Marketing Videos Don’t Have to Suck
Whether it’s a commercial for your products or services, an introduction to your organization, or just for fun, marketing videos are one of those really great things that can go really, really wrong.
It was nearly 15 years ago when Apple released this marketing video proclaiming the glories of the Mac OS over Windows 95. Not only is the video chock full of dated technology that actually makes you happy to be 15 years older, but it makes your marketing candle burn brighter knowing that even Apple has failed once or twice. If you’re like me, still smarting from those horrible videos they showed in school, this video shows the caliber production people expect when they hear the words marketing video.
Did you know the lame is optional?
Consider the following marketing videos that found success.
UPS Whiteboard
Will it Blend?
Ray-Ban Sunglasses
The first two videos concentrate their message to address their audience’s main pressure point. Worried about how to handle your shipping? UPS says, It’s simple. Need a blender that won’t fail? BlendTec says, Yes, this blender will blend absolutely everything. The Ray-Ban video, which launched in 2007, breaks from convention and just went for a How’d they do that? pull. It worked; the video had as many as 1.7 million views in one week.
The worst thing you can do when producing a video is to copy, verbatim, the achievements of others. A more winning strategy is to figure out why some videos fail and why others succeed, and then apply that to your own business. And don’t dare think any video will drop your professional status. Watch these 12 CEOs starring in their own videos, proving that you don’t have to go over-the-top with your message to succeed. Just be honest.
I agree that marketing videos don’t have to suck…even if you don’t have a Nike budget! You have provided three really great examples of how to communicate your brand’s message or benefit to the consumer. The first example for UPS is budget heavy in the branding and creative message, not so lofty in the single camera studio shoot with a white board and good talent.
The second for Blendtec shows higher production value in the set creation, shoot duration, talent, graphics and final editing. All brought together again to deliver the “it blends” message. (Not to mention, they pissed $500 down the drain in props…painful!)
The final Ray Ban piece, simple message, and huge production values: multiple locations, big talent payout, high-end art direction, seemingly massive shoot and editing budget (not to mention craft services.) Simple but costly.
So whether your budget is 10K or 150K your brand message is key. But, if you know your audience and can deliver your message simply and cost effectively, anyone can develop a winning video that doesn’t suck! When planning that next video: Know your brand, define your audience, and show the benefit!
By the way, my favorite is the UPS. “Keep It Simple Stupid!” Always works!