"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." - Leo Burnett
A promotional video is an excellent way for a company to waste an abundant amount of time and money.
You read that right.
The potency and marketing appeal generated from a well-crafted video is ferocious. People respond well to visual stimulation, and promotional videos are a powerful advertising tool.
Unfortunately, how most companies have them done is ineffective. Even the flashiest and most impressive videos can lack the most important component of advertising -- the messaging.
Many videographers will dazzle their clients by choreographing captivating footage and splashy graphics to music with a melodic beat. The client will be enchanted by what they’re watching and be thrilled with the immediate result.
However, it’s critical to remember that the final product is not for the client -- it’s for their target audience. They’re the ones that need to see it, process it (quickly and easily) and become compelled to make the purchase.
A vague idea of what the message is isn’t even close to good enough.
"The more informative your advertising, the more persuasive it will be." - David Ogilvy
A promotional video must clearly answer the following for its viewers:
- What the company does (what problems are they solving)?
- Why is the company the best at what they do (what makes their solution any good)?
- Why would the viewer choose them over their competitors (how are they unique in their problem-solving)?
- What is the reason the viewer should give them the sale (is the call-to-action distinct and potent)?
Aesthetics must always be secondary to great messaging. At Mad Strategies, we only create promotional videos that are worth watching. They involve in-depth planning, analysis, clarity, and substance.
A beautiful video that doesn’t lead to the sale is useless. If the message isn’t persuasive and clear, it’s just an expensive digital ornament.
Our Standard Creative Process for Promotional Videos that Sell
The biggest culprit in many failed productions is insufficient planning. Mad Strategies uses a transparent video creation system that works.
*Please note: The following are only a guideline.
Initial On-Site Discovery Session (1-3 days)
The discovery session allows us to spend time with key people and get a feel for the overall company environment. Clients often overlook creative opportunities. It takes fresh eyes, and that requires an in-person, on-site visit.
Market Research (1-3 weeks)
We’ll take a deep-dive into what your customers want and what your competitors are doing. We’ll leverage this information to chart our course.
Message Development (1-2 weeks)
We mastermind the message in advance of filming. Its directive needs to be the focal point and can’t be weak or ambiguous. Once the message is amplified, we mold the script and footage around it.
Strategic Framework (2-4 weeks)
With the insight and understanding gained through the first three steps, we formulate a production plan. We’ll orchestrate the details and manage the required logistics.
Video Production & Edits (3-10 days)
Now we record the valuable footage. Then, our unbelievably talented team of graphic designers and video editors finesse the finished product.
Video Distribution Plan (1-3 weeks)
Once the final video production is complete, we’ll advise you how to maximize the benefits of having it –- (hint: it’s more than just parking it on your website).
“Plans are nothing. Planning is everything.” – Albert Einstein
A solid promotional video is a dominant advertising weapon. It’s the tank in your marketing arsenal, and it can ignite a commanding buzz. Get it done right.