Brands are really starting to embrace interactive video content, which gives viewers options of what they would like to see while the video plays. It’s an excellent way to boost consumer engagement, while increasing the amount of time a potential customer spends with one particular brand. Video producers and marketers are not only interested in video views, but also on completed video views. Recently, Coca-Cola Germany released this interactive video for Sprite Zero. It features a skateboarder launching himself off of a ramp and doing tricks while in mid-air. However, viewers have control over which tricks they want to see. By using keyboard keys 4 through 9, viewers can skip certain tricks, replay others, and create a customized sequence. It’s interesting to note that the producers chose to minimize branding, because, “[We] wanted the focus to be on the content and interactivity.” So, how can you incorporate this kind of video content into your marketing efforts to draw your potential customers into learning more about your products and services?
I was listening to a recent episode of the Duct Tape Marketing podcast, featuring Dave Kerpen, CEO of Likeable Media. In this particular discussion, Kerpen made some excellent points about the value of storytelling in a brand’s marketing strategy. I’ve written articles on this blog before, centered on the aspect of storytelling and the power it has over an audience, but I wanted to recap some of Kerpen’s points. The whole of Kerpen’s discussion with host John Jantsch centered on how brands can utilize marketing tools, strategies, etc. to achieve the ultimate goal of “likeability.”
The best way to use social media tools to strengthen relationships is to share stories. Open up and tell people who you are. Be personal.
Stories personalize a brand better than any marketing tactic.
Imagine the social media landscape was a cocktail party. How would you capture the attention of those at the party? You wouldn’t show up with a slick marketing campaign and broadcast it out to everyone you meet. Rather, you would tell interesting stories to engage. You want the other guests to like what you have to say.
Every business has a story to tell; stories about how the company was founded, obstacles that certain employees have overcome, successes and failures, etc.
These stories can be shared with pictures, with web video, with blog posts and tweets.
Stories are what people want to talk about.
One last point that was made that I thought was worth repeating is, “It’s hard NOT to like someone, once you know their story.”
I’ve always been a strong advocate for storytelling, because in every video we at Red Fox Media produce, the goal is to share some kind of story with the audience. It’s natural to want to use video to convey basic facts about a company, product, or service. But it’s more challenging to weave those facts into a story that will engage and entertain. Consider this testimonial video we produced for an oral surgery clinic, or this promotional video for the Hoover City Schools. In each video, the necessary marketing facts were conveyed, but that information was presented using stories as a foundation. We will always welcome the opportunity to tell your story.
QR (Quick Response) Codes are gradually becoming more of a mainstream marketing tool for brands here in the US, as companies seek to take advantage of smartphone mobile technology. Media has become more integrated and more interactive than ever before, so it’s important for marketers to find ways to create additional levels of engagement. And when you increase audience participation you will also increase the amount of time an audience spends with your brand. QR Codes are an excellent way to give consumers that kind of experience.
For those unfamiliar with QR Codes, here’s a brief synopsis: There are several apps available for smartphones that allow users to scan barcodes while shopping. Once the barcode is scanned, information regarding the product is displayed (i.e. pricing information, store locations that carry the product, product reviews, etc.). QR Codes work in the same way. Users can scan QR Codes located on t-shirts, product displays, print ads, vehicles, computer screens – anything. Embedded within the code is a link to a mobile site where consumers can find additional content about a company, a product, service, or cause. Advertisers are now no longer limited to the confinements of a single print ad or billboard. They can now place QR Codes into the ad to provide consumers with more ways to get involved. Non-profits can use QR Codes to get people to sign a petition regarding a specific cause. Organizations can use them to link people to valuable information regarding storm clean-up schedules, recovery needs, etc. Companies can use QR Codes to link consumers to video content where they can view product demonstrations, see the product/service in action, view client testimonials, take a virtual tour, etc. It might be fun for advertisers to link their QR Codes to a series of behind-the-scenes videos which shows consumers how a particular ad campaign was conceptualized, written, shot and edited.
Have you considered ways to take advantage of smartphone technology in your marketing efforts? Here are some more ideas to help you brainstorm.
On April 20 I had an opportunity to give a guest lecture at Samford University to a group of public relations students. The professor invited me to speak because his class was learning about the video production process. He had already covered the topic of producing VNR’s (Video News Releases), and asked me to teach on the subject of commercials and marketing videos. During the class, I covered a general overview of video production. We discussed current marketing and advertising trends, the process of formulating and scripting ideas, common mistakes to avoid, how to work with and respond to clients, and the process of shooting and editing video. The slides from my presentation are embedded below.
When I think about the amount of information out there on the web about blogging and about social media in general, it’s staggering. Just like Starbucks, it seems that self-professed social media experts are popping up on every corner. They churn out content on a regular basis, advising readers about the benefits of social media marketing. Most of the information I’ve read and/or heard about social media center on a few benefits it can have for your brand:
Social media marketing helps establish you as an expert in your field.
Social media marketing improves your website SEO.
Social media marketing increases your visibility.
Social media marketing will engage your potential customer by opening up a two-way street of conversation.
Social media marketing is a great way to network and build up your connections.
Social media marketing will lead to an increase in customers.
I’ve been blogging since 2005 and I can attest to its benefits. But there’s another important reason for blogging that I wanted to add to the above list. Yes, maintaining a regular blog for your company is a useful resource for your target audience, but it can be an enormous resource for you as well. Imagine you have been asked to keynote an important seminar pertaining to your field. If you have been maintaining a regular blog for a few years, you will have an enormous amount of content from which you can create your presentation. You don’t have to write it entirely from scratch. You don’t have to remember the details of a particular case study from three years ago. You don’t have to remember that piece of advise you shared with an employee or a client. It’s all right there in your blog. All you have to do is type in a search request and start pulling the articles.
A blog is a giant virtual file cabinet of ideas that can be re-purposed again and again. And you don’t even have to post a blog article every single day. To date, I have written 594 blog articles on a variety of topics pertaining to video and video production. I’ve been blogging for almost six years, which means I have posted roughly 99 articles each year; that equals to approximately eight articles per month, or two articles per week. It’s incredibly easy to do, and the benefits are far-reaching.
