Thursday 12 June 2014

Why Video Makes Sense

Robyn Braley directing a Unimark video

Lights, Camera, Action

Written by Robyn T. Braley

News flash! Video is a highly effective way to tell your story. Video is the next best thing to being there.

You can look potential customers in the eye and speak directly to them.

The Big Question! Why?

I know what you're thinking. "Hey Rocko, you've stated the obvious. What do you mean video makes such good sense?"

I'm glad you asked. There are millions of videos online. Some are excellent but others are poorly produced and give a negative impression of the brand story their telling. You've seen them!

The key is to ask, "Why!' Why you should go to the trouble and expense of producing a quality video for your organization?

Further, how do you know if video is the right communications choice for your business? The answer will come through reviewing your marketing problem and considering the options for solving it.

I never “sell” any marketing option to my clients until I determine what their needs are. Then I recommend a tool that will best solve their problem. Video has become a go-to marketing tool because it can solve a variety of problems and can be used in multiple applications across many platforms.

All About Story
Well produced video captures the imagination of audiences and moves them to take action. Video is an excellent way to engage potential customers and start building relationships with your brand.

·        People

·         Places

·        Products

·        Processes

·        Ideas

Effective brands tell stories. Video condenses pages of written information into a 2-3 minute script. Incorporating keywords to make rank on search engines only adds to the marketing value. 

Getting to Know You
Video lets viewers get to know you. Once they get to know you, hopefully they will begin to like you based on what they hear and see. The look, feel and sound of how you present yourself count. I call them “likability” factors.

Then comes the big one. Potential customers need to know they can trust you; that they can believe what you say. They need to know you will deliver on your promises.

Once you reach that level of connection, there is a good chance they will want to engage and interact with your brand. In other words, video allows viewers to assess whether they would feel comfortable taking action and doing business with you.

·       Know
·       Like
·       Trust
·       Engage

Bringing It All Together
Video connects at an emotional level. Voice, music and sound effects enhance the visuals. They create a sensory environment.

Music creates mood and feeling. Because I am also a songwriter, Unimark Creative often creates original music for our production. Original music, written specifically to synchronize with the visual story, adds energy and power. 

Sight and sound combine to stimulate a series of feelings that connect to your brand by telling your story in a manner that is engaging, bright, positive, and informative. 

The Power of Media Synergy
Video enhances other media platforms by creating synergy. For example, a commercial may be broadcast on TV, online or in your showroom.  

Video is one of the most powerful tools for driving traffic to your website or bricks and mortar store. Exposure through YouTube, Twitter, Facebook, Instagram or embedded into a dynamic website brings media convergence full circle. People can interact with your brand at different levels and through different ports of entry.

Here is the final kicker. Mobility means videos can be watched on a laptop, IPad, phone, or any other mobile communications device. Online videos mean your story can be accessed from anywhere in the world at any time. 

Add person-to-person presentations or small or large group presentations and you add endless opportunities why videos matter. 

Production Solution
Our production team works on both sides of the camera. We can help you determine whether video is the right tool for your organization. Click for Unimark Video Services

10 Video Uses
1.     Corporate - sales, communication, training, special messages
2.     TV and online commercials
3.     Product profiles
4.     How-to videos
5.     Online program series
6.     Social media
7.     Historical archiving
8.     Event recordings
9.     Website embedding
10.  Media relations (“B” roll)

The End

Robyn T. Braley is a brand specialist, writer, and speaker. He is also a media commentator and Rotarian. Robyn is the President of UniMark Creative, which does website design, video production, media services (editorial and advertising), and graphic design. He speaks at business conferences and also blogs about branding. More about Robyn 


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