BUSINESS VIDEO MASTERCLASS
Part 1 - Planning an effective marketing video
Examples of paying too much or too little
There are plenty of stories of people who’ve bought cheap and regretted it.
It’s not so much that a cheap video did them harm (though it can).
It was more that a weak video is a wasted opportunity
- with lost months of planning and delivering and testing for something that didn’t work as well as they expected,
- not to mention that they had to pay for all this into the bargain.
It’s sad really, demoralizing.
The only good thing to come out of this is the knowledge not to make the same mistake twice.
We all pay to learn sometimes. I have. You have. All of us. But not twice.
On the other side of the coin is the very real possibility that you can pay over the top.
I first saw this years ago, when I was a rookie, with a major utility company that paid over £100,000 for a corporate video!
It was beautifully produced, and a joy to watch.
But it completely lacked a solid business message. A damp squib as business goes.
Yet when I first saw this £100,000 video I felt like the child in the Emperor’s New Clothes story
- because I spotted this video was ineffective.
But none of the very important people around me wanted to know what I thought of course, and I hardly dared speak my opinion, for fear of looking like a child among the grown-ups.
Taking this idea further: We’ve all seen expensive TV ads that revel in showing off new video technology.
Yet often after watching these eye catching mini-epics, I can’t even remember the name of the brand. Haha.
The last brilliant piece of rubbish I recently saw was for a major bank, who spent £40k on a piece of tech-animated excellence that sold precisely nothing.
But on a completely different tack,
- in my early days the one video that caught my eye and won me over in seconds was a cheap 30 second TV ad that changed a company's fortunes almost overnight.
It was Ronseal - does exactly what it says on the tin.
Some of you mightn't remember this video.
It was a tradesman in a brown overall holding up a tin of wood varnish, who said in a plain working accent “It does exactly what it says on the tin”.
It cost peanuts to make this video.
Yet it was remembered by everyone who watched, for its plain simple speaking, and plain simple solution.
No one was in any doubt what to do next after watching this.
Buy Ronseal, it does exactly what it says on the tin.
What all this taught me was that an effective video wasn’t about the money.
It was about the message.
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