Using Video Campaign Minisites
We all want more business and we all occasionally runs a promotional campaign, a a product launch, etc. Seasoned marketers understand that promotional campaigns need to be custom designed for a specific business objective in order to succeed. It has long been recognized that focused marketing campaigns are much more effective in promoting products and services.
Traditionally these have been undertaken in traditional marketing media like TV, Print Ads, etc. However, with the advent of the Internet, these campaigns are now much more economical and cost-effective, not to mention more effective overall. While your Website is the perfect medium for such a campaign, the more effective solution harnesses the power of that amazingly powerful multimedia medium – STREAMING VIDEO, to give us the added advantage of The Video Campaign Minisite!
What is A Video Campaign Minisite?
Video Campaign Minisites are small, targeted websites that use a series of tightly focused streaming video presentations designed specifically for the purpose of promoting a single product or service. They are designed to deliver an engaging online experience that persuades viewers to take action by means of persuasion, education and a strong call to action.
These sites get rid of all your corporate hype and redundant information which could get in the way of focusing your audience’s attention on the benefits of your product or service. Video Campaign Minisites can be put into motion very economically by means of a blast emaíl campaign (or if one has a large enough budget, through magazine ads, TV commercials and even radio ads). These Minisites naturally also direct visitors to your corporate site through a hyperlink, thus increasing traffic to your home page.
There are different types of Video Minisites that you can employ depending on your brand, target audience and the objectives of your campaign.
1. New Product Launch Video Minisites
The launch of a new product or a seasonal line should be an event, and there is no better way to attract attention and generate public and media interest than to create a brand new website environment dedicated to that launch.
2. Promotional Campaign Video Minisites
A sale is just a sale, and today’s sophisticated buyers have seen it all before, so unless you make a big event out of your promotion, all you’ll end up doing is selling your regular customers the products they would have bought anyway but at a lower markup. A big media splash attracts new customers, new media attention, and old customers you’ve lost.
3. Educational (How-To) Video Minisites
There is nothing more damaging to your brand or your bottom line than customers who hate you, and who tell their friends and colleagues. A surefire way to make people angry is to sell them something they can’t figure out how to use properly, and a buried FAQ, or a complicated list of instructions in twelve languages and 9 point Times Roman is just not going to cut it. A how-to video site can show people how to use and get the most out of your products or services in a way they will understand and appreciate.
4. Informational Video Documentary sites
Where the Video Mocusite takes an entertaining, humorous, and satirical approach to communicating your marketing message, Video Docusites takes a look at the history, longevity, innovation, and success of a company in order to build confidence, loyalty, and brand identity. Ford’s Bold Moves Docusite was a good example of this kind of campaign.
5. Concept Video Minisites
A Concept Video Minisite is about presenting an idea. Some products and services are so innovative or different that they can only be sold if you communicate the concept behind them. Other products may be similar to competitors but the way they are sold is different and creative. In these types of instances the Concept Video Minisite is the answer. The SonicPersonality and 136Words sites are examples of Concept Video Minisites.
6. Video Web Episode Minisites
Sponsored Video Webisode Minisites are a great marketing vehicle for those companies with the guts and foresight to recognize what the Web is all about. These types of campaigns attract an ongoing loyal audience because they are bite-sized mini programs or episodes designed to entertain and/or educate without an overt sales pitch. If conceived and designed properly your program content delivers your emotional and psychological value proposition while the accompanying pre- and post-commercials deliver your direct pitch. Think of it as sponsoring your personal private online mini television series.
7. Demographic Video Minisites
Design separate campaigns for different demographic markets – for example, it just doesn’t do to have the same message or medium for old age pensioners and teenagers. A focused demographic approach is much more likely to hit the bullseye.
Here’s what Video Campaign Minisites will do for your business…
Minisites Help You Avoid Information Overload – get rid of extraneous or redundant information and focus attention on the topic at hand.
Minisites Help You Avoid The Confusion of Mixed Messages – profile too many products/services and you just confuse the viewer, scatter your audience’s attention and the inevitable result is – No Sale!
If there is one thing that will kill your marketing, branding, and positioning faster than anything else it’s sending mixed messages to multiple audiences using the same venue or vehicle.
Edison wasn’t just an inventing genius. He was a promoting genius, a publicity genius & a capital-raising genius!
Visit: http://www.mediapower.ca to see how websites should be promoted to turn Viewers into Customers
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