5 Reasons Why We’re Ranting About Branded Web Video!

Branded web video? What is it and why should you care? Well if the following statistics didn’t get your attention, what else would you like to know about it?

1.2 billion online videos will be viewed today alone.  Over half of consumers surveyed said that when they watch product videos they’re more confident of their online purchases.

And, oh, they’re more likely to view video using their mobile and tablet devices.  Three times more than laptop or desktop users. So, web video isn’t just the next big thing – it is the big thing

Could your business benefit from Public Relations (PR) or Public Service Announcement (PSA) Videos? Non-profits can profit from them and so can for profit businesses.  How about a video with your (company or product) brand?  

That’s right, a video, a branded web video, whose only purpose is to create a good vibe about your company, your people, your product or service. It’s also a great team-building tool and, yeah, it can also provide you some very good PR.

Teaching videos that instruct your current or potential customers on how to do something, especially if you sell the materials they need or, explaining videos that show what you do. There’s product videos that show the product up close.  

According to industry studies, over half of consumers who viewed a product video reported that they felt more confident making an online purchase after watching it. Would your sales be affected if customers were more confident?

Confident consumers return fewer items.  That also means you don’t need to make as many sales calls.  Happy and confident customers tell their friends.  Convinced yet?

What do your customers or clients have to say about you?  Would they like to share it on video? That’s right, testimonial videos tell prospective or on-the-fence customers what they’ve experienced and what they think about your enterprise or organization.

This isn’t the future. It’s happening now. Are your competitors doing it?  If your website is mostly text, it’s time to switch. If you’re still spending money on just cable television advertising, it’s time to rethink that strategy as well.

If you’re only objection is that you think video is too expensive, that’s the least of your concerns. And, oh, by the way, it’s not.

That’s REASON NUMBER ONE. Not using video to introduce your business, to inform customers and prospects and, to just plain offer anyone the value experience of your brand, is more expensive in the long run.

REASON NUMBER TWO – good video is effective video.  Effective video is well written.  It’s well purposed – it has an objective. It’s produced well.  It’s well placed and distributed where it will most likely be seen. And, it’s reasonably priced.

REASON NUMBER THREE – above all, it can be placed on your website, social media and through paid digital advertising, it can be targeted and re-targeted based on demographics, specific behavior and geography.  Better yet, it’s less expensive and more effective than traditional offline media. 

That’s where REASON NUMBER FOUR comes in, it’s easily measured.  That’s right. Your also able to tell that it’s working, where and when. Did you know that you might get some coop advertising support as well?

So, what’s REASON NUMBER FIVE? Here it is – there’s no reason why you aren’t ready to talk to us about your first branded web video project.  Unless, of course you don’t have a website.

We can help you with that, too! Contact us today and see what branded web video is all about; what’s involved and how it’s an investment that is trackable and affordable, too.  What are you waiting for?

 

 

 

 

 

 

Are You Guilty of Media Gratification?

Once upon a time any advertising that centered on the owner of a company was referred to as an egotisement.  Maybe it still is.

But any radio, television, print ad or website that features, promotes and stars the owner is usually bad on more than one level.  If that owner ever decides to sell that business – how can they?

They are the business!  Now, there’s nothing wrong with promoting yourself unless the end result is a cheesy, corny and annoying ad.

Auto dealers, and you know who you are, are the most obvious examples of media gratification.  And, it now seems that medical professionals are coming up as a close third just behind lawyers! 

Those of you out there promoting yourselves instead of your services or product are not really building the type of brand equity you think you are.  Do you really think that the consumers out there who are looking to buy or ready to buy are going to be impressed by your pomposity, shtick or bluster?

All they’re interested in is what your ad’s message or offer will do to solve their immediate problem or long-term need.  They’re not going to listen to what you have to say about yourself!

Your bad advertising message will only make your good product or service seem lees than it really is.  So, who’s the star of your show – you – or your products and services?

You may be the expert but customers buy based on their initial advertising impression and sales experience not on what expert says.  Avoid media gratification and remember what David Ogilvy, one of the best ad men ever, said: What you say in advertising is more important than how you say it.

Want gratification?  Get it with advertising that is crafted to get positive attention with language and images that increase consumer’s interest and their desire to buy.  And, best of all, advertising that sends customers to your business!

Ogres, Onions and the Creative Process

A ramble about the creative process and its challenges from an advertising guy’s point of view…

David Ogilvy once said, “Hire people who are better than you are, then leave them to get on with it.”  There is an art to the creative process itself which is also supported by years of experience.  And, although it may look easy to some – it’s not.

In Shrek, the now classic animated movie franchise, the title character reveals that ogres are like onions. The exchange between Shrek and Donkey went like this:

Shrek: Ogres are like onions.
Donkey: They stink?
Shrek: Yes. No.
Donkey: Oh, they make you cry.
Shrek: No…. Layers. Onions have layers. Ogres have layers…We both have layers.
Donkey: Oh, you both have layers. Oh. You know, not everybody like onions.

The creative process is very much like ogres and onions. There are lots and lots of layers.  Bearing this in mind, not every client wants to become involved in or understand the creative process. Yet, for some, the creative process is very magical until they come in contact with those damned layers.

tug-o-warOthers see it as a contact sport.  A perpetual tug of war as to whether these layers are necessary or, are just a form of torture whose only purpose is to increase their billable hours.

Plus, as the result of having been mesmerized by technology, the general consensus of many non-creatives is that any of the layers can be changed quickly, simply and without consequences.

Clients shouldn’t be oblivious to how even the smallest and seemingly most unimportant changes they insist upon, for whatever reason, may adversely affect the advertising project.  Client involvement can be a two-edged sword.

It is very difficult to find Selling the Dream, the Smithsonian television documentary that tracked the making of Mitsubishi’s 30-second television commercial for its then new sports car, the 3000GT, online.  Read about it here to see how it illustrates what happens when the creative process becomes less important than making the client happy.

Some see the creative process as tedious and unnecessary – yeah, including account executives.  Many fail to understand how the end product (a website, print ad, TV or radio commercial…) is connected to the creative process itself. There are definitive and progressive steps required to bring a client’s project from concept to completion.  Like ogres and onions – it has layers.

The creative process doesn’t offer instant gratification.  A :30 television commercial takes hours to concept, write and produce.  Care, consideration and support for the creative team is crucial.  They need your information and insight to create a precisely pointed selling message to support the marketing strategy.

The creative process has built-in checkpoints to determine the project’s progress; to evaluate and review where it should be in the time line, as well as, if it will or will not reach the stated objective.  There is an order to the layers! Blaise Pascal once said, “The last thing one discovers in composing a work is what to put first.”

The creative process has a singular objective – to quickly and effectively reach and relate your product or service offer to a specific audience.

Ogilvy said, ,  “Look for people who will aim for the remarkable, who will not settle for the routine.”  The one thing non-creative participants can be certain of is that the creative process doesn’t always happen easily and, in a straight line – there are layers you know!

Eyes. Ears. Hearts. Minds and, Wallets…

They’re all connected to sales: the first sale especially. And, regardless of what medium you choose – offline or online – you need to instantly connect. You need to connect to those who are looking to buy.

This group either has no experience buying what they’re looking for or, they have no loyalty to the last place they bought from. Why else would they be looking elsewhere? It’s up to you to make their first time a memorable experience.

If they’re not loyal to the last place they bought from It may be because they didn’t have the type of experience that would make them want to go back. Or, is price their only incentive? If that’s the case, we’ll address that in a bit.

They may also be more driven by price and availability rather than loyalty to a particular business. So, whether they’re looking to buy or ready to buy, prospective customers are out there.

Those who are ready to buy have done their research and made up their minds as to the benefits, advantages and features they want.  Their mission is now to connect to a resource. Are you that resource? And, how do you become that resource?

What are you doing to attract their eyes? What makes your product or service standout from the competition? Does your advertising communicate what you are, what you do and, why you’re the obvious best choice? How you look to customers is how you’re perceived.

What are you doing to attract their ears? Everyone loves a story. Everyone especially loves a story they can relate to and that promises a happy ending. For you, a happy ending is a sale.

Once you’re advertising has attracted them with relevant imagery or a story, you’ve begun the process of getting to their heart. Most consumers assume that their purchases are made rationally. Wrong! Most purchases are emotionally oriented. The heart tells the mind what to do.

When a customer has a change of heart, they change their mind. Most perceived barriers to a sale are thought to be rationally based; too much, too expensive or the level of quality hasn’t been demonstrated or, isn’t easily apparent.

Prove they’re wrong and the change of heart will lead to them changing their minds and reaching for their wallets. Many transactions – purchases – are made well before the consumer reaches the point of purchase.

Once a buyer is convinced of the payoff you’ve promised in your advertising, they mentally make the purchase and then physically follow it up. Your advertising, good advertising, in general, must be a combination of selling words and pictures that promises the specific solution consumers are looking for.

How about the consumers who only shop and buy on price? They are transactional and not relational buyers. They make their decisions on price for several reasons. One is either an economic necessity. And yes, for others, it’s just plain old greed. A lack of loyalty is blatantly demonstrated by the low rate of repeat sales. Why? They were either put off by their first or subsequent experiences and see no experiential differentiation between your business and your competitor’s.

So, if you want relational customers, your advertising has to connect to their eyes, ears, hearts and minds to their wallets. To do so and be successful, you have to offer a unique solution proposition and, a unique, consistent and pleasant purchasing experience. When Dunkin Donuts first started out, many of their locations were in suburban areas. They promised it was – worth the trip!

Once you’ve attracted prospects with relatable imagery and, an embraceable narrative that defines or, is attractive to their emotional state, and offers a distinctive and rational differentiation between your offer and that of the competition – they’’re connected to their wallets!

Reality vs Slogan

The standard dictionary definition of slogan is: A short and striking or memorable phrase used in advertising.  Reality on the other hand is defined as: the world or the state of things as they actually exist, as opposed to an idealistic or notional idea of them.

montageSo our question is: Is your slogan a reality or, is your reality a slogan?  Think about it for a bit.  If your slogan is a reality, it conveys a promise.  There are two basic types of advertising slogans: The U.S.P. (Unique Selling Proposition) which answers the universal consumer question – What’s In It For Me? (W.I.F.M.) and the Positioning Statement which defines what you excel in.

It’s simple enough.  What is your unique promise (proposition)?  In order for it to be unique, well, none of your competitors should be saying or offering the same thing.  The other part of the proposition/promise has to put the customer in a buying frame of mind – that’s the selling part.

Back in the eighties Land Rover had a great proposition for consumers considering an SUV.  Theirs was – The Best 4 X 4 by Far!  It also had another slogan element.  It was also a positioning statement – it defined their product and promise distinctly from that of its competitors.

Subway’s does the same in the fast food industry dominated by hamburgers giants!  7-Up has a similar situation in the soft drink market battling Pepsi and Coke – they were: The Uncola!

Back to you and your business.  Do you have an advertising slogan?  It is effective?  Does your slogan answer the question: what’s in it for me? as well as claim your place in the competitive marketplace?  You may need two slogans.  A positioning statement and a U.S.P. to use interchangeably.

In either case, is what you’re saying a reality or just a slogan?  Back in the seventies Zenith Electronics had a slogan that promised – the quality goes in before the name goes on.  Many advertising and marketing professionals had a tongue-in-cheek version to expose bad products: the name goes on before the quality goes in.

Well, that’s a story for another time.  Need help writing your new slogan(s)?  Call us today and we’ll help you keep your promises and stand out as you should!