In today’s hollywood culture the average consumer is exceptionally well educated on the fundamentals of what makes a solid video, and even more so, on what doesn’t. It’s hard to pull off the lo-fi approaches of the past: where a handycam, a twelve-pack of Jolt, and a couple hours of filming your hamster got you a sweet youtube video and 20,000 hits. Now-a-days a low-resolution video shot on the cheap makes your company look, well… cheap. Primarily because it’s no longer a first come, first serve market – meaning, that there is real competition in web video marketing, and that simply having a video on your site isn’t good enough anymore.
I recommend taking your cues from major new media innovators, like Apple, Nvidia, and Intel. If you look at how these companies merge video and other web based technologies, you’ll come across some astounding results. Take Nvidia’s “Speak Visual” campaign, where they incorporate audio testimonials, high-resolution video, cutting edge graphics and animation, with a slick flash interface – it’s enough to blow your toes off! Each of these companies realize that a story, well crafted, flawlessly executed and pristinely delivered says something about them and what they think about the value of their product.
Then look at Apple’s no frills “I’m a Mac” campaign. Clean and simple, with very few, if any, special effects. Yet, there is nothing cheap about it. Quite the opposite in fact… These ads are painstakingly toiled over, shot by hollywood caliber cinematographers, on a soundstage, with professional actors and the highest quality gear. Because they’re executed so well, they look easy. And, that’s the trick. Do it right and everyone thinks they can do it. Until, of course, they try…
I know what you’re saying, “These are huge multinational conglomerates, that have millions, if not billions to spend on marketing. My budget… not so big.” True, but you don’t need a huge marketing budget to take advantage of what professional marketing agencies (like ours) have to offer. Start off small, and stay focused. Where do you need to increase your revenue stream the most? Which products are slow to sell? Then execute one excellent video, instead of tens or hundreds of lo-fi junk videos that may actually harm your brand rather than help it.
Remember this: one well placed video advertisement on your website can double your conversion rate for that product.
The bottom line: video marketing is a cost effective medium that is growing daily – with recession pricing and lightning fast turn around, there is no time like the present to get involved!
*Lastly, save the lo-fi video for family pets, experimentations in stop motion, Chuck Norris rehashes and proof of flying saucers.
