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Why use Video for Marketing and Promoting?

Is video an effective marketing tool?

The statistics prove video to be a very formidable medium for marketing. And, with the boom in online video it is becoming increasingly sharper. But you don't have to take our word for it. Have a look at some of the research studies:

A study by Wharton Business School found that a well produced video increased information retention by 50% more then a print brochure. This is because video is multi-sensory and the more senses that are engaged the more information a person retains.

In a survey* into teaching and communications methods, it was found that on average, respondents retain:

10% of what they read,
26% of what they hear,
30% of what they see,
50% of what they see and hear.

That same Wharton Business School study analysed the effectiveness of video as a means of direct marketing. They found that video direct mail response rates can be up to 600% higher than printed brochures. Furthermore, they found that when video is used it can speed up the buying decision process by 72% in comparison to a print brochure.

So the long and the short of it is that video, if produced properly, can help you achieve your marketing objectives.

What about online videos?

Videos can now be easily distributed to your target market via the web. This may be via a live webcast, hosted on your site, distributed on sites such as YouTube, sent virally via email or may be an advert placed on space you have purchased from a media agency.

A recent BBC survey found that 43% of Britons who watch video online at least once a week said they watched normal TV less. Online videos have exploded over the past few years due to a vastly image improved quality and the increased use of broadband. What's more, people's habits are changing. People expect to see video online. They expect to see a video on a website. They find it intriguing and entertaining.

The democratisation of media through sites such as YouTube have paved the way for marketers of all types of organisations to complete on a more leveled playing field. All marketers now have direct access to their consumers with adverts and commercials in a way that only the major multinational companies once did through the television set. Audiences can now be more accurately targeted with adverts that appeal directly to them in a measured way. Something that TV still cant deliver!

Can we afford to produce a video that will reflect out values?

As recently as 10 years ago video was an expensive medium. Today, that is not the case. Digital technology has slashed the price of budgets so that video can be more easily compared with the cost of a print brochure - albeit more versatile so with a higher ROI. This has meant that a decent video that has sufficient production values so as to represent your company in the best light is affordable.

So what are the costs?

We suggest as a general rule of thumb to allow at least £1000 per minute for a standard documentary type shoot. The budget should depend upon what you want to achieve and what's most important to you. We can produce a simple company profile for as little as £2000. Whatever, the budget you can be assured that we won't compromise on production values for marketing videos as they are important to the perception of your company and ours.

With this grand sounding 'democratisation' of media and falling production costs, can't I produce a video in-house?

Sure, you can. If you have staff that you are willing to train and you invest in the right kit. But you should also ask yourself what level of quality matters to you and can you afford to make mistakes. If you don't mind the audio of your video sounding like it was recorded in the bath or the visuals looking like a 'You've been Framed' video then go for it. The absolute cost of basic equipment has fallen but with all the amazing digital effects, distribution platforms and formates, you need the technicians and production staff that are better trained then ever before and won't let you down. That 's the difference.

If you have any questions that we haven't answered here please get in touch and we would be more than happy to answer all your questions.

*Source: Learning and Teaching Styles, In Foreign and Second Language Education, Richard M. Felder, North Carolina State University.