration with leading health product manufacturers ROBINSON ANIMAL HEALTHCARE. The product manufacturer assists with promotion on the basis that it will lead to a prestigious identification of their product with the video and hence direct targeted access to their chosen market.
1. PROMOTION BENEFITS
The aim of the proposal is twofold. To raise awareness of the sponsor product branding and the new video, and to increase the sales of both. It is understood that the video will serve as a high impact promotional vehicle for SPONSOR. The celebrity appearances within the video and the accompanying proposed promotional support in the press, on Radio and it is hoped Television, will provide a strong endorsement for the programme and ensure the maximum possible national exposure.
Sponsor Branding within the programme itself and on the video inlay printed matter ensures the link between the two products remains strong.
2. ACCESS TO WHOLESALERS
It will be arranged for details of the product and the video to be circulated to retailers via the wholesalers. The following methods have been discussed:
(1) Direct Mailing
(2) PR and advertising
(3) Contact with retailers can be made in this way through
mail order.
3. SPECIAL BUYER'S DISCOUNT OFFER
The sponsor's product would carry a voucher which can be exchanged for a £1.00 discount off the purchase price of the video, either through JOHN MENZIES, WH SMITHS or through the mail out order fulfilment house.
4. MAILINGS TO TRADE OUTLETS & RETAIL CUSTOMERS
Specific Mail shots will be arranged to carry flyers bearing sponsor product information on one side and "VIDEO TITLE" video product and purchase information on the reverse. At present these mailings take place twice a year.
5. FLYER ENCLOSURES WITHIN PRODUCT
These will be produced to carry sponsor product branding when referring to the video; hence: SPONSOR - sponsors of "VIDEO TITLE". The Flyers may be carried within packs of SPONSOR and associated product. This would have the advantage of increasing potential product value and impulse buyer tendency.
6. SPECIAL OFFER TO RETAILERS
A free video will be supplied to Retailers upon purchasing £50.00 of sponsor product. The aim would be to induce subsequent orders of the video off the back of the viewings. The base cost of the video will be born by the sponsor. This offer to be accompanied by a comprehensive sales pitch on the part of the representative. This will be accompanied by an exclusive discount on orders of the video available only to sponsor retail customers. This discount will be greater than that available to existing trade buyers. (Between £5.00 and £7.00) .
1. ADVERTISING ON THE PROGRAMME
The new programme provides an attractive proposition for advertising and product placement.
We wish to stress to those who may be attracted to the project and would like product or brand-name exposure but do not wish to embark on full sponsorship involvement that a comprehensive package of options to potential investors is available.
2. PRODUCT PLACEMENT
We want to offer the investor every available opportunity to be flagged on all promotional material including the sleeve. In addition it is anticipated that the product or brand name will be placed within certain sequences of the programme. The level of product placement should be negotiated in more detail at a meeting between the Investor and Producers.
3. DIRECT 'ON-AIR' ADVERTISING
In conjunction with direct product placement we are offering the opportunity to buy in commercial time at the head of the programme to play in with other advertisers from the medical and travel world and associated industries. We are producing specialised television commercials either from the adaptation of existing broadcast advertisements or from the creation of new tailor made spots.
A range of opportunities exist for advertising and Product Placement within Tandoori Nights. Enquiries concerning these options are welcomed by the producers.
CROSS PROMOTION
Your Product and the Programme
The unique value to the sponsor in associating with the product is not just the opportunity to raise brand profile through product placement on the programme and on-screen credits, but also the product tie-in potential.
The video can also be made available for any marketing campaign that the sponsor chooses to run. With previous product we have found the following campaigns successful in promoting sell-through video items and sponsor product:
SPONSOR 'COURTESY' Gift Item
The Video Inlay can be reprinted for individual sponsors, hence 'A COURTESY GIFT FROM SPONSOR' can be created from the video as a gratuity to the sponsor's chosen retailers.
Vouchers on Sponsor Product Packs
(Redeemable against the price of the video at retail
outlets)
Vouchers on Video Product Packs
(Redeemable against the price of the sponsor product
i.e. SPONSOR PRODUCT - at retail outlets)
Distribution to Existing Sponsor Outlets
To existing SPONSOR Retail Outlets as a 'loyalty' promotional item.
Reader Offer Gift Item
A supply of videos can be donated to Trade Magazines
and linked publications to raise brand profile and
awareness of the promotion.
A range of opportunities exist for advertising and sponsorship within the Ironhill Product Range which are detailed below. Enquiries concerning these options are welcomed by our sales representatives
ADVERTISING OPTIONS
OPTION 1: Product Placement
Price Range: £5,000-£10,000
ADVERTISING/SPONSORSHIP OPTIONS
OPTION 2: Commercial Production & Placement
Price Range: £10,000-(Budget Prepared for Commercial)
Please feel free to E-MAIL Mark Ubsdell or Gina Smith at:
film@ironhillpictures.demon.co.uk
for further information (the nature of these special promotional opportunities is confidential.
OUR TRACK RECORD:
THOSE WHO HAVE ADVERTISED. SPONSORED, OR OTHERWISE GAINED EXPOSURE ON PREVIOUS PRODUCTIONS.
ROBINSON HEALTHCARE
HAWKINS
PROCTOR & GAMBLE (PAMPERS)
FORD MOTOR COMPANY
DAIHATSU
EMAP PURSUIT PUBLISHING
MOTHERCARE
PRACTICAL PARENTING
CARR & DAY & MARTIN
MUSTO JACKETS
JAVELIN JACKETS
PFIZER LIMITED
HABITAT
VARIOUS CLOTHING MANUFACTURERS &
SUPPLIERS.
The intention in this promotion is to raise awareness of the Sponsors brand and the video and stimulate bulk orders of their product and videos from these specialist outlets.
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