Long gone is the age of dial radios and record players. We are in the midst of a digital and ever-evolving consumer driven world. The worst thing that could happen to a company is getting left behind.
That’s also the worst thing that could happen to advertisers.
Advertisers must adapt to new and popular technological trends to reach their target audiences. Print isn’t the old medium anymore, and hasn’t been for awhile.
Our high tech era allows advertisers to demonstrate their product rather than only explain. Video does more than sell a product. It sells a lifestyle. Consumers can see the soccer mom bringing her smelly kids to practice; thus, they see why she needs Febreze. This type of advertising is more powerful than a photo ad with a line of copy. Another bonus? While print requires sight, video requires sight and sound.
So how do you achieve advantages of video advertising?
First, create a story for your product. Present the ideal consumer’s need and then your product that satisfies their need. Keep it simple. A consumer shouldn’t have to think too hard about why they need your product. Also, make sure it resonates with your target audience. AARP doesn’t have the same target audience as Wii.
Let consumers see a member of the target audience using the product. According to the One Market Media Blog, higher retention rates are a result of consumers seeing what they’re hearing (this goes back to sight and sound). Showing consumers how a product satisfies their wants or needs persuades and engages your audience in a way other mediums cannot.
Your content must encompass your communication objectives. Great stories don’t resonate without persuasive content. The content must convince them that your product fits their lifestyle and needs.
Two-way communication is probably the most important factor in the digital age. A consumer will offer feedback on a product, positive or negative. To see how your product fares, offer your own feedback channels. This allows you to improve, remedy or enhance different features. Owned feedback communication channels may also prevent negative reviews on different media outlets. In addition to feedback, you can also help a customer troubleshoot. Customer service makes consumers feel important to the brand or product.
Think about perspective. You love your product and you think it works. Competitors think their product is better. However, the only perspective you need to worry about is the consumer’s. How are you going to convince a consumer that your product is right for them and better than the competition’s? Convey your understanding of their needs. Remember, people won’t care about your supply unless you care about their demand.
Last, but not least, remember why you are using video. Think about which buying stage your consumer is in. Are they loyal customers? Is there a big market for your category, but not necessarily your brand? Make sure you address these issues in your communication objectives.
And there you have it. A break down of using video to sell a product or brand. We hope this helps and as always, feel free to contact us with any questions, comment or suggestions. We love to talk so give us some feedback!
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