January 2010 – Channel Crossing: Production

Untold Secrets to Producing Your Infomercial or DR Spot

So you’ve worked hard and now your new product is priced low enough to compete, but what about the cost of the actual infomercial or spot? In this marketing climate, it’s not enough to be able to deliver a great pitch for a great product, at a great value. Today, you also have to get a great price for the production of the infomercial. Then, that great product can remain a great value (instead of burning a great big hole in your pocket before you ever get it on the air!).

THE INS AND OUTS
When companies come to me to review a budget for their upcoming infomercial or DR spot, I am constantly amazed at the waste and over-spending I routinely see–even from people with many years of experience!

When I worked at CBS, there was a famous producer who had a wacky series he was shooting there and also starring as M.C. (his name might ring a bell). He had a saying, which was directly responsible for me saving millions of dollars over the years: “Never Hesitate to Negotiate…”

If there’s one thing to take with you from this article here it is: Everything in production is negotiable.

If you are renting camera gear, studio facilities, props, grip, electric, celebrities, locations–I don’t care how prominent the prices are listed on the “rate card”–the bigger and fancier a price is displayed, the more flexible the cost to you.

But, like most things, I am flabbergasted to see how many people pay “the full ticket!” So you’re a bit dubious? Maybe you’re not a seasoned line producer, or it’s awkward for you to ask for a discount. Following is an easy experiment you can try to instantly be successful with monolithic results. What do I mean by “monolithic results?”

The next time you’re in a camera rental house, studio or talent agency and they quote you a price just say one phrase: “That is more than I can spend.”

Without a doubt, the response will be: “Well, how much do you have to spend?” You’ve just taken the first step to substantial savings.

Now that you understand the philosophy, here’s the key to powering it: Know the real costs.

If you’re going to negotiate, you have to be totally aware of the best price that guy across the table can give you. I make it a point to know the best prices on everything in the industry. If you want a live dancing bear, I can tell you where you an get the best bear at the best price plus everything you’ll need in order to be able to get that bear to dance quickly, safely, and on cue. Because the bear itself is not that expensive but–if you think a live 600-pound bear is dangerous–the “extras” you’ll require will “kill you” before the bear ever gets there!

The last thing to remember is not to clobber people. You can get unbelievable savings without cutting a vendor down so low that they don’t want to deal with you again.

The simple truth is: You get the best deals from people who feel you genuinely appreciate their collaboration. Make the people on your production feel like they are part of the process. Whether I am producing, directing, or even when I’m the client, I always take the disposition that the people on my production don’t work for me…they work with me.

Follow these suggestions and your production will benefit from the lowest, most efficient costs and the highest possible production value.

Neil Gordon is director of production operations at Thane Direct Inc. in Los Angeles. He can be reached via e-mail at neil@thanedirect.com.