| Video promoters would have marketers believing | | | | be interested. Then, if a skim reveals that the |
| that the only way they can reach consumers is | | | | message might be good, we go back and read |
| through video - and that they don't need | | | | the parts we want. You can't do that with video. |
| traditional marketing methods. Here's why I think | | | | No printing and digesting... |
| that thinking is flawed: | | | | If you want to think about an e-mail marketing |
| | | | message before making a decision, you have the |
| 1. Not every consumer uses a computer | | | | ability to print it and keep it to review again later. |
| 2. A large segment of computer users do not | | | | At the very least, you can save it in your |
| have high speed Internet connections | | | | computer and go back to the important points to |
| 3. Video prevents skimming | | | | re-read and ponder at a later time. You can't print |
| 4. Video prevents printing the message to re-read | | | | a video, and if you save it, you'll have to watch |
| and digest | | | | the whole thing again to get the part you wanted |
| 5. Video eats up too much time for consumers in | | | | to review. |
| a hurry Those without computers.... | | | | Video takes too much time! |
| If your target audience consists of only people | | | | In addition to preventing the ability to skim, most |
| under about the age of 25, they may all be using | | | | videos I've seen start with an excruciatingly long |
| a computer or a phone that gives them access | | | | introduction. They have to tell you who they are, |
| to your videos. But if you want to reach an older | | | | why you should listen to them, etc. etc. etc. Then |
| audience, you'd be wise to keep print and postal | | | | when they do get to the message, they tend to |
| mail in your marketing mix. | | | | ramble and repeat themselves. |
| Here's an example of what can happen if you | | | | I don't want to hear all that - I want them to get |
| decide to exclude non-computer users: An | | | | to the point and quit wasting my time. |
| affluent neighbor of mine once asked me to find | | | | With my start and stop satellite connection, I |
| a source for a pair of boots he wanted. So I | | | | generally decide to delete while the person is still |
| went on line and found a store that sold those | | | | going on about how wonderful they are. Who |
| boots and had his size in stock. | | | | knows how long they'll keep talking about it - or if |
| The store had a phone number so I printed the | | | | they'll ever get to the point? |
| page and took it to him, along with the item | | | | So why does video deserve a spot in the |
| number, etc. | | | | marketing mix? |
| But the next day I was back searching for a | | | | Video allows the marketer's voice and enthusiasm |
| different source, because when he tried to place | | | | to come through. Printed words can do a good |
| the order over the phone they required an e-mail | | | | job, but hearing someone's tone of voice can be |
| address! | | | | a powerful persuader. A short introduction on a |
| No high-speed access... | | | | website can go far in building trust and showing |
| Millions of consumers are using dial-up and satellite | | | | consumers that there's a real person behind the |
| Internet connections - and those do not lend | | | | website. |
| themselves to watching video. Despite the claims, | | | | Some people do like it. The statistics show that it |
| it often doesn't work. | | | | does sell product. But I firmly believe that if a |
| Last night someone sent me a 3-minute video | | | | marketer wants to reach all of his or her |
| about real estate branding. It was information I | | | | prospects, every video should be accompanied by |
| wanted to know, so I tried to watch. But after all | | | | a transcript . |
| the pauses, that 3-minute video took 15 minutes | | | | Video allows you to demonstrate a product - |
| to watch. Satellite is not high-speed. | | | | much like TV infomercials, video lets you see |
| That's why most of the time if an e-mail says | | | | something in action. For real estate sales people, it |
| "video" I simply delete. | | | | allows a full view of the house and grounds. |
| No skimming... | | | | Video permits sloppy copywriting. I'm not so sure |
| When you get a sales message in an email or go | | | | that's really a benefit, because many videos |
| to a website, how often do you read the whole | | | | demonstrate all the wrong things to do with |
| thing word for word? | | | | marketing copy. But the fact is, you do avoid the |
| Most of us skim the page to see if we're going to | | | | danger of writing "hear" when you mean "here. |