Use Video for Integrating Your Digital Advertising and Marketing Communications

January 31, 2013


Remember story time? The late night bed time reading that kept you alert before sleep or the engaging class room story with picture books and sound effects made by your teacher. The years have faded away since then but the stories live on. That’s our goal at Clay Creative…to tell the story of your brand to make an ever lasting impression on your audience.

film_countdown_postcard-p239939635109173100envli_400The great part of this business is that story time never ends and it’s our job to keep your audience turning the pages inside the book we call your brand.

Chapter 1: Why use video to tell the story of your brand?

Integrating video into your online marketing efforts is vital for your growing business. Todays generation is driven by an urge to express their interests, hobbies and point of view and social media is the vehicle for most of this expression. Words are the ultimate force behind conversation but photos and videos are taking their place and are becoming much more search engine friendly.

  • Video helps your customers relate to you on a more personal level
  • Video connects with people on a deeper level: The audio and visual representation of your products and services will make stronger connections than wordy descriptions or pictures.
  • It is more common for search engines to pick up on key words in your video and this results in higher SEO rankings.

Chapter 2: Tell stories with videos to make life easier for your audience.

Prospective customers tend to know very little about you and have come to your site to learn how you can help them. They are strapped for time so you must make their navigation experience as easy as possible. Videos can accomplish what paragraphs of text can in 2 minutes or less.

  • Your video must provide value to the viewer and the best way to do this is to teach them something new. 
  • Create FAQ videos to answer the most commonly asked question about your products and services. For example, if you are a bakery, you may record an answer on “The best cakes to bake for catering to large parties or events”.
  • Record a video on how to best use your product or service or to highlight product benefits. Apple consistently uses video to tell the story for every new product release and it works by engaging the viewer and alluring them to the bells and whistles of their latest technology.
  • Pick a focus for your video and do not try to explain 15 things in 60 seconds.

Chapter 3: How to differentiate content for B2B and B2C

The content and strategy of your video must be tailored to your audience and this depends on whether you’re targeting businesses or consumers. The key point to acknowledge is that businesses are people too. Remember businesses that market to other businesses are relationship driver and businesses that market to consumers are product driven. Here is a list to understand the video content you should use depending on your audience.

  • B2B videos should outline your company objectives, mission statement and history.
  • Focus on product attributes and services for your B2C videos.
  • B2C marketing is usually more products driven so focus on appealing to the emotional side of the consumer.
  • B2B sales are usually longer cycle sales so it’s important to be in-depth in describing your company’s core attributes and success stories.

Use video to tell the story of your brand and highlight your products and services but remember to use the visual medium with a mixture of all types of media. Pictures and shared content can be used to support your video. Our brains are hardwired to make a story out of all of the information we consume so give your audience a reason to connect with you on an emotional level. With content sharing at its highest peak companies must embrace visual story telling through media. Recent research from ROI shows that 44% percent of respondents are more likely to engage with brands if they post pictures and videos.

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Connecting The Gap Between Advertising History and Modern Execution

September 21, 2012

2 Ways To Rejuvenate and Energize Your Brand

We invite you to check out our agency website where you will find a home page full of iconic history memorabilia. What inspired the decision to infuse our company culture in such a way and where do president Eisenhower and Rosie the Riveter find their place at Clay Creative? Even marketers learn from history and we stick to the roots of advertising and adapt your brand to modern day society to enhance every impression you make with your audience.

20th century advertising changed the way brands and products reached the consumer and it brought us break through ideas to connect with them. Take for example the brilliant print execution for the gasoline company Esso. This is when research met consumer insight and an emotional connection with car drivers was created.

A tiger represents playfulness and power and driver’s behind the wheel enjoy just that so Esso used a tiger mascot to portray the brand insight…Voila.

There weren’t smart phones, digital applications and social media when we started. The basic principles that we’ve learned from past advertising must be applied to todays new media. For over 25 years we’ve been creating strong brands for our clients. Cultural norms shift every year and the technology we have today that didn’t exist in the 50’s allows us to connect your brand to your audience through hundreds of advertising channels.

The famous brands we’ve grown up with and have used our entire lives did not evolve over night. It takes strategy, research and brand development to keep your brand alive in the 21st century. Here are 2 ways for your brand to reach its’ maximum potential.

1. Adapt to new cultural norms: Our society has evolved into a multi-tasking time constrained world where consumers are connecting to your brand in more ways than one and your brand must adapt to the change.

  • Does your audience read the newspaper or browse the web with a smart phone. Keep in mind your demographics when targeting your audience.
  • How does your audience benefit from using your product?
  • There is a big difference between focusing on product attributes and product experience. Since product attributes portray your product as easy to use or physically appealing, focus on these for clothing and home entertainment products.
  • How do people use your product and where are they using it?

2. Execute product re-launches and brand extension: Just because you have a top selling product or service doesn’t mean you don’t have to create something new.

  • Consumers are interested in what is new and newsworthy. Think about it, it’s why we pick up newspapers and magazines.
  • Release relevant information about your products through social media.
  • Expand your brand through releasing newly updated versions of a product. Apple is a master at this. iPhone users scoot to the edge of their seat every year and anticipate a new phone with different software and new capabilities.
  • Learn how your customers use your products.
  • Always remember there are ways to expand your brand no matter how simple your products are.


Consumer Insight Thrives and Lies In Social Media

September 7, 2012


There is a special connection that is created from understanding your customers and speaking to them on a personal level.  It starts with consumer insights…what drives the strategy throughout the branding process. Remember when the Got Milk campaign increased awareness of the nutritional value of milk and how Dove beauty products broke through the mold with their honest representation of natural beauty?

Consumer insight is at the forefront of every successful advertising campaign and social media provides advertisers with a new way to learn how people interact, react and live with products on the market.

The popularity of Pinterest and Facebook has paved a path for rich consumer insights.

Given the interactive interface to pin their favorite dresses, cocktails and cooking recipes, Pinterest is more popular among the female market but men are joining in. Marketers can gauge how their audience interacts with promotions, give-a-ways and other internet “souvenirs” and “memorabilia” that users showcase on the site. It’s a social platform for people to share their thoughts and opinions and monitoring tools like Radiant6 can dig deeper to reveal the juicier insights.

Radiant6 gives brands the ability to consolidate pins and focus in on a specific theme of conversation. Don’t forget, social media is all about building conversation and sharing information.

There are patterns and themes to how we interact online and this snippet describes where the insights are found.

Are people talking about you online? Learn who is talking about your brand and what they are talking about. Discover how your brand, product or service is being perceived by your community online and identify advocates that can influence public sentiment about your company and products.

In our previous blog on internet marketing and the power that online content has, we mentioned how Facebook is a hot spot for brand communication and consumer insight. Facebook landing pages host various conversations about new products. Advertisers can review all of the conversations pertaining to their brand and use them to help guide their next campaign.

While on the topic, here is a take-a-away insight: People don’t like being interrupted and social media does not interrupt, it intervenes.