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| Written By Rick
Ellis, Tuesday, October 2nd, 2007 ABC has made a very public point of saying that they believe in promoting the new shows as "events." They haven't made full streams of the pilots available online, or shared them with partner sites. You can't download them on iTunes or Amazon UnBox. For ABC, the primary method of promotion has been through traditional channels. Network promos, billboards, selected screenings and the mainstream press. While it's too early to know whether or not that decision was a smart
one, one thing we already know is that while traditional promotion might
work for some shows, it leaves the majority of the new programs out
of the process.
The reality of traditional, "event" promotions is that you have a finite amount of resources you can throw into the effort. There is a limited amount of network promotional ad inventory, and only so many ways you can you outside advertising and billboards to make your case. Relying on traditional press outlets can help, but it's its time consuming, and there is no guarantee that you'll get the coverage you need. So the end result is that every fall, broadcast networks perform a bit of promotion department triage. They highlight a couple of shows they believe in the most, and the other new programs get what little is left over. While that makes sense from a resources management standpoint, it's a bit insane in the larger view. Why even bother putting new shows on the air if you aren't going to give them every chance to succeed? Given the cost of programming, and the difficulty in breaking through the clutter, broadcast networks shouldn't be ignoring their stepchildren shows, but should be using non-traditional promotional methods to give them much needed help. Which brings us back to "Cavemen," the troubled ABC comedy set to premiere tonight. It's a bit harsh to claim that the network has already written off the series, but they don't appear to have been exactly going out of their way to promote it, either. While "Pushing Daisies" and "Dirty Sexy Money" have been promoted like they were the next "Desperate Housewives," programs such as "Cavemen" have received less promotion than Kevin Federline's rap CD. As an example, I would like to be able to review 'Cavemen' before its premiere tonight, but ABC has decided not to make episodes available to critics for reviews. Which is too bad, since I'm willing to give the show a chance. In fact, I wrote a piece more than a month ago in defense of the show. While it's an understandable move by ABC - given the critics already cool reception to the early version of the pilot - the network missed out on the chance to build a bit of positive online buzz. Or at least remind people that the show is airing this week. At the very least, the network should have made more of an effort to make participants available for interviews, and spent time reaching out to online outlets with photos and video clips. Instead, the network seems to have adapted an almost passive-aggressive attitude towards critics. They're scared of continued bad press, but don't seem inclined to want to expend the effort to turn things around. Instead of attempting to put a positive spin on the show, ABC has allowed reviews of the early version of the pilot to go unchallenged. The network and producers have said that much of the episode has undergone changes, and there has been some recasting. But none of the results of those changes will be apparent to anyone until the show airs for the first time tonight. So what would an ideal promotional effort for "Cavemen" have looked like in recent weeks? Here are a just a few suggestions. Video: If you're not going to stream the entire pilot, at least make as much of it as possible available both on your own site and to anyone who wants it. Worried about control? Fine, don't make the file itself available, but at least provide URL's for people to stream the clips. People need to see the show, especially if your argument is that critics aren't judging it fairly. Cavemen Widget: I believe every show should be offering on of these, but with a show like "Cavemen," it's essential. Create a widget that people can imbed in their sites. Rotate show clips, interviews and teases through it, swapping them out every couple of days. It's an easy way to get casual viewers interested in the program. Photos: Have as many images as possible available, and pass them around everywhere. This includes gallery photos, episodic images and behind the scenes photos from the makeup room, etc. Yes, some people are going to use the images in a way you won't like, but that's not the point. Think of the images as free branding. Reach Out Online: Make producers, writers and the cast available to as many online outlets as possible. People are more likely to post positive previews of a show after they're talked to the participants. Even if they hate the show, they're more likely to say "Well, I didn't like the pilot, but after talking to 'x,' I'm willing to give it another chance." Show A Sense Of Humor: "Cavemen" is supposed to be a comedy. Make sure your promotional efforts reflect that. Run mock ads of cavemen protesting the show. Create a website that pretends to claim that political correctness is behind the bad reviews. Have fun with the show's concept, and you're more likely to convince viewers that the show itself will be entertaining. Really Think Out Of The Box: Put someone in a full cavemen outfit and have them ride the New York subway all day. No ads, no promos. Just a guy in a caveman suit. You'll get press and with luck, he'll be arrested or detained by Homeland Security. Put posters and billboards of a number of cavemen at a restaurant, and use the tagline, "Bill O'Reilly Would Be Surprised How Quiet Caveman Restaurants Can Be." Use the bad press as a positive, and have fun with it. I don't know how "Cavemen" will do in the ratings, but I guarantee it would have done better with more promotion and more faith in the viewers. Perhaps ABC can afford to write off shows that are deemed less important or not worth fighting for. But I suspect that not every network feels the same way. The explosion in the online audience isn't just an opportunity to
reach consumers away from their televisions. It's the opportunity to
reach viewers in ways that can't be replicated anywhere else. The networks
are learning that lesson, but not quickly enough to help shows such
as "Cavemen."
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