Marketing with Video Pt III - Advertising & Promotion

Advertising, Marketing and Promotion

This is what it's all about!

Commercials - While advertisers are becoming more selective in how they chose to spend their promotional dollars with broadcast television, other venues for commercials such as online video pre-roll, online sponsorships, in-game advertising, event sponsorships and in-theatre advertising are starting to take the place of broadcast / cable commercials. A proliferation of video screens cropping up on every building, device and structure will create an even more diverse set of advertising opportunities. The challenge will be to create specialized content targeted to an ever -shrinking niche audience.

Viral Video – Videos go “viral” when they become extremely popular, with lots of people wanting to watch the video. To go viral, a video has to be incredibly entertaining, shocking or meaningful. Viral videos have to be extremely engaging, entertaining, shocking or meaningful to be successful.

Email Video - Testing has shown that open rates can double if you include video in your email marketing activities. To be effective the video should be purpose-built to elicit as specific conversion activity such as requesting a demo, more info etc.

Infomercials – Nothing new here. If you’re doing an infomercial, do it well and use search engine optimization to drive visitors to it. They work as well online as on television. Infomercials are extremely effective at selling certain consumer products, usually those they can demonstrate during the infomercial.

Content Marketing – Watch this grow. Most web content remains focused on selling something. With content marketing, you market information; specifically – solutions. By focusing on solving your customers’ problems first, then associating your brand with the solutions, you market more effectively. We recently created a “How it Works” video for Xact Wire EDM. The video, which can be seen on their website and on YouTube, was completed this fall and is already drawing new business for Xact. The video focuses on how the process of wire EDM works, not on Xact’s proficiency with the process.

Dennis Dean is an Emmy-winning video expert, communications consultant and Managing Partner of Dean Group Media. Email him at dennis@deangroup.com

Marketing with Video Pt II Corporate Video

Corporate Video

In this segment - the Corporate video and its iterations...

Corporate Overview – The video equivalent of a corporate brochure, but with motion, sound, music, graphics and effects. The videos are intended to give new visitors to a website a better idea of the company. Corporate overviews can easily become too long. For best results, divide and conquer. Produce more targeted segments. Total viewership will increase because more people will be watching shorter videos that mean more to them.

Executive Presentations – Puts an executive “face” on your industry. Regular presentations, quarterly updates, responding to a major event... all are good uses and good reasons to face your constituents and stakeholders. Don’t try this without a speaking and media training coach unless you are already a professional presenter.

Staff Presentations - Social media and other Web 2.0 trends have caused companies to rethink the ways they communicate with external audiences. Senior leaders are fine, but rank-and-file staff members offer considerable credibility. Your customer service reps, technical experts and legacy workers are all valuable considerations for this new type of corporate video. There is more trust associated with the folks in the trenches than senior C-levels in the executive tower. The difference with staff presentations is that you’re selling to the influencers in your target market, not necessarily the decision-makers. So it’s important to represent your company with the people your customers and prospects relate to.

Corporate Tour – See Our Gear! – Once popular, now not so hot. Your customers want to know what you can do for them, not how much equipment and plant space you lease. Equipment is better showcased in a video about what you do well, not what you use to do it. The moment they see your facilities and equipment, the experienced viewers will know your capacities, without you mentioning it. Still want to show off equipment? Show off the people who are using it instead. These are your most valuable assetts.

Dennis Dean is an Emmy-winning producer, communications consultant and Managing Partner at Dean Group Media. He may be reached at dennis@deangroup.com

You're on Camera! Marketing with Video

What’s one of the best things you can do for your website? Humanize it! Websites aren’t about technology, though many web developers would have you believe just that. Websites are about people and communicating with one another, whether for fun in a social networking session of common interests or in business. Products don’t buy and sell themselves, people do!

So humanize your site! One of the best ways is a simple greeting to say “Hi, I’m Drew, here’s what we do….” (Try not to rhyme with your name, however.)

Visitors to your site will stay longer if their attention is focused. Focus it with a video of yourself or another important spokesperson for your company on your home page. Video adds a human element. Video lets people see who they are dealing with. Video adds dimension and trust. This is especially important for smaller businesses with a lot to offer but without the built-in clout and credibility of, say, GE. People expect folks at GE to know what they’re doing. Smaller businesses need to develop credibility. An online video can be important for other reasons, as well. If you are an on-camera talent, it’s only natural people will want to know what you look like. When photos aren’t enough, use video to capture their attention, get to know your company vis-a-vie yourself, and develop or enhance trust in you/your organization.

And that’s really what it’s all about. Do I trust this company? This website? To do what it says it will do? Or do I trust this person?

We’ve all got something to market. Sometimes, it’s ourselves!

For an example of what I’m talking about, just click here.

Dennis Dean is a Communications Consultant and Managing Partner for Dean Group Media

He may be reached at dennis@deangroup.com

Marketing with Video Pt I Customer Showcase

Customer Showcase Videos

Video Customer Testimonials - As compelling as it gets. No one can tout your virtues better – and with more credibility – than your own customers. Short 15-60 second clips are typically combined with other marketing material to mount a dynamite sales pitch. Viewers may not even know their being pitched!

Video Success Stories - Similar to a customer testimonials but somewhat longer, with the on-screen person being interviewed by someone off-screen. Work well as stand-alone items.

Video Case Study – These are excellent methods for detailing how your company’s product or service helped your customer be more successful. Problem – solution - benefit format work wonders. Shorter is better. In-depth looks are fine but should begin with a short summary, then link to the longer version for visitors wanting more information. Never force the information on your web visitor.

Man-in-the-street Interviews – Use to promote events and build “buzz” around coming events, or to capture spontaneous responses that help promote your product or service or differentiate the benefits of your brand. Great for food and beverages. Authenticity and sincerity work best.

Customer Presentations – You talking to a customer or prospect and making your presentation. These are easy to video record at Trade Shows. Be sure to get permission from the client or prospect to use the video.

Product and Service Presentations

Product Presentations – Used early in the buying cycle, these focus on benefits and talk from more from your customer’s perspective. Product presentations must speak clearly to how the product solves an issue or problem being experienced by the prospect. Product presentations help your customers differentiate between your brand and offer and your competitors.

Product Demonstrations – Show off your product and differentiate it from the competition. Product demos are for use with prospects who are further along in the sales cycle, and individuals with a need to understand in greater detail how something works. Great for big-ticket consumer items, too.

Product Reviews – Third party product reviews are the most trusted. You can find them on YouTube, other social media sites and business portals. Reference them on your own site. Partner with trusted third parties to create product reviews.

Visual / Animated Stories - Quickly rising in popularity, visual stories employ illustrations, animations and motion graphics with a voice-over to explain complex products or services in a simple and compelling manner.

Next - a look at the Corporate Video and its variations...

Dennis Dean is a communications consultant and managing partner for Dean Group Media. He may be reached at dennis@deangroup.com