[Print ads are great. Direct mail delivers strong results. The web has dramatically changed the way in which we market, and promotional presentations have never been the same since PowerPoint. So why produce an old-fashioned video?
It seems that in our new world of cool marketing tools, good old-fashioned promotional and educational videos, when executed properly and within the right promotional strategy, are still a powerful marketing tool. There’s nothing more engaging than the combination of sight and sound when presenting your message.
A recent study confirms that video is still alive and represents a potentially powerful marketing weapon for almost any company. This study found the following:
-Watching a video improved recall of a product/service by 50% versus reading a brochure or visiting a static website.
-94% will watch a video within four days of receiving it.
-89% will physically pass on the video to someone else after they have viewed it.
-91% found it more interesting than print.
-50% viewed it more than once.
These are some impressive numbers and show the impact that a well-strategized and well-produced video can have on your promotional programs.
We have found that offering a video as a free incentive in an advertising campaign can induce a greater response. It offers your respondents a far more powerful sales message than a printed brochure.
Videos can also be used as inward marketing tools to stimulate or educate everyone within your organization, or act as powerful sales, training or communications aids. We recently created an inward-targeted sales-training and team-building video for a client that featured the president and other key executives as anchors and reporters in a mock television news show format. It was a fun way for this company to get the attention of their employees.
We believe the ideal length for a promotional video should be between three and seven minutes. Educational videos can be longer if you keep the flow fast and upbeat. And, once you have your video completed, it doesn’t have to stay a video. It can be easily reformatted and placed onto to your website as streaming video, sent out as a video email, or burned onto CD or DVD for distribution.
Used as part of a solid marketing strategy, a well-produced video can be a very effective, multi-use promotional tool for almost any type of organization.
Until next month…
