I thought your readers should be aware of the flip side of the [co-op satellite media tour] issue (PRN, June 19). Co-op SMTs are generally ineffective. Spending much
less than you would for a stand-alone SMT can be very seductive. But TV viewers are already bombarded by too many product plugs. No brief mention in a montage of products (that
are oftentimes not even connected) is going to do much good.
Now, if all the parties have a prior relationship that makes sense (i.e., shaving cream maker, razor maker, aftershave maker, etc.) and understand that they are a "package"
then a co-op SMT may make sense. e have found that if this is not the case, one product is inevitably newer, sexier or more timely than the rest and gets the most attention. The
others may not even get a visual plug.
As for neglecting to send b-roll, this is a seriously deficient tactic. I don't know a station out there that wouldn't expect a professional company to provide them with b-
roll. B-roll is often "rolled in" during live interviews and certainly does not hurt your chances for a live spot. If you are not sending extra b-roll (with VNRs or SMTs) you are
demonstrating to stations that you either don't understand or don't care about the way they work.
You get what you pay for. If it seems like a deal that's too good to be true, it probably is.
-Daniel Johnson, president, DWJ Television, 800/766-1711.