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 Visitors to Your Website Looking or, Ready to Buy?

Most people, web browsing prospects especially, who are searching the web can be divided into two groups: Those Looking to Buy and Those Ready to Buy.  How can you tell which is which?

Those who are looking to buy have already committed themselves to finding a solution to a need, a want or a problem.  They may have no experience with a tried and true resource.  Or, they’re not happy with their current one.

Yes, these kind of prospects may be solely transactional types with no loyalty to any website or brick and mortar business.  They’re shopping on price alone.  If you have what they want for the price they’re willing to pay – you’ve got the sale   

web designers ma

One of our larger ecommerce sites!

looking to buy prospect can be converted into a relational type of customer if what they read or see or, experience on your website convinces them that they can count on you for selection, value and convenience they’ve been searching for.  

As for those prospects who are ready to buy, they’ve already made up their minds.  They’ve done their research. They know who has what they need for a price they want to pay and they’re ready to buy!  Is your business one of the finalists?

But, are they ready to buy from you?  It’s also possible that, they just transactional customers – they’re not looking for a relationship other than one based on price.  Then again, they may be looking for a relationship because they haven’t found or, don’t have any experience with a tried and true resource.  

If they do have a relationship they may have concluded that, due to more than one bad experience, there’s no longer a reason for them to be loyal.  Why? Because that source isn’t providing what they’re looking for at a price they want to pay – that’s a sale opportunity for you.

Is your website equipped to do ecommerce?  Does your website clearly present your business as the solution source?  Is it ready to convert the lookers into buyers?

Does it tell a story?  Not just a story about you, a story that speaks to them and their needs. How do you do that?

Create a great looking, easy to navigate ecommerce website. Tell lots of success stories about happy customers. Show and tell your product line.

Talk about the brands you carry or the vendors you represent with well-written and produced videos.  Offer convenience, great selection and lots of value.  Contact us and schedule a meeting to talk about how we can get you started attracting those lookers and how to best convert those who are ready to buy. 

 

 

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!

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!

Can You SWOT This Economy Away?

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Please consider these three observations of Epictetus, a first-century Roman Greek-born slave: What concerns me is not the way things are, but rather the way people think things are.  AND, It’s not what happens to you, but how you react to it that matters.  

magnifying glassBut perhaps we should take this piece of advice: Try not to react merely in the moment.  Pull back from the situation.  Take a wider view.  Compose yourself, AND couple it with a standard marketing analysis exercise: S.W.O.T. (Strength, Weakness, Opportunity and Threat).

Pull back from your grindstone for the wider view.  What are your strengths? Strengths can be described in er words such as bigger, older, faster, better…  Is your business any of those?  If so, it also helps in positioning your business competitively in your market.

How about weaknesses?  Analyzing your business’ strengths and weaknesses also helps you to determine what your internal controllable factors are.  What do you need to control internally; personnel, payroll, pricing or expenses?

On the other side of the coin, external uncontrollable factors such as opportunities and threats require your diligence.  What opportunities exist right now in your competitive arena?  Are there any?  If there are – can you recognize them as opportunities?

What about threats?  Beside the obvious challenges of this economic downturn, what else is threatening your business?  Large national chain stores?  An unskilled labor pool?  Worst of all are the threats you don’t see.

Once you’ve taken a SWOT at the economy and analyzed the current state of your business, take another piece of advice from Epictetus, First say to yourself what you would be; and then do what you have to do AND call us to discuss how we can help your business be all that it should be.

 

 

 

 

Getting to the Point!

It’s a more of a visual thing really.  It’s not about being literate or not.  This whole subject however, is still upsetting to many.  Even Groucho Marx  once said, “I find television very educating. Every time somebody turns on the set, I go into the other room and read a book.”

That was a long time ago.  Five years ago, the National Endowment for the Arts released a report that consolidated over 40 various studies on how young people in particular are reading far less than they did at the turn of the last century.

Less than half of all 13-year-olds read on a daily basis.  Over a twenty-year period ending in 2004, 20 percent of high school juniors and seniors stated they never read for pleasure.  And, over fifty percent of young college age adults don’t read for pleasure.

The 15 to 24 age-group spend almost three hours a day watching TV.  The same group only devotes  and 7 minutes to any reading.

Yes, this information is disturbing on so many levels.  But to business owners, marketers and advertising professionals, it poses a conundrum.  How do you circumvent the reality of this decline in reading without adding to the problem?

You can’t!  Steve Jobs said “…the fact is people don’t read anymore,” meaning that they prefer to do it online.   But, are they really reading or scanning.  Which are you doing right now?

ENTER VIDEO: More people watched web videos of cats than read the newspaper.  The KISSmetrics blog reports that, “viewers of a product video are 64-85% more likely to buy after watching.”

As marketing and advertising professionals, we are primarily called upon to solve our client’s problems.  With that solely in mind, we offer you our affordable, memorable and effective broadcast and web video services.  See what we can do for you – contact us today!