Businesses are recognising the increased value of business videos given the lowering costs of production and the rise of broadband bandwidth and therefore ease of distribution provided by the Internet.
You Tube has created an explosion in video viewing online and created a medium for promotional message delivery that has, with its worldwide audiences in the 100’s of millions, surpassed television advertising. More-and-more businesses are now demanding video on their websites that ‘tell their story’, as they recognize the power of video. However, they lack the skills to create a cost-effective video production that looks professional.
Equipment and video editing software costs are now at a level that allows anyone with a basic computer and a $500 video camera to create broadcast quality productions. However, video production companies still have a place in the market as they promise a high-quality look to the video that amateurs cannot easily replicate. Unfortunately, now businesses are discovering that a traditional business video does not create the expected results and has little to no cut-through in the overcrowded market.
Missing in this explosion of video content is intelligent and well-defined marketing strategies. This is where professional video productions come in.
You can access a range of video production formats which businesses can use to build their brand, create cost-effective product promotion/advertising and educate their customers.
Each format should have its own set creative scripting process, pre-production planning system and shoot-day procedures to ensure quality and to make it quick and easy for producers to implement these formats.
There are a range of video ‘distribution’ strategies that can be employed to ensure your target market will view the video locally and globally.
Sunday, November 6, 2011
Thursday, May 19, 2011
Uber Urban - consumer trends for 2011
Have a read of the latest offering from TrendWatching [below], a fascinating insight into one of the largest consumer trends for 2011.
Urbanization remains one of the absolute mega trends for the coming decade. Here's just one telling stat: “Today, half the world’s population – 3 billion people – lives in urban areas. Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers each year.” (Source: Intuit, October 2010)
How will this change the consumer arena? Firstly, urban consumers tend to be more daring, more liberal, more tolerant, more experienced, more prone to trying out new products and services. In emerging markets, these effects tend to be even more pronounced, with new arrivals finding themselves distanced from traditional social and familial structures, while constantly exposed to a wider range of alternatives.
Secondly, keep a close eye out for ‘URBAN ISLANDS’: just 100 cities currently account for 30% of the world's economy, and almost all its innovation. Many are world capitals that have evolved and adapted through centuries of dominance: London, New York, Paris, etc. New York City's economy alone is larger than 46 of sub-Saharan Africa's economies combined. Hong Kong receives more tourists annually than all of India (Source: Foreign Policy, August 2010). However, metropolises such as Shanghai, Sao Paulo and Istanbul are obviously keen to join the top ranks, too.
Catering to city-citizens in these vast urban entities requires a local, dedicated approach in products, services and campaigns that mirror if not surpass the usual country-specific approach.
To cut a long story short: In 2011, go for products, services, experiences or campaigns that tailor to the very specific (and often more refined, more experienced) needs of urbanites worldwide, if not city by city. And don't forget to infuse them with a heavy dose of ‘URBAN PRIDE’. From Smirnoff’s Absolut Cities to BMW's Megacity vehicle, urban is the way to go.
Urbanization remains one of the absolute mega trends for the coming decade. Here's just one telling stat: “Today, half the world’s population – 3 billion people – lives in urban areas. Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers each year.” (Source: Intuit, October 2010)
How will this change the consumer arena? Firstly, urban consumers tend to be more daring, more liberal, more tolerant, more experienced, more prone to trying out new products and services. In emerging markets, these effects tend to be even more pronounced, with new arrivals finding themselves distanced from traditional social and familial structures, while constantly exposed to a wider range of alternatives.
Secondly, keep a close eye out for ‘URBAN ISLANDS’: just 100 cities currently account for 30% of the world's economy, and almost all its innovation. Many are world capitals that have evolved and adapted through centuries of dominance: London, New York, Paris, etc. New York City's economy alone is larger than 46 of sub-Saharan Africa's economies combined. Hong Kong receives more tourists annually than all of India (Source: Foreign Policy, August 2010). However, metropolises such as Shanghai, Sao Paulo and Istanbul are obviously keen to join the top ranks, too.
Catering to city-citizens in these vast urban entities requires a local, dedicated approach in products, services and campaigns that mirror if not surpass the usual country-specific approach.
To cut a long story short: In 2011, go for products, services, experiences or campaigns that tailor to the very specific (and often more refined, more experienced) needs of urbanites worldwide, if not city by city. And don't forget to infuse them with a heavy dose of ‘URBAN PRIDE’. From Smirnoff’s Absolut Cities to BMW's Megacity vehicle, urban is the way to go.
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