| Let me get you up to date on what I like to call | | | | is like gang loyalty. You don't question why the |
| "over-hype branding". It is basically the act of | | | | item is a big thing and you have to have it. Just |
| publicising something so much that suddenly that | | | | like you don't question why you are loyal to a |
| something becomes worth millions more than it | | | | gang. It doesn't even cross your mind. |
| would be worth normally. For example, the Apple | | | | So how do we get the younger generation |
| iPhone which was selling for $600+. Call me smart | | | | involved in DRTV? Celebrity status of course! |
| but what is the big deal about the stupid phone? | | | | What kid or teen does not keep an eye on |
| Sure, it has a motion sensor. OH MY GOD! Gotta | | | | celebrity updates and have a need to be that |
| have that! LOL. I like my Blackberry Pearl just | | | | popular? So you simply offer the kids a chance at |
| fine. I got it free with a T-Mobile plan that I saw | | | | becoming one of those celebrities. A highly |
| advertised on Yahoo! homepage. I got my fiance | | | | successful DRTV company should have some |
| an older Blackberry on a barter deal also and she | | | | major connections. They can create some |
| is fine with it. We don't need a video game | | | | incentive package with a sponsor or advertiser in |
| system embedded in a phone. Useless is what I | | | | exchange for getting the chosen kid a main part |
| like to call the iPhone. | | | | in a hit show or a recording contract, etc... |
| People went crazy. They were standing in line for | | | | Now where the kid comes in. Each kid/teen will be |
| days camping out just to get one. Then they | | | | passing the word of mouth to everyone they |
| couldn't even get service! It is just a phone. | | | | know. News spreads like wildfire. The news they |
| Without the hype it is nothing more than a circuit | | | | are spreading is "watch this show and this show |
| board and display screen. Get serious. That $600 | | | | between these hours. Look for a message in |
| could have paid someone's rent. | | | | order to get your chance at becoming the next |
| Over-hype. | | | | celebrity". There you have a HUGE younger |
| Now, the question on the minds of marketing | | | | following watching television. Now you have a |
| execs everywhere is how to go about getting | | | | reason to go to your advertisers who target the |
| that type of hype. It was so played out that | | | | younger generation and say "Hey, we have |
| stock shares go up in companies when people | | | | millions of kids watching. How much do you wanna |
| take apart the iPhone and discover who helped | | | | pay for advertising?" |
| manufacture parts. | | | | Now by this time, you have millions of kids |
| Taking it to a new level would be to ask "how do | | | | watching shows that are great. Shows on prime |
| we over-hype DRTV in such a way?" How does | | | | time that people love, but still not as many |
| a DRTV company gain that type of popularity? If | | | | viewers as they want because kids normally |
| you look at it, the purchasers of such over hyped | | | | would rather be out with friends or on the |
| items are the younger crowd. | | | | internet. By doing it this way you will have a good |
| My thought brought me to the idea of getting the | | | | amount of new loyal viewers for that great show |
| younger generation involved in the DRTV biz | | | | that they never knew about or never cared |
| somehow. Word of mouth is the most powerful | | | | about knowing about. |
| marketing you can have. Pair that with the | | | | You have just created a boost in the DRTV |
| overpowering need for status and popularity from | | | | industry and all it took was a little thought. |
| your peers and you have loyalty for the brand. It | | | | |