Making a Spec for a specific company

chris f

chris f

Veteran
I'm going to make a spec ad for a regional gym/fitness center that a friend of mine works at. She is the head of sales for the company so she has given me all the important info (target audience, selling points, differentiation from the competition, etc.) and she is going to help me meet with the owner and present the spec.

My question is should I make that spec using their company name, logo, etc. or should I make the spec feature a generic company, logo, etc.?

I imagine if they hear their company name and see their logo it might encourage a feeling of ownership already. However, I wonder if that won't be screaming "I really, really, really want this gig so bad that I did all of this just for you for free!".

On the other hand if I use a made-up generic company, I feel like I'd be in more of a position of power because I'd have more flexibility pitching the spec to their competition should they decide to pass on it. Also, I plan on mentioning during the meeting that I will be pitching the spec to other area fitness centers (their competition) should they pass on it.
 
If it were me, I'd make the spec in a DIFFERENT gym.

My concern would be if the owner sees the commercial is essentially already made, he'll try to lowball you on the price. After all, it's no good to you -- you can't really do anything with it. And you've already done all the work. So he may think you'd rather have something than nothing.

If you do a similar commercial using a different gym, with generic logos, etc., then if he likes your work you can charge him a reasonable fee to start from scratch and make a commercial for him.

Just my 2 cents.
 
I definitely plan on shooting the spec at a different gym. The more I think about it, the more I think going the generic-named gym route is the way to go.
 
Sounds like it's your demo that needs time on it.
If somebody needs a spec spot, they are either trying to get free work out of you or you have not been able to convence them you are worth spending money on.
It's not as if you can or will run out and make a free spots for every pitch later on. I'd shoot something generic enough it could be in my next pitch no matter whgat flavor of business it may be.
 
Find out who the gym's largest competitor is and make the commercial branded for them. If that doesn't inspire them wanting to pay you for it, you have implied that your inspired, killer commerical will be sold to the competition. Of course, in order to work, you had better know what you are doing and create a grade A kick ass commercial or else it will backfire and your potential client will laugh at your competition, knowing they are getting a not so great commercial.

What do you have to lose? Other than time, money, patience, creative drive and missed opportunity?

I do have to say, as far as business plans go, creating spec commercials is about the worse way to go possible. Your chances of actually selling a spec spot are very low. What other business requires you to spend tens of thousands in gear, learn how to use it all, hire a crew, work your ass off creatively and production-wise, edit and post produce the whole thing, then cross your fingers and meekly hope that the potential client will buy your product? Utter insanity from a business standpoint. It's about on par with making widgets for a dollar and hoping to sell them to uknown customers for .10

Good luck,

Dan
 
It wouldn't be selling them a finished spec. More of a visual example to show them what I mean. Putting pictures to the words/writing more or less.
 
It's not impossible to do, just improbable. But others have done it with success.

Best of luck to you,

Dan
 
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