MOVING IMAGE MARKETING
by Werbeinsel gmbh
DOC
TRAIL
What is
DOC TRAIL ?
THE IDEA
The idea for this concept did not come to us yesterday. It is the result of many conversations on the question: Why, of all things, does a business that deals with films work almost exclusively with printed catalogues? The answer was usually: a consistent visual presentation would be too expensive.
This can also be observed on the websites and screening portals of the suppliers: Good trailers are rarely if ever to be found – they are, if at all, provided by the producers themselves, often only two minutes bracketed from the beginning. Anything else would be … too expensive. Buyers are forced to shuttle through full screeners to get a concrete impression.
All in all: there is some room for improvement. Because – if you sell pictures, you should also present yourself in pictures. Right? What is needed is a compact, manageable, and above all cost-effective offer for it. That was the approach we took when developing our DOC TRAIL concept. With the clear direction of impact: a distinguishable visual appearance and a content presentation with as little effort as possible that appears to be cast from one mould.
DOC TRAIL therefore works in several stages. From the big to the small, in three main steps: Brand, Image, Content.
Who is
Werbeinsel?
WHERE WE GO
Now we take the next step on another level of the TV business that precedes on-air broadcasting: the international market for television content, with its producers, co-producers, licence traders and distributors. There, where the broadcasters are the buyers, but where the same laws apply, including this one: A trailer says more than a thousand catalogue pages.
We want to bring movement into the business with moving images. With an affordable concept for the visual marketing of a specific type content that often appears only by catalogue and only as a full screener in the offers: Documentaries. We call this concept DOC TRAIL
WHAT WE DO
Werbeinsel GmbH from Cologne is an established agency for digital and on-air marketing. Our core business is programme marketing for Germany’s largest private TV group. Our team produces on-air trailers and campaigns for half a dozen broadcasters and their social media and streaming platforms. Since 2022, Werbeinsel has been in international business – producing trailers for the global marketing of German documentaries. Our clients rely on us and on our trailers to find the right audience for their programme. They can do that. Because we know how visual marketing works. And what it takes.
WHERE WE GO
Now we take the next step on another level of the TV business that precedes on-air broadcasting: the international market for television content, with its producers, co-producers, licence traders and distributors. There, where the broadcasters are the buyers, but where the same laws apply, including this one: A trailer says more than a thousand catalogue pages.
We want to bring movement into the business with moving images. With an affordable concept for the visual marketing of a specific type content that often appears only by catalogue and only as a full screener in the offers: Documentaries. We call this concept DOC TRAIL