Business & Finance Advertising & sales & Marketing

Video Marketing and Testimonial Video Part 1 of 2

Video marketing started with the humble television commercial and it was mostly the proverbial pitchman simply exclaiming to a receptive viewer how great a product was-and because that viewer was new to advertising and television for that matter, the advertising was effective.
Over the years as audiences grew more sophisticated, worldly and, well, jaded, to continue to be effective, commercials had to change with the times.
No longer would the consumer pay attention to someone they didn't know anything about, prattling on and on about how this detergent gets clothes cleaner than that one.
Presently, many commercials start out with some sort of intriguing story with no "sell" at all to draw the viewer in and in some cases one can notice that the story would work for other products as well as the one that is being sold.
(Which leads us to stock video stories that we can talk about another time) Since we all know that a recommendation from a trusted friend is one of the most powerful purchasing influences, advertisers also noticed that the consumer responded to what he perceived as a "real person" talking about a product or service.
This idea spawned many TV video ads where people were asked to take taste tests for various foods or talk about how many miles they got from their car.
If you've noticed lately, some of these ads actually carry written disclaimers stating that these people are in fact paid actors and yet it still makes for an effective video advertisement.
Given that nowadays, having a real TV commercial produced can cost well into the 6 figures and easily seven, many smaller companies are turning to lower budget testimonial videos.
Testimonial video is defined as having someone who has experience with your product or service say something nice about it.
High v.
Low quality video
Some will say that low quality video is more believable than well produced, because it conveys a realistic and authentic feeling.
When consultants tell you to just go out and "make videos" they will cite the success of YouTube and other video sharing sites.
This idea can only go so far.
The question a corporation must ask itself is whether they want to be represented in this way-with their ad looking like some kid shot it in his room with a consumer camcorder.
It may be seen as edgy, but the average consumer is actually very sensitive to the quality of video they see, after all, what do most people do a lot? They watch TV and movies, where the production quality (and hopefully the editorial quality) are both very high.
In a video production one has to have at least one of the 2 elements at a high quality.
Take the example of the recent E-Trade commercial with the baby talking to what's ostensibly a web cam.
It's low quality video ( BUT don't kid yourself, A LOT of postproduction went in to this-you think that baby actually said all that stuff? or that webcam video is with in the TV color gamut?), yet because it's so well constructed, funny, and the low quality video makes sense in context, that we see past the physical images and allow the piece to work as an entire experience.
Ultimately consumers know when a corporation has spent good money on its advertising, and as we know, in America if the company has money to spend, they must be reputable and sell a good product.
Consider companies like Coke or GM (OK, maybe not GM) but Toyota, for example.
Their video advertising can be not only edgy and authentic, but it is very high quality.
If they can afford to pay for high quality then they could certainly afford low quality, but they DON'T, why? Because they know what works and what consumers react to and believe in.
Next time Part 2 what makes high quality video.
SHARE
RELATED POSTS on "Business & Finance"
Getting Your Small Business Marketing Consultant Business Rolling
Getting Your Small Business Marketing Consultant Business Rolling
SEO (Search Engine Optimization) Learning is Desirable
SEO (Search Engine Optimization) Learning is Desirable
How Important is Finding the Right Niche For Your Website and How to Find a Profitable Niche
How Important is Finding the Right Niche For Your Website and How to Find a Profitable Niche
6 Easy Website Design Tips
6 Easy Website Design Tips
6 Secrets to Writing Effective Brochure Copy
6 Secrets to Writing Effective Brochure Copy
A Third Party Numis Network Review - Is It A Good Business Opportunity?
A Third Party Numis Network Review - Is It A Good Business Opportunity?
Business Web Design - WordPress
Business Web Design - WordPress
Network Marketing Reviews - How These Could Help You
Network Marketing Reviews - How These Could Help You
Niche Annihilation Method - A Crap Or A Snap
Niche Annihilation Method - A Crap Or A Snap
Ten Steps of Sales Compensation Design
Ten Steps of Sales Compensation Design
9 Secrets To Creating Mobile Phone Compatible Newsletter
9 Secrets To Creating Mobile Phone Compatible Newsletter
How to Become Successful Affiliate Marketers
How to Become Successful Affiliate Marketers
Local Business Listings: Generate The Right Keyword
Local Business Listings: Generate The Right Keyword
Some Important Affiliate Marketing Tips that You Can't Ignore
Some Important Affiliate Marketing Tips that You Can't Ignore
Using Full Color Signs in Marketing Campaigns
Using Full Color Signs in Marketing Campaigns
Measuring Leads - A Lead Indicator of Business Growth
Measuring Leads - A Lead Indicator of Business Growth
Insightful Bitdefender Promotions 2023 Conveying Root Components Inside Of Least Difficult Antivirus
Insightful Bitdefender Promotions 2023 Conveying Root Components Inside Of Least Difficult Antivirus
Postcard Marketing Wisdom: Repeat Your Success-Not Your Failures
Postcard Marketing Wisdom: Repeat Your Success-Not Your Failures
Joint VenturesExamples
Joint VenturesExamples
Making Use of Iron On Patches to Promote Your Business
Making Use of Iron On Patches to Promote Your Business

Leave Your Reply

*