When it comes to showcasing your amazing pet product, there’s nothing better than video. Unlike a still photo, video brings your brand and product to life by letting the audience see it in action.
However, there’s definitely an art to ensuring that your products are portrayed in a way that creates excitement and demand. Over the years, I’ve worked with hundreds of pet brands and (literally) thousands of pets on television. Along the way, I’ve learned quite a few tips, tricks and definite don’ts (sometimes through actual “showtime fails”…ouch!) that I’d like to share with you.
Refer to this handy checklist when working with a producer, spokesperson or videographer to ensure that your pet product is ready for primetime.
Provide a variety of sizes and colors.
Obviously, this is a great way to show viewers the depth and breadth of your line. But sending several products also ensures that there’s a back up if anything happens to become damaged in transit.
Give clear, concise instructions.
If assembly is required, provide detailed instructions, FAQs and a video, if available. Even better, assemble the product before sending to the producer, spokesperson, or videographer.
Recently, and advertiser sent a product requiring a somewhat complex installation. They had provided me with instructions. But, a few very important steps were missing! Luckily, the company also had an installation video online, so I was able to get it done. No harm, no foul. Make sure there are clear instructions available long before air time.
Discuss how your product will be featured.
Find out in advance what type of environment your product will be shown in and talk to the producer or spokesperson about how to display or demonstrate it. Sometimes, the best way may not be perfect or practical in a TV studio or on location, but it will give you time to think of an alternative—like using a stuffed dog for a dog collar.
You have likely spent considerable time crafting product display photos for your catalog or advertising, so you know better than anyone how to make your products shine! Make sure you either include the needed props or specific instructions for the best display setup to avoid last-minute shopping trips which add unnecessary expense (true story).
Take care when choosing four-legged talent.
If you’re providing actual pets for a shoot or a TV segment, they should meet the following criteria: well-behaved, well-groomed, clean collar, and leash or carrier. Make sure anything they’re wearing is not too distracting, unless it’s the item you are actually showing off.
Prepare pets beforehand.
We all know that when it comes to animals and television, anything can happen! Try to prepare pets for the spotlight by exposing them to the product beforehand so they’re more likely to behave the way you need them to when the lights go up. Oh, and bring or provide treats to encourage cooperation!
Get inspiration from other pet brands.
Not sure what the best way is to showcase your product on TV or live streaming video? Get inspiration and ideas by taking a look at other websites, magazines and videos to find ones you like. Factor those elements into the plan.
Decide what to do with your product post-production.
If you are not going to be present for the shoot or video, and you expect to get your product back, provide the recipient with adequate packing materials and a pre-paid return label.
Personally, I always recommend to pet brands that they allow the product to be given away to staff or volunteers for their own personal use (or as a prize in a giveaway!) after the shoot. Because they were present for the production, they’re likely to talk about your product with friends and family. Bonus!
Remember, if you’d like to get your pet product into the spotlight, I can help! Click here to learn more about how we can work together.