MERCADEO Versión en español
The program Heroes con trayectoria on Vme uses short films to promote brands
14 de noviembre de 2013
Alessandra Benito y Alejandro Marcano
Heroes con trayectoria, a program of interviews airing on the Vme network since last Oct. 11 and hosted by its creator and producer Alejandro Marcano, has created among other things a new commercial model to win sponsors, always considering that the Hispanic channel belongs to a U.S. public television service.PRODU spoke with Marcano, who said the programs format occurred to him because of the growth of the Hispanic market, and the positive turn this demographic has taken over the past year.If I had thought of it a year ago, I would have reacted negatively, but with the recent growth of the Hispanic market, we have shown that we havent come to take anyone elses place, were here to pave our own road.For her part, Alessandra Benito, head of marketing, told how they film shorts in place of advertising spaces, as a way to win low-budget brands and institutions that are interested in broadcasting institutional messages, not ads, and using that model, they sponsor Heroes con Trayectoria (Career Heroes).We started out with two clients from the automotive sector and the first case was an exercise we did for South Dade Toyota. By giving their message a new spin, we were able to take them on with a short film about safety that came out very much like a commercial and is not integrated into the program, Benito said. The client has to be aware hes not selling products but giving advice with his messages, and more than an advertiser hes going to be a sponsor she said.
