Vcasting - Internet Video Marketing

Video is going to be huge! An alternative name to Internet Video Marekting is Vcasting - like Podcast but for video. When we say huge - we mean it - huge! You can already see the possibilities with Google’s purchase of You Tube. . If you look at the home page for Google you will find Video clearly in the index. As bandwidth increases so does the possibility of video delivery. (Japan already has 100 megabyte broadband connection speeds)

Video is a perfect medium to deliver your messages, clearly and precisely and without interruption. Your paper brochure could be converted into a video brochure and be visually more attractive.

We at Objective Marketing act as creator and director in video productions to make sure that you get the desired result. We ensure that your unique value proposition, company ethos and key sales message are portrayed professionally and convincingly. That includes the content, copy, setting and our partner film crew. Our expertise can assure that you get the desired effect for both on or off line video.

Usage - Video Marketing
Your video production can be produced on DVD or streamed over the internet. The internet is an ideal way to deliver training, a company profile or sales message, product information or self assembly instructions. However, bandwidth is always a consideration, but as our bandwidth increases, so can file sizes. This will mean the quality can increase too, and enhance your delivery.

Promotion objective
You have to remember that TV ads are 30 seconds and convey a clear sales message, so how much can you deliver in 6 minutes? Much! Another consideration is whether or not you have enough space on your server as these files are increasingly large. Depending on the objective of the exercise, we may recommend fewer or more minutes. Overall, the challenge is to keep their attention and fulfil the object of the exercise.

A major paradigm shift
Before, video productions required large up front investments and therefore demanded a large return. Consequently, video needed to play to a mass audience, as provided by broadcast terrestrial and satellite television.

This paradigm is no longer valid as production costs have tumbled and new streaming techniques can now deliver video to potentially huge audiences at remarkably low cost. All the elements in the chain are in place to deliver an end-to-end solution - from concept, through production, and directly onto the viewer’s screen.

And so, as the economies of scale have changed, the business model has been turned on its head. This opens the door to unlimited niche markets.

The bottom line
Low cost, highly focused messages delivered to niche markets through the medium of video can now deliver a highly attractive return on investment. Video has huge untapped potential, and is becoming an increasingly important tool in mainstream marketing.

What are the costs?
Although it is somewhat difficult to define a typical video, it is relatively easy to understand how the complexity at each stage of the production process will impact cost.

Pre-production
In the simplest case the pre-production activities will be minimal - our role is essentially to turn up and record a predefined event - for example a presentation at a conference.

At the other extreme we often become very actively involved in determining the overall purpose and scope of the complete campaign. This could entail generating the creative sparks, defining the scope of the programme, writing the script, event management and other areas that go much wider than simply making a video.

Production
Clearly the number of days required for a shoot is a key factor in determining cost, and one that is relatively easy to scale.

Beyond this, the variations are infinite. From shooting at the customer’s premises, or in a basic studio, through to needing to hire a hotel for the day or a light aircraft for an aerial shot. It may mean hiring special high speed cameras to demonstrate the robustness of a product on a drop test, or recruiting a famous model for a cameo appearance… a household-name celebrity to present the programme… a not-so-famous voice-over artist to record a commentary. The list is endless - but the specifics will be tied down and agreed before production begins.

Post production
Again this will vary in level of complexity, from straightforward story telling, through a viral-video-funny to an in-depth instructional programme, or the attention grabbing dynamics of advertising.

Delivery
Assuming the video is to be streamed over the web, then the costs will depend upon the video duration and ultimately the number of viewings. Of course, you have the option to host and stream the video yourself, in which case we will simply supply you with the programme encoded to your required format.

We hope you found this information useful. We would like to remind you that this subject is best served, and more effective as part of a complete marketing plan or strategy, rather than in isolation. For further expert advice please contact us to discuss your requirements or post a question in our blog.

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