Branding and Awareness
As I mentioned in my previous post on using video marketing in PR no matter who you are or what you are offering you need to make people aware of what it is you do and the value of what you offer to them. It is a challenge to get the world beating a path to your door and you need to make sure that all your activities work together to make sure you are attracting the right sort of business, in the right numbers, in the right quality, at the right time and to distinguish you from the competition.
Whatever you need to do you also need to consider the amount of messages that are out there and how your message is going to get through.
Video Marketing and Advertising
Advertising is an almost universal tool. It is used to gain attention, attract interest, create desire for your product/ service and then call people to take action. The opportunities are endless and continuing to grow. To be successful you need to have both a clear understanding of the message you want to send out and ensure that the message is simple and consistent throughout your activities as well as identify the target audience you want to reach.
However, be warned that audiences are constantly learning how to tune out advertising messages.
Here are some tips for using video marketing in advertising:
1. When creating an advert for broadcast, reuse it
You’ve paid for the content so make sure that it is available on an online video channel
2. Decide on whether the video is to be ‘of value’ or simply to build awareness
A strategic purpose of video marketing is to ensure that the content has value to the audience, value is a little vague but as long as the audience takes something away from the content whether that be humour, information, knowledge or skills then it counts as valuable. Trends suggest that this will be the future of advertisement as this technique provides the awareness building for a company without disturbing or ‘interrupting’ the audience.
3. Don’t expect a video on line to go viral
Viral video marketing is a real dark art and is separated into two categories 1) Natural; this is the typical ‘Rick Roll’ effect where a humorous or surprising video makes its way through social networks 2) Paid for; this is where the viral effect is created through paid for promotions that generate views.
4. Consider building video marketing content around the advert
This can be produced by your company or by opening a competition. Doritos used this in a very effective campaign asking for fans to create an advert for television, the winner would be broadcast and the rest would exist on their social networks online. Alternatively the Old Spice Guy answered a series of questions asked via Twitter on You Tube to create content around the advert that would extend its life and message online. This doesn’t have to be broadcast advertising, build it around print or radio.
If your call to action includes video marketing content the analytics of engagement can be a useful measure as to how effective the advertising has been.