Exploring Video Marketing Options and Ideas - dummies

Exploring Video Marketing Options and Ideas

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

Video marketing isn’t a science. What works for one company may not resonate with another company’s customers. A video designed to engage customers for a comedy club will be quite a bit different than a video showing the features of a funeral home.

One of the first decisions you make before launching a video marketing campaign is what type of video you want to make. Fortunately finding ideas and inspiration to guide this decision is as easy as going online and taking a look around YouTube or other video-sharing sites. The web is packed with videos of all types promoting and informing customers about all variety of businesses.

The following list presents a wide variety of marketing videos and training examples. Each video offers would-be video marketers ideas on how to create a video that suits the needs of their business.

If you have a copy of Video Marketing For Dummies, the chapter reference for each video is included. Some of the examples are the work of the authors of that book. You can either scroll down to find the specific example you are looking for, or read and click on each link for your own little short video festival.

  • Let someone else do your marketing: This is a great example of a video that had unintended marketing consequences. The guys at Eepybird did not set out to promote Coke and Mentos, and when they tried intentionally, their viewing results were a fraction of the original video. (Referenced in Chapter 2)

  • Ask the man on the street: This video shows how to take a complex subject and make it fun and memorable with a simple news style approach. After one viewing you should never forget what REIT is. (Chapter 2)

  • Give a gift: Here is how you can give a great gift after an event. This daily affirmation video from Ship to Shore will remind your customer you care every time they watch. (Chapter 2)

  • Tell a story: Here are a couple examples of this popular style.

    • Sales Horror: This video creates an emotional connection for those who struggle with hiring people for their company. It is a great example of how you can use a particular genre like horror to entertain. (Chapter 3)

    • Rockefeller Habits: Telling a good story helps viewers identify with the pain you are trying to solve. See which character you identify with in this video. (Chapter 3)

  • Show and tell: Presenting information in a straightforward manner with examples works in kindergarten show and tell as well as video marketing. Here are some examples.

    • Camera Habits: Video Marketing For Dummies authors Kevin Daum and Matt Scott created this video to show how bad camera habits hurt the quality of video. It’s short, simple and straightforward — exactly how show-and-tell videos should be. (Chapters 3 and 12)

    • Will It Blend?: Using the show-and-tell style, Blendtec demonstrates how powerful their blender is by blending everything from golf balls to electronics. (Chapter 3)

  • Capture an event: By creating an entertaining storyline, this video for League Assets and Royal Roads University successfully connects with the attendees and reminds them the value they received from the event. (Chapter 3)

  • Try animation: This video for Trackpros uses animation to create complex visual imagery without the cost of bringing in fancy racecars and renting a racetrack. Although producing an animated video may still be expensive, it is much more cost and time effective than renting a space shuttle, hiring space pilots, or filming on the moon. (Chapter 3)

  • Don’t rely on just words and pictures: A PowerPoint-style words-and-pictures video often misses the opportunity to establish an emotional connection with the viewers. However, if your resources only allow for such video, make your content clearly readable and appealing so the viewers will at least get your message. But be warned, it is extremely difficult to create an awesome video with just words and pictures. Oftentimes you end up with a confusing and boring video. This example book promo video proves that point. (Chapter 3)

  • Use video to educate employees: Internal videos can be simple yet powerful. Everything in this video, from the title to the acting, is essentially a call to action — asking employees to use the intranet. With such a video, you must be direct and straightforward, because beating around the bush will just waste time and resources. (Chapter 4)

  • Tickle the funny bone: This before-and-after series shows how you can transform a boring dentist video into an awesome video – a video that fulfills the need, is entertaining, and has the unexpected. Watch the before and then see what Video Marketing For Dummies authors Kevin Daum and Matt Scott did to make the video special. The videos are quick and won’t bite, but may inspire you to give your own video a facelift. (Chapter 4)

  • Think like a director: Using the right type of shots and camera angles for the right scene will help you establish more powerful connection with your viewers. Authors Kevin Daum and Matt Scott created this fun video to show you the different type of shots you can use. Remember to mix up all the types of shots, because using just one type will make your video flat and boring. (Chapters 4 and 12)

  • Don’t blow the budget: Goatfarmfilms.com won Chevrolet’s commercial contest for Super Bowl XLVI with their video titled Happy Grad. They created the video on a budget of less than $500. Producing a high quality video no longer costs an arm and a leg. Airing the ad on the Super Bowl costs roughly $3.5 million, which is much more than the price of a couple kidneys. (Chapter 5)

  • Test your limits: In October 2012, Video Marketing For Dummies authors Matt Scott and Kevin Daum entered the 48-hour film festival. They produced their entry in 48 hours, including coming up with a concept, planning, scripting, storyboarding, casting, filming, and editing. After 48 hours and only a few hours of sleep, they walked away with many amazing lessons and this well-received video. While such an exercise might not always work for your needs, it is a rewarding way to create on a limited budget and time. (Chapter 5)

  • Use the element of surprise: How often do you get to use a life-size elephant replica as a prop for your video? Authors Kevin Daum and Matt Scott found themselves face-to-face with such a prop, they jumped at the opportunity and helped produce this video. Never waste the opportunity to incorporate surprising elements into your video. (Chapter 6)

  • Be a star: Don’t let acting intimidate you. Kevin Daum and Matt Scott created this show-and-tell video to teach you simple acting techniques. (Chapter 12)