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Marketing Edge

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Wednesday, August 24, 2005

Why use video as a marketing tool?



Aaaah no! Information Week's(8/15/05) cover story asks: Is your company ready for web video? Not all companies are. Before you rush off to make your overweight, inarticulate CEO a Web matinee idol, answer this question: "What action will I show?"

This podcast highlights some of the fundamental tactics to consider as a company decides whether to use video in its marketing mix. Bandwidth is a precious thing, and video may not be the right medium for your message. In this Marketing Minute, Provident Partners' Albert Maruggi shares these thoughts with listeners:

Show...
  1. interaction with products
  2. interaction with people
  3. movement

Don't show...

  1. an abundance of talking heads
  2. speeches without graphics or animation
  3. settings with no people or movement

These are just a few of the important concepts to keep in mind when producing videos. Video adds another dimension that conveys brand image and information, and leads to a perception.

Don't jump in the water just to see if it's cold. Take your time and answer the question: What action will you show in any video production your company considers?

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