24 situation analysis

BACKSTAGE TALK situation analysis

STRENGTHS

An attempt to stop the disruption. Authentic voices connecting with authentic brands. Good resources and connections. Strong media list. Prior industry experience. No strings attached.

WEAKNESSES

No monetary gain. Small base. No brand awareness. Voiceover talent lack of media experience.

OPPORTUNITIES

Could launch into a company. Could change voice over industry. Brands have one authentic voice. To provide the founders with exposure and net worth.

THREATS

Traditional agencies. Voice Giant. Voice123.com. Talent with binding agency contracts.

COMPETITORS

VOICE 123

Voice 123 offers a direct line to voiceover talent and allows creative directors and companies to hire talent

without an agent.

The platform allows directors and companies to search for keywords that match what tone they want for their project. According to their website, they have submitted more than 250,000 projects since 2003.

VOICE GIANT

All work is done remotely; the company hires talent and can listen to some demos; the company then contacts the talent and can move forward with discussing payment and a contract.

You can search for talent and filter by turn-around-time, name, voice style, and language.

WHAT MAKES US STAND OUT?

1.) Get Real Voices believes every brand should use one powerful voice and stick with that voice in their advertisements.

This concept promotes keeping brand’s voices cohesive. Sonic branding is a core principle behind Get Real Voices, which makes this brand stand out among generic voice talent websites.

2.) Get Real Voices will offer a unique search engine for clients to find talent that aligns with brand’s passion.

For example, voiceover talent will have the opportunity share their passion for snowboarding, so they can be noticed by their dream brand.

Voiceover artist whose dream brand is Arbor Snowboards.

COMMUNICATION CHALLENGES

1.) Recruiting brands and voice talent to join the site.

With Kelley and Rachael Laya’s connections, recruiting talent should not be an area of concern, but reaching to clients and producers may be more difficult.

2.) Getting brands to understand the importance of sonic branding.

Sonic branding highlights the importance of brands using one voice for their advertisements.

3.) Working with brands to find a voice that adequately represents their story.

Other websites do not encourage voice over talent to create an in-depth profile; according to Tanya Chopp from Voices.com, one of the biggest reasons brands cannot choose the best Voiceover actor is because they do not provide enough information for the voiceover actor to truly encompass the brand.

4.) Seeking brands to produce audio-only ads.

In audio-only ads voiceover actors are the center of the advertisement; Get Real Voices is for an incredibly niche audience.

Research Insights

AGENCY INSIGHTS

According to some talent management, agencies operate with strict policies. They gain their revenue by hiring their clients, subject their fees, and the remaining funds will become the client’s income. Once their client gets paid from their bookings, the agency on average takes 10 percent of that pay, and the talent may receive 20 percent. Additionally, agencies or your point person books employment by what is available not necessarily focused on their

client’s passion.

Get Real Voices is not an agency, and they are not looking for a profit. The main objective of the brand is looking for an authentic connection, creating an experience with the power of voice. Top talents will be connected with their personal ethos and passion points, aligning them with brands that are looking for their brand talent and match their ethos. Get Real Voices understands that brands spend an abundance of money on visuals when the future is sound. Brands are looking for that one trusted voice that individuals can immediately identify with their brand; that is where Get Real Voices emerges.