PLACING PRODUCTS IN DAYTIME TV SHOWS

How L.A. Shop See Jane Run Does It Effectively

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Who: Jane Rockwell is the founder of See Jane Run, a Los Angeles-based marketing shop that specializes in product integration within daytime TV shows. The company has secured over 350 segments within the last four
Jane Rockwell's See Jane Run specializes in getting products integrated into the content of daytime TV lifestyle shows.

years in most of the top 20 regional markets, and on many national and cable outlets for clients that include Land's End, Marshall Field's and Mervyn's.

Credentials:
Ms. Rockwell has worked in marketing and public relations for the past 18 years. Prior to starting See Jane Run, she put together national, regional and local media campaigns on the PR agency side for consumer, entertainment and small-business clients, such as the Ritz-Carlton, Target, Ralph Lauren, I Can't Believe It’s Not Butter! and numerous nonprofits, including the National Alliance for the Mentally Ill.

What is See Jane Run's M&V play?
"We are hired by marketers at large retailers to get their brands featured via a credible spokesperson within lifestyle segments on regional and national morning shows. We call what we do product presentation because we are able to control how a brand or product is presented within a segment -- down to who the spokesperson is and that their image fits with the brand, how the brand is messaged, the length of time the product will appear on-air and how the brand is positioned within the segment. We co-produce the segments and work with producers, anchors, stylists and spokespeople to deliver a fully packaged story."

What are some examples of M&V deals you've put together?
"We recently approached a Sacramento station with a cross-promotional concept of providing a shopping spree for a deserving military family in one of our client's Sacramento department stores. The station promoted the 'contest' for a month prior to the actual on-air spree, which resulted in 15 on-air client mentions as well as a five-minute segment. In addition, due to our relationship with this station, we were able to bring to our client a monthly eight-minute makeover segment [12 segments in 2004] with our client's name in the title, the shopping done in our client's store and our client's exclusive spokesperson as the on-air makeover specialist."

How do you measure success?
"When our results match and exceed the expectations set forth by a client. When the anchors say how great our client's product is on-air. When we are asked back on-site by the station producer. When we receive e-mails from producers thanking us for making their jobs easier. When we have an ongoing, once-a-month segment slot at stations."

Why focus on daytime as a company?
"Large companies are paying big bucks to embed their products into prime-time TV programming. Whether companies buy show sponsorships, existing programming, develop and own content, or create a network, the race is on to 'own' shows. There's only a certain amount of prime-time programming available and eventually larger companies will buy most of the inventory. As a result, the landscape will become more competitive and costs will rise resulting in shrinking opportunities for product integration/branded entertainment on prime time. Daytime is the next prime time -- without the huge price tag."

What can a brand get out of daytime TV vs. prime time?
"On daytime, marketers can integrate their product and weave brand messaging into lifestyle segments with a credible third-party spokesperson. We're not talking about traditional product placement, like paying a fee so a can of soda can be sipped on General Hospital. We're talking about a brand being embedded, featured and mentioned frequently within a bona-fide lifestyle segment on national and regional morning shows without having to pay for airtime. Clients can see their product presented multiple times in one market, offering cost-effective frequency and reach."

What are some challenges you face?
"Funnily enough, it's educating marketers about what we do. Most marketers are not accustomed to thinking of a specialized, ongoing, targeted TV program in daytime as a specific tactic available to them within the context of their overall marketing strategy. We simply offer a different paradigm using the age-old marketing tool, TV. Our program differs as we don't just offer random onetime spots. Instead, we build brand awareness though ongoing exposure and messaging within targeted markets."

What are some key lessons you've learned while working with advertisers?
"Thanks to TiVo-style recording devices, consumers can zap commercials. As a result, advertisers and marketers have been forced to seek alternative ways of reaching consumers. The good news for us is that marketers still see huge value in the power of TV. It's just that the focus is shifting more towards embedding products in the programming side of things rather than on the thirty-second ad side."

Where do you see the relationship with daytime going?
"Daytime TV is not going anywhere, particularly morning shows. Producers will continue to need programming to fill airtime and as long as we can continue to make their job easier by providing programming, the future looks bright."

What keeps you up at night?
"Thinking about how to stay ahead of the curve in the ever-changing world of TV. And also wondering if the opossum that lives in my neighborhood is going to come back and crawl under my house again."

What are your favorite TV shows?
"The TV is on in my office all day long, so you'd think I would reach a saturation point by the end of each day. Not so. I'm partial to C-Span and the Discovery Channel. And I have to confess to having a bit of a thing for CSI: Miami."

What do you do on your free time?
"I run occasionally, but my real sport is Roller-Blading. I've also been spotted at a race-car driving school in Phoenix."
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