An article in Puget Sound Business Journal about the use of Web based Video as a powerful marketing tool. READ THIS, then call Ideas Unfold to get started on your video.
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1. Web videos now one of the most proven marketing tools - Puget Sound Business Journal (Seattle): 3/7/09 8:35 PM
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Portland Business Journal - March 2, 2009
http://www.bizjournals.com/seattle/othercities/portland/stories/2009/03/02/smallb3.html?s=smc:2&b=1235970000^1785775
Friday, February 27, 2009
Web videos now one of the most proven
marketing tools
Budget a few thousand dollars per minute of screen time
Portland Business Journal - by Arve Overland and Greg Tozian
When BtoB magazine did its annual “marketer priorities and plans” survey late last year, the
findings were predictable. Most companies chose to trim “traditional” marketing budgets for 2009,
but are dramatically boosting Web-related spending (66 percent on average). Online video was one
strategy identified as a leverage point for attracting new customers this year.
Another survey (Knowledge Storm/Universal McCann) of 5,300 business-to-business professionals
showed 63 percent access online videos at least weekly for vital information. We’re not talking
goldbricking employees laughing over sports bloopers, but millions watching videos regularly to
make better business decisions and purchases.
Web video convinces
Ounce-for-ounce there isn’t a more compelling or convincing marketing form — besides face-to-face
presentations — than video. Video is where you can see and hear people demonstrate products and
services, and where you can hear satisfied customers endorse companies. With video you can tell a
story about what you believe and can educate target audiences on benefits. You can make a pitch in
a truly convincing manner, and create drama and emotional involvement.
Web video is flexible
Until fairly recently, selling with video meant producing and distributing tapes or DVDs, or buying
expensive TV spots, with costs quickly escalating out reach. Today, thanks to the Internet, a
company with a million dollars in annual sales has as much opportunity to tell a story online as a
company with billion-dollar revenues. You may not have a big budget, but the opportunity exists to
create something memorable.
The Internet is great for streaming informational videos that include:
l Products or service demos shot in the studio, factory, or field.
l Short “corporate” videos explaining core competencies.
l Customer testimonials in a studio or on-location.
l “Documentary” styled reports on important business issues you touch.
l Coverage of public events: such as speeches, convention presentations.
l Footage from news conferences, TV appearances, and more.
However, the ultimate, worldwide video distribution channel (the Web) does not mean you should
stream badly conceived, scripted, photographed and edited video. You still need to maintain a
quality consistent with your brand. Videos go out of date faster than other marketing. Clothing,
colors and styles are part of the presentation. Make sure your video looks current.
A rational budget will be in the thousands of dollars per minute of Web video, not the hundreds.
Shorter is better, too. Good Web videos usually run from one minute to three minutes in length.
And you’re better off using professionals to write, shoot and edit the work than to attempt the
process in-house.
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