When a big story happens anywhere in the world, television newsrooms search for ways to make the story local. “Find someone here who is affected” is the mantra from news directors. Why? Because stories about local people sell.
Recently I was reviewing the marketing efforts of a prospective client in the health care industry. This particular group of doctors specializes in a complicated medical procedure. On its website, there is a link to videos that show how the procedure works. While they feature well-produced animation, the videos are very generic in nature. For some potential patients, the videos may be helpful. Will they bring new customers in the door? Not likely.
What is missing from the procedure videos are the local doctors, the very people who would perform the procedure on you. Video provides a golden opportunity for the doctors to make a powerful first impression on patients. Video lets us experience a doctor’s passion for medicine. Video provides a way to reassure prospective patients and make them more comfortable with their treatment. Video also gives us a chance to hear testimonials from satisfied customers.
The key is to avoid getting overwhelmed by the technology, the procedure or the product. Health care is just one example of an industry where video can help drive more business. Stories about real people make great video, especially real local people.
January 26, 2011
January 12, 2011
Video Became The Building Block for LEGO
Last year, LEGO started an innovative campaign to boost sales of its famous children’s toys. The idea behind the CL!CK campaign is to celebrate the moment a great idea comes together..or clicks.
The San Francisco ad agency Pereira & O’Dell developed the campaign. It created an online CL!CK Factory to share ideas, built a LEGO photo iPhone app and even started the LEGO Click Awards for kids. CL!CK started with a three minute video. Video became the building block for LEGO.
The first CL!CK video told the story of an inventor searching for a big idea. It was a YouTube sensation with more than a million views in 2010. Now LEGO has a new video where the inventor takes his creations to another level.
(If you can't see the video, click here.)
CL!CK is a great example of what can happen when you tell a great story. And there’s no better medium than video to inspire, entertain and inform. Video can make your ideas click with your customers.
January 6, 2011
The Video Pitch for In-Car Technology
First, it was Ford with its MyFord Touch and Sync technology. Now comes Toyota and its Entune multimedia system. For the past 2 years, the battle for new vehicle entertainment experience supremacy has taken center stage at the Consumer Electronics Show in Las Vegas. The automakers are using the show to make the video pitch for in-car technology.
Set aside the differences and advances in the technology itself for a minute. It’s not about one system being better than the other. Both of them have a high “coolness factor.” Instead, let’s focus on the angle each company takes with its demonstration video.
Toyota from 2011 CES
Ford from 2010 CES
(If you can't see the videos, click here to watch the Toyota one and click here to watch the Ford one.)
There are some distinct differences in the approaches by Toyota and Ford. Toyota’s video is bright with a daytime setting. Ford’s video is dark and set at night. Toyota uses light and upbeat background music. The music in the Ford video is more powerful and dramatic. The Toyota voiceover is soft and pleasant, while Ford’s takes a deep, authoritative tone.
The overall themes are similar: introducing revolutionary technology to create a rich in-car experience. Keep in mind when these videos were released, MyFord Touch and Entune were available only in limited release.
Which video do you think is most effective?
Set aside the differences and advances in the technology itself for a minute. It’s not about one system being better than the other. Both of them have a high “coolness factor.” Instead, let’s focus on the angle each company takes with its demonstration video.
Toyota from 2011 CES
Ford from 2010 CES
(If you can't see the videos, click here to watch the Toyota one and click here to watch the Ford one.)
There are some distinct differences in the approaches by Toyota and Ford. Toyota’s video is bright with a daytime setting. Ford’s video is dark and set at night. Toyota uses light and upbeat background music. The music in the Ford video is more powerful and dramatic. The Toyota voiceover is soft and pleasant, while Ford’s takes a deep, authoritative tone.
The overall themes are similar: introducing revolutionary technology to create a rich in-car experience. Keep in mind when these videos were released, MyFord Touch and Entune were available only in limited release.
Which video do you think is most effective?
January 3, 2011
Marketing Colleges with Video
One of the perks for colleges and universities who play in bowl games during the holidays is the opportunity for some free marketing “facetime.” Playing football on national television brings major exposure for schools to recruit students.
The television networks also traditionally give each school 30 seconds of airtime as part of the game broadcast. This coveted 30 second promotional message is a way for marketing colleges with video.
The biggest challenge for colleges is where to focus the video message. Keep in mind the audience of sports fans filled with potential students and their parents. Where does a school like the University of Michigan start, with its 41,000 students and more than 200 different undergraduate majors? This video uses powerful images, few words and a unique version of the world famous Michigan fight song.
(If you can't see the video, click here.)
Companies in many different industries use video as a recruiting tool. Colleges who are fortunate enough to play games on television get the advantage of reaching a large audience in one shot. Just like in the business world, putting their best foot forward is important to attract the best and brightest students.
The television networks also traditionally give each school 30 seconds of airtime as part of the game broadcast. This coveted 30 second promotional message is a way for marketing colleges with video.
The biggest challenge for colleges is where to focus the video message. Keep in mind the audience of sports fans filled with potential students and their parents. Where does a school like the University of Michigan start, with its 41,000 students and more than 200 different undergraduate majors? This video uses powerful images, few words and a unique version of the world famous Michigan fight song.
(If you can't see the video, click here.)
Companies in many different industries use video as a recruiting tool. Colleges who are fortunate enough to play games on television get the advantage of reaching a large audience in one shot. Just like in the business world, putting their best foot forward is important to attract the best and brightest students.
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