Monthly Archive
for: ‘April, 2017’

PRODUCTS NEED MORE THAN A BRAND: Why compelling product video matters

How do you use video to best sell an innovative product —moving it off the retail or online shelf and into your consumer’s hands? It’s a tricky question – the options are more complicated than it might seem. A traditional agency may be great at brand work or price promotions, but most lack the skill to create effective advertising based around products – especially new, innovative products. And while standard video production companies make nice looking video, “nice looking” doesn’t drive results for products. Effective product video requires a solid communication strategy combined with visuals that make your product so compelling that consumers take action. Let Your Product Drive. Advertising and video rarely lead with product. But they should. When you put product first, great things happen. Despite what some might think, product-focused advertising doesn’t mean your brand takes the back seat. Rather, what you say about the product establishes a powerful connection with your brand, and becomes the tangible reality that drives high levels of product sales. So, they go to together – product and brand. Think about it. When people view a product as innovative, they view the brand or company behind the product as innovative too. Apple is one easy example. But also think about OXO, Dyson, and Tesla. All of these brands became powerful by leading with their product innovation. And they keep the brand powerful by building out entire product lines supported by brand as their backbone. Drive With the Product Messages that Matter. Successful product advertising isn’t a list […]

Read More

PRODUCTS NEED MORE THAN A BRAND: Why compelling product video matters

How do you use video to best sell an innovative product —moving it off the retail or online shelf and into your consumer’s hands? It’s a tricky question – the options are more complicated than it might seem. A traditional agency may be great at brand work or price promotions, but most lack the skill to create effective advertising based around products – especially new, innovative products. And while standard video production companies make nice looking video, “nice looking” doesn’t drive results for products. Effective product video requires a solid communication strategy combined with visuals that make your product so compelling that consumers take action. Let Your Product Drive. Advertising and video rarely lead with product. But they should. When you put product first, great things happen. Despite what some might think, product-focused advertising doesn’t mean your brand takes the back seat. Rather, what you say about the product establishes a powerful connection with your brand, and becomes the tangible reality that drives high levels of product sales. So, they go to together – product and brand. Think about it. When people view a product as innovative, they view the brand or company behind the product as innovative too. Apple is one easy example. But also think about OXO, Dyson, and Tesla. All of these brands became powerful by leading with their product innovation. And they keep the brand powerful by building out entire product lines supported by brand as their backbone. Drive With the Product Messages that Matter. Successful product advertising isn’t a list […]

Read More