Video MARKETING – with emphasis on the Marketing!

It’s Called Video MARKETING

by Dave Curtis on 03/24/2011

in Marketing,Video

MARKETING is in capital letters in the title of this post because I’m not so sure they quite understand what marketing really is.
Videos take time to shoot, time to transfer to a computer, time to review and make accurate cuts and a lot more time to edit. Add to that a significant amount of time spent driving to and from the location where the video is being shot, and time spent setting up any adequate lighting plus making sure the scenes are set with the right amount of people wearing the right clothes and so forth and so on and you can see this is a major investment.

Lighting setup for video

Lighting Setup for Successful Video Shoots

So what sort of problems am I seeing? I’ll use restaurant owners as my example since I’ve had a lot of experience with them. We’ll do an interview with the owner speaking about what the restaurant has to offer. These interviews tend to go off quite well – in my fictitious scenario I’ll use some generic food and a few basic props as an example in the dialogue “We have french fries, hot dogs, a juke box, free wi-fi, etc. etc.”
So far so good. This is fine for the radio, but it’s not such great stuff for a brochure, a newspaper article about a restaurant or for a video – it needs some pizzaz.
It needs graphical footage of the food so that as each type of food is being mentioned I can cut away and do a transition into scenes of the various types of food (or whatever the product or service is that’s being mentioned). One of the first things a business owner should be thinking when having a video made is that he needs to supply some product assets toward getting a good video made. In the case of a restaurant it’s the food and it needs to be filmed.
Instead though I’m seeing people treat video as though it were radio, while at the same time watching them nod their heads in agreement that food in the video might be a good idea. At the same time though, I am getting the impression that they aren’t able to take charge of the kitchen and order something up – almost like life for them is like a spectator sport over which they have no control. Watch any commercially produced video ad on television done by any restaurant and you’ll see all sorts of combinations of scenes of smiling servers walking by with trays of food, delivering drinks, welcoming guests, etc. You’ll see closeups of steaming hot foods and beverages or see and hear various kinds and cuts of meat sizzling on grills or in broilers. You’ll see people digging into food with gusto, happy kids and delighted moms and dads all having a fabulous time. In general a MARKETING VIDEO presents the perfect typical experience as experienced by the perfect typical customers as possible and reaches out to the next set of perfect customers with the message that your place is “the perfect place” to patronize.
The part that’s hardest for me to grasp is that clients are willing to part with wads of cash to get “a video” filmed, but they don’t want to get all excited about planning any of the details or even think it’s necessary to spend a few dollars on “props” (like food) that the business features. I wish I were making this up folks, but I’m not. I find that kind of behavior most perplexing.
It simply makes good business sense that if you’re making a video you would want to do it right. It’s going to be around for a very long time on your web site, on other web sites and quite possibly also on television (since I shoot in high definition). Running television ads isn’t as expensive as people might think, particularly during late hours when people are still up watching television before going to bed.
My advice to anyone planning to get involved in video marketing of their own business is to first watch as many video commercials as possible for the type of business you’re in. Go to YouTube and type in the type of business you own and watch those videos too so you’ll get some more ideas. Then sit down and write down what kind of things you would like to have in your video, including a story board with maybe a sheet of paper for each scene with some stick figures that represent where you want to see people and what you want them to be doing – and then contact your videographer and give him or her your ideas, and take a look at any suggestions the videographer may have. Not all videographers have all the equipment or software and skills needed to make anything happen – so sometimes certain limits have to be set and compromises made unless you can hire the best. What’s important is that your video comes out looking and sounding great.
If you’re actually involved in producing videos, as I am, spell out in detail what is required to produce a good piece of work.
Here’s a little video I saw on YouTube that advertises a new selection on a menu:

Whatever it is you’re selling, whether it be products or services, think about how you can include whatever it is in your video and give it your best effort to make it look as perfect as you possibly can. You don’t have to go humorous or witty, just do it well.

© 2011 – Video MARKETING

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