Big and Small Brands Sell Out for TV Air Time

Big and Small Brands Sell Out for TV Air Time
SHARE
THIS



A 30 second TVC or four minutes of airtime – which would you prefer for your brand?

Well, that likely depends on the cost. But what if you could have those four minutes at little to no cost in addition to a multichannel sales opportunity for your product?

That’s the pitch Seven and TV production house Freehand have been quietly taking to market in the last couple of months as they gear up for the launch of a new gameshow the network is boldly calling a “world first”.

The show is Sell Out and it is slated for a September 22 launch on digital channel 7TWO.

Each half hour episode features two pairs of contestants competing for cash and prizes with a unique hook: the prizes featured are also made available for purchase via a dedicated mobile app as well as on the show’s website, at a heavily discounted price.

“The gameshow meets eCommerce,” is the Sell Out sales catchphrase.

Last week the team behind the concept hosted a briefing for Seven sales staff and a handful of marketers at Seven’s Pyrmont headquarters where experienced TV host and executive producer Michael Pope demonstrated the format.

The program will air weekdays at 11.30am, a time-slot Sarah Dennis, one of the marketing brains behind the concept, says is ideal for targeting online shoppers.

 

Cyber Monday

 

Dennis says: “There are two spikes – one in the middle of the day and one at the end of the day and that is when we see the maximum traffic of people purchasing online. Interestingly during the day we actually see a higher conversion rate because people have got an hour or half an hour. They see something and think ‘I’ve got to get it because I have something else going on’.”

The show’s target audience is stay-at-home mothers and retirees.

Freehand has been leading the charge to get brands on board with assistance from Seven. The network’s Nick Bower says: “The guys at Freehand have their own sales team so they’ve been responsible for bringing the brands in. We’ve played a support role. If the brand wants a conversation with us, we can help or we can steer someone over to them. Lots of brands across our portfolio are the right target for this because it gets them in program, it gets them integrating into the show and it gets them activating. And it gets their products in the hands of the consumers in a fun and easy way.”

While Bower is not yet able to reveal the big brands taking interest, he says: “We’re still in the process of speaking to a couple of major brands. But we’re finding the guys that are engaging with the show quickly and easily are ones that come from a direct background where they understand the value of product. They understand the value of getting it in the consumer’s hands really quickly and the investment level is also really appealing for them.”

The Freehand and Seven teams hope to have enough products locked down within in the next four to eight weeks to take the program straight through to Christmas, a peak driver in retail shopping that dovetails nicely with the first broadcast window.

One brand that has already signed on is ProGood, a relatively new entrant in the probiotics space. Director of the company Jonathan Ellerman says getting involved was a no brainer. He says: “If you’ve got a product, I can’t see why a company wouldn’t do it because it does look like a good, solid platform. Even if it only costs you a small amount, it’s a great platform to get on national television and reach your ideal demographic.”

The buy in for brands is simply that product equals currency. The companies provide the goods to Sell Out and both parties take a cut from the sales. Brands also give the producers key messaging which is then woven into the scripts. In addition to this, Freehand is setting up fulfilment facilities for companies that aren’t already in the online shopping space, an unusual move for a traditional TV production house.

ProGood’s Ellerman, who previously worked on the marketing of Vodka O, says the model is similar to that of group buying sites, a tactic he has used for the brand previously. He says: “I’ve done campaigns with LivingSocial that weren’t as successful as I wanted but at the same time there was little to no cost because LivingSocial kind of do it the same way where they split the profits of the reduced sale price of the product.”

First and foremost, Ellerman sees Sell Out as a branding exercise for his product and then a sales opportunity.

Three test episodes have already been shot and the show will begin production several weeks prior to the September launch.

Pope told the gathering at Seven: “This isn’t Million Dollar Minute – this is fun.”

Seven’s Bower agrees. He says: “There are lots of different entry points and ways to get people’s messaging and products out there and this one is a bit of a fun one.”

“It’s a new way to communicate. Everyone’s talking about different options in the market from a brand point of view, but we’ve always looked at ways to innovate at Seven. This is just another one that has come up and we’ve added to our arsenal.”

“After dealing with Freehand for a while now, we have realised this idea has something quite special. It could hopefully build for a few years to come.”

Latest News

Why High-Quality Video Doesn’t Have To Mean High Production Costs
  • Media
  • Opinion

Why High-Quality Video Doesn’t Have To Mean High Production Costs

Here, Brightcove channel manager, Maddy Drachler (pictured below), says brands thinking of dipping a toe into video content need no longer fear a monster production bill and a bad dose of the sweats… Brands today know video is an important part of the digital marketing mix. But prevailing attitudes mean it’s often seen as expensive and time intensive. And if […]

Opinion

by B&T Magazine

B&T Magazine
Michael Ebeid - SBS Managing Director
  • Media

SBS Supremo Michael Ebeid Announces Resignation After 7.5 Years

Michael Ebeid will step down as SBS chief executive officer and managing director after seven-and-a-half years at the broadcaster. Ebeid will depart SBS on 1st October 2018 and will make an announcement in coming weeks about his next role. The SBS board of directors will immediately begin a recruitment process to recruit a new SBS managing director. […]

by B&T Magazine

B&T Magazine
Publicis Media To Handle Lenovo’s Global Media Account Via Bespoke Unit
  • Advertising
  • Media

Publicis Media To Handle Lenovo’s Global Media Account Via Bespoke Unit

Computer hardware and electronics company Lenovo has selected Publicis Media to handle its global media strategy, planning and buying through a bespoke client unit. Lenovo One Media will be housed within and managed by Performics and Spark Foundry. It will be responsible for media strategy, planning and execution, and includes all forms of traditional and […]

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]