Join us in this important promotion for chiropractic!
What would chiropractic look like today, if chiropractors had had their own "Marcus Welby, MD" or "Dr Kildair"?
This is how culture is shaped, through iconic examples spread through powerful media. It's not ads, it's not billboards. In print, it's what is in between the ads that shapes culture. In television, it's the part in-between the commercials that is the really valuable real estate. It’s the part of a show that people skip forward to, not skip through.
If we can get just 500 of us on the same page, we can make this happen. And happen in a bigger way than you might have ever imagined!
Here's the story:
A friend of mine created, produced and often directed the television show Baywatch. Did you know Baywatch was the most successful show in the history of television? Both in viewership, and financially. Over a billion people watched it worldwide… every week!
Greg and his writing partner Tai have been developing a new series, called SAF3. (Sea, Air, Fire) It's about a special rescue team of firemen, Coast Guard and Lifeguards that execute exciting, dangerous rescues from their station in Malibu, CA.
They've assembled an international cast (JD Martinez, who was the burned Irag war veteran who won Dancing with the Stars last year, Dolph Lundgren, a sports illustrated swimsuit model, etc.)
But most impressively, Saf3 has already been picked up for 104 weeks of shows on the CW network. And the show will be broadcast in Spanish at the same time on one of the spanish Univision networks, a first. (Selling a show for 2 years upfront is unheard of! It helps when your last show was Baywatch.)
Greg and Tai approached me about creating filming a fitness show while they do their show. It will have trainers working out with the stars of Saf3, getting and keeping them in "beach" shape. We'll put some of it on a network, some on the web and create products around it for retail. I love the idea, I'm doing it. But meanwhile I couldn't help but see a much larger opportunity.
So then I came up with an admittedly convoluted scheme to benefit chiropractors out of this event.
My idea was this: what if we could get the writers to make a chiropractor one of the recurring characters? And make them one of the heroes on the show? And what if, when one of the firemen, or lifeguards, or Coast Guard is injured, what if the first person they see is a chiropractor?
Can you see how this small insertion could start a cascade of events? This is how culture is created. This is where "cultural authority" is born. It's not in the advertising that supports the show, it's in the content!
The last television show I produced was a fitness show on the Lifetime network, on at 7-8am Monday through Friday (not huge ratings event, as you can imagine.) A large fitness equipment manufacturer gave us $200,000 worth of fitness equipment to have in the background, just in case the camera landed on it for a few seconds and you could somehow read the label. This is valuable real estate!
One of the hottest topics in advertising today is "product integration". It's the Coke cup sitting on the desk of the judges on American Idol. It's the companies who pay a small fortune to be featured in Celebrity Apprentice. But that is a poor second to actually having a recurring character, a hero in on the show actually be the thing that you are promoting. Week after week, on a show already booked worldwide for 104 weeks on 2 networks, in the US alone!
Imagine what companies pay to be featured on a show like Celebrity Apprentice, for one week. We're talking hundreds of thousands of dollars. Just to be on a show for one week that might get 6-8 million viewers, (contrast that to Baywatch's 1 billion viewers weekly!)
It's too valuable to pass up. It may be the most important gift we could ever offer to the chiropractic profession.
I told Greg and Tai that I thought I could come up with $500,000 in funding if they would build this character into the show.
Ok, deep breath. Now, how do we pull it off?
If it was a pharmaceutical company it would be easy. I'd go the agencies for the largest ones, and make them an offer and start a bidding war.
But how to do that with chiropractors? There's no rich group, no organized "body" in the profession that could write this check. This amount is paltry compared to the budget of the show, it won't cover half of a single episode. That's just a hard fact. But this amount exceeds the lobbying budget of the largest organized association in chiropractic. Another hard fact.
Remember the toothpick example? Try to break one. It's effortless, easily done. But take 500 of them, put a rubber band around them. Now try to break it. Impossible, right?
So we ran a campaign on Indiegogo and attempted to raise $500,000. And fell short…way short.
We raised about $170,000. Life University stepped up in a big way, as did the state associations in Ohio, Michigan, Alaska and Oregon and of course a core group of risk taking individual chiropractors. (Thank you!)
Having missed by such a large amount, we are short on our commitment to the owners of the show. They went ahead and wrote the chiropractor into the show, but we’re on the hook to raise at least another $200,000.
So we came up with an incredible win-win. We’re looking for 100 chiropractors to sign up for the 100 club. In exchange we’re going to deliver an incredible (est.) $25,000 value for each $2500 donation.
If we don’t get at least 35 to participate, we’ll have to cancel it, the costs would exceed the income and make it impossible. But if we get 100 to participate, we’ve got a home run.
So, here's the offer. If you'll join with 99 of your brothers (and sisters) and contribute $2500 to be a member of the 100 Club here's what you'll get in return:
1. Like we said, we'll get a recurring character on a worldwide television show that has already been picked up for 104 weeks. You'll make history, you'll fuel a seminal change, you'll play a pivotal role in creating a cultural shift that could have an incalculable leverage impact. For a lousy $2500! Value: Priceless
2. You get 100 DVDs, mix and match, your choice of Doctored, Undoctored, and Bought. I have offices that have sold hundreds and hundreds of copies of Doctored at $20 each, just by displaying them on their counter. At just $10 each, you've recouped 100% of your investment and promoted your practice by sharing the films! Value: Wholesale $1000, retail $2495
3. But here’s the key part: You get 2 professionally shot commercials featuring your practice featuring the cast of the show, SAF3.(This has to be worth at least $25,000-$50,000.)
The show is currently filming in Cape Town South Africa, (the setting for Malibu.) I went down last month and shot commercials for all of our 1st round members.
I’m going to South Africa again in November, with our film crew. While we're filming in South Africa, we'll take cast members and shoot a promotion for Saf3 the show, and your practice, personalized to you. It will be random cast members. We'll shoot them talking about the show for a minute, then how they use chiropractic in the show, just like with Dr_____, in _____. You'll get 2 professional commercials, one 30 second for broadcast, and one 2-3 minute that you can use on the web.
Can you imagine trying to hire one of these TV stars to shoot a spot for you? And how much would it cost to hire a production company to shoot it in that setting, if you could afford one of these stars? You couldn’t get a local weatherman and a film school student to shoot a 30 second spot for $2500, and when you support this effort, you get the cast of a worldwide television show and a director who gets paid hundreds of thousands of dollars for a 30 second spot-all working for you!
Jared Yellin at Synduit has agreed to coach all 100 Club members in how to use the 2 spots to increase your business, and to develop campaigns using them for each of our members. (Imagine buying a local spot on the show itself, showing a commercial that features your practice with the cast of the show that the viewer is watching at that very moment! Powerful.)
So 100 people can get everything above, all of the rewards, plus a 2 personalized commercials for $2500.
There it is. The people who put up these rewards have bent over backwards to make sure this happens for this profession. I really think we've crafted a "no-brainer", this is a spectacular offer. But most importantly, it's 100 grouping together to make something happen that has never happened before. I can't imagine not making this happen! Will you please join in and invite others that you know who are qualified know about it also?