Steps Towards A Successful Promotional Video
Promotional videos are extremely effective visual marketing tools
. To create a successful promotional video you need very good production, content, and information quality. Making one of these videos is a truly fascinating experience, and the results can be extraordinary. These videos involve the whole
audio visual production process, and if you're a creative person, they may be exactly what you need for your own work.
The role of the promotional video
The promotional video is technically an infomercial, but can be much more. It's a very efficient way of providing a lot of information to viewers, as well as hard sell. It includes all the fundamental information like product image, functions, price, branding, and the all-important brand image.
To give some idea of the level of efficiency, 10 seconds of a promotional video will provide all the information in a classified ad, and present it much better. Promotional videos are designed as "grabbers", attention getters, and have the advantage of not being static, creating a continuum of viewer interest. That actually helps the viewers, because they can absorb the information as a logical sequence, not as a standalone visual image.
Product placement and setting
Promotional videos are the classic case of basic marketing principles. Product placement is addressed by the setting of the promotional video. The new executive office block, for example, is presented in the appropriate setting for the audience, complete with a good look at the actual product as a sales incentive.
One of the reasons you see so many ads like this is because they're a preferred production methodology in marketing and advertising. They've been proven to be very effective sales pitches. They attract attention and provide the information required for those interested to follow up. The promotional videos, which are longer, tend to attract even more interest, because of the strong presentation.
Identify the product
A product identity is a critical part of buyer choice. Promotional videos use
audio visual effects, logos, hooks and images to identify the product. That distinguishes it from its competition, which links directly to preference. Promotional video product identification is really a series of associations of the product with preferences.
Define the role of the product
Many products are targeted to a specific market segment. Whether the product is a block of units, an executive car or a family meal, the product's functional role is therefore a fundamental factor in presentation of promotional videos. This puts the product in context with its market, and relates the product to customer needs.
Sales points and interest levels
One of the greatest advantages of promotional videos, particularly for creative marketers, is the ability to map out in detail sales points and presentation. Video promotions are unique in this respect. Very strong sales points can be made with top quality visual content to generate interest.
Promotional videos are now the method of choice for professional marketing. They can be adapted to any product in any market, anywhere on Earth.
by: Michael Ward
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