Brand endorsements are everywhere. From Kiss branded caskets and urns (it’s true, you can have one tomorrow if you’re an Amazon Prime member) to Yeezy Adidas, every brand wants to be cool by association. You don’t have to sell death dust decanters or athletic wear to cash in though. Brands large and small have benefited from endorsement video campaigns and brand endorsements in general. No matter your budget level, there are a few things that can help ensure that this video marketing delivers and the clients and talent all walk away happy. Here’s our rundown of the most basic principles:
Step 1- Choose the right talent
It’s incredibly important to choose the right person to endorse your brand. The effectiveness of the brand endorsement as well as the ROI depends heavily on this choice. Would you be more likely to buy a workout supplement endorsed by Seth Rogan or Joe Rogan? If YouTube serves you an endorsement video with Kid Rock pitching an online college are you going to sign up for a quickie MBA? Doubtful. Perhaps a GED.
Consider your target demographic. If your product is geared towards younger guys, athletes or action movie stars might appeal to them. Perhaps an established actress or social media influencer would be a good fit for 30-60 year old females. A known expert might be a good choice for a niche product. Don’t worry if you had you heart set on Dustin Hoffman but only have a Dustin Diamond budget. You’d be surprised how much engagement an endorsement video can drive from a lessor know talent with a devoted following.
Step 2- Get the most out of the deal
When it comes to negotiating the deal, know your max budget and start a bit lower so you can justify asking for more services like social posts when they ask for more money. An endorsement video should always have some additional services added to make it a successful campaign. Ask for everything you want up front and assume anything you ask for later will increase their asking price.
Pay attention to the way terms are worded in contracting so that both parties are clear of the details of the deal. How long can you use it? Is it exclusive or not? Where can it be used? Think through these ahead of time and you’ll be less likely to see the price increase before the deal is closed.
Step 3- Let the style of the endorsement video support the story and the brand
At Cinemasters we specialize in a branded content style of endorsement video, the sort of spot that feels like a mini-documentary or profile of the endorser. We also shoot a series of concise direct to camera brand endorsements and try to have the endorser give us some fun stuff for social media as well. Having a style that works well will make it believable and engaging for the viewer.
Step 4: Shoot it well
This step is the most critical part of creating an effective endorsement video. The talent fee might be much higher than the production costs so it’s critical that the filming go smoothly. It helps when the talent truly likes the product and is fully engaged in the promotion.
You never want to understaff the shoot or cut corners in production. That can slow down production creating a stressful environment for everyone. The producer/director and their crew should be efficient and organized. A stress free environment allows the content to become the main focus and keeps the talent happy. Happy talent equals effective endorsement video.
Step 5: Make sure everyone walks away happy
Keeping it positive onset can have a huge impact on the outcome of the brand endorsement. You want to make sure the talent is at ease to get the best performance. You also need to stay in tune with the client to ensure the deliverables are to spec. Lastly, make sure the crew feels respected and appreciated. They work long hours before and after the talent and client are onset to ensure that all of your hard work and planning pay off. They are also the key to ensuring the endorsement video looks better than the budget would portend.
The brand wants the credibility, the endorser wants to get paid and look good on camera, and the producer wants to create a great spot for their portfolio. Make it a win for everybody.
These are just a few of the most basic tips to help ensure you get an effective brand endorsement video and a solid return on investment. For a comprehensive guide on how to find, negotiate and produce video endorsements check out our free guide: Finding, Negotiating and Producing Great Video Endorsements https://www.cinemastersind.com/whitepaperendorsements/
If you’re a marketing director or business owner interested in endorsements or an agency looking for an experienced video marketing producer, feel free to drop us a line through our website; www.cinemastersind.com.