How Do You Make This Video Succeed?

W&Co. Video Production

Schlage just launched their “Open Possibilities” campaign with this video:

https://www.youtube.com/watch?v=zjFXbNskNQs

 

Talk about a tough assignment.  You’re selling door handles.  When an agency is dealing with a director of consumer marketing who’s statements include “it’s our mission to bring the possibilities of every door to life,” you know you’ve got some serious bullshit to wade through.

Striking an emotional tone is the right idea, but (once again) Schlage spends the entire 30 seconds talking about themselves.  “We see technology that’s a little more welcoming.”   That’s a nice thought but the tech doesn’t look welcoming at all–the goal was to show your phone unlocking the door, but they hurry so fast past that idea that the dog becomes the welcoming factor.

When you tout your “vision” of a door handle as a blank canvas, you probably shouldn’t be forced to repeat the same three door handles in 30 seconds, nor should you end the story with an 8-second shot of a door handle that looks like it was designed in 1985.

It’s a tough job, no doubt.  But selling the consumer on the design and lifestyle associated with Schlage’s “blank canvas” should make you crave a new door handle, not put you to sleep.

There are hundreds of handles and hundreds of doors, and picking the most artistic (and expensive) for your video should be the goal.  Talk about the consumer and the magic that can come from opening that door: meeting old friends, a young love, and the family at Christmas.   Warm the heart and make the door handle a portal into a world of emotion.

Inspire the audience to associate your brand with that love, and your video will win hearts and minds all day long.


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Witham & Co. specializes in video production, animation and marketing campaigns.  If you would like help creating video sales tools that work, contact us at (317) 793-8303 or email awitham@withamandco.com.

 

 

5 Rules for Video Advertising Online

Video Advertising

Video Advertising

Online video advertising is becoming the go-to solution for brands.  But the devil’s in the details.

Yahoo! Recently released the data they gathered with Nielsen for online advertising and there are a couple of tidbits I think you will find useful.   The most important finding is obvious: TV is falling fast while mobile video is skyrocketing to the preferred format for consumption.  No surprises there.  But when you’re making your online video ad, what should you keep in mind?

Here are the 5 things that stood out to me:

 Online Video Advertising

  1. Make the Logo Bigger

Larger logos help to reinforce familiarity with the brand and most importantly, increase affinity conversion. For those of you who have worked with me before, you’ve heard this so much it’s probably written on the inside of your eyelids.

 

Online Video Advertising

  1. CTA: Compel The Appetite

Your call-to-action isn’t everything, but it’s close.  A cool vid is great, but if the viewer doesn’t know what they’re supposed to do next, they won’t do it.  Interestingly, the survey said CTAs increase brand recommendation and purchase intent, making the CTA important in a variety of ways.

 

 

 

Online Video Advertising

  1. Brand Timing? Fugetaboutit

A lot of time & money has been spent trying to figure out when to include the brand in your vid.  I’ve heard enough opinions on this subject to break my brain.  Turns out, it doesn’t matter (yay!).  Consumers care a lot more about the relevance of your content.

 

Online Video Advertising

  1. 15-second Ads Win

There was plenty of data supporting the traditional 30 second ad, but 15 seconds is now the optimum length for an online ad.   What’s important is the specific length reminds us of Instagram’s restrictions, justifying the popularity of the short hit.

 

 

Online Video Advertising

  1. Auto-Start Go!

Video ads with auto-start perform better in aided recall, brand familiarity and affinity. Auto-start is annoying and disruptive for some consumers, but so are television ads.  Get aggressive and get your message rolling.

 

If you want more details or advice on getting your video advertising rolling out the right way, just give me a call.


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Witham & Co. specializes in video production, animation and marketing campaigns.  If you would like help creating video sales tools that work, contact us at (317) 793-8303 or email awitham@withamandco.com.

 

 

 

Garbage IN: Garbage OUT

Our house burned down recently.  Here’s a picture of our bedroom.

Hey look a sunroof!
Hey look a sunroof!

One of the great lessons from the fire was being forced to go through our house and touch Every. Single. Item.

I want you to imagine this:  Take your entire bedroom and dump it in the driveway.  The bed, dresser, armoire, chest, and furniture.  Now take out the drawers and dump them out.  Shirts, socks, underpants, longjohns, pictures, pens, business cards and loose change.  Now do your closet.  Dump it out.  Pants, shoes, boots, belts, ties, skirts, dresses, sweatshirts, a costume from a 2003 party and jeans you haven’t seen since the Bush administration.  Dump ’em out in the driveway.

Now imagine just picking up the bathroom and shaking it out over the pavement.  Toothbrushes, soap, fingernail clippers, old medicine bottles, electric cords to things you don’t own any more, empty boxes of Mucinex, five boxes of tampons, eight tweezers, nine monogramed travel kits, and four boxes of that ammonia stuff you used to color your hair with.  Driveway pile’s getting bigger.

Now your kids room.  Shake it out.  Now you guest room.  Dump it.  Kitchen.  Family room.  Living room.  Basement.  Storage room.  Attic.   Your driveway isn’t big enough; you’ve started to spread piles of stuff into the street and your neighbor’s yard.

"C'mon guys, it's Mother's Day..."
“C’mon guys, it’s Mother’s Day…”

Ah.  Now the house is as it was: an empty box.  Now it’s time to move it all back in.

Do you want it?

I didn’t.

In the end, we just grabbed the stuff we needed and gave the rest away.  It was all clutter, detritus, failed initiatives and old ideas.   It was just more weight to carry, and our lives are lighter now it’s gone.

Most of us don’t get the opportunity to touch every item we own, but what if you did?  How much of your stuff would you make the effort to bring back into your life?

Think about your space right now.  How much clutter is hidden in drawers, in cabinets, under furniture?  How much of that stuff do you need?  How much are you holding on to just in case?

I will as soon as I get this stuff to the car.
“But I need all these things to feel loved!”

How much would it help your heart & soul to empty it out and get down to the essentials?

Next time you’re feeling stressed, take my advice: dump some of the garbage in your life.  It’s an easier journey when there’s less to carry.

122e0ea

 

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Witham & Co. specializes in video production, animation and marketing campaigns.  If you want video sales tools that work, contact us at (317) 793-8303 or email awitham@withamandco.com.

 

 

Video Testimonials: Your Secret Weapon

Video Testimonials

Video Testimonial

The secret to success is hard work, right?

Pro Tip:  You can work hard 24/7 but if no one is singing your praises you’re never going to be successful…you’re just going to be working hard.

Doctors, lawyers and financial advisors build their practice based on referrals.  You’ve got happy clients, but are you doing anything to encourage them to spread the word?

No?

Keep working hard.

By The Numbers

Here are a few statistics for you to consider:

  1. Testimonials have the highest effectiveness rating for all types of content marketing at 89% (WebDAM)
  2. Testimonials create a 74% increase in product conversion (People Claim)
  3. 77% of consumers take the time to look at testimonials/reviews before they purchase (Juniper Research)
  4. 65% of consumers are visual learners (WebDAM)
  5. Website visitors are 64% more likely to buy a product on after watching a video (ComScore)
  6. Visitors who watch a video linger on a website an average of 2 minutes longer than those who don’t. (ComScore)

Video Testimonial

 

Video Testimonials = New Clients

If you aren’t making video testimonials yet, you need to start.  When prospects arrive on your site, they should see themselves in your content.  Their problems, their concerns and their solutions (your solutions) are reflected in your video, told in the faces of their peers.

Help your clients build your business.  They’re the best promoter you’ve got.

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Witham & Co. specializes in video production, animation and marketing campaigns.  If you would like help creating video sales tools that work, contact us at (317) 793-8303 or email awitham@withamandco.com.