promotional web video
Exact measurements of web video’s ROI are difficult to come by since video is usually a piece of a larger social media puzzle. Using video means buying into the bigger picture of how best to engage clients in a web environment. Online video is an effective way to promote your brand and practice good business ethics – in this light, it is likely to help in some ways that you can measure and some ways that you can’t.
Being married to a dancer, I have learned a lot about dance by osmosis. (I also used to play piano for dance classes, but that was in another life.) Since Geiger Classic Ballet Academy is the premiere dance school in the region, I thought they deserved an educational video that was also a promotional video that showed people how exceptional they are. I was lucky enough to get the assistance of Kirsten Haglund, Miss America 2008, who feels that she owes a lot of her success to the Academy and its founder, Mary Geiger. (She studied there for several years). This mini-documentary video features interviews with Kirsten, Mary Geiger, a dance student and her father who all give their unique perspective on what the academy has to offer. It’s a great compliment to the articles, information and pictures on the dance school’s website.
Ryan’s Auto Parts is Detroit’s premiere junkyard, yet many people outside of the neighborhood still haven’t heard of it. Enter a little social media outreach powered by web video advertising. Quick editing combined with informative narration and a little background beat make for a perky, one-minute web promo. Without the pressure of stuffing everything into a 30-second TV spot format, Ross, the narrator, was able to mention all the special features he wanted to highlight. Since this commercial web video consists of three basic ingredients: location footage, narration and music, it is inexpensive to produce and delivers a lot of bang for the buck. It’s also full of information, so that even people who have heard of Ryan’s Auto Parts or Ryan’s Pick-a-Part will probably learn something new.
My buddies at Affordable Website Specialists twisted my arm, set up my blog, updated my website and finally got me to get on the other side of the camera for this website testimonial by yours truly. It was my way of putting my money where my mouth is when I tell my clients how easy it is to make a video testimonial. The basic ingredients are a green screen headshot and lots of time lapse footage from my personal collection. It was fun to do a favor for my friends, play around with seemingly unrelated video clips and come up with some pretty corny double meanings in the narration. Hopefully the point of this web testimonial was not lost in the special effects: these guys know what they’re doing and I recommend them.
I told Kevin and Rob of Affordable Website Specialists that I would produce a new homepage video for them, featuring their unique father-son web design partnership, if they would take a chance and really let me have some fun with it. Turns out they’re the ones who had the fun. If you watch this video and see how much material they cover, you’ll probably be shocked when you see the total duration is only one minute and thirteen seconds. (Warning: do not try this at home.) Syncing the on-camera narration, voice-over, music, stills, videos, screen shots, etc. into a coherent and very short story is no easy trick. But then, these guys are no ordinary web designers. For instance, can you see the spinning logos on their shirts in the final shot? Check it out.