BRAND PARTNERSHIP PROPOSAL
OVERVIEW:
I love this quote because - to me - it perfectly summarizes the value that exists when brands and influencers collaborate:
"Research shows that consumers overwhelmingly trust influencers and their recommendations. This develops because people typically follow influencers over a long period of time and come to feel that an influencer is almost like a friend. This also results in consumers forgetting that influencers are paid to sell the products — whether overtly included or not — that they feature in their content," explained Colin Campbell, associate professor of marketing at the University of San Diego's Knauss School of Business and editor-in-chief of the Journal of Advertising Research.
For these options for collaboration, I want to integrate your sponsorship into my video in a natural and organic way by producing a dedicated video that ultimately feels like one of my Final Cut Pro tutorial videos. I don’t like when influencers make a video about one topic but then interrupt the video to have a completely unrelated message from their sponsor. I want the viewer to feel like they didn’t just watch a sponsorship read or an ad spot.
Here’s a recent comment from a viewer that reinforces the effectiveness of this approach:
This is incredible input from a viewer, and I think it’s tremendously valuable for brands to understand how important it is that sponsorship integrations are organic, authentic, and effortless. When an integration is halting, it can create a negative association for our brands. I want to avoid that at all costs while still complying with FTC requirements.
USING YOUR PRODUCT
I’ve been using Hedge - now OffShoot - for years, and I’ve had nothing but good things to say about it to colleagues and viewers. In your brief, you provide an overview of all the aspects of OffShoot you’d like to promote - this includes aspects of the app that I haven’t used. I would need some time using those features extensively not necessarily to vet them for value and effectiveness but rather so I can teach how to use them in an authentic, meaningful way.
FIRST STEPS
In order to get started with a partnership, I’d need full access to all things OffShoot, OffShoot Pro, and OffShoot for iPad. I’ll need to dedicate some time to exploring all aspects of the app including simulating real world use cases that match what I personally would actually use it for. I wouldn’t, for example, try to replicate a true on-set DIT experience with the app because that’s not what I personally would be using it for.
As soon as I’m fully familiarized with the app, I’ll make a video! But let’s look at a three options for what this dedicated video could be.
OPTION 1
In this video, we’ll cover everything you outlined in your project brief.
Hedge is now OffShoot
OffShoot for iPad
OffShoot
OffShoot Pro
Specific Use Cases
This video will feel more like an in-depth overview / walk-through of all aspects of the OffShoot line of apps. There won’t be a detailed step by step tutorial for each version of OffShoot, but I would like to show quickly how OffShoot lets you offload an SD card full of footage to two solid state drives simultaneously. Why? Because it’s so quick and easy to do.
This video will be longer and more expansive because it’s covering all aspects of OffShoot while also explaining how Hedge has evolved into an umbrella brand for a host of apps video professionals will love. Length: 10-ish minutes
OPTION 2
Let’s focus this video on your two core offerings. First, we’ll explain why Hedge is now OffShoot and how Hedge is the top of the pyramid in a collect of apps that fit under the core brand. But instead of giving an overview / walk-through of all OffShoot’s offerings, we’ll focus on OffShoot and OffShoot Pro, including a more detailed tutorial on how to use the apps, especially covering OffShoot Pro and the specific “Pro” use-cases where the app shines.
We’ll also cover more of the problems filmmakers and content creators face - verification & transfer logs - and how OffShoot or OffShoot Pro alleviate those problems.
This video will be a bit more concentrated in that it will dive into some specifics but because we’re zeroing in on OffShoot & OffShoot Pro, we’ll try to cover everything in that sweet spot of 8 mins.
OPTION 3
For this options, I’d want to focus everything around OffShoot and go much more in-depth with each feature and why it’s important. This would mirror what’s on your website: Superfast Transfers, Simultaneous Backups, Verification Everywhere, Presets, Keep Track of Everything, etc. Let’s go deep into what OffShoot does beyond just copying one drive to two drives simultaneously.
Let’s explore all of its value propositions with reference to real world situations I find myself in when out on a shoot or making a YouTube video. This deep dive into OffShoot will provide a foundation of value for viewers to explore how OffShoot for iPad or OffShoot Pro might be the better solution for them.
ANOTHER IDEA
One question to ask yourself is this: “Should we collaborate with Matthew on a single video that covers everything or do we create a more long-term partnership where we create a series of videos that allow for more focused, in-depth coverage of all aspects of OffShoot so as to create a deeper emotional connection between viewers and our product.”
Because I’m going to be completely honest with you: you most likely won’t earn that money back with sales within the next year. The video won’t go viral. And it most likely won’t rack up a ton of views in the first few weeks of release. It will need time to build slowly by ranking highly in search results and clearly communicating a distinct problem video professionals have and how it is the solution. This ensures that each view, though, is from a viewer who has a high likelihood to purchase because they are seeking out a solution rather than clicking on a video that has an extreme concept driving its clickability.
I suspect my video that I produced several years ago about Hedge has earned a surprising amount of sales and perhaps that is part of what motivates you to collaborate with me.
I do think brands need to be considering investing in a multi-video agreement with creators so that those brands can become a character in the world of that content creator. I’ve achieved that with FilmConvert by making two standalone videos, a couple Shorts, and then featuring them in my Live Editing livestreams.
Has it been wildly profitable for them in terms of the bottom line? No.
But they have earned more in gross revenue than they have paid me for sponsored content.
So this is certainly something to consider.
But if you’re looking for a relatively low risk, bite-size investment with as much ROI as possible in the short term, you will most likely not get the results you’re hoping for. That’s been the case with a few sponsors of my channel - SetApp & Clean My Mac X in particular.
Something to keep in mind.
PRICING
Option 1 | Overview | $5,000
Option 2 | Focus on OffShoot & OffShoot Pro | $3,500
Option 3 | Deep Dive Into OffShoot | $2,250
PREMIUM ADD-ON | MEDIA USAGE RIGHTS | MONTHLY
Option 1 | +$1,500 per month
Option 2 | +$1,050 per month
Option 3 | +$675 per month
So if you wanted to purchase Option 2 with monthly media usage rights for 3 months, your total cost breakdown would be:
$3,500 to produce the ad-spot + $3,150 for 3 months of media usage rights = $6,650
PREMIUM ADD-ON | MEDIA USAGE RIGHTS | IN PERPETUITY
Option 1 | +$15,000
Option 2 | +$10,500
Option 3 | +$6,750
So if you wanted to purchase Option 2 with media usage rights in perpetuity, your total cost breakdown would be:
$3,500 to produce the ad-spot + $10,500 for media usage rights in perpetuity = $14,000
