Tag Archives: Television advertisement

Video Promotion Isn’t Just for the Fortune 500

A few years ago, promotional videos were reserved for huge companies. If you weren’t planning on running a TV ad campaign, or including videos in promotional packs Disneyland style, then there was no reason to go to the considerable expense of producing a video. Today, that’s all changed. Videos are cheaper to make, easier to distribute, and much more likely to be viewed by a large audience.

There are a lot of companies in the UK that specialise in video production. Nottingham, Newcastle or London; wherever you are you will find studios that can help you with actors, sets, and high quality recording. If you find the right promotional video production company, they may also be able to help with distribution too.

Promotional videos, if they are well made, can do a lot for even small, lesser known brands. If you are a local business, and you want to target customers from your area, then hiring a company that does video production in Nottingham is a better idea than hiring a promotional video production company from a different part of the country. The world may be getting smaller, but there are still regional differences that can come across in videos.

The exact tone of your video will depend on what you’re advertising, and the demographics you are trying to reach. Viral videos are becoming increasingly popular with all age groups, however. Teens and young adults like edgy, and slightly “cheeky” videos, while business people prefer more sophisticated humour, and the videos that get forwarded by retirees tend to lean towards the “cute, harmless fun” category. Of course, these are rather broad generalisations, and they’re no substitute for real market research, but they are a good starting point.

If you want to produce a video that is informative rather than just simply a viral with your branding, then make sure that there’s still a hook to draw viewers in. Nobody likes to be preached to in their spare time, so try pose a question, or offer a solution to a common problem rather than just tell your viewers that they need your product.

A well produced marketing video, used as part of an online ad campaign, can put your brand name in front of a huge audience. Posters, banner advertisements and fliers are looked at once and then forgotten about, but videos engage the viewer for the duration of the viewing, and may be re-watched or shared if they are interesting, informative, or funny. It’s this second viewing which is so useful, as it makes your brand memorable.

When you’re looking for a promotional video production company, try to find one that specialises in the kind of videos that you are going to use. There’s no point hiring a company that makes artistic videos if you want something that looks more like a TV ad, for example. Also, look through the list of actors that they have available. If you’re not planning on enlisting your staff to appear in the video, then you’ll want to have some actors that your clients will relate to.

This article was written by Amy Fowler on behalf of Black Hawk Productions. Amy works in marketing and is always on the look out for new and innovative ways to market her clients.


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The Email Filter Hierarchy

by Seth Godin

There’s more information, provocations, riffs, causes, meetings, opportunities, viral videos, technologies and policies coming at you than ever.

So, how do you rank the incoming? How do you decide what to expose yourself to next?


  • Email from your boss
  • Personal note from a good friend
  • Three or four recommendations from trusted colleagues, each with the same link
  • A trending topic on Twitter
  • The latest on Reddit
  • Phone call from your mom
  • File on the intranet you’re supposed to read before the end of the week
  • Spam email from a stranger
  • Tenth note from Eddie Bauer, this one to an email address you haven’t used in a year
  • Post on Google + from a friend of a friend
  • Facebook update from someone you haven’t seen in ten years
  • Angry tweet from someone you’ve never met
  • Commercial on the radio that’s playing softly in the background
  • Email from someone who had your back one day when it really and truly mattered
  • !!!urgent marked email from the HR department about the TPS reports
  • Text message on your phone from your husband
  • Phone message from the kid’s principal
  • Tweet from the handler of a celebrity who is pretending to be the celebrity
  • Story that’s repeated endlessly on cable news because a producer thought it would get good ratings
  • Handwritten love note from a current crush
  • New review in the Times of a restaurant you happen to be going to tonight
  • Obviously bulk snail mail from a charity you donated to three years ago
  • Latest volley in a flame war
  • Blank sheet of paper quietly waiting for your next big innovation
  • Comment on a blog post you wrote three days ago
  • New post by your favorite blogger, delivered via RSS
  • Book in the bookstore, next to the cash register
  • Newest negative review of your business on Yelp
  • Movie playing across town
  • TV commercial on a show you’ve got on your DVR
  • Book on the back shelf of a bookstore, newly put there yesterday by the manager, who doesn’t know what you like
  • Tweet from someone who really, really wants you (and everyone else) to follow her
  • Rebecca Black’s new video
  • Sales pitch on your voicemail

Which of these are required reading for a productive member of society or a good employee or an informed citizen? Which do you do out of habit? Are you assuming that your habits are the norm, and that others have an obligation to pay attention to what you pay attention to? Should there be symmetry–is it logical to only engage with people who prioritize their filters the same way you do?


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Why Brand Trumps ROI: 3 Tips To Build Your Brand Online

by Matias Wigozki

ROI. ROI. ROI. It’s the mantra for most direct response marketers. But to remain competitive, marketers must look beyond direct ROI, and invest in programs that will enrich their overall brand. Let’s take a look at why.

Understanding The Shift

There are more brands competing in search than ever, but the playing field is hardly level. In fact, it has shifted. Today it favors well-recognized brands that have built brand equity. Those who haven’t invested in their brand are being left behind.

A recent study underscores this point. According to a recent Kenshoo report, “the number of clicks on search ads increased by 54% from 2009 to 2010, while the number of search ad impressions (the number of times these ads appeared) increased by only 1%.”

This finding demonstrates that while the overall number of searches remained flat, traffic increased drastically for those brands already running robust search programs.

The Importance Of Integration

Many marketers think they can leverage paid search to drive ROI without investing in brand. Unfortunately, this thinking is delusional. To win in this arena, you first must invest in creating a well-known brand that is top of mind with consumers. Doing so will build volume that you can then capture via search.

The significance of this dynamic is supported by an iProspect and Forrester Research study on the integration of search and display. It reveals that display advertising is effective at producing brand lift, particularly when it is used in combination with paid and natural search.

In fact, the study indicates that “almost as many Internet users respond to online display advertising by performing a search on a search engine (27%) as those who simply click on the ad itself (31%).”

This finding underscores the importance of investing in display advertising to boost brand as it will increase the number of branded searches. In turn, it will yield a higher direct ROI as these terms tend to be cheaper than non-branded terms.

Learning A Lesson

Clearly, investing in brand is key; however, it won’t drive ROI by itself. Connecting branding efforts with paid search is essential. A major home electronics manufacturer helps us see why.

The company was running an aggressive display campaign, evident by their ads being found on a large majority of consumer electronic review sites. This was an ideal branding initiative as it hit consumers when they were in the shopping mindset. It also communicated the brand’s unique value proposition. Fortunately, the effort produced a substantial increase in search query volume for the brand month-over-month and year-over-year.

However, the manufacturer did not run any paid search campaigns to capture the demand they had created, and only one retailer capitalized on the manufacturer’s newly-created brand interest. Consequently, the lack of connection between the branding effort and the search program hurt the conversion and click-through rates. Ultimately these disconnects resulted in lower online sales for the retailers carrying this brand and for the manufacturer itself.

Taking Action To Build Brand Search Volume

Below are three tips to help you build your brand online to create more volume and better connections:

1.  Leverage the content networks

Both Google and Bing/Yahoo! have comprehensive content programs that can be managed from paid search interfaces. If your brand doesn’t have display creative, utilize the best performing ad copy from your search campaigns and leverage it in the content networks.  If creative is available, test between text and other types to see which combination of copy produces the highest return.

By expanding to where your consumers are digesting content, you will inevitably build brand recall. This is particularly true for the retail industry. Another iProspect study indicates that online display ads produce a brand lift of 5% in regard to the likelihood of purchasing from a particular retailer. It is also worth noting that the same study found that the combination of paid search and display advertising produces a 15% lift in unaided brand recall.

2.  Leverage social media

Until recently, measuring the value of social media interactions has been difficult unless the vehicle being used was a direct sales tactic such as a coupon. According to research done by Syncapse and hotspex, the value of a Facebook fan is $71.84 more than a non-fan. This data alone supports the value of a Facebook campaign focused on acquiring fans; however, there are more benefits.

By generating social media buzz, you can drive consumers to search for your brands. Therefore, it’s imperative that a brand’s unique value proposition be communicated in a consumer-friendly manner in order to generate awareness and chatter. Without conversations, the value of Facebook and other social media mediums is limited, and without buzz, there are no incremental queries on the search engines. By generating incremental brand queries, sales will increase online, and thanks to Facebook fans, off-line as well.

3.  Leverage online videos

According to a study conducted by YuMe, more than 66% of respondents watched more online videos than they did 12 months ago, and 48% said they planned to increase viewership this year. Taking these statistics into account, it is easy to see why video should be considered for more than just funny clips. Today, videos are a means to gain mass media recognition.

Given that, brands need to leverage online video to grow their awareness, not just as a way to repost their TV spots. By creating branded content, marketers will be able to build deep relationships with their consumers and generate greater brand awareness. In turn, this will lead to higher branded search queries.

In today’s competitive search landscape, the best way to drive ROI is to first invest in building your brand, and the above tactics can help you do just that. Then, you’ll be in a great position to tap into paid search to capture the demand you’ve created.


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Vote for your least unfavorite choice. But go vote.

by Seth Godin -This year, fewer than 40% of voting age Americans will actually vote. A serious glitch in self-marketing, I think. If you don’t vote because you’re trying to teach politicians a lesson, you’re tragically misguided in your strategy. The very politicians you’re trying to send a message to don’t want you to vote. Since 1960, voting turnouts in mid-term elections are down significantly, and there’s one reason: because of TV advertising. Political TV advertising is designed to do only one thing: suppress the turnout of the opponent’s supporters. If the TV ads can turn you off enough not to vote (“they’re all bums”) then their strategy has succeeded. The astonishing thing is that voters haven’t figured this out. As the scumminess and nastiness of campaigning and governing has escalated and the flakiness of candidates appears to have escalated as well, we’ve largely abdicated the high ground and permitted selfish partisans on both sides to hijack the system. Voting is free. It’s fairly fast. It doesn’t make you responsible for the outcome, but it sure has an impact on what we have to live with going forward. The only thing that would make it better is free snacks. Even if you’re disgusted, vote. Vote for your least unfavorite choice. But go vote.


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