Engage
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 performance status, or features and functions. 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 success 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 substantiate your message, but alone they are flat, static 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. It's 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, demonstrate 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 ad 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 minds. 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.
Company Name
Video Name
Contact Us
Advertisement
