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?

 

 

 

 

 

 

It’s Time to Redefine Your Marketing!

Marketing is defined as the action (or business*) of promoting and selling products or services, including market research and advertising.  What is important here is focusing the connectivity of several of the keywords in the definition.

Action – For every action there is an equal and, unlike Newton’s Third Law of Physics, expected reaction.  Call it ROI or simply results if you prefer.

Business – Engaging in trade or commerce.  Buying, selling and profit.  Seems simple enough!

Promoting – Is to further the progress of something such as a product or service.  To publicize in order to create awareness, interest and desire for the product or service.

Selling – Nothing happens until something gets sold!  It is the act of exchanging one value for another; equal in the least.  A sale represents a notation in the debit column for one individual (buyer) and a credit for another (seller).

Research – Investigation, study, inquiry and examination of products, services, customers (past, present and future), as well as, the manufacturing and distribution process and, market in general.

Advertising – The act or practice of calling public attention to one’s product, service, need, etc., especially by paid online, print and broadcast announcements (advertisements) which were professionally planned, designed, and written.

Here’s a real business example about the importance of connectivity: We were contacted by a potential client who, on their own, invested in a television commercial to drive traffic to their website. Their website metrics revealed a normal amount of web traffic before the commercial aired and a spike in visits while it aired.

They were successful in driving traffic to their website. They were not happy with the results however. They felt their investment was wasted. None of the inquiries generated by their TV spot turned into the sales they had envisioned.

What was the problem? They had a call to action! The commercial directed inquiries to their website. So, what went wrong?

They failed to mention the TV offer anywhere on their website. There was a disconnection between their promise and their ability to deliver the promise. Kind of like Christmas morning and Santa doesn’t show up!

Viewers of the commercial responded by logging on to the advertised website. Then they looked, and looked, for the offer mentioned in the commercial. It wasn’t there. Well, it was.

But, it wasn’t easy to find or specific as to what it was. This business not only lost their marketing investment, they lost sales and damaged their credibility.

It was a very expensive education! It left prospects hanging and more than likely quite put off by the experience as well. Not a very good first impression.  Plus, most importantly, you can’t convert an inquiry that doesn’t exist into a sale.

*We’re in the marketing business.  When we promise that – business is better when you’re connected – it means that your profits, productivity and success are directly connected to your brand and its identity asi it should be!

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!

Numbers Don’t Lie…

…sometimes we use them to lie – to ourselves.  Numbers are used to identify, define and support both value and statistics.  Statistics are the tool of both sides of an argument.  Statistics offer the fundamental truths we wish to believe.  Statistically; red cars get more speeding tickets.

The only statistic reality having to do with the color red is that red is one of the most popular car colors and subsequently; there are more red cars manufactured than cars in other colors.  But, there are also more gray, silver, black and white cars than there are red cars.  Mark Twain did say there are, “…lies, damned lies ad statistics.”

The point of all this is to get you to think about what you need to do to promote your business to get the attention of prospective customers.  A statistic is a numerical value.   And, some words represent numerical values.  Foe example, what do the following words really mean: on average, accurate, fastest or biggest?

These words take on a specific meaning or carry more weight in the decision making process.  On average for example.   Applied to a performance statistic it means middling.  If a numerical value were assigned to it, it would be half or 50%.   Accurate.  Or, as the British say, “spot on” is, statistically hitting the mark close to 100% of the time.  What is the mark?  It was a goal identified by a number.

Fastest.  This word isn’t just about speed.  It’s about making or breaking  a record – a statistic.  As for biggest, it is similar to fastest in that it represents a statistical mark.  Call us.  Among other things, we’ll help you to write  your business promise.  Your business promise is the answer to the universal consumer question: what’s in it for me? 

What’s in it for you?  We’ll help you to identify, define and support a  value promise (slogan) that is better than average.

 

G.F.M. is G.F.Y.

Win-Win.  Everybody loves to toss that term around.  But is win-win really always mutually beneficial?  It’s all a matter of perspective.

What is your P.O.V. (Point of View) on what a win-win situation is?  Think about it.  There are two columns in basic bookkeeping.  Income and Expenses.

Someone’s income is another’s expense.  A credit for you is a debit for the other guy.  The deal maker is really all about solving a problem.

What is the problem costing you?  How much are you willing to pay to fix it or make it go away?  A purchase is an exchange of one value for another.

The point is this: When a product or service is sold, its purchase represents a solution.  When you solve a customer’s problem, it is generally through the sale of something.  Remember: Nothing happens until something is sold.

Do your products or services represent G.F.M. is G. F. Y.?  Are you or your business perceived as representing valued, quality and trustworthy solutions?

Are you confident that G.F.M. (Good For Me) really is G. F. Y. (Good For You)?  Does your brand and image represent something that is always mutually beneficial to your customers and prospects?  Try looking at it without the rose colored glasses or, from another P.O.V. or angle.  Does it alter your perception or the reality?

Let us know – call us – let’s talk about it.  There’s no cost or obligation for the first meeting!

Really – it’s good for you AND it’s good for us, too.