Webcasting - Moving off the Printed Page

In some ways it's increasingly difficult to connect with customers in this Internet

age - attention spans are at an all-time low just as competition becomes more and more fierce. Many organizations are moving beyond the traditional methods of marketing and communication, leaving brochures and takeaways behind for more engaging and current strategies. One such strategy is the increased use of corporate films.

Corporate films are used for a variety of reasons - as sales presentations, introductory statements or advertisements. Often they work in tandem with a live presenter as an illustration of their remarks. Corporate films can take what would normally be un-engaging data and transform it into a compelling presentation through the use of humanization and animation.

Humanization is the use of individuals to attach personality and empathy to products. While this is possible in traditional corporate media, film is where it truly has a chance to shine. By embedding the narrative of a company into a human being's narrative, the impersonal becomes personal. This can be accomplished both with actors and with corporate personnel - each has advantages and disadvantages. Actors guarantee a professional performance, but if they are portraying corporate staff there can be some disconnection when it comes time to close the deal. Non-professionals lend reality to the project, but often take more time and coaching in front of the cameras.

Animation is another useful tool that is native to film. Instead of un-engaging masses of data, animation allows businesses to present facts and figures in ways that are visually stimulating and lets presenters focus audience attention on positives in a way that is pleasant and unobtrusive. Visual stimulus is an important tool in engaging the learning centers of the brain, so well-conceived animation can stimulate those centers and encourage data retention.

If your organization is considering developing a corporate film for a sales presentation, multimedia project (such as a promotional CD-ROM or website) or other event, there are many companies that can assist in its production. Spending the extra cash for an experienced production agency can make all the difference in effectiveness.

Webcasting - Moving off the Printed Page

By: Claire Jarrett

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