September 23, 2010

Avoiding the Video Rabbit Hole

Alice in Wonderland 3-Blackpool Illuminations

Alice: "Would you tell me, please, which way I ought to go from here?”
Cat: “That depends a good deal on where you want to get to."

This famous exchange between Alice and the Cheshire Cat takes place in Lewis Carroll’s classic novel, Alice’s Adventures in Wonderland. Even though the story was first published in 1865, the message in these two simple lines is useful today. If you don’t know where you’re going, how are you ever going to get there?

In my business, I’ve met with many organizations who’ve heard about video or seen someone else using video. They recognize the value of having a video to tell their story. They see how storytelling video can make their website more dynamic and user-friendly. But sometimes they don’t know where video fits into their overall marketing strategy. It can be like buying a computer with no idea of what you want it do. Sure it’s cool to have one, but if you don’t use it right…does it really help you?

Answering that key question about goals for video gives us the ammunition to produce something that generates results. Video is a powerful tool. It moves people to action. It can lead to sales for your product or service. Video can increase awareness of your brand. It’s all about how you use it. For video to be part of a successful marketing campaign, you have to map the road to success from the start.

Photo used under Creative Commons from isox4

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