DRTV Editing Strategy from the BEHIND THE SCENES eBook - Part 5 of 10

Brad quotOne of the most fascinating things is the concept of working with seconds While a 60 second shortform goes by quickly it39s amazing how much you can convey in just a few seconds One of our strategies is to maximize the use of seconds by using a wide range of techniques to create a fastmoving commercialquot Chris quotWe have to be flexible in our work by being open to constant change amp8211 from the client from our creative people from our strategists Our first cut is never what we end up with and that39s a positive because it means a lot of smart people are working to make it the best possible commercialquot Brad Barkley Senior Editor L ampamp Chris Brimmer Senior Editor RYou guys have edited hundreds of infomercials and shortforms What are the three most important lessons you39ve learned over the yearsFirst on the list would be having a clear understanding of how to use all the advanced editing features that we have in our HD Avid systems We have three of them at our facility These are among the most advanced systems in existence and they have so many capabilities The trick is to know when to use them and how to use them so that they add value to the commercial You don39t want to load up a commercial with bells and whistles that do nothing or worse detract from itNext would be that we check our egos at the door every day We know there is no right or wrong way of editing Every commercial we do is truly a collaborative effort among about a dozen experts This is not a business to be in if you have pride of authorship All we care about is producing the best possible commercial that generates sales or leads for our clients and if that means changing the same 10 second sequence 20 times so be itThe third one would be attention to detail It may not be obvious but there are an endless number of details that go into every spot or infomercial We always have to look at the big picture while tinkering with color style supers letters on the TV screen music voice animation product shotspeople shots and on and on That39s over and above making sure that every detail of the offer is correct and that all names are spelled correctlyWhat new cutting edge editing tactics have you used successfully for our clientsWe use a technique called quotgreen screen compostingquot for testimonials something we borrowed from the movies We shoot our testimonials on a green screen background Doing so enables us to drop in any background so that the person can appear to be up in the air without us having to actually do a shoot on an airplane as an exampleWe also use our editing equipment to manipulate the music that39s been created for a commercial and add sound effects where they make sense You39d be surprised how a subtle change in audio can make a big impactWhile we39ve done a lot of great work what stands out in our minds is the6armed small businessman we did for Intuit39s QuickBooks Our creative people came up with this great concept and we had to figure out how to do it It was complex took a tremendous amount of time but it was an extremely effective opening to a shortform Go to httpD3Sacquirgynet and click on the Intuit QuickBooks thumbnail to watch itYou can download the entire eBook at any time at httpBS123acquirgynet Irv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics He39s been a pioneer in online customer acquisition since 1996 and offline for his 35year career He has developed Acquirgycom39s quotCustomer Acquisition Intel Centerquot acquirgycomintel he evangelizes bestofbreed tactics to help companies acquire customers in the digital age He can be reached at irvacquirgycom Read all Irv39s MediaBizBloggers commentaries at Customer Acquisition IntelCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesamp160

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DRTV Editing Strategy from the BEHIND THE SCENES eBook - Part 5 of 10

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DRTV Editing Strategy from the BEHIND THE SCENES eBook - Part 5 of 10

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