Thursday, 12 June 2014

10 Reason Why Video Production Makes Sense. Its about the Brand

Robyn Braley in action producing a Unimark Creative Video
Lights, Camera, Action

Written by Robyn T. Braley
News flash! Video is a highly effective way to tell your story because it provides the next best thing to being there. You can look potential customers in the eye and speak directly to them. Robyn draws from his experience producing videos for Unimark Creative clients.

The Big Question; Why
Now that I have stated the obvious, let’s get down to the basics. Why does video make such good sense as a marketing tool?

I'm glad you asked. There are hundreds of great 'how-to' videos and blogs. They teach script writing, performance, and lighting. Some tell how to create effective backdrops. Others provide useful audio and video recording tips. 

Some have great information - but are poorly produced. Admit it. You've seen them! 

However, what few fail to address is 'why' you should go to all of the trouble. And, whether you are producing video's with a high end production company or with your Ipad, a quality product requires careful thought. 

"But," you ask, "how do I really know if video is the right choice for my business?" The answer is to review your marketing challenge by asking questions and doing an analysis. 

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.

Video is effective because it can be used for a variety of mainstream and online applications. In the online universe, it can be used across many platforms.

All About Story
Well produced video captures the imagination of target customers and moves them to action. Putting all of the theory together, video is an excellent way to start building relationships with your brand.

Effective brands tell stories. Video condenses pages of written information – online or print - into a 60-90 second script. Incorporating key words and making them search engine friendly only adds to the marketing value. Videos move that process along by profiling;
·       People
·       Products
·       Processes
·       Places

·       Ideas

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 you say, how you say it and how you present yourself. I call them “likability” factors.

Then comes the big one. Potential customers want to know they can trust you; that they can believe what you say. 

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 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 includes original music in our production packages. 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 through creating synergy. For example, a commercial may be broadcast on TV, online or in your showroom.  

Online video is one of the most powerful tools for driving traffic to your website or storefront. Exposure through YouTube, Twitter, Facebook, 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. Search engines transcribe narration tracks to further optimize your online presence.

Production Solution
My production team at Unimark Creative understands both sides of the camera. We can also help you determine whether video is the right tool for your organization.

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)

Robyn T. Braley is a writer, speaker and music composer. He is the President of UniMark Creative which focuses on website design, video production, media services (editorial and advertising), and graphic design.

1 comment:

  1. Wow really nice information. It is very useful and informative. Thanks foe the post.
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