What is Experiential Marketing?
Experiential marketing is a form of advertising that focuses primarily on helping consumers experience a brand.
While traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible. This way, experiential marketing can encompass a variety of other marketing strategies from individual sampling to large-scale guerrilla marketing.
In the end, the goal of experiential marketing is to form a memorable and emotional connection between the consumer and the brand so that it may generate customer loyalty and influence purchase decisions.
What is fueling the growth of Experiential Marketing?
As marketers, we acknowledge that experiential marketing is linked closely to customer experience strategies. Because of the unavoidable realities of media consumption and avoidance, we are forced to find new ways to reach our audiences directly. It's imperitive to know when and where they are most receptive.
Another thing we have to realize is when it comes to impressions, quality matters just as much as quantity, if not more. The quality of impressions is increasingly expressed as engagement, implying relevance, interactivity and a dialogue that extends over time and across touch points.
Jack Morton Worldwide conducted proprietary research in the US, UK, China and Australia looking to determine consumer response and receptiveness to experiential marketing. Below is a summary of their findings.
Preference vs. influence
Consumers do not always prefer experiential marketing to any other media. In fact, it ranks third after TV and internet. Findings did show that it is more influential and influence, because it conveys action generated by marketing, is clearly more meaningful then preference. 82% of respondents agreed that participating in a live event is more engageing than other forms of communication.
In addition, 80% of respodants agree that participating in experiential marketing leads to greater information intake over other forms of media, creating understanding and echoing the saying, “I hear and I forget. I see and I remember. I do and I understand.”
80% of respondants aldo agreed they would be more likely to follow through with a purchase after attending a live marketing event. Of those who had participated in experiential marketing in the past over 50% reported that they did take action, such as trying a sample (62%), visiting the brand’s Web site (52%) or requesting more information from the company (48%).
Inspire Word-of-mouth Advocacy
Word-of mouth is one of the more intrgral components of experiential marketing. Messages tend to resonante better among peers. 85% agreed that participating in a brand experience is something they would tell others about; 54% who attended a past event confirmed that they did tell others about it.
To further discuss experiential markeintg or learn how infinitee has put brands on the rader through live events and promotion, contact our Atlanta ad agency today.
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Nearly 120 million individuals in the United States work for small businesses, accounting for over half of the country’s population. Industry professionals claim that in order to remain competitive in the search for efficient office space, commercial real estate companies must work with architects to implement open office space designs and modify their real estate marketing strategies to meet small business needs. Below we dive into why these claims are debatable, outlining the pros and cons of open office space design.
The International Facility Management Association reported that 68% of North American employees already work in an office with an open floor plan or open seating. While in some cases this design trend has proven successful, others found it to be downright disasterous.
1. Cost efficient: According to a General Services Administration report, AT&T implemented the open office plan saving $3,000 on the cost per office and a total of $550 million per year. Another company that greatly benefited from this floorplan change was Nortel’s Telecommuting Program. The company saved $20 million a year in costs.
2. Increased Property value: Updating a building’s design not only increases the property value but also puts your building on the radar as a “hotspot” to rent. By doing so, you not only distinguish your commercial building as a place to be but it serves as an additional strategic real estate leasing marketing tool.
3. Enhanced office flow: Studies found the flow of the open office has allowed for staff to maintain morale and encourage teamwork. It also creates a sense of equality among all of the employees. The open office layout breaks down the barriers between communication among colleagues and allows creativity to flow. One could easily argue this free flow of ideas and feedback significantly increases innovative design solutions to many problems.
“Open office spaces encourage people from different backgrounds to interact with each other—the accountant with the creative guy or the C-suite executives with the janitors—thereby producing more creative output,” says Raj Raghunathan, a professor at the The University of Texas McCombs School of Business, who specializes in the study of happiness. “Open space connects people with diverse experiences to exchange notes on what is going on in their life and offers new perspectives.”
1. Health hazards: A study examining short and long-term illness by Stockholm University found a ‘significant excess risk’ of short-term illnesses in open office spaces. These were especially greater among women. In terms of long-term illnesses, environmental stresses, ‘irrelevant sound’, lack of visual privacy and a reduced ability to control one’s own personal space showed greater risk for long-term infections.
“In a study by Cornell University psychologists, Gary Evans and Dana Johnson, clerical workers who were exposed to open office noise for three hours had increased levels of epinephrine—a hormone that we often call adrenaline, associated with the so-called fight-or-flight response. Evans and Johnson also discovered that people in noisy environments made fewer ergonomic adjustments than they would in private, causing increased physical strain. The subjects subsequently attempted to solve fewer puzzles than they had after working in a quiet environment; in other words, they became less motivated and less creative.”
2. Unnecessary Noise: Another major complaint with open office space is the distraction of noise. Studies have shown that open office spaces tend to be too loud for employees to fully attend to a project. Noise can be managed through soundproofing with white noise and noise-proof materials. However, a major down side to soundproofing can be the exorbitant cost.
Although the open office space debate continues, some companies are using the feedback to create the optimal working space. One of these fortune 500 companies is Google. Christopher Colement, Google’s director of global design stated,
“We found that employees need a lot of diversity. There are so many ways to work—as a team, solo—and there are so many kinds of workers, from introverts to extroverts and so on. We create many different places so people can be as productive as possible—from formal and informal conference rooms to open spaces to stretching and yoga areas and gyms.”
A 2005 report by the UK Commission for Architecture & the Built Environment found that a well-designed, employee-friendly office environment can boost productivity by as much as a 25%. Planning spaces for employees based on their needs can create a highly functional and enjoyable office for everyone.
Our Atlanta commercial real estate marketing agency fills spaces for real estate clients, both directly and indirectly. From high-rise Class A buildings to mid-rise Class B properties as well as mixed-use developments, warehouses and medical offices, infinitee is your national real estate marketing expert.
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There is a new term being tossed around in the marketing world. That term is "tradigital" and it refers to the successful integration of digital media and traditional advertising in marketing, often used in the sales process. Industry leaders consider this new train of thought to be extremely integral in developing all-encompassing marketing strategies, especially those geared towards millenials. In order to embrace this approach, you must understand the goals and how to reach them. In a recent article published by the Atlanta Busiess Chronicle, writer John Garcia outlines this method.
Step No. 1 - Determine Destination
Before diving into a marketing strategy, you must think further than your goals to increase sales. Tradigital leverages traditional media to drive digital for maximum results. By setting clear and reasonable benchmarks, specifying the results you're trying to achieve, you are guaranteed a benefit even if you don't reach those goals. When the expected outcome is clear, your campaign will be effective.
Step No. 2 - Understand The Roles
As mentioned before, tradigital is a combination of traditional and digital marketing efforts. You have to recognize that each has its own place in the world. Traditional media is no longer the end-all-be-all method. It is now more of a conversation starter. Consumers take these messages and then turn online to continue those conversations.
Step No. 3 - Know Your Position
Garcia outlines the three strategies of digital adaption to help determine where you and your company are. These stages can also apply to new product or service launches.
- Embryonic – At this stage your digital marketing techniques are not very well integrated into the marketing and sales process.
- Intermediate – Digital marketing techniques are somewhat integrated, but there is still a lot of work to do.
- Progressive – Marketing techniques are well-integrated, and are centered around a tradigital strategy.
Step No. 4 - Decide Approach
After you've determined where you stand in the digital adaption process, it's time to figure out how to allocate your marketing budget and efforts. The success of most tradigital campaigns will result in a shift of dollars, migrating from traditional to digital. Naturally, your digital space will begin requiring more support and your reliance on traditional media will decrease.
If your company is in the embryonic stage or launching a new product or service, it's recommended to allocate the majority of your funds to traditional media. The goal is to reach the largest number of people in your target audience with a clear and engaging tradigital message. This will drive the conversation or conversion online. You don't necessarily need more digital to build digital. Remember, it cannot stand alone. You need the right mix of traditional media to build your digital, and then increase your digital efforts to engage and maintain that audience.
Step No. 5 - Build Your Audience
A tradigital strategy will help you find and build your own audience, people that come to you instead of having to reach out to them. The goal is to leverage traditional (mass) media to build your audience and then provide the proper support so that you can keep them engaged.
To further discuss tradigital marketing, contact our Atlanta ad agency today!
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August is right around the corner, which means moms and kids alike are already gearing up for back-to-school shopping. It’s time to make sure your digital media strategy is up to par with the competition. The best way to maintain a competitive edge is through mobile strategy. What’s the one thing no one consumer will leave the house without this shopping season? You guessed it, their cell phones. Shoppers make lists, save coupons, research what stores have certain items in stock and compare prices to competitors, all while in the marketplace.
By now, most businesses have implemented some type of mobile strategy, but there are common interactive media mistakes that should be avoided or corrected before the back-to-school and holiday shopping seasons kick into gear in just a few short weeks.
The whole point of going mobile is to provide ease and convenience to your customers. Customer service is the driving force behind all successful campaigns, but as identified by Social Media Today, there are 10 common mistakes that can hinder your mobile interactive strategy.
1. Don’t Violate the 3-Click Rule.
Interactive media should take no more than three clicks on a mobile device to get the user to where he or she wants to be. Digital media is all about convenience.
2. Make Sure Your Content Fits on a Mobile Screen.
The size of a laptop, iPad and iPhone screen are all vastly different. Your digital media needs to adapt and fit appropriately on each device’s screen, especially a mobile phone.
3. Match Mobile Users Preferences with Your Mobile Media.
Your mobile interactive strategy should match what your users preferences are on their phones. If they don’t use auto complete, don’t have your mobile app incorporate auto complete either.
4. Don’t Violate User Security.
This one point hinders the convenience rule a little but for a very good reason. Make sure your users are safe when using your app or mobile optimized site on their phones. If you require a login, make sure a login exists on the mobile interface as well.
5. Make Navigation Easy.
If the user has to scroll every which way to see all of the content on their mobile device, then change the layout of your interactive media to adapt to smarter paths to accomplish the same goal.
6. Make the Most Important Functions Easy to Spot.
A mobile app should have the most used, most important interactive media bolded, underlined and centered on the mobile device screen. Ok, not literally, but the content should be easy to spot. The quicker users can access what they’re looking for, the better your engagement metrics will be.
7. Keep Graphics Simple.
Keeping graphics clean and sleek on each mobile and standing interface allows for easy navigation and makes functions easier to spot. Simple design supports many of the other points outlined above and below.
8. Have a Way to Correct Mistakes.
If a user needs to insert content, create two back buttons – one that returns to the previous page and another that allows users to delete inserted text. If this function doesn’t exist, bounce rates will soar due to user frustration.
9. Make Content Legible in the Sun.
Mobile users are on the go. Sunlight can hinder your digital media strategy if not taken into account. Incorporate legible font and color choices and highlighting techniques into your interactive strategy so users can see the most important content clearly no matter their surroundings.
10. Don’t Let your App Drain the Battery.
Make sure your app has a way to turn off when the user is not interacting with it.
All of these are great tips for avoiding mistakes in creating interactive digital strategy. Accounting for these issues, and many others, can improve your mobile sales and engagement.
If you need help developing or designing your mobile strategy, contact our Atlanta ad agency today.
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Without trust on social media sites, you have nothing. If people don’t trust you, they don’t like you, they don’t believe you and they don’t care to know anything about you. All of this carries over to your brand.
Just like when forming relationships with new people, trust is one of the first things we need in order to develop an attachment to a brand or company. Luckily, Social Media Today has outlined 10 tips to becoming a trustworthy brand on social media sites.
1. Display Authority
Too many people try to fake authority online because there’s no face-to-face interaction. But, what social media strategy consultants will tell you is that everything can be validated and with great ease. Display authority by giving credit to other people, establishing that you’re the real organization and publishing results.
2. Prove Yourself
Again, everything can be validated. Mashable created a list of things to publish to prove that you are real: testimonials, customer references, partner references, kudos from other thought leaders, examples of work completed, links to work completed, guest blogs you have contributed to, links to blogs where you and your content has been cited, white papers, ebooks, etc.
3. Do what you say. Say what you do.
Don’t make a claim that you can’t support and don’t claim something that you can’t do. If you say you give the best social media strategy advice out there, then post some good advice or better yet, post a client’s work that you’ve done. Either way, you have to walk the walk, not just talk the talk.
This is really tricky in a large corporation, but in small business, it is essential. A large corporation may have one, two, even five people managing their social media services and somehow they all have to tweet, post and blog in a similar voice. Similarly, small businesses need to maintain the same type of consistency. Social media consultants for companies, large or small, need to have personal and professional beliefs aligned with company values in everything that they share.
5. Apply these tips to others.
You need to follow, like and interact with other real deal companies. Apply all of the tips listed here to measure if what they’re doing is real too. This helps you, helps your fans and it even shows a little love to complimentary businesses.
6. Tweet Carefully
How many times have we seen people mess up the 140 characters in a tweet? Kitchen Aid will forever go down in infamy for the astonishing tweet posted about President Obama’s grandmother during the election. Be careful. Use the 140 characters to inspire, create calls to action or for news releases, but carefully monitor who is in control.
Use social media and advertising on social media to manage customer relationships. It should be an informal place for consumers to learn about the brand, products/services and company. Really develop that relationship, don’t sell yourself short.
8. Create Conversations
The way in which social media is being used today has changed. Create conversations that are actually meaningful. Create a platform or space that answers questions, addresses complaints and reinforces positive experiences.
9. Leave Yourself Out of It
This is not about you. This is about your audience, clients, partners and markets. Learn from them and listen to them. This way, you will be able to post worthy content and helpful items attracting a larger following and building more trust and credibility.
10. Take Credit for Posts
You started this business because you know a thing or two. Give a biography at the end of content posts explaining who the author is and why they have the credentials to tell you what they said.
For help with your social media strategy, contact our Atlanta advertising agency today!
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We all know that there are multiple factors that are taken into consideration when purchasing a product. In fact, studies show that 70% of consumers say they look at product reviews before making a purchase, and that these reviews are 12 times more trusted than product descriptions from the manufacturers themselves. One of the more recent considerations has been tagged - Social Proof. Buffer recently released an article explaining that "Social proof is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior."
Social proof has gained attention in the last couple of years because of social media and it's impact on the ease of information sharing. User-generated content, and the internet have made it a lot easier to use it in marketing and communication strategy.
Why is social proof important for your marketing campaigns? Here are 5 examples of social proof and the scientific reasons why they work, published by Ed Hallen.
1. Expert Social Proof
Has your product or service ever received a stamp of approval from a credible expert? Have you received Likes or endorsements from industry bloggers? This is expert social proof and can be in the form of a Twitter mention, Facebook Like, press quote, blog post, etc.
Marketers are always trying to get influencers to endorse their product or service. This is often referred to as influencer marketing, but it's much more than a buzzword. Hallen states, "The halo effect is a cognitive bias in which we judge someone’s opinion based on our overall impression of him or her." These online influencers already have established reputations and if positive, anything they are involved with will also be seen in a positive light by association alone. This is why influencer testimonials truly work.
2. Celebrity Social Proof
Celebrity social proof is similar to expert social proof, in that the celebrity expresses an appreciation or liking for your product or service online. The only negative to celebrity endorsements is that the celebrities themselves control the impression of your brand. If they are seen in a negative light, it can be tougher to separate them from your brand. You don't want to them to produce a bad image.
Hallen explain the concept of the extended self, stating that "the extended self is made up of the self (me) and possessions (mine). It suggests that intentionally or unintentionally we view our possessions as a reflection of ourselves." This is why consumers look for products that signify group membership and mark their position in society.
3. User Social Proof
User social proof is when existing users or followers recommend a product or service online. This includes customer testimonials, case studies, online reviews and more.
User social proof is particularly effective when it involves storytelling. Hallen states, "Although statistics can be effective, it can be tougher to really see yourself in the aggregate the way you can with a personal account." User social proof is scientifically effective because people tend to imagine themselves in other people's shoes when reading a story. This is why they're often times more persuasive and trustworthy. It helps when the reader or follower can relate to your brand.
4. ‘Wisdom of the Crowds’ Social Proof
This type of social proof explains approval of the masses. It's evidence that thousands, millions, or even billions have taken the action that the company wants you to take – making a purchase, subscribing, etc.
A big part of social anxiety is the fear of missing out. This is extremely relevant on social media as the sharing of what’s going on in our daily lives means you can constantly compare your status to others on these platforms.
5. ‘Wisdom of Your Friends’ Social Proof
This is by far the most popular type of social proof. There are Facebook widgets that show other Facebook friends that “like” a brand, Twitter displays of people you follow that also follow another person, and the various ways that companies offer rewards for referring others to the brand. Hallen notes a study from a German bank stating, "customers who came from customer referrals had 16% higher lifetime value than those who came from other acquisition sources. Additionally, the customers churned 18% less."
Implicit egotism is the concept that most people subconsciously like things that “resemble” them in some way. Hallen says, "we value the opinions of people we perceive as most like us. We tend to become friends with people that we have a lot in common with, so it makes sense that social triggers like Facebook’s Like Box or referral programs are successful."
So how do you begin incorporating social proof into your marketing strategies? It's easy! Start with these small steps:
Add customer testimonials to your website or newsletters
Emphasize your follower and subscriber numbers on your blog
Automate follow-up with great customers or contacts to ask for referrals
Find experts who are interested in what you’re doing, build relationships and work together to find ways that they can help promote you
To learn more about effective social media strategy and interactive marketing solutions, contact infinitee today.
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SEO is not a new a dimension to the online marketing world, but has recently gained the spotlight as the leading online marketing tactic. SEO can be slightly overwhelming to the creative marketing or advertising mind. From keywords, to Google results, to alt tags, Meta tags, content-driving web results, it’s easy to lose yourself in the technicalities instead of focusing on the creative marketing that drives SEO.
SEO is fantastic for B2B marketing strategy or B2C. It’s the key method of connecting businesses and consumers in cyberspace. It’s imperative that your brand’s site incorporates SEO into its digital strategy to generate and capture leads and ultimately sales.
But again, SEO can be very overwhelming. Too often we feel we are learning about it as we go. But if you do nothing else for SEO, try implementing the following three proven marketing strategies as defined by Search Engine Watch to start building a foundation for search engine optimization strategy.
#1 – Figure Where Your Site is Now
An SEO assessment allows you to have a bird’s eye view of how your brand’s website is currently performing. The best way to do this is by checking your Indexing Status through Google Webmaster Tools. By doing this, you can see how many pages of your website are included in Google’s Index (Special Note: You can reach this by clicking the “Health” tab once you have logged in to your Google website account).
There are two things to look for with your Index Status:
1. How many pages are registered in Google’s Index
2. How many are not registered
If you have too few pages registered and/or if you have too many registered pages, this could present a problem in your website appearing in Google’s search results. That’s ultimately what this small test can teach you. The tricky part is deciding what to do next in your digital strategy if a problem exists.
#2 – Perfect your Keyword List
Keywords are what generate organic leads. Make sure the keywords you use on your website match what future prospects are typing into search engines.
The best way to match your keywords list with clients in a B2B marketing strategy is to make the keywords the title of your pages for major products or services. These title tags should accomplish two things:
1. Focus on the individual characteristics of each page
2. Only use each title tag once per page
If you are unsure of what keywords you should use, there are two tools Google provides: Google AdWords Keyword Tool and Bing Webmaster Tools. Just remember, specialize each page with a different title tag. Duplicating any sort of content is considered a bad practice and search engines will penalize your site accordingly.
#3 – Links are the Keywords of Search Engine Results
A key determinant of what position your site appears on Google or Bing are links. By links, we are referring to internal links among your site and inbound links from other websites to your own. A proven marketing strategy is to incorporate three links per piece of content, like a blog post or something similar. These will separate your site from the thousands of others that are in the same boat.
In summary, there are three proven marketing strategies for SEO that will get your website on the right path given significant time constraints or budgets.
1. Figure out where your site is now with Google Index
2. Refine and use your keywords list
3. Incorporate links in your digital strategy
These three steps are just the beginning in forming an SEO strategy, but they will begin to separate you from your competition. Do your research on SEO or reach out to a marketing and advertising agency that serves as experts in the industry.
For help with your next campaign, contact our Atlanta advertising agency today.
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Developing and executing events is a specialty that takes experience and attention to detail to successfully implement even the most modest event. Event planning for a business event that anticipates attendance in the hundreds or even thousands can be a daunting task and requires refinement and decision management skills as the Consumer Events Project Manager for Volvo Cars of North America discovered which led him to define and implement a standard he calls the Five P’s for Successful Consumer Events. Dan Louie's five-step approach to planning successful events includes: Parameters, Process, Partnership, Prepare and People.
1. Parameters – Clarify The Marketing Objectives
Prior to beginning any project, all marketing campaign objectives should be defined and agreed upon. Lack of objectives can lead to many mishaps including: incomplete proposals, frustration, wasted time, and going over budget. Louie says during the planning stage focus on S.M.A.R.T (specific, measurable, attainable, relevant, and timely) objectives.
2. Process – Use An Objective Decision Making Process
Clearly define the right choices through the Kepner-Tregoe decision-making process to reveal vendor choices that have the right balance of acceptable risk and reward. The four-step four step process: Clarify Purpose, Evaluate Alternatives, Assess Risks, and Make Decisions will ensure that the best decisions are implemented.
3. Partnership – View Each Vendor As A Valuable Partner
Louie emphasizes that relationships based on mutual trust and respect will result in more collaboration during project implementation.Relationships where each person communicates, listens, trusts, and collaborates on creative solutions result in greater rewards, additional benefits and ultimately event campaign success.
4. Prepare – Plan For The Unexpected
Not every project is going to run as smoothly as predicted. Louie advises to analyze potential problems and create multiple action plans for possible disruptions or issues that may come up including: weather, delivery problems, technology issues, equipment failure, and food and beverage delays, to name a few.
5. People – Interact With Consumers At The Event
It is critical for project managers, vendor partners and company stakeholders to attend the event to see the success first hand in order to collect feedback, evaluate partnerships and personally analyze the most effective marketing tactics executed.
Below is a chart of the refined Kepner-Tregoe Decision Analysis Process:
To learn more about developing effective event planning for business, contact our Atlanta ad agency with over 25 years of experience in trade show planning, collateral development and lead generation techniques for business conferences of all sizes.
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The Internet is continuously evolving, giving consumers new ways to shop, research and communicate faster and more efficiently, which in response is changing consumer expectations and digital design solutions. Lithium Technologies conducted an online survey that represents four evolving characteristics of consumers’ expectations and stresses the importance of companies upholding their brand identity to meet customer expectations.
The survey expressed that American’s are relying on the Web for all facets of the purchasing process. The pre-purchase research is all being done online, meaning where once consumers would go out to the store, try the product and talk to a sales person, they are now doing this whole process online by researching consumer reviews, information and price differences. To leverage consumers to their product and differentiate from others, brands need to provide extensive information about the product, good consumer reviews and helpful statistics through mobile marketing and interactive marketing solutions.
During the online purchasing process, consumers are expecting the convenience of help requests with rapid responses. More than half of the consumers surveyed wanted same day responses, and the remaining wanted even quicker responses to their product needs. The days of going into the store or even calling for product help and information, may not be totally gone, but it is essential that brands recognize this growing trend and program their websites and social media services to accommodate consumer expectations.
Brands should be cognitive of customer service before and after purchase as well. The survey reported that most American’s would be more likely to go online to praise rather than complain and that younger Americans complain at higher rates than older Americans. This is imperative to a brand strategy because 90% of customers say buying decisions are influenced by online reviews, meaning that branding and advertising needs to provide top-notch service and digital solutions during the purchasing process to generate positive reviews.
Lastly, to stress how important the Internet has become in today’s consumers’ lives, the survey asked a daunting question on whether Americans would give up good sex or good Internet. We would think the answer would lean significantly toward giving up good Internet, however, the results were surprisingly even between the two. Brands need to continuously focus and improve online marketing strategies to compete with the competition and consumer expectations.
The infographic below highlights statistics from the Lithium Technologies survey, showing exactly how much American’s rely on the Internet when making purchase decisions.
To further discuss digital branding strategies, contact our Atlanta ad agency today. For those in the retail industry, you can learn more by downloading our newest white paper, Emerging Retail Trends – Part 2: How to Reach and Engage Today’s Consumers.
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Today’s consumer relies on digital media now more than ever for information and marketers need to take notice of the growing fascination for video to tell their story. Video use has grown substantially as the preferred method for many companies to engage consumers and market their services through a visual medium. One of the most popular digital platforms used is Youtube. Youtube Press recently did a study and found that over 6 billion hours of videos are watched each month on YouTube (that's almost an hour for every person on Earth). Additionally, they found that 80% of this traffic comes from outside the US.
According to Forbes, 59% of executives would watch a video instead of a text summary of the same information. It is clear that video is an important marketing strategy to implement in an overall plan. Not only do videos allow for an easy and accessible way to relay information, but it also allows for greater global marketing overcoming many cultural barriers.
Planning and production of a video are exceedingly important considerations as Bulldog Report reports. The following are essential steps to creating the most effective corporate video including important takeaways.
Pack With Content - It is fundamental that you include as much key and interesting information as possible.
Video Length Is Everything - A study done by SingleGrain found that the longer a video drags on, the lower its retention. It also found that videos under 1 minute enjoy 80% viewer retention up to the 30-second mark, while videos 2-3 minutes in length still enjoy 60% retention. In essence, keep your video short to gain the optimum number of viewers.
Quality Over Quantity - A video’s sound and visuals keep your audience engaged, so make sure they are done well. There are plenty of online tools available that can be used to create videos on a limited budget, such as: http://www.wevideo.com, http://www.clipcanvas.com/videoeditor/create and http://www.loopster.com. Or you can use an expert digital agency to create more elaborate and customized videos for trade shows, product training, promotions and campaigns.
Location - This tip goes hand in hand with the last point. When filming any video, it is always important to keep in mind the location whether or not the goal of the video warrants location at all. Many videos can be produced using illustration, renderings, and stock images without ever leaving your office.
On-camera Talent - When utilizing on-camera talent, the talent should always be dressed appropriately based on the content and messaging. Generally speaking, in terms of dress, neutral colors are better so as not to distract from the message. In terms of demeanor and preparedness, the talent should rehearse their lines and prompt cards can be used if necessary to help the talent appear natural on screen. The bottom line, the talent should reflect your company.
Strategic Marketing - Use press releases. This gives your audience reliable information on the success of your company. Make sure you also include the logo of your company in the video (the end is a suitable place because it leaves a lasting impression).
SEO Strategy/Title - Use keywords in your title which will help increase traffic to your website after viewing the video.
Interactive Media - Embed your video onto your website in addition placing it on Youtube or another platform. Include a comment and share box for your video.
If you need a helping hand in developing a Digital Media Strategy or creating video content for your business, contact our Atlanta advertising agency today.
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