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Give us some ‘Props!’

By SKY HANSTEIN

For every project, the production team sits down for an initial project kick-off meeting. Among a variety of other topics related to the project, we talk extensively about props. Props as in give each other compliments? No... I mean we talk about what items we will need to have in both the foreground and background to make our product shine.

The ultimate goal of these meetings is to choose props that enhance the scene. While the product featured in the commercial is the star’, props can be looked at as the supporting cast’. As a team, every prop is chosen carefully so that it never distracts or pulls focus from our 'star' of the show, the product.

As the project continues, the script is written, and this is where the props team kicks into high gear. Every scene is dissected by what is written for the visual as well as the audio. Here is an example of a visual: ‚“NEGATIVE: Woman in kitchen creating a mess making soup”.

To the untrained eye, that vague description means very little. For my Producer eyes, it is a treasure-trove of information... It means we need to scour our prop warehouse to organize cutting boards, pots, pans, knives, ladles, hand towels, and kitchen trinkets for the background. I start making a list of items we need to shop for. For this example, visions of carrots, celery, onions and other soup materials start to dance in my head. And I don't mean just one celery stalk... We need to prepare for 10 plus takes to get the shot just right which adds up to a lot of veggies at the market! This list of items is just for one scene out of 20 plus within any given commercial, so you can imagine how quickly the list of props grows for one spot!

After days prepping, shopping, and packing we get to the shoot day. This is where I put my proactive producer hat on and the team kicks into overdrive. Every prop and background trinket gets organized on long tables by scene order. These massive tables of ‚“stuff” may look like a disaster area. To me, it is chaos organized and re-assurance that we have done our part to ensure each scene change goes smoothly and our shoot remains on schedule.

As the shoot day moves on and scenes are completed, the prop tables slowly empty out. Trinkets that appear in the background for a mere 1-2 seconds, are sorted, gingerly wrapped up and packed away into awaiting production cars. The prop warehouse is re-stocked, purchased items are returned and the cycle repeats itself with the next project kick off call

So the next time you watch a DRTV commercial, take some time to give us props’ for a job well done!

 

 

Prop table from a recent shoot, Note this is just for 3 scenes!

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A small sample of our prop warehouse

 

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The Best Selling Drug on the Market: Online Video

There is a new drug on the market that is the biggest moneymaker yet to date. Crushing the numbers of Viagra in 99, this drug is proven to increase sales, influence buyer decisions, and create brand loyalty. With more clicks than a Kardashian and more smiling faces than Cialis, this new drug is quickly increasing web traffic, building brand loyalty, and establishing itself as a game changer and thought leader in the world of Pharmaceuticals. What is this magic drug you ask of? None other than online video!

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Today’s customer uses online video for just about everything. From learning the latest hairstyle to buying a car, online video is one of the biggest influencers on buyer decisions. When a customer lands on a page, they don’t want to read about your product. In 2016, customers want to be entertained via online video. According to Cisco,, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014.”
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Marketers are taking note, with “64 percent of respondents indicated video content will dominate their strategies moving forward” (Brafton). Online video can include how-to videos, tutorials, infotainment, advice videos, and product demonstrations.

  1. Better SEO: While purchasing ad space online is a proven way to complete your ROI, joining social media and video together makes for the greatest organic reach. Google, the largest search engine in the world is the owner of YouTube, the second largest search engine in the world. Using video can easily boost a pharmaceutical companies search ratings, promising you more organic (unpaid) eyeballs for your videos. Make sure to include a clear call to action and/or link that drives the viewer to take action in the sense of clicking through to your site.

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2. Teach with Entertainment: Consumers are educated individuals and they’re jaded to the typical slice of life advertisements they see on television. When it comes to influencing buying decisions and capturing a lifelong customer, Pharmaceutical companies need to provide unique, useful information in an entertaining way. GlaxoSmithKline’s YouTube channel is filled with engaging informational videos on a wide variety of subjects. GSK takes a typically boring subject like research and transforms it into an entertaining video with their “Finding New Ways to Fight Antibiotic Resistance.” By telling their own personal story and utilizing quick cuts and graphics, GSK completely renovated the way to communicate an issue. These educational videos create brand awareness with an up and coming young demographic.

3. Influence Buyer Decisions: If you want to acquire customers and influence buyer decisions, you have to go where the eyeballs are; in 2016, that is online. People don’t want to read long editorials or blogs. They want their information with the click of the button and they want it conveyed in an entertaining, captivating fashion. They’re also getting information in different ways than ever before. People are going to YouTube and Facebook for their news, scrolling through Instagram for entertainment, and getting almost all of their information through their mobile devices. The Pharmaceutical industry has an opening in the market and an opportunity to influence buyer decisions by using persuasive and compelling videos across mobile-friendly platforms. Videos should be optimized for mobile phones, tablets, and iPads, and live across all social platforms as well as a company's website to elevate customer acquisition.

While optimizing for all these platforms can be laborious and time consuming, it’s stretches the use of any one video.  At Concepts Video, we specialize in optimizing videos across all platforms with our editing team.  Instead of only getting a few thousand videos on one platform, with our “Social Media Edit Package,” we optimize your video for each platform to ensure proper viewing and expand the video’s reach beyond the normal commercial’s reach.

 

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4. Non-Audio Video: We’re not talking about black and white videos made before “talkies.”  We’re talking about creating video content that can be viewed without sound on a Facebook or Instagram feed.  Many viral videos are made with eye-catching scenes and simple, yet educational subtitles.  These videos are great for viewers to watch while on their commute to work or in an area where audio cannot be used.  This format pairs perfectly with Facebook’s new automatic video feed.  Once a user watches one video, another is queued and starts automatically after the first.  This automatic player is great for video ads as users tend to watch video ads as much as viral videos.  These sound-free videos are shared easily and can generate millions of organic views.

5. Make it Professional: With the rise of video content, your videos need to stand out from the rest. You need to hire a professional production company that can properly light, hire talent, and edit your story so that it clearly conveys your message without being distracted by poor production quality. When an individual reads a brochure, he or she only retains 10 percent of the information 72 hours later, according to Business 2 Community. In video's case, the retention rate is 68 percent. Everyone retains information more easily through visuals. Johnson & Johnson’s YouTube channel is filled with entertaining, informative, and professional videos. Their “Distinctly Dad” film has almost 1,000,000 views on YouTube and places the Johnson & Johnson in households without yelling and selling.

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6. Turns a Story into Conversion: How can a Pharmaceutical company connect with their customers without alienating them online? By including a story! How can your company become relatable? When GlaxoSmithKline created their YouTube channel, GSKvision, they loaded their channel with patient stories and short films offering nutritional and wellness advice. By sharing real life user testimonials, they are able to share the benefit of the product and the story behind it, and thus, earn the valuable trust of their consumers.  This alternative method of gaining consumers can pay limitless dividends as entertaining and emotional stories will be shared and watched organically.

7. Stop Selling, Start EducatingHaving a clear call to action at the end of a video will drive traffic and sales to your website, but it must be done in a non “yell and sell” fashion. Consumers are weary of buy now buttons and can see right through an overzealous sell. By displaying concise, targeted, entertaining video that is short in length, Pharmaceutical companies can drive traffic to other parts of their website, acquire email addresses, and build lifelong customers. The world of online video means that Pharmaceutical companies need to take an informational and educational approach and stay away from the sales pitch.

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8. Video AnnotationsWhen creating a video, it’s important for Pharmaceutical companies to overlay clickable text on a YouTube video to give the viewer easy access to a website or other pertinent information to keep the viewer fully engaged. Renovate products, special offers, frequently asked questions, and interactive links to keep articles fresh. Even better, include an email capture to capture precious email addresses and interact with customers. One of the most searched topics on YouTube is “How-to” videos.  Many companies like Johnson & Johnson, GlaxoSmithKline,  and Eli Lilly have developed themselves as influencers by generating free informational videos for their users. These videos build trust with users and generate more brand awareness.

9. Build Customer Service Through Content: Let’s face it, between all of the news stories and television advertisements, it is hard for consumers to fully trust Pharmaceutical companies. There is one way to change that – through video. There is a new way to build customer service and that is through content.  When made in an entertaining way, video allows businesses to have a conversation with their user.  There is a new way to build customer service and that is through content. Provide your customers with pertinent, helpful information and you will have a place in their hearts and their wallets.  Make it easy for users to find answers to new products with simple “How-to” videos.  Users are more likely to watch a “how-to” video from the manufacturing company than another user.  Eliminating any confusion and headaches will make a happy and loyal customer.   

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10. Shareable: Extra! Extra! Read all about it! Sharing is the new word of mouth marketing. By creating an engaging, entertaining, and informational video for viewers, they can easily share this video with their friends. Instead of spending precious ad dollars on television, creating a viral video can organically reach millions. When Concepts produced a video for the product Woof Washer, we placed the video on Facebook. Because of its jaw-dropping demos, the Internet went crazy over. It was shared so quickly that in a week’s period, the video was viewed over 66 million times. Pharmaceutical companies have an opportunity to create videos that users will share with their friends, boosting their organic reach and unpaid acquired customers.

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All photos from https://pixabay.com/

 

 

Sources

 

Brafton. “Survey Says: Marketers Increase Social & Video Content Budget.” 16 April 2013. http://www.brafton.com/news/survey-says-marketers-increase-social-video-content-budgets/

 

“Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper.”

http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html

 

Long, Courtland. “Why Video is a Compelling Pharmaceutical Marketing Tool.” Oct 8, 2013. http://news.medterasolutions.com/integrated-marketing/why-video-is-a-compelling-pharmaceutical-marketing-tool

 

Trimble, Chris. “Why online video is the future of content marketing.” The Guardian. 30 July 2015. http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online

 

“Video in the C-Suite: Executives Embrace the Non-Text Web.” Forbes. http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf

 

 

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The Magic of Post Production

BY: Steve Miller

As the Visual Effects Director at Concepts TV, the best compliment I can get is when you don’t notice my work. Blemish removal, object removal, color swapping, chroma keying, and on rare occasions adding a completely new product into an already existing scene in post production.

Case in point: If your talent comes in for a shoot riddled with sunburn, and with no chance of rescheduling. What do you do? You need an expert compositor to isolate the skin tone, and manipulate the hue and color. The work I do can save thousands of dollars, and eliminate headaches.

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When it comes to commercial content, we approach everything with a ‚“mute” button in mind. For example, if a consumer isn’t hearing what a product can offer. The visuals need to tell a complete story. By isolating the small of someones back, and adding a glow effect. You’re reinforcing the pain in that area. Add your talents movements to the mix, and you’re in need of motion tracking and rotoscoping to really sell the idea that they are in pain.

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Why Pharmaceutical Marketing Needs Video Content: Part II

Online video is to pharmaceutical marketing as Viagra is to relationships: exciting and engaging, with long lasting, fulfilling and beneficial side effects. If you don't want your pharmaceutical marketing campaign to fall flaccid, you have to pump it up with unique online video content. Online video is sure to deliver inflated results that will increase your campaigns libido. Read on to learn why your pharmaceutical marketing campaign needs video content.

16 minutes and 49 seconds - Average time a consumer spends watching online ads each month

  • According to comScore, the average user spends 16 minutes and 49 seconds watching online video ads every month. These are advertising videos, not entertainment videos! Patients spend less time with the doctor during a normal office visit!  Video content is the perfect regimen to boost sales, inform your sales reps, and educate doctors with concise and entertaining information.  Be sure that your pharmaceutical product or medical device has a proper video for everyone to see.

80 percent of consumers say a video showing how a product or service works is important when learning about the company

  • As important as CPR class and malpractice insurance, a how-to video is critical for your patients and doctors.  Pharmaceutical advertising videos are great, but 80% of consumers want to see how the product works.   This staggering statistic means that you need to have a how-to online video stat! At Concepts Video, we use cutting edge animation technology to show how a new prescription drug or hip replacement works inside the body.  In health care, consumers and doctors are inundated with new complex products that can easily confuse. By using animation in videos, videos allow the patient and doctors to easily understand how new products work inside the body - See link here.

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Credit: Animoto

About half of customers say that 'about the company' videos are the most helpful when purchasing a product/service

  • Not only do consumers want to learn about your product they also want to know about the company to make sure they aren’t receiving quackery.  People are interested in the company's values and beliefs as much as they are interested in the product.  A personal, anecdotal company video is an essential  prescription for all healthcare websites.  

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Credit: Animoto

Get your Yearly Check-Up

  • Unlike wine, videos don't get better with age, be sure to refresh your company video every year or two to stay abreast of cutting-edge technology and current events. Customers also prefer a company that benefits the community.  This is where great social media videos are essential to share up to date activities that are going on inside your company.   

The takeaway from all of this: If you’re not using online video as part of your pharma marketing campaign then you’re missing a massive opportunity.  While the number of people watching online videos is staggering, it’s more important to note how they interact with your videos.  Online videos drive users to company websites which in turn drives sales and builds a customer for life.  At Concepts Video we have an award winning history with 30+ years in video production.  Some of our clients are venerable brands like  National Geographic,  Timex, and Direct TV.  At Concepts Video and we specialize in:

  • Medical Device How-to Videos
  • Pharmaceutical and Medical Device Sales Videos
  • Animation Videos
  • Pharmaceutical and Medical Device Informational Videos
  • Informational Doctor Videos
  • Sales Rep Videos
  • Social Media Videos
  • Social Media Management

 

Methodology
Animoto surveyed a representative sample of U.S. adult consumers to learn about consumer perception and experiences with video marketing as a promotional medium. The web-based survey was fielded December 26-30, 2013 with a sample size of 1,014 (Margin of error +/- 3 percent at a 95 percent confidence level). Photo source: Animoto

 

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MUSE NYC 2016 Shines as an Evening of Healthcare Video and Innovation

MUSE, curated by Klick Health, is an inspirational gathering where healthcare thought leaders, healthcare video artists, and technological innovators happily collide through presentation and conversation.  The most recent MUSE NYC 2016 occurred on March 31st at Center548. The lineup of speakers was superb:  Leerom Segal, Klick Health CEO, Ron Fournier, political columnist, Louie Schwartzberg, award-winning filmmaker, Claire Wineland, Seventeen Magazine’s “Power Teen,” Dr. John Brownstein, professor and health innovator, Susan Bennett, original voice of Apple’s Siri, Professor Marc Edwards, Flint Michigan warrior, Dan White, celebrity magician, and Arianna Huffington.

If your focus includes compelling visual storytelling, Louie Schwartzberg’s jaw-dropping time-lapse cinematography particularly resonated.  Schwartzberg reflected on our collective human need for absorbing the visuals of unfiltered nature.  Screening pure wildlife videos can be healing, and there is an opportunity for such videos to be broadcast much more widely throughout many hospitals, medical offices and other healthcare venues.

Here’s a sampling of Louie’s work:

Beautiful Time-Lapse Footage

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Dr. John Brownstein

Another highlight of MUSE NYC 2016 can be attributed to the presentation of Harvard Medical School Professor, Boston Children’s Hospital Chief Innovation Officer, and Uber Healthcare advisor, John Brownstein, PhD.  “3.6 million patients across the US miss at least one appointment due to lack of access to transportation,” Brownstein cited, as he introduced Circulation, a new vision for non-emergency transportation.

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Arianna Huffington

MUSE NYC 2016 densely packed in illuminating conversations on so many topics; this is only a small sampling.  Keynote speaker Arianna Huffington addressed the all-importance of a good night’s sleep.  A very interesting point that she brought up is that 75% of health is tied to lifestyle choices, only 25% to genetics. Obviously, there are many opportunities to teach people how to be healthier. Later, when Arianna exclaimed, “A good day starts the night before by getting enough sleep,” a majority of MUSE attendees wondered if they should run home for healing slumber, or temporarily disregard that wisdom and stay for the sounds of DJ Skratch Bastid.

 

James Nolan is Vice President/Senior Editor at Concepts Video, specializing in healthcare video marketing and post-production.

James can be reached at james@conceptsvideo.com

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Long Form Infomercial vs. Short Form Commercial

 

By: Dana Conklin

Which is right for your product? Here’s 2 questions to ask yourself before starting production:

Does your product need an explanation or does the demo speak for itself?

Shooting and airing a 2 minute commercial may be more affordable than a half hour infomercial, but will it be effective? Is that enough time to get your message across? If the demo demonstration or a candid testimonial can instantly explain what the product does a short form may be right for you.

Tip: Animation is a very effective tool to quickly demonstrate the inner’ workings of a product. Here are some examples of some winning short form commercials:

If the product needs more explanation, scientific research or a clinical test group, a long form infomercial allows you the necessary time to grab and hook the consumer. Here are some examples of some winning long form commercials:

What is your price point?

If you can part with your product for $19.99 short form is right for you! If your product is a high ticket item, you might need the extra selling time to convince the consumer. For example: If you are selling workout equipment, fill the screen with heartfelt testimonials and before & after photos so they can visualize themselves losing the weight. Compare your machine to others and why yours will make them lose more weight in less time. With a high ticket item, the more reinforcement the easier the sell.

 

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Why Pharmaceutical Marketing Needs Video Content: Part I

Pharmaceutical marketing and pharmaceutical advertising are a tough competitive world filled with cutting edge technology, countless side-effects, and nebulous product names that can easily confuse and overwhelm the consumer.  One of the easiest ways to vaccinate against confusion and give the consumer the right treatment is through online video content.  While everyone loves online videos, whether it is cats playing with yarn or corgis chasing a ball, reading statistics about online video content may be a tedious and tough pill to swallow.  If you want to feel better in the morning about your pharmaceutical marketing, then take a few of these and call us in the morning.

 

64% More likely to buy a product after seeing a video

  • Online videos are the perfect antidote for poor pharmaceutical sales. Users are 64% more likely to buy a product after seeing a video; therefore, your company site should be 300% more likely to have online videos for all of it’s products. While most products purchased online are simple consumer products and not prescription drugs or healthcare products; all consumers are going online to educate themselves about any purchase, online or offline.  Be it a purse, t-shirt, or new blood pressure medication, online video is the key source for consumer education.

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Credit: Animoto

25% of consumers lose interest in a company if the company doesn't have online video

  • As exciting as reading another double-blind study, a website without any video content will have your patients sleeping faster than Ambien or Lunesta.  Give them a virtual dose of Modafinil with some new video marketing.  At Concepts Video our content is designed to be entertaining while also, informative.  Without any video content, 1 out of every 4 visitors will lose interest in your company and you will lose potential money in your pocket.

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Credit: Animoto

4x the amount of people would rather watch a video about a product than read about it.

  • Video content is more effective than homeopathic remedies with four times the amount of people preferring to watch a product video than read about it.  Everyone dreamed of movie day at school when they were a child and that same concepts applies to adults.  At Concepts Video we specialize in eye catching video and mesmerizing demonstrations that keep the user engaged.  That's why we have won over 100 industry awards.

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Credit: Animoto

59% of consumers find it beneficial to watch a video twice before making a purchase

  • Twice! that's right! Nearly 60% of consumers will watch your wonderful online video two times before making a purchase.  This is because consumers want to research a product on their own before asking a doctor about it.  That means whatever you say in your pharmaceutical video is twice as important.  With 30+ years of experience and a team of editors, we guarantee your video will deliver positive test results.

 

Want to learn more about online video? Stay tuned for Part 2 on why pharmaceutical marketing needs online video content!

 

Methodology
Animoto surveyed a representative sample of U.S. adult consumers to learn about consumer perception and experiences with video marketing as a promotional medium. The web-based survey was fielded December 26-30, 2013 with a sample size of 1,014 (Margin of error +/- 3 percent at a 95 percent confidence level). Photo source: Animoto

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Balancing Work and Travel Life

By Jon Calderaro

In the business of production we are constantly multi tasking and juggling many projects at one time. Sometimes these projects bring us to different parts of the globe and force us to leave our home base in order to make the projects all they can be.

Working in New Jersey is great as we have access to amazing crews and talent. What we don’t always have access to is great weather, for example. Therefore we are sometimes forced to think outside the box on what location can help us achieve our visual goal. Traveling for work can be great but it is also time consuming and sometimes affects our personal lives. Its important to have a good balance and look ahead at projects to make sure we can keep up with regular work and life and still complete our projects with flying colors and with as little stress as possible.

Since rejoining the Concepts team in January I have already racked up a ton of airline miles traveling to shoots and networking events from California all the way to our latest project in India! It’s just business as usual here at Concepts. Being a seasoned traveler myself I am at ease on the road and embrace each new experience in its own way. It’s always nice though to return home and put things in perspective until the next trip. These days there hasn’t been a whole lot of time at home to reflect but Im trying although finding that balance has been a challenge.

Here are 5 things that can help achieve that balance:

1. Healthy diet An important key to maintaining balance is maintaining a healthy diet on the road. The road sometimes can be a place where anything goes diet wise but it is important to try to stick with good foods rich in nutrition and drink lots of water.

2. Exercise Before going anywhere seek out if your hotel has a gym or a jogging route that can be followed. Then allow yourself time to get there before meetings or in the evening before client dinners.

3. Calendars Keeping a calendar can help you remember important things such as birthdays and events of family and friends. Its easy to overlook these things when you are in a different city or country each week.

4. Vitamins Remembering to take vitamins daily is another good routine that will not only help you maintain your health on the road but it can also remind you how many days you have left at your current location. I like to bring just the right amount of vitamins with me where ever I go. As the vitamins dwindle down I know my trip will soon be coming to an end.

5. Sleep Getting at least 7-8 hours a sleep a night is one of the most important things you can do for your body to achieve balance. Our bodies and minds need rest and when we are traveling we need to still allow ourselves time for proper rest even if it some of the sleep happens to be on airplanes! Bring your favorite travel pillow and a sleep mask along with headphones and some music or podcasts. I find I can block out the elements on an airplane with these items.

These are just a few things that can help achieve balance for the traveling employee we must constantly remind ourselves of them!

REMINDER: Flight 1765 now ready for boarding ..Uh oh that’s my cue gotta go!

Roamaroo travel and photography blog

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Animals, animals and more animals!

By Rachel Leskanic

I will say that in my short time here at Concepts TV, if you consider 8 months being a short time, I have witnessed my fair share of animal productions. I used to watch these commercials and think, how the heck do they get these cats and dogs to do exactly what they need them to do? Now I know the secret the secret is patience, diligence, and LOTS of treats.

Every shoot is different but adding animals to the mix makes it a whole new ball game. It is no longer about getting the actor to smile or cry and telling them what to press and when. Now, it’s all about being completely silent so that we don’t scare the animals and stocking up on spray catnip. Does this make our jobs harder? Absolutely. Does this make our jobs more fun? Without a doubt! There’s nothing like hours of work spent cuddling with cats and playing with dogs (I promise we do work in between the cuddles!).

For cat shoots, we have our very own in house cat whisperer (VP of Sales Kristy Pinand) who always comes prepared, and by that I mean she has lasers in her back pocket and a cat toy in her hand at all times. One of the biggest differences between regular shoots and cat shoots is that we bring a select few people to our cat shoots. We could never keep the cats calm and collected with three crewmen, four actors, and five Concepts TV members stomping around! Another perk of cat shoots is we get to travel from location to location, which can even include a cat shelter or two. Shelters are the best, because we can get the most cats in the quickest way possible. Plus, we get to donate to the shelter and help a great cause!

For dog shoots, it’s all me, the self-proclaimed dog whisperer, organizing the massive amount of dog treats and squeaky toys. These shoots can be both easier and more challenging. Most dogs we use are pretty well trained, they know their commands and listen to their owners. However, these dogs are also bigger and generally much more energetic! Give a cat some catnip and they’ll roll around playfully. Give a dog some treats, and they’ll run around like a maniac.

No matter how tough they may be, you will never hear me turn down a chance to be at a cat and/or dog shoot. With lasers, dog treats and cat nips in our pockets, it’s time for another animal shoot!

me and puppy

 

 

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Creature Comfort Blog

By: Rachel Leskanic

Nothing fills me with more hope and happiness than sipping champagne and petting therapy dogs, and that’s just what I got to do at Creature Comfort’s 4th Annual Champagne Brunch. Accompanied by my father, we walked forward through the front door to greet Molly and Gracie, pet therapy dogs who were hired’ to lick the faces of every guest. Our next stop was to purchase raffle tickets from the volunteers at the table. Up for grabs were tickets to a few purses, Giants game, a bicycle, and various spa gift cards. After getting rid of every little green Admit One ticket, we proceeded to our seats.

As we sat down, our Table 5 partner introduced herself as Jean Baile and all three of us immediately broke into conversation. She shared miraculous stories about her tiny Jack Russel Terrier who had been a therapy dog for a few years now. She traveled with him to schools, hospitals and even nursing homes. The best part of her stories was hearing not only the joy from the clients, but the joy brought to her and her puppy.

Our next conversation was with the lady on the opposite side of us. Her miniature Dachshund, Lilly, had been in one of our commercials and the story she told us was truly a miracle. Jan Kulick had heard of a young girl who was suffering from a constant seizure lasting 36 hours. When Jan and Lilly arrived at the hospital, the young girl’s mother thought to bring Lilly to meet her daughter. In an instant, the seizures subsided; just by a simple pet of Lilly’s head. She then explained to us that miracles like these are only possibly with the help of Creature Comfort who provide the therapy dogs and their owners with so many choices on where to visit and how to get involved.

After the side conversations faded, the owners, Annie Murphy and Joan Beth Baer, began talking about how they got started with the company. They began working for St Hubert’s Hospital with therapy animals. After witnessing just how many people were impacted in a single hospital, they got together with the idea of beginning their own business where they could provide pet therapy for people at many different places ranging from children’s hospitals to elder care facilities. In November 2011, that idea became reality and the non-profit organization spent the next few years providing people who were in need of comfort or therapy with a dependable, expansive network of caring volunteers devoted to sharing their pet’s love. Today, they have a total of more than 160 pet therapy teams which even include several unusual animals. So if you don’t want a dog, see if their certified cat, rabbit, potbelly pig, or even miniature horse is available!

After hearing the history of the company and how it came to be, they invited a hospital worker and another therapy dog owner on to the stage. Both of their stories were what anyone would consider, absolute miracles. A completely unresponsive woman in hospice care, woken up by the simple pet of a dog’s head. A young cancer patient whose day was made by a kiss from a puppy. By the end, everyone in the crowd had watery eyes and tears streaked faces that could only be the product of the inspiring tales told. After a fifteen minute applause, they began calling out the raffle ticket winners. And guess who won the green Vera Bradley purse? Me!

 

If you are interested in the organization or want to see more, please visit their website http://www.ccpettherapy.org/.

P.S. I’ve already signed my puppy up to be a therapy dog, and you should too!

\dog therapy

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Working with Animals

By: Rachel Leskanic

Nothing fills me with more hope and happiness than sipping champagne and petting therapy dogs, and that’s just what I got to do at Creature Comfort’s 4th Annual Champagne Brunch. Accompanied by my father, we walked forward through the front door to greet Molly and Gracie, pet therapy dogs who were hired’ to lick the faces of every guest. Our next stop was to purchase raffle tickets from the volunteers at the table. Up for grabs were tickets to a few purses, Giants game, a bicycle, and various spa gift cards. After getting rid of every little green Admit One ticket, we proceeded to our seats.

As we sat down, our Table 5 partner introduced herself as Jean Baile and all three of us immediately broke into conversation. She shared miraculous stories about her tiny Jack Russel Terrier who had been a therapy dog for a few years now. She traveled with him to schools, hospitals and even nursing homes. The best part of her stories was hearing not only the joy from the clients, but the joy brought to her and her puppy.

Our next conversation was with the lady on the opposite side of us. Her miniature Dachshund, Lilly, had been in one of our commercials and the story she told us was truly a miracle. Jan Kulick had heard of a young girl who was suffering from a constant seizure lasting 36 hours. When Jan and Lilly arrived at the hospital, the young girl’s mother thought to bring Lilly to meet her daughter. In an instant, the seizures subsided; just by a simple pet of Lilly’s head. She then explained to us that miracles like these are only possibly with the help of Creature Comfort who provide the therapy dogs and their owners with so many choices on where to visit and how to get involved.

After the side conversations faded, the owners, Annie Murphy and Joan Beth Baer, began talking about how they got started with the company. They began working for St Hubert’s Hospital with therapy animals. After witnessing just how many people were impacted in a single hospital, they got together with the idea of beginning their own business where they could provide pet therapy for people at many different places ranging from children’s hospitals to elder care facilities. In November 2011, that idea became reality and the non-profit organization spent the next few years providing people who were in need of comfort or therapy with a dependable, expansive network of caring volunteers devoted to sharing their pet’s love. Today, they have a total of more than 160 pet therapy teams which even include several unusual animals. So if you don’t want a dog, see if their certified cat, rabbit, potbelly pig, or even miniature horse is available!

After hearing the history of the company and how it came to be, they invited a hospital worker and another therapy dog owner on to the stage. Both of their stories were what anyone would consider, absolute miracles. A completely unresponsive woman in hospice care, woken up by the simple pet of a dog’s head. A young cancer patient whose day was made by a kiss from a puppy. By the end, everyone in the crowd had watery eyes and tears streaked faces that could only be the product of the inspiring tales told. After a fifteen minute applause, they began calling out the raffle ticket winners. And guess who won the green Vera Bradley purse? Me!

If you are interested in the organization or want to see more, please visit their website http://www.ccpettherapy.org

P.S. I’ve already signed my puppy up to be a therapy dog, and you should too!

 

dog therapy

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“Action!” Custom-Building the Cutting-Edge Concepts Video Studio

[vc_row][vc_column][sm_column_text]Towaco, NJ:  Concepts Video, in conjunction with Concepts TV Productions, is building out a cutting-edge video production studio to service its high-end medical video productions and branded corporate content.

Concepts Video Studio will offer the following services:

  • 4K/HD high-end Video Production Soundstage
  • 4K/HD Broadcast camera setups
  • Greenscreen, White Cyc, and Lifestyle Sets
  • OnSet Post-Production
  • Makeup, Wardrobe, Props
  • Production management
  • Casting

Currently Concepts Video Studio is in the design phase and construction is slated for this spring.

Concepts Video is one of the world’s most successful producers of dynamic multimedia content for medical and pharmaceutical companies. The compelling scripts, creative visuals and cutting edge technology in our digital productions are integral to the success of marketing, advertising and educational efforts.[/sm_column_text][/vc_column][/vc_row]

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Mapping Out Your Vision -How Storyboards Help Your Production.

 

By Jon Gregory

 

When it comes to production, it's crucial to have organization and a clear vision of what you're about

to capture through the lens of the camera. That's where storyboards come into play.

 

A storyboard is a graphic representation or map of your video production.

It's made up of a number of panels with illustrations representing each shot,

with notes showing what's happening in the scene and what's being said. When looking at the shot sheet you can

then determine what is a wide shot, close up, where product placement should be, etc.

It's basically a comic book version of your script.

 

Creating storyboards could add a couple of days to pre production, but the added clarity and time it saves

when the shoot day arrives is invaluable. It not only helps the producer, director and DP, it also give the onscreen talent a sense

of their place in the production. Storyboards don’t have to be highly detailed, just a rough sketch can get your vision across.

and post production. We are a creative boutique so it is our job to convey visuals to clients so we are on the same page

from start to finish.

 

They also come in handy during the edit process in post production. It's a clear guide for the editor to follow so they can

cut an accurate segment that's close to the vision of the producer.

 

We recently created storyboards for a beauty product that contained full color hand drawn illustrations.

Each scene from the script was represented including product shots, onscreen testimonials along with

camera angles for models doing demos. Each panel had script audio and detailed visuals

for the editor to follow. This made the entire process much easier for the production team and faster

getting the client their commercial to review.

Jon Storyboards

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TAPED! FROM NJ IT’S DRTV!

sky

 

BY: SKY HANSTEIN-

I have been producing branded live air segments on news programs and lifestyle shows for over 10+ years. As the newest member to join the Concepts TV family, I have to become an expert in a whole new game. What is different about being a producer for live air vs. producing a DRTV spot? In one word EVERYTHING!

Let’s start with the obvious difference Live is well, live! If a talent flubs the name of a product on live air, as a producer I have little control. It happened, and it’s out there. In DRTV producing, I have the luxury of everything being taped and having near total control of how our product is represented on camera. If the logo of our shooting product is looking a little dull? No problem it’s taped! We have the great fortune to tweak lighting, camera angles or even swap it out for a spare to make sure the product shines.

The next difference between producing live air and DRTV is ‚“Who’s the boss”. In live branded segment producing, the talent is the star of the show and my job was to make them look good. In DRTV the product is ALWAYS the star!! The talent’s job is to blend in’ and make the product stand out. I often hear on set from the Director ‚“that looks too interesting ” meaning something in the shot is pulling focus away from the product. Be it the color of a shirt, a painting in the background, or angle at which we are filming. All things I am able to change on set and that is a true luxury I have when taping DRTV vs. going live .

Finally in my transition from live to DRTV, perhaps the biggest difference I found is the ability to tell a story and capture genuine and heartfelt sentiments about any given product. During live air, I would sometimes have a Man on the Street’ segment where average Joe would try something out and give an opinion. I pause now to give a confession from this producer to you the reader There is nothing more terrifying than being in a control room, and watching an un-rehearsed everyday Joe slam your product live on the air with a room full of brand executives standing behind you. Thankfully, now that I am producing in the DRTV world, I no longer have that terror! Testimonials are nurtured and developed with care. I make sure that folks have time to try the product, get accustomed to it and be able to provide genuine and heartfelt feedback on all the positive aspects associated with their personal experience using it.

I could go on and on and perhaps write a yearlong series of blogs on the differences I have encountered so far in my transition into producing DRTV. But for now, I’ll just say

From Concepts TV in Northern NJ, we are going live in 5 4 3 2 1

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Pay it forward

It’s that time of year again and NO, I’m not talking about the amazing sales going on at Macy’s or the newest publicity stunt one of the Kardashian’s just pulled. It’s the most wonderful time of year, the holiday season! Not all of us have the same feeling about the holidays.

I did not want this blog to be about social media or the latest trending hashtag, but I think it’s important to recognize the post that has been shared over 140,000 times. Michigan, resident Lisa Sarber Aldrich went to get a birthday cake decorated at her local food store.

cake

Aldrich stated "I picked out a cake at Meijer. Asked a bakery-looking-employee if she could write on it for me. She said she would, and after a long time, she came and presented me with this cake. I looked her in the eye and said thank you before I even looked at the cake," she wrote on Facebook.

Then something truly heartwarming occurred while Aldrich was paying for her cake. "One cashier put her arm on my shoulder and said, 'The girl who wrote that has autism. Thank you for smiling and thanking her even though she's not supposed to write on cakes, you probably made her day,' ‚“Aldrich wrote.

I want to personally thank Lisa Sarber Aldrich because that small gesture touched my heart and has encouraged me to pay it forward. We all get so caught up in our own lives (especially this time of year) we miss the little moments that matter most to the people around us. And if you think about it- we spend more time at work with our clients and co-workers than we do with our families- it’s even more important to not take those moments for granted.

I am the Sales and Marketing Coordinator here at Concepts TV Productions where customer relations are my top priority. I strive to reach out to as many existing/potential clients as I can to catch up and if I can potentially brighten their day a little, I consider it a job well done. In sales, I’ve learned people sell to people. If I can establish a good relationship with that person, it will more than likely convert into a successful work relationship.

So thank you Lisa- because of you, I’ve made an extra effort in asking my co-workers and clients about their day, their weekends, their families, and their kids. I’ve made a bigger effort in picking up the phone to speak to my clients for that extra personal touch- versus just sending an email. And when one of my co-workers is overwhelmed or having a bad day, I’ve really tried to do anything and everything I can to help them out- even if it’s just to lend an ear. You never know the battle someone is fighting, so why not just lend a helping hand or at least a smile. It’s the little things that make the biggest difference.

By: Lauren Fahey

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It’s all in the preparation

Danablog

Most people ask how we manage to shoot an entire 2 minute commercial in just one day It’s all in the preparation.

First - A creative call kicks off the creation of a great blueprint. The more detailed the visuals, are the clearer the day becomes. You should be able to tell how many actors you’ll need, how many locations you’ll film in and how many moves you’ll need to make throughout the day.

Example 1: A kitchen product is mainly shot in the kitchen and perhaps has some supporting scenes with finished foods at the dinner table & an outdoor table. Total: 3 locations. That day requires the main set up & lighting scenes to be at the kitchen counter, a move and second lighting scene at the dinner table, and a third move to the outdoor table.

Example 2: A lumbar support product can be used in almost any chair so you want to show it used in a wide variety of locations. An office chair, kitchen chair, living room couch, a car, a train or even a plane! You will also most likely want to show a man & a woman using the product so double those locations! That’s 2 offices, 2 kitchen chairs, 2 living room couches, 2 cars etc. That’s a lot of moves in one day and moves take time. Thinking ahead how can you utilize the same room and have 2 different looks? The location should be carefully selected to achieve that goal. You can find homes with 2 office desks in one room, different looking couches in the same living room, and a kitchen table next to a dining room table for different looks.

Next the shot sheet is made. A shot sheet is an order of the day created from the visuals in the script it is a timeline of how your shoot day should look. Some important factors that should be taken into consideration are: talent time constraints, the sun rising/setting, and how many floors (stairs take time) you are filming. When requesting an actor for a shoot be sure to ask if she has any time constraints if you are not done with her scenes & she needs to get home to get kids out of school that could be a problem! The sun rise/set is important for a few reasons the worst time of day to shoot outside is when the sun is exactly overhead (about 12 noon) because it casts harsh shadows on the body. You should also keep in mind in winter months that the sun comes up later/goes down sooner so you also don’t want to plan outdoor scenes too early or too late or you’ll have a night scene! Taking all factors into consideration at the onset allows you to create the most time efficient schedule.

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The Greatest Shows on Earth

My name is Cheron and you can call me a magician. I make the magic happen just kidding. My editors

actually make the magic happen I just make sure the edits are executed successfully without any

problems. So I guess you can call me the problem solver or ring leader of the post-production circus.

My editors are the main attraction. Clients travel from all over the world to see their magic tricks. They

can make editing mistakes disappear.

As the ring leader I oversee all aspects of post-production. I maintain good channels of communication

between the editors, clients, producers, animators, voice over artists and dubbing facilities. It’s my job

to ensure each stage of the project is delivered on time and within budget. I’ve mastered juggling many

projects at once. No matter what the show must go on. We’re willing to jump through hoops to create

a successful show.

So if you’re ever in our area you must check out our unforgettable shows. We wash dogs with hoops

and make back pain disappear. I guarantee you’ve never seen anything like it.

 

cheronLegends

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The Legends of Direct Response

Collette Liantonio, President of Concepts TV Productions, Jack Kirby, President of DRTV Agency Services at Havas Edge, Richard Stacey, President, CEO & Founder of Northern Response (International), Ltd., Katie Williams, President of Ideal Living, and AJ Khubani, Founder, CEO & President of TELEBrands, gathered for ERA D2C’s ‚“Keynote Lunch: The Legends of Direct Response.” Read more

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Vegas, Baby!

The summer is winding down and while most people are sad to see their weekends at the beach come to an end, everyone in the Direct Response industry is gearing up for the biggest trade show of the year ERA D2C Las Vegas! Read more

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One Tough (Italian) Cookie

So, here I am, Laraine Lamicella. I’ve been with Concepts TV for over 9 years now and this group is still driving me crazy! As Director of Finance, I’m constantly striving to maintain all of our friendly client relations while simultaneously ensuring that all of our finances are in order. I’m proud to admit that I have a reputation around here for being a ‚“tough collector.” (I’m Italian what do they expect?!) Read more

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Hola, Barcelona!

This year’s ERA European Conference was held in Barcelona on June 21st - 23rd. With nearly 400 DRTV representatives on site hailing from close to 50 different countries, many executives from the world’s leading companies in the business were in attendance. Enter Collette Liantonio. Read more

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New Kid on the Block

Graduating from college is scary. Once the final semester comes to an end, everyone immediately tries to figure out what the real world has in store for them and the reality of what comes next starts to sink in the dreaded job search! Me? I was lucky enough to skip over this tedious process and dive right into my first big girl job as a Production Assistant thanks to Concepts TV! Read more

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And They Called It Puppy Love

Our tails are wagging this week as our Woof Washer 360 commercial has reached 100 million views! With the gigantic success of the campaign and the massive social media following that has launched the Woof Washer 360 spot into ‚“viral sensation” status, we’re excited to share some behind the scenes tidbits from our lively shoot back in April! Read more

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Client Testimonials for Concepts TV Productions

We pride ourselves on excellent client service, so getting feedback like this feels super-rewarding!

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Divide and Conquer

The jet setters at Concepts were busy, busy, busy last week. With one team traveling to San Diego for the Response Expo and another team in Hong Kong for the Housewares Fair, they flew the friendly skies in pursuit of bigger and better direct response products. But did they find them?

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Bring Your Kid to Work Day

I’ve heard that young blood rejuvenates a company, but the poor kid is only six years old! We might be breaking some child labor laws at this point, Eek! Nevertheless, if you have a good head on your shoulders, we put you to work at Concepts and that’s exactly what my son did during Bring Your Kid To Work Day. He worked!...

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It’s Neat to Meet Myself?!

What’s weirder than interviewing your officemate? Try interviewing yourself! That’s right. Next on the list, c’est moi. I’ve never interviewed myself before. I wonder what I’ll wear. Hmmm

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Concepts’ “Class Trip” to QVC

Class trip! YES! I used to love these days back in high school. For some reason, the sun was always shining for a class trip. With excitement in the air (No school! We’re going somewhere new! We’re getting outta here!), everyone loaded into the caravan and hit the road!

With snacks in tow, good tunes on the radio, and lots of fun conversation, yesterday’s office adventure was reminiscent of a class trip. And the destination for Concepts’ Class of 2015 was none other than QVC

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Concepts’ Pranksters

At Concepts, we work hard and play hard. And sometimes we prank even harder. So in honor of April Fool’s Day, we thought it would be fun to share some of our favorite Concepts’ pranks. Click here to see what made the top five

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It’s March Madness for Concepts

The term ‚“March Madness” takes on a whole new meaning at Concepts TV. No, we haven’t joined a basketball team or a gambling ring. (But if you have any insider tips, please let me know ) For us, it’s more of a production term. Alas, the creative ideas and the exciting new projects are bouncing in from all over the place and here’s why

Read more

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Response Magazine features Concepts TV & it’s VP of Sales & Marketing, Kristy Pinand!

Moving Housewares

1 Mar, 2015 By: Doug McPherson

Experts in the housewares industry say products in several categories are moving off shelves these days. Here’s what’s hot, and why, and how pros are using DR to capitalize.

 

Well, it happened again, this time in an even more impressive manner. The International Housewares Association (IHA) reports its 2015 International Home+Housewares Show sold out in late December, more than 11 weeks before its March 7 opening.

The event sold out last year, too. But for 2015, the association broke a record: This is the earliest the show has ever sold out its exhibit space. The show, scheduled for March 7-10, will host more than 2,100 exhibitors from around the world, including 400 first-time exhibitors.

‚“It’s a sign of how important this marketplace is,” says Phil Brandl, IHA president and CEO.

Brandl says products across a host of categories are thriving: home-brewed coffee, home-food preparation, juicers, cleaners (robotic and traditional), organizing and storage products, along with Internet-connected home appliances.

‚“Consumers are preparing more meals at home, investing in cookware and learning new preparation techniques from celebrity chefs,” he says. ‚“Consumers’ move to a healthier diet has spawned many new products and given new energy to others. The housewares industry continues to bring solutions to consumers in their quest for a healthier life.”

Insiders say that beyond the kitchen, consumers are also cleaning and organizing like never before. ‚“Consumers continue to tell us that an organized home is a top priority,” Brandl says. ‚“And there are many new, unique storage solutions set to debut at the show this year.”

Another continuing trend is the impact of design. Whether designers chose to focus on human factors that make a product easier to use or on more technical features, Brandl says their goal is to revolutionize the ways that we live, work, clean, organize, cook, serve and dine.

Time to Get Cooking
Clearly, the direct response industry has been responsible for a kitchen full of top-selling examples in cooking and food preparation. And that fact that doesn’t surprise Tony Besasie, president at Cannella Response Television in Burlington, Wis.
‚“The housewares category is a staple,” Besasie says. ‚“Products like coffee makers, blenders, mixers, juicers, ovens, cookers and fryers have all seen success, and the category includes some strong name brands like Ninja, NutriBullet and KitchenAid.”

Besasie said the national focus on childhood obesity and the popularity of TV programs like ‚“The Biggest Loser”, and documentaries like ‚“Fat Sick” and ‚“Nearly Dead”, have made eating right culturally relevant in the U.S.

He adds that long-form DRTV has consistently demonstrated the features and versatility of food-prep products. ‚“Long-form lets the marketer go beyond generating brand awareness. The DRTV and digital marketing efforts generate a more educated and qualified customer at the point of purchase. We’re also seeing marketers focus less on selling convenience benefits like saving time and more on promoting the enjoyment of cooking, taste, and meal variety,” Besasie says.

NuWave LLC, the company that has sold nearly 5 million countertop ovens, has put infomercials on the front burner of its marketing efforts.

Keith Hamden, senior vice president of sales at NuWave in Libertyville, Ill., says the company has sold that many ovens by using infomercials to demonstrate value and cater to the public’s desire to save time and money while eating healthier, all at an affordable price point.

A key reason NuWave has enjoyed success, Hamden says, is because its products are in tune with customer feedback.

‚“The feedback we consistently get from our customers is that they want to live well by eating healthier, losing weight, saving money and adding overall convenience to their everyday lives,” Hamden says. ‚“Each and every one of our products aligns perfectly with our customers’ desires.”

That consumer alignment is vital, says Mary Dickson, public relations manager at Edison Nation, an As Seen On TV partner and product development company in Charlotte, N.C. ‚“Our team looks for products that make life easier for consumers,” she says. ‚“A great product is simple, saves time, solves a problem and works.”

Dickson shares Eggies¬Æ has an example, the product that creates hardboiled eggs without the hassle of peeling. ‚“It’s been our most successful housewares product to date because we were able to solve a problem that transcended virtually every household,” she contends.

Cleaning Up in Housewares
A couple more categories that are enjoying a resurgence of sales are cleaning and organizing, according to the IHA. The elephant in the room/category is OxiClean. Today, it holds a whopping 47-percent market share.

‚“OxiClean has been one of the most successful products launched in the direct response category,” says Nancy Lazkani, CEO of Icon Media Direct, a direct response ad agency in Los Angeles.

Lazkani says it’s rare for a direct response brand to make it from a ‚“one-hit-wonder” status to a national brand, but OxiClean has developed loyalists all around the country because the product does what it promises.

On the organizing/storage product front, Lazkani likes Space Bag, which was purchased by Ziploc in 2012. The product uses a vacuum seal to store more clothes in less space.

‚“Space Bag sold for $19.99 through a direct response offer and it was different than what was available at retail,” she says. ‚“It created a special value that you couldn’t get in stores.”

She says Space Bag did a smart thing by offering the value package through direct channels, ‚“which still surprisingly drove 90 percent of its business through retail channels. Direct response was the advertising platform that built Space Bag as a major retail item and they used DRTV as the platform to drive over a $100 million in sales,” and the eventual sale of the brand to Ziploc.

Another company with plenty of hits in cleaning and organizing is Concepts TV Productions, a production firm in Boonton, N.J. Its production successes include Smart Mop and DiDi 7 (the stain remover) and, more recently, Mr. Lid (containers with attached lids) and SeasonAire (the heater and air purifier).

Kristy Pinand, Concepts TV Productions’ vice president of sales and marketing, and a speaker at both the 2014 and 2015 International Home+Housewares Shows, says profitable housewares’ products elicit that ‚“a-ha” moment in consumers’ heads.

‚“They can instantly look at the product and say to themselves, I need that,’ because those moments are ultimately what turn into purchases,” she says

To get that ‚“a-ha” moment, Pinand says marketing in housewares is all about the demonstration. ‚“We want to instantly capture consumers’ attention with a demo from the start of the spot so we show how the product works,” she contends.

And the more memorable, the better. For example, Pinand says to make Furniture Fix (it adds lift to sagging chairs and couches) stick in viewers’ minds, they had two sumo wrestlers sit on a couch to show it didn’t sag.

‚“Realistic? Maybe not. But memorable? Absolutely,” Pinand says.

Norah Alberto, director of global brand communications at Tristar Products, a product branding company in Fairfield, N.J., adds that ‚“staying relevant” is crucial in marketing housewares.

‚“We’re very active on social media with recipes, contests, videos and spokespeople,” Alberto says. ‚“We’ve learned the consumer is looking for high-value, innovative new products that also build an emotional connection. We need to move fast and be nimble but produce a good quality product at a competitive price.”

She says technology is now playing a much larger role in marketing. ‚“Integrated marketing and technology allows brands to be presented across multiple platforms and leverage multimedia,” Alberto contends. ‚“It has also made the consumer path shorter. We can now get feedback, address any concerns and test opportunities almost in real time. We have become much more consumer-centric as a result.”

The Future of Housewares

Technology is not only influencing the marketing of housewares, it’s transforming the products themselves.

‚“I think you’ll start to see a lot more smart housewares devices in the foreseeable future, products that are tied to apps and other technology,” says Drew Plotkin, creative director and partner at Launch DRTV, an infomercial and DR firm in Los Angeles.

Plotkin says marketers and manufacturers are trying to get a sense of when the right time will be to introduce these types of products to the mass audience.

‚“I very much believe the time is upon us now,” he says. ‚“Technology and social media is mainstream. This is going to make a huge impact on both housewares and direct response as a whole.”

Plotkin continues to be bullish on DR’s part in selling housewares. ‚“You’d be hard pressed to find a successful housewares company that’s not looking seriously at DRTV when you see the success of brands like Ninja, NutriBullet and others,” he says.

But he also adds marketers will continue to tap digital channels. ‚“Certainly you’re seeing an aggressive digital push by housewares brands, which of course makes sense,” Plotkin says. ‚“I believe you’ll also start to see a much stronger push into social media by these brands.”

Plotkin contends direct response has evolved into ‚“in-direct response,” meaning viewers who see a TV spot are going to search the campaign online beyond the brand’s dedicated website.

‚“They’ll search YouTube, read online reviews, forums, blogs, etc.,” he says. ‚“It’s a good thing. It makes us in the industry evolve and work harder and smarter to earn consumers’ business and loyalty. We’ll end up with more informed consumers, so the best products will win out.”

He likens it to when digital music entered the music industry.

‚“Everyone was worried it would kill the music industry, but that didn’t happen,” Plotkin says. ‚“The best artists are thriving. The model shifted. They needed to tour and perform live and work harder. The days of releasing an album and getting crazy rich are mostly gone, but the top bands that create great music and get out and tour, and engage their fan base, customers, are at the top of their game like never before. And I believe that’s where we are heading in housewares, and DRTV as a whole.” ‚ñ†

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Everyone’s Irish on Saint Patrick’s Day!

As the saying goes, everyone’s Irish on St. Patrick’s Day. So grab a hold of a leprechaun, follow a rainbow to a pot of gold (and hopefully, a pint or two!), and celebrate your St. Paddy’s pride Concepts-style

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Concepts Attends 2015 International Home + Housewares Show

Put on your walking shoes and try to keep up if you can! This week, Concepts TV was in attendance at the 2015 International Home + Housewares Show to explore new business opportunities and strengthen existing relationships. Wow, what a time they had...

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Concepts Participates in 5th Annual Team Zoey Spin for Life

We all remember the movie, The Curious Case of Benjamin Button. Benjamin Button (a character played by Brad Pitt) ages backwards. Allegedly, his condition was inspired by Progeria, a fatal disease that forces children to prematurely age at rapid speeds. Although both conditions deal with a rapid aging process, the similarities end there. Whereas Benjamin Button ages backwards from an old man to an infant over the course of 70 years, the average lifespan of a child with Progeria, like Zoey Aster Penny, is only 13...

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It’s Neat to Meet Frank

Oh no! The moment I’ve been dreading interviewing the officemate. Duhn-duhn-duhn. It’s so weird interviewing my buddy. I mean, I know this guy! When he writes in a group birthday card, ‚“Mary Ann, my wonderful roommate, have a great birthday. See you back at our office Frank”, what else is there to say?? Here’s what

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Concepts Attends The Great Ideas Summit 2015

Concepts TV attended The Great Ideas Summit 2015 this week in Miami Beach, FL from Monday, January 26th through Wednesday, January 28th. This annual trade show brings together the most influential leaders in the Direct Response industry for the purpose of holding high-powered meetings, closing global deals and developing new digital marketing strategies...

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Concepts’ Poker Night

As much as we hate to admit it, it’s still very much a man’s world and female executives often feel as though the deck is stacked against them. Collette Liantonio, a successful female entrepreneur, not only understands the corporate woman’s strife, she champions the efforts made to level the playing field, such as women empowerment programs...

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Concepts Video President Interviewed on CBS

[vc_row][vc_column width="2/3"][vc_video link="https://www.youtube.com/watch?v=JNLps18MqHQ" css=".vc_custom_1454968385408{margin-top: 10px !important;}"][/vc_column][vc_column width="1/3"][sm_column_text]Here’s a blast from the past, when Concepts Video President, Collette Liantonio, was interviewed on CBS.  CBS’s profile piece explores entrepreneurial spirit, the complexities of a woman-owned business, family dynamics, and video production.

Collette and Concepts Video’s 30+ years of production experience will be a great asset to your pharmaceutical/medical video production.  Concepts takes pride in being astute marketers, not just a production house. Creative thinking to best present your brand is paramount.[/sm_column_text][/vc_column][/vc_row]

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Concepts TV President Interviewed on CBS

[vc_row][vc_column width="2/3"][vc_video link="https://www.youtube.com/watch?v=JNLps18MqHQ" css=".vc_custom_1454968385408{margin-top: 10px !important;}"][/vc_column][vc_column width="1/3"][sm_column_text]Here’s a blast from the past, when Concepts TV President, Collette Liantonio, was interviewed on CBS. CBS’s profile piece explores entrepreneurial spirit, the complexities of a woman-owned business, family dynamics, and video production.

Collette and Concepts TV’s 30+ years of production experience will be a great asset to your pharmaceutical/medical video production. Concepts takes pride in being astute marketers, not just a production house. Creative thinking to best present your brand is paramount.[/sm_column_text][/vc_column][/vc_row]

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Concepts Wins 3 Cindy Awards!

CINDYS

 

To see the full article, please click on the press release above.

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Concepts TV Receives Three CINDY Awards

Congratulations to Concepts TV for winning the following three CINDY Awards in the 2014 Fall International event:

-Silver CINDY Award (for Glow Candles)

-Bronze CINDY Award (for BeActive)

-Bronze CINDY Award (for Purrfect Arch)

CINDY (Cinema in Industry) awards are presented to companies who have produced programming that achieves the highest levels of excellence in production value and message effectiveness Read more

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The Year of ‚“Know”, The Places We’ll Go

Collette Liantonio and I once conversed about the similarities of an infomercial to a Dr. Seuss book. For starters, they both educate through entertainment. They both rely on magical (and exaggerated) imagery to illustrate a point. And, of course, they both have rhyme time. They rhyme, they rhyme, oh, yes they do. We are rhyme maker-uppers just for you!

A delightful and fascinating conversation, I had filed it away until we had our 2015 kickoff meeting... Read more

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Out With the Old, In With The New Year’s Resolutions

A big shout out to the year 2014 you were very good to us; a year worth cherishing. But as the saying goes, all good things must come to an end. So we must bid you adieu as we try to welcome 2015 with open arms.

Now, 2015, being on the heels of a great year means you have big shoes to fill. But we don’t want to scare you off, so we thought we’d make the transition easier and give you a list of our expectations

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Concepts Celebrates Christmas with Chuckles, Cheer and Charming Cuisine

Every year Concepts TV hosts a holiday party and every year the theme changes. This year was all about cheer. We laughed, we ate, we had to celebrate! With much to be thankful, 2014 represented health and happiness... Read more

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The Huffington Post Q&A with Collette Liantonio!

Women in Business Q&A: Collette Liantonio, President, Concept TV Productions, Inc.

Collette Liantonio launched Concepts TV Productions Inc. in 1983. Since then, she has produced over 3,000 commercials and infomercials, many of which have become advertising legends, including: AmberVision Glasses, Bedazzler, and The George Foreman Grill. She has also worked with some of the top talent in the industry, producing spots featuring Montel Williams, Joe Namath, George Foreman, Fabio and Wayne Gretsky, among many others.

Liantonio has been a direct response television (DRTV) industry leader for over 30 years. She has won countless ERA Moxie Awards (recognizing the best campaigns of the year), Aurora Awards (international television advertisements), and Telly Awards (honoring the best television commercials and programs), among others. She produces commercials in a range of important categories including fitness, toys, beauty, hair, pets and housewares.

Prior to starting Concepts TV, Liantonio was a single parent who found time to become a successful freelance writer after earning a masters of arts in directing from NYU. When a client purchased a direct response company and invited her to direct a commercial, Liantonio jumped at the opportunity. She worked for an advertising agency in Manhattan for a brief time before signing her first client to start Concepts TV Productions.

Liantonio is on Electronic Retailing Magazine's Advisory Board and has served twice on the Electronic Retailing Association's (ERA) Board of Directors. In 2014, she co-founded the Broadcast Council of the Direct Response Marketing Association and was elected into the 2014 Direct Response Marketing Association's Hall of Fame. She is a member of the Women President's Organization, the Woman's Business Enterprise National Council (WBENC) and the Women-Owned Business Enterprise for New York City (WBE).

How has your life experience made you the leader you are today?
My career path began as a teacher and, after a series of false starts in various businesses, led to my true passion, creative directing. Whether it's my experience as a teacher or as a director, I always feel an incredible responsibility to help my staff become fully actualized, to utilize their talents to attain happiness. Happy people make happy employees and happy employees are productive ones. I feel very passionate about finding the right fit for one's self and nurturing talents in a positive environment.

How has your previous employment experience aided your position at Concepts?
I studied theatre and I believe in the collective power of the theatre company. No one person is the star or rather the star could not shine without the efforts of the director, the stage manager, each actor, etc. (And there's always a well-prepared understudy!) Rather than feeling threatened, we should take comfort when we are surrounded by capability and draw from one another's strengths for the common goal of a "successful show."

Some of my best lessons in leadership came as a result of my own personal experiences with "bad bosses." For example, when I commended one company president for hiring female department heads, he boasted that he could pay us half of what he'd pay less talented men in the same position. In fact, in lieu of a raise, he once offered me a percent of proceeds if the project was successful. When success was achieved, he reneged on our agreement, asking me to produce a signed contract, which of course I did not have. (So much for handshakes!) He claimed it was a valuable lesson. In a way, it was. For starters, I learned to get everything in writing!

What have the highlights and challenges been during your tenure at Concepts?
I once turned a financial negative into a lucrative positive. During a very slow period in our company's history, I decided to approach my clients with an offer to reduce my upfront fee in return for a percentage of sales. The results were explosive and, to this day, I have "skin in the game" with a royalty structure most clients gladly welcome.

Tuning into one of my late night ads, like Smart Mop or Bedazzler, and realizing I earned money every time the ad aired was a true "ah-hah" moment and helped me to better understand my entrepreneurial clients. Not only did I gain insight, I gained a profitable financial strategy that I still practice to this day, because I chose to problem solve rather than panic. In business, there will be good times and bad times. Don't be afraid to think outside the box.

What advice can you offer women who are looking for a career in advertising?
Is it a man's world?! When I look back on my career, I can attest that I've learned as much from failures as I have from successes. It's important to take risks, to be fearless. If we, as women, want to be successful, we need to support one another in our goals and aspirations. Therefore, it is imperative for female leaders to share their collective knowledge and experiences, so we can all continue to grow and triumph in a "man's world".

How do you maintain a work/life balance?
Now that my children are adults and my parents have passed away, maintaining a balance between work and home has become much easier. But I remember the childrearing years as a frantic juggling act, too many balls in the air and the gnawing feeling that I was bound to drop one of them. Late night phone calls and location shoots take their toll on family life. I worked from home for many years and still shoot commercials in my home. My children didn't always appreciate having actors and a camera crew of "strangers" in the house. In fact, once while shooting a commercial for Contour Pillow, my then 7-year-old daughter reported to her father that there was a "man in your bed wearing your pajamas, Daddy". Daddy responded, "I'm used to that with your mother." Having a spouse who appreciates a professional career-oriented woman is imperative. And if he has a sense of humor, even better!

What do you think is the biggest issue for women in the workplace?
No matter how supportive a husband may be, I can certainly empathize with the many women who acknowledge that when a woman has a husband and children, she ends up as her last priority. Missed workouts, missed hair and nail appointments and a scarcity of down time to hang with girlfriends or read a book. It seems like being a good mother, a good wife and a good daughter all trump personal time. But if my years have taught me anything, it's to take time for yourself. When you take care of you, you are a better mother, a better wife and a better daughter. Ask for help when needed. It's not a sign of weakness, but of strength. It's also delegation, which is an important managerial skill.

In my observation, the biggest issue in the workplace is that we aren't trained to lead and take the necessary risks that enable us to rise to the top. Watch how women play cards. (My friend Ellen Leikind of Poker Divas pointed this out.) We don't gamble even when we have all the cards. We don't play like men, who boldly venture regardless of preparedness. We play it safe. No risk, no reward.

When it comes to dealing with male colleagues, we still focus on playing "nicely" with the boys, taking a supportive, helpful backseat role. Don't offend or rock the boat. Sadly, we are often competitive "Mean Girls" when we interact with female colleagues.

With more women participating in sports and a generation of men raised by businesswomen, I see this business landscape changing, but we still have a long way to go to reach the top and I think mentorship could help pave the way to the summit.

How has mentorship made a difference in your professional and personal life?
I was never mentored by a business leader. Most female executives in the past were "dragon ladies". The path to the top was not conducive to the responsibilities and obligations of a single mom. I was always willing to work long hours - just not the same hours required by most corporations. The typical compartmentalized corporate structure suffocated my creativity and the commute to NYC from the suburbs was the deathblow. Being an entrepreneur enabled me to concentrate on my creativity and enabled me to work with creatives of my choosing. I created my own path which I'm incredibly proud of. But it would've been nice to have someone guide me along the way or at least cheer me on.

What do you want Concepts to accomplish in the next year?
I have been blessed with a career that has taken me around the world. I have witnessed products that make life easier for everyone and generate income for hundreds, even thousands of people along the supply chain. I have seen our creative efforts realized internationally - turning on a TV in Bangkok and seeing a commercial we made in NJ. I still get a kick out of the "As Seen on TV" shelves in the stores and turning my little commercial creations into household names and advertising legends.

I've directed some of the greatest characters in ad history like Jack LaLanne, Billy Mays, Donald Trump and athletes like Joe Namath, Wayne Gretsky, John McEnroe, etc. My company has won countless awards. I have even experienced the incredible rush of seeing someone else's dreams come true. In fact, it's that thrill of watching inventors realize their American Dream that continues to motivate me. What happens when all your dreams come true? Make new ones!

This next year will be a banner year for Concepts as more mainstream companies embrace "brandmercials" and sell directly to the consumer. We are elevating our commercials to compete with mainstream ad agencies and succeeding in selling directly to the consumer in greater numbers, using more multichannel strategies. It is my goal and my mission to elevate the perception of the Direct Response industry. And I will do so by taking risks and, as always, learning from successes and failures.

 

To read full article, please click here

 

 

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Please Help Us Support the Gemmell Family

I went to high school with a gentleman named Ken Gemmell. He was a nice guy. The type of guy you would expect to grow up and settle down with a great job and a loving family. When we became Facebook friends a few years back, I was delighted to see that he surpassed expectations. Studying Electrical Engineering at Johns Hopkins University, he landed an awesome job with a tech company and started a beautiful family with his lovely wife, Marie. They were raising three children (Arabelle, Cole and Devin) in an adorable suburban home in Gaithersburg, Maryland and seemed to have it all...

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It’s Neat to Meet Collette S!

We received such a positive response to our ‚“It’s Neat To Meet Steve!” post, we decided to turn it into an entire series. The world now has a chance to meet every member of the Concepts crew. (Let me apologize in advance. These people really shouldn’t be unleashed on the general public.)

To be fair, I decided to work backwards interviewing from last hired to first hired. Next on my ‚“hit list” is Collette Stohler, our fabulous new West Coast Regional Director and Director of Product Development.

Due to living on separate coasts, we were unable to interview face-to-face, so we relied on this new invention called (GASP!) email.

(I know, we’re pretty fancy here at Concepts.)

So I emailed Mrs. Stohler some fun get-to-know you questions and she replied back with her answers in red. (You’ll see why in a minute.) Without further adieu, allow me to present Collette Stohler

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Concepts Gives Thanks

Thanksgiving is a time of giving thanks. In order to ‚“gobble, gobble” up the spirit of gratitude, I asked my dear colleagues (friends who I am thankful for) what they are thankful for this year. Here were their responses

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There’s an ‚“I” in Quit, but not in Team

About 2.8 million people quit their jobs in September, according to a report just released by the Labor Department. Apparently, Americans are quitting their jobs at the fastest rate since 2008.

Against trend, Concepts TV has a surprisingly low employee turnover rate. In fact, some employees have been here as long as 16 years.

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