TYPES AND USES OF VIDEO:
Traditionally, a Promotional Video is a one that can be used for multimedia sales presentations, conferences & trade shows, training seminars, and on your website – in your company’s trading area. They can also be incorporated into CD ROMs and DVDs as an introduction to your organization. Since generic promotional videos can be used in a variety of applications, they are particularly cost-effective.
Customer Testimonials are recorded interviews in which customers give their thoughts and opinions about a product or on a company’s service. They can be used for a variety of purposes, from forming part of a Promotional Video, as an endorsement on exhibition stands, as part of a general sales presentation, or even to as part of an e-business card. Customer testimonials are often used in television ads in order to give an apparently honest and unbiased viewpoint, however today’s media-savvy consumers may be a bit more cynical regarding such tactics.
Video IS an ideal medium for training, particularly since once made, the teacher or trainer need not be present for future training sessions. Videos are commonly used by businesses for training in areas such as health and safety, customer care and selling new products. Producing a training video about your core business processes can make it a lot cheaper and quicker to instruct new staff as well.
Television pervades most homes to varying degrees and is recognized as one of the most powerful mediums. As such, TV advertising can be incredibly effective. Usually a TV ad will be conceived and produced by an advertising agency together with a video production company. The price for showing TV adverts depends largely on the channel, time of day and the programs before and after the showing, while directly related to the size of the viewing audience. The cost of producing a TV ad depends on the complexity of the video project, as well as the ability and reputation of the advertising agency. The most expensive NATIONAL TV adverts can be multi-million dollar affairs, especially as part of a wider campaign. This may seem excessive, but TV ads can become iconic, renowned and respected in their own right. Combine this with intangible “feeling” that video can give a viewer about a company and the value becomes clear.
With increase of fast, broadband internet connections and video streaming technologies, the World Wide Web “2.0” is now very much video-enabled. TV adverts can be shown online at a fraction of the cost, and video can be produced specifically for use within web pages. The capability for targeted advertising means that the internet is a popular medium for advertisers. Using the latest technology, online marketing campaigns can be made interactive and thus more engaging. For example, some web sites prompt a viewer to enter their name, and then include this as text or even part of the video and audio.
Viral marketing is so called because, like an organic or computer virus, it reproduces itself. A message that spreads itself can clearly be a cost-effective and powerful thing. The concept for viral videos is to produce something that is so captivating that people will share it amongst themselves – whether by email, posting to a web page or social networking site, or sending between mobile phones. Viral videos are fascinating because home-made videos with low production values often go viral (read: popular), and this amateurishness is often emulated by video production companies. Because viral videos (and indeed any piece of viral marketing) must have some quality which makes people want to share them, they can be somewhat hit and miss. As such they are the domain of specialized advertising agencies.
As mentioned about, the World Wide Web is the latest vehicle for video. Video sharing web site YouTube is now a household name and a repository for home-made and commercial video productions alike. Whatever type of video you produce, you should seriously consider adding it, or at least excerpts, to YouTube or a similar site, as it is free, and a further means for your video to reach viewers. Note too that YouTube is owned by Google– and therefore search results tend to be weighted heavier for website showing video, and using YouTube for distribution. While it should be noted that web-based video still lags behind broadcast television in terms of quality, video on the web enables cross-referencing to your website and so can be a further means to effective marketing.
How do you DO it?
Email or call me to run your ideas about videos by a professional. I am glad to offer suggestions, ideas and critiques for you.