Of all the mediums that have grabbed people’s attention the fastest, television ads and infomercials, in the marketing arena, have been the most successful. There is a real reason they charge literally tens if not hundreds of thousands of dollars for a 30 second spot! What really makes this magic happen is a well built commercial that doesn't exactly look like a commercial.
Over the years, companies have been working hard and hiring some of the most cleaver people in the industry including psychologists to figure out how to build a commercial that “feels” like a handshake, and I don’t mean a sales man type of handshake. People are very keen to the commercial atmosphere and how commercials have evolved. They are also sick and tired of being marketed to at every turn.
Have you ever seen a commercial that was so amazing that you didn't mind watching it and in fact you got on your phone, computer, or Facebook account after finding that commercial on YouTube to blast it to all your friends just to make them feel what you felt when you watched it?
This is the latest in video marketing concepts gone viral. The old school car salesman or the “yell it to sell it” pitching is ineffective and for the most part is ignored in the same way that banner ads and popups/unders are. In today’s market people are more sophisticated; they really have to be just to get through the day!
Your market, regardless of your product or service, is intelligent, keen, and looking for things throughout their day that remove obstacles, entertain them to distract them, even for a second, so they can feel a bit of stress relief. Your target audience is looking for something that viral videos have in droves- things that make them think about things they love, that associate to things they enjoy, and that speak to them through humor, analytical cleverness, and products and services that make their life easier.
Any product out there worth its weight in gold will have these things, for a specific market, and that means that any product worth its weight in gold has the potential commercial just sitting there in the bleachers waiting express itself through video marketing.
Don’t know how to market? Have no digital skills in video shooting, editing, or animation? No problem. You’re not in the era of television before the web, nor are you in the infancy of the web anymore- today the web is a powerful medium that is giving television a run for its money. Have you noticed that internet concepts, products, and even marketing is being pre-emphasized by those television commercials instead of the commercials on television trying to squeeze in all that powerful information into a 30 second spot?
The internet is a more robust and powerful vehicle because it is highly interactive, personal, and technology has become so integrated into people’s lives that you can now pack an amazing amount of data into a video that WILL get viewed and if it’s done right will go viral.
This means you can do what television spots can’t and for a fraction of the normal television commercial cost- you can target an audience that, for example appears all over the world. For example, people drink tea in America, Britain Japan, China, Australia, and just about everywhere else in the world. Tea can be marketed to EVERY piece of land on earth but to get a television spot that would breach every country on earth you’d pay multiple millions of dollars. Utilizing the web, your only real challenge is to build a brilliant, deep reaching, intriguing, and to your target audience, personal video.
A good video production will not need to be pushed out to every market on earth- you just put it up, market to a few segments of your market, and if it strikes a nerve they will not only tell their friends, but they will, for FREE send all their friends, who will send all their friends, and so on, to your video.
Your video will be self perpetuating, riding on the interest and today’s amazingly easy to use internet will become the vehicle that gets your video to every market out there eventually- possibly overnight if it’s good enough!