The Eyes Have It

We're asked all the time about what makes the most effective Content Marketing Effectiveadvertising/marketing content. In other words...what works best.  The simple answer is "it depends on your target demographic" but that takes time and talent to figure out so let's cut to the most recent study.

We realize this is for B to B however, we think it holds well for B to C marketing as well.

According to the North American Content Marketing Institute the most effective tool is person-to-person contact. It figures, "People like to do business with people they know and trust" right?  But directly equal to that is content in video form.

VIDEO PEOPLE!

And the very cool thing about video is that it crosses nearly all the other platforms and can be used in each:

  • Video for Social Media Content
  • Video for Case Studies, White Papers
  • Video for your Website
  • Video for your Nearly Everything...

Of course it has to be done well and connect with the audience and you can't drone on and on...

Get Video and Get Noticed!

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Explainer Video & Business

Let's say you have a product or a service that needs some...explaining. Man Question  Maybe your an attorney or a software company or a dog food company that is trying to stand apart because your product/service is different (in a good way) from others.

What's the best way to grab the attention of consumers, make it fun and convert web-page-visitors to buyers?

Explainer Videos, we think, is the answer.

For years we've encouraged our clients to use well made videos that helps get their message across of who and what they do.  It's been our experience that while many business owners and marketing managers like video (they watch TV, look at ads, go to the movies) they often discount the ROI of video on their website.

Now along comes this piece of information: Back in 2011 Rypple (changed to work.com) commissioned an animated video to better explain what the company does and how purchasing their product can improve human resources efforts of their clients.  The result? The short "explainer video" increased their "conversion rate" to 20%.  Up from the industry standard of 8%.  30% of the page visitors watched the video and 50% of them watched the entire piece.

Here is an example of an "Explainer Video":

 

But, there is more...

According to a recent study about web use the average attention span in 2012 is 8 seconds!  That is DOWN from 12 seconds in 2000.  We now have a shorter attention span than a goldfish...which is 9 seconds.

Time is wasting.  What are you doing on your home page that engages your potential customers?  Need some help?

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Feel free to leave a comment here and/or follow our Twitter Feed @InsightADV and our advertising agency Facebook Page is right here.


Video Worth Sharing...Dove

Over the years we've produced hundreds of hours of video for television and the web.  That process is so much more complex than most business people realize.  To produce a high quality video for business it takes planning, talented staff and a firm grip on the "end result".

That's why we want to share this powerful piece with you.  Dove is an old brand and we would bet it's not on the "want list" of many young women.  However, this very classy piece may just change that.

 

Well written, filmed and scored it is a very touching piece that, we think, ranks among the very best pieces of marketing video...ever.  And, again, that is no accident.  This took lots of time, talent and work.  Well done!

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If you have a comment, feel free to post here.  And/or follow us on Twitter @InsightAdv and our advertising agency Facebook Page is right here.  Insight Advertising, Marketing & Communications is a full service advertising agency based in Des Moines, Iowa.



The Power of Video for Business

Our agency does lots of print and digital advertising work for our clients.Video Production KC  However, the fastest growing segment of our business has been in high quality video production.  For years we've suggested to clients and non-clients the power high quality video production has on the ability for a product/service to connect with the consumer...even the B to B consumer.

When you consider the time and effort that goes into high quality video for television commercials, on-line video and in-store product piece you can begin to understand why some small and mid-level companies have been reluctant to invest in in this method to reach consumers.  However, according the the numbers making the switch pays off.  Why?  Consumers (including B to B) are watching.

Video singleVideo Statistics

  • December, 2011 - 182 million Americans watched an average of 23.2 hours of on-line video;
  • In 2012 57% of marketers will increase the use of video;
  • 24% of advertisers are shifting dollars away from print and into video production;
  • 65% of advertisers are shifting dollars away from broadcast television to on-line targeted video production;
  • In 2011 mobile viewing of video increased by 102%

Companies who are in tune with the trend began investing in high quality video production several years ago but, it is not too late for those of you who want to capture targeted market dominance.

We thought you might like to know...

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 If you would like to leae a comment here, feel free.  Or we can connect on Twitter @InsightADV or here is our advertising agency Facebook Page.  Thanks for coming by! - Michael Libbie

 


Long Distance Directions

Last year we started a major project for a client who is based 900 milesVideo Crew away.  Following many conference calls, trading all sorts of notes and moving forward with the project we decided we had "nailed" the story line in our video.  Six states, dozens of interviews and twelve hours of film.  Nailed it!

But, we didn't..."exactly".

That was the word last week as we engaged in another conference call.  "Yes, you hit on all the segments that we asked for however, the subjects you filmed didn't hit the ball out of the park". 

I should tell you that all of the subjects we filmed were not paid and they were clearly not professional actors.  They were...real.  However it seems we didn't get them to say exactly what our client wished.  We can take that but we felt we needed more "direction". 

Mind you we had invited them to each of our out-of-state and in-state shoots but they couldn't make it.  This time they were more open to the idea of coming out and going to a couple of additional filming adventures.  We're grateful.

The moral of this story is that no matter what you think the customer wants and no matter how many times you go over the details and the benefits and the methods...the end product may not meet the exact specifications of the consumer.  Long distance "direction" simply isn't the best way to get the job done.  What are your thoughts?

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You can leave a comment here or on Twitter it's @InsightADV and our advertising agency Facebook Page is right...here.  Thanks for coming by! - Michael


What Makes It "Click"?

I know dozens, if not hundreds, of people who look for that "magic bullet" that willMPL Twelve Thirty allow their product/service or campaign to click in the minds and wallets of consumers.  I want to share the secret(s).  It's timing.

Here is a great example:  Over the past eight months the State of Iowa has been the political and media focal point.  For months we've had to endure listening, reading and watching folks opine about our state.  Often missing the mark...completely.  Mix that fact with creative folks (tip #2) like Scott Siepker and Paul Benedict who have been (tip #3) paying attention and you get...this: (NSFW Edition...sorry it works better.)

 

535,000 views...and counting.  Oh, there is one other thing that needs to happen to make something "click" in the hearts and minds of the consumer you need to (tip #4) take action.  Just having the timing, being creative and paying attention won't get the job done.  You need to mix those with actually doing something and chances are...you'll click.

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If you would like to connect you can leave a comment here, or on Twitter it's @MichaelLibbie (personal) or @InsightADV (business baby...business) or our advertising agency Facebook Page is right...here.  Thanks for reading! - Michael


Video & Bloopers = Being Real

Over the years we've encouraged our clients to use more video onVideo Crew  their websites.  It makes the content more informative and opens their marketing channels to into other web areas such as YouTube. (The second largest search engine on the planet.)

Here is a video we shot in Kansas and Iowa for our client Running Horse Feeds.  The purpose here isn't to blog about a customer as much as it is to make a point.  Here is the first video:

 

Not bad...it gives an overview of the company and links them to world famous trainer Craig Cameron.

And then, there was this.  Using a Flip Cam we shot some video while we were shooting video.   We placed this on our client's web site BEFORE we posted the finished product.  Loads of views.

  

Consumers like the back-story sometimes more than the slick produced piece.  It's called being human and transparent.  Something to keep in mind when you're planning your next marketing adventure?

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Want to continue the conversation?  @MichaelLibbie or @InsightADV on Twitter - Here is our company Facebook Thingy, send me an e-mail or leave a comment below.  Thanks for coming by.


Jackass Letters - A Business Lesson - 01/11/2011

Insight on Business with Michael Libbie is our Monday - Thursday walkWebCastOneLive image  through the world of marketing, advertising, consumer trends and business.  We're here at Webcast One LIVE starting at Noon Central.  You can join in on the show conversation using "The Chat" or connect on Twitter @MichaelLibbie, which I monitor before, during and after the show.  Let's get to it:

Tom Laughlin Yesterday I was contacted by an independent film producer from Wisconsin who shoots documentary films for PBS.  He wanted some insight on the "Save the Maplenol Dairy Barn at Valley High School".  Tom Laughlin of Kovia Productions said he has a keen interest in what is happening here.   When we spoke, late last evening, he was making plans to come to Des Moines to shoot some footage.  We'll let you know.

Meanwhile the West Des Moines School Board had a meeting last night and about twenty supporters talked about why the barn should be saved.  Here is that article from the Des Moines Register.

Speaking of films - Yesterday I received a call from Wendy WeinerWendy Weiner Runge  Runge the film producer of The Scientist who has been charged with first degree theft in connection with that horrible mess with the Iowa Film Office.  But, is all what it seems?  We thought not six months ago...we're even more sure today.  Thomas H. Miller is handling the case for the state.  Former prosecutor Matthew Whitaker is the attorney for Weiner.  When we can...we'll share more.  But look for some interesting developments over the next several weeks.

Meanwhile there is "talk" about reopening the Iowa Film OfficeGovernor Terry Branstad has said they he is open to having the discussion.  But, it may be too late given the stain Iowa has received over this and the handling of the program it's doubtful that any serious producer will look toward the state.  And...that is too bad.

Our guest today is the wise-cracking editor and creator of Jackass Letters and we're going to learn a thing or two about consumers and Christopher Jorgensen customer service through his work.  Christopher L. Jorgensen is the creator of Jackass Letters a satirical but often serious mirror into the world of corporate redundancies when it comes to communicating with consumers.  (Did I just run all those words in that sentence?  Impressive...) We'll talk about the letters he sends and what he gets back.  The list of companies reads like the Fortune 500 with a couple of politicians thrown in for good measure.  What is it business can learn from...Jackass Letters?  We'll share it all today.  Christopher L. Jorgensen with Insight on Business.

 

 

 

 


Do It Yourself Television Advertising...really?

Video Shoot image "Do you folks do video and television commercials?"  Yes, yes we do.

I got a call the other day from a young lady who works for an upscale shop in Des Moines.  She wanted to know what it might cost to shoot a thirty-second television commercial.  It was clearly her, and the shops, first time in this world of TV.  She told me about her thoughts:  "We want to show quality and how buying the best makes a real value statement.  We want to reach a specific demographic that understands this." 

She went on telling me her ideas regarding the video treatment.  It seemed that she had a "handle" on the look and 'feel' of the project.  Of course I had some questions:

  • Will you be using experienced talent or volunteers? - "Volunteers"
  • Will you want to shoot on location? - "Yes, in an upscale home."
  • Where are you planning on airing the ad? - "We're looking at cable."
  • Will there be speaking parts or a voice over?  "We're not sure at this point."
  • How long will you air the commercial?  "We're not sure yet."

And then THE question:  "So, tell me what kind of budget number do you have in mind Bob Bracken for the project?" - "We're not sure, can you give me an estimate?"

This is where it starts to get weird...  I told my eager young friend that it all depended on what they wanted.  Doing a location shoot, volunteer talent, edits.  ( At this point in injected that our editor has an Emmy for editing...honest - here's the photo: check over Bob's left shoulder on the monitor.)  Hey good quality is good quality!

Her reaction: "Well, I'm not sure we need an Emmy Award Winner..."  OK...so I went on:

I told her the cost would be "someplace" between $1,500 and $3,500 (could be higher too) depending on what she wanted. The response, "That sounds like a lot.  Why the cost difference?"

I went on to explain quality, the cost of continued time or "takes" using raw talent, on-site video work costs more than studio work, speaking lines or voice overs, proper edit to make it sparkle, camera quality...and the fact that they were in the very early stages and didn't exactly know what they wanted.  "You know, somebody will have to write this piece."

She said, "Oh that should be easy!  I took a class in college about broadcasting.  I still have the book on how to write a thirty-second ad."  And, "What if we use stills and shoot the photos ourselves?"

I stopped talking and listening at that moment wondering to myself where in the world the "...high quality and buying the best..." statement went?  We went from showcasing "quality" to "do it yourself".

Guess it depends on who is selling and who is buying...and we're in a learning curve.

Michael P. Libbie - Insight Advertising, Marketing & Communications - We're not sure we'll hear back...we hope so because we're all about quality.  Thanks for reading.  www.InsightCubed.com On Twitter at @MichaelLibbie

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Selling GM via Transformers? Oh my....

Gm_hq_detroit We've got a pretty "small potatoes" advertising agency.  We couldn't afford the rent in just one of the offices here at the GM Headquarters in Detroit. 

But, we think we have some common sense...maybe?

So, that's why a recent story out of Detroit caught our eye. 

According to the article GM is betting HUGE sums of money on product placement in the movie "Transformers"  hoping it will transform  sluggish sales among 18 to 34 year old consumers.

Will spending "millions" on "Transformers" tie-ins work?

Ahhhh...maybe.

One thing is certain, you can't step anywhere in a GM showroom and not be "run over" with the images.

In the movie the Camaro, Pontiac Solstice, GMC TopKick (truck) and the Hummer H2 are the "actors".

Here is the problem...it's all flash...no substance.  Maybe if you are 27 years old you don't care about substance.  Maybe.  But, if you are 35...will you really purchase a car based on a cartoon?  We don't think so.  But, when you're looking for an answer...any answer...because your industry has failed the consumer.  You'll even bet on cartoons.

Maybe their marketing team knows more than we do.  Maybe.  But, if you are in the business of trying to capture your target market one of the very best things you can produce is a solid "reason" to buy.  And, follow that up with quality.

We'll watch this...should be fun.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we are always transforming our clients programs...into winning messages.