http://www.maniacsolutions.com/creative-marketing-solutions-ceo/
Video Marketing Seven Deadly Sins
So you want to develop a Web video campaign to put on your website and add it to YouTube and all other directories Web video. You can find video to create a new microsite to promote the new hot product or service you're about to launch. You want it done right, professional, polished, and to be effective. Well of course you do.
You know you need to hire a company with creative personnel capable of not only recording video, but professionals who can write, direct, edit and add all the post production elements you need, including the signature music, design sound and text on the screen. But there are other things that have to be aware of to maximize your return on investment? You bet there.
There are plenty production companies who just want to put out the work to lower marketing costs without guidance as to what works and what does not. Perhaps these companies not know the difference or maybe just do not care. The company that hires must be willing to give some advice on how best to present your message so that it offers the best return on investment. Too many videos on the Web are technically competent, but lack any marketing impact. The last thing you want is a soft, presentation bored, lifeless entering one ear and out the other.
When ready to add video to your marketing and sales tool kit sure to avoid these seven deadly sins video development.
Doing it wrong – 7 mistakes to avoid Web Video
1. The need to get everyone in.
Everyone wants your money worth. No there is absolutely nothing wrong, as a general principle, but getting the best return on your money means more to hire the cheapest bidder or cram all possible products, services, benefits and features in a single video.
It is best to create a series of short videos every two to three minutes, each focusing on a particular aspect or point of sale. Ten minutes is usually the maximum that can keep someone's attention, but will be more effective if it breaks the ten-minute presentation in a series of shorter segments. By creating a presentation that flows from one focused on the following video takes you to your audience, of course, through a journey of discovery that is more interesting and memorable than a single over-filling of information-attack that exceeds the hearing. Each video is converted into an opportunity to re-enforce your brand image and integrate its brand personality by the constant use of color, style, format, and message.
2. The desire to appeal to everyone.
Whatever you sell, not everyone will buy. No matter how good your offer is that people are never going to convince. We believe that a video presentation of proper application is the most effective method of performing a marketing message, but no matter what the evidence, there are some people who simply will not buy the idea. If you try to call everyone will end, appealing to anyone and that waste time, money and effort in the process. Trying to appeal to all people simply diluted your message.
By focusing on the most appropriate market segments that allows for tuning his message. And if you create a series of videos each highlights a different aspect of its bid as described above, people will be able to pick and choose what interests them and what they want to see. In this way the public does not get bored or frustrated to hear things they already know, or simply not interested in listening.
3. The fear of commitment.
Marketing is all about creating an identity identifiable, unique, a personality that people recognize and remember: a brand. It's what sets him apart from his rivals and give you a competitive advantage if done right, is the only thing your competitors can attempt to copy, but will never be able to duplicate.
Success requires a commitment with its brand image and marketing strategy of the flow. The strategy is the great idea that guides all aspects of their business, and should not be confused with tactics. The Tactics are the ways to implement the strategy. If you confuse the strategy and tactics, you will find yourself running in circles never accomplish anything.
If you agree to and successfully target a market segment not only establish and improve its brand image, but also creates a "drag effect." For example, the success of Apple's iTunes and iPod sales dragged their computers along with it. Once people become customers for a product that Apple had more likely to buy another, and although the iPod advertising was originally aimed at a youth-oriented market, success is dragged both consumers more younger and more along for the ride of sales.
4. The need to accommodate everyone's agenda.
As companies grow, new staff, and where groups of people there are opposing views, and opinions can easily become the programs. Its sales staff want lower prices, your accountant wants higher prices, and advertising people want something new, everyone has an agenda and that all disputes between them. The result is a compromise. And kills commitment to brand personality and corporate identity.
Even large companies with deep pockets and access to any and all experts in the world are susceptible to the flow of the program. Take the fast-food giant McDonald's, for example. Your advertising on television is all over the place. They use different themes, different approaches and even different music in almost every business, each aimed at a different market with a range of different products. The only thing that seems to be consistent is the logo and the clink of signature to be slapped on the end of each spot. Como / notice that my foot, obviously, have high production qualities, but as a message strategy marketing to become mere publicity of noise rather than build on one another to form a coherent and brand message. What seems to mean is that McDonald's is for everyone regardless of age or food preference, and that kind of approach only leads to a confusing message. McDonald's can get away with it in the short term because are McDonald's and have a long history of effective advertising. Both McDonald's simultaneous campaigns The multiple is the result of a desire to accommodate different agendas, or simply designed to appeal to everyone no matter, the result is the same – confusing messaging.
5. The lack of vision.
And speaking of the corporate identity, do you have one? Do you have a vision, a point of view, "an attitude; a perspective of how they can better serve their customers. The idea of a corporate vision is something that is easy to miss, after all, what is a vision the company? It's not like you can go on eBay or Amazon and download one for a few dollars.
I remember seeing a documentary about a very successful clothing manufacturer. The founder of the company was reviewing the company's latest line of running shoes. He looked at the shoes, looked to product manager and said: "Where is the logo? "to which the product manager said:" We can add in any place. "The CEO of the company in no uncertain terms, executive said that was not good enough. The logo represents the company and the company represents a particular lifestyle. The shoe was presented other shoe and was not acceptable. The shoe is necessary to satisfy the ideal for which the company stood. The CEO had a vision and did everything the company had to comply with that vision. Developing and presenting a unified corporate vision is the way to create a brand and how to build a business.
6. The fear of failure.
No matter how good you are, you are bound to have some failures. These are learning experiences from which new initiatives can be developed and improved. Construction of a brand identity is a slow and continuous process and not always move forward without some bumps in the road. Sometimes what initially seems to be a failure not a failure at all, but rather the basis for future efforts more successful. Provided your company has a vision of who he is, what it does, and why should you care your audience, and while we stick to that vision, ultimately, find a way to get your message across all the time to keep trying.
Like any advertising program, either a video, print or anything else, almost never one-shot effort to show results.
7. These are the features.
The emphasis on the recovery of the elements without being an emotional benefit is one of the most common marketing mistakes made. You can offer your customers the most features available, but unless we also offer a emotional value proposition, never go beyond that, the cheapest-selling rate.
No matter what features are added to your product or service, you knows that its competitors will follow with something better, and probably at a lower price. It is a game not smart marketing executive should play. Discover the emotional value in their product or service is not always easy when viewed from an internal perspective. If you have not discovered what the underlying value is subliminal and how to communicate, then the producer needs to help you find it. It is the most important element in building successful long-term market.
Conclusion
There you have it, the seven deadly sins video marketing development. Nobody said this stuff is easy. It would be nice if you could choose to analysis, and Eureka, a marketing solution that seems, but that's not how it works. Marketing is a mental marathon that takes time, commitment, practice and a good coach can call you moving in the right direction.
About the Author
Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American, Australian, and British clients’ marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.
Coffee with the CEO : Inbound Marketing & Social Media for Business