Communicate to inform, We inform our audience in a number of ways, We state that
one in five adults suffer from headaches or migraines, or that one hundred and
fifty children in the U.S. will be diagnosed with autism.
Web Sites often state in a matter of fact
manner the product's perforance statis, or features and funtions.
We often read bravado such as ''The
World Fastest,'' ''The Cheapest available,'' or
''The Safest Choice,'' Without the facts and figures to back up these
statements, they are nothing more than hot air, and they serve to diminish real
value.Often facts gets lost in the
clutter, too many companies saying the same thing.
Sometimes facts are illustrated better in video, and now online video is easily
shared, it can be the ambassador for a company's brand and voice. Blentec has enjoyed great sucess with
this approach on their Willitbend.com site. Where the company could have chosen to state, Our blender is more
powerful than any other,'' they instead produced a cadre of videos of a man
''blending'' a golf club, a handful of cellphones, a rake, forty pens, and
cassette tapes among many other items. (Warning, if you watch the video, you'll
want to buy the blender) Facts can help subtantiate your message, but alone they
are flat, statics pieces of data that do nothing to connect or engage.
Video can replace volumes of text or technical data.While informative, video can be
humorous, provocative, and more coherent platform to make your point.Monsanto Co. Filmed testimonials from
farmers around the world to make a case for bioengineered crops.The company posted the clips on their
Web site (under biotech) attracting more than fifteen-thousand vistors a month.Getting past the technical jargon,
videos tell a compelling story.
Wal-Mart, General Motors Corp., and Coldwell banker all use video on their Web
sites to communicate with internal and external audiences. Video is a standard tool of the Live
Web. In Fact, Video is so powerful
it launched the YouTube juggernaut and dozens of Web TV sites. Live Web audiences simply love their
video.
COMMUNICATE TO CONNECT, Marketing messages that are aligned with the company
voice, unexpected, and offer emotional appeal together create a strong
connection with the audience, in the ""IMPOSSIBLE IS NOTHING'' David Beckham
Adidas commerical (sixty-second spot on YouTube), The statement made by Beckham
is personal and revealing.Its not
just that Beckam overcame his mistakes and weaknesses to reap extraordinary
sucess. It is his willingness to
open up to the audience and reveal his intermost feelings in an unexpected
format. Adidas launched ''Paint Your
Own Sneakers'', They have built a marketing platform-a voice that is engaging.
One of the best examples of story used as marketing vehicle is the jared fogle
ads for subway, Originally, Subway had launched a campaign touting the health of
its sandwiches by stating the fact that seven sanwiches had six grams of fat. The campaign had little impact on
audience behavior, Then a student at Indiana University, Weighing in at
four-hundred-and twenty-five pounds, decided to put himself on a subway sandwich
diet, Jared Fogle lost two-hundred-and-forty-five pounds, Subway Launched the
story in video ads, and extended it through their Web site. It was effective
platform. Engage your audience,
start a conversation, interact, it is time to become a part of what is happening
on the net.
User-generated Video Content is drawing millions of consumers. A Daily dose of 100 million video
streams. Source, The Age of Engage by Denise Shiffman.
Video ad can present your message in such a logical and compelling way, there is
no better way to educate,demostrate and motivate busy decision makers.
The Video can take your best presentation and bring it to life
using-state-of-the-art media technologies that combine sight, sound and motion.Unlike your sales reps, The video
will never have an off day or take a day off.The presentation is fresh, consistent and the impact on the 100th viewing
is as effective as the first.
BRANDING YOUR BUSINESS, A brand exist in people's mind, Brand
qualities are thoughts, feelings, associations and expectations created by brand
identity. Brand Identity is the way in which a brand is expressed-visually and
verbally