It's when Kenn Viselman stops the interview to baby talk a
puppy out of post-surgery whimpering that I realize he's really
60 percent child, 40 percent adult. With his childlike eyes, the
bearer of nearly two decades of licensing and marketing experience
embraced British producer and creator Anne Wood's kid-approved
idea for Teletubbies, producing a preschool phenomenon spanning 30
countries. Now, adding to popular TV shows like PBS'
Noddy, Viselman's 4-year-old Manhattan licensing and
marketing firm, The itsy bitsy Entertainment Company will produce
family feature films and primetime TV series, starting with the
sought-after Eloise. Here, a peek inside the mind of a
marketing master.
What makes Teletubbies great? Do they have staying
power?
When you see a young child interact with the series, you know
they know it was designed for them. The neat thing about
Teletubbies is that it's a first. We've tried to brand it
for the long term. But at the end of the day, you just never know.
We have commitments for the next five years and our broadcast term
extends beyond that with PBS, so we expect it to have quite a life
cycle.
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What's the difference between a fad and a product line
that will enjoy a long existence?
There are a lot of really great projects that have ended too
quickly, mostly because they weren't merchandised properly. The
property owners didn't have enough confidence in their brand to
do it slow and steady. Instead they rushed the project out or did
too many promotions too early in the brand's life cycle before
it was able to take root.
Does it help if the property is unknown?
There are pros and cons. When a project has no awareness,
you're not dealing with negativity attached to it, and it's
neat for a marketing guy to go, "Okay, how am I going to
create this?" But it's also a much more tedious process to
build awareness. I tend to work on a lot of projects no one knows.
I guess I'm just more comfortable with that kind of thing.
What's your advice to entrepreneurs out to spot a
potentially amazing property?
Your product has to be unique and have a very clear and specific
point of view. But getting your audience involved with the end
product before it becomes the end product is quintessential. If you
have the skills of a marketer, you can market anything. But in
today's business universe, you have to either have a ton of
money or a very strong focus. It's much easier to capitalize in
a small market and start to expand once you've developed
awareness and exposure.
My company has [enjoyed such] success because we have a very
specific target audience, and we understand our marketplace.
Securing the rights [to Eloise] was an extraordinary
statement to us about the success we're having in staying
focused on our goal. The reason they gave us this project [over
heavyweights like Steven Spielberg] was because no one else could
say, "We know kids better than anyone."
Contact Source
The itsy bitsy Entertainment Company, (212) 989-3660,
http://www.itsybitsye.com