Combining Broad Reach with Effective Messaging

Sure, we've all seen people blowing themselves up through stupid stunts and clever skits produced in college dorm rooms, but did you know that online videos are becoming one of the most effective means of spreading a message in history? The popularity of online videos has now spread to marketing messages, and when done well has yielded positive results. I came across one report that described a blender company who put up an online video showing their blender mincing all types of items: from tomatoes to shoes to cell phones. They then challenged the public (with all safety measures in place, of course) to make their own videos of what this particular brand of blender could chew up. The response was massive, and the result was a marked increase in the purchases of the blender. Other stories include the recently featured furniture company in High Point whose slapstick online commercial was even featured on MSNBC in their report of interesting online finds. Their result? Increased purchases locally, and inquiries from as far away as Florida, Georgia, and beyond.

Has your product or service got an angle that you could present in an Internet video? If so, head on out with a digital camera and get to work, Spielberg! A few words of caution, though. Humor sells; do your best to make it memorable by making it light hearted and funny. Feel free to poke fun at yourself. Consumers respond well to a firm that can take a joke at their own expense. And remember to keep it short and sweet. This is not the place for infomercials. Keep it to the point, and eliminate fluff. No Selling. The real beauty of the effectiveness of this medium is that it does no selling, it is entertaining. You can present the benefits and features of your product or service, but don't get into special offers, pricing, or anything that makes it sound like a commercial. Many more tips are available through a wealth of online sources, and if you just can't handle a camera or any of the production aspects, consult a production company. In Wilmington, NC, I might suggest Josh Caine at "Past, Present, Future Digital, Inc." on Peachtree Avenue.

Now comes the most important part: How to get it noticed. As I've shown before in previous blogs, there is no greater way to drive local traffic to your website (or any Internet offering) than a radio campaign designated for that purpose. Internet advertising will go viral, and spread by email and through search engines. But to really get noticed in a hurry, use the traditional medium of radio for its reach, frequency, consistency, and creative commercial messaging to drive traffic to your online video. Remember, people only go where they are invited; tell Wilmington and surrounding area residents to head over to your online video, entertain them, and then prompt them to share it with a friend. That friend will share with a family member, who will share with a co-worker, who will share with a church member, and before you know it, your video has spread to hundreds, thousands, and millions of potential customers.

Here are two great articles that give some added insight into online video as a blossoming medium.

"Report: Online Video Fastest-Growing Medium in History" - Media Post, 5/29/09

"Nearly Four out of Five Americans Watching Online Video" - comScore Video Metrix