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Web video is a communication technique that provides a viewer-experience that delivers several big advantages over broadcast: first, the length of your presentation is for the most part a non issue other than the degree to which your content and delivery holds your audience's attention; second, the cost to produce and present professional online video is far more affordable than broadcast; and third, Web video provides the chance to intellectually and emotionally engage your audience with a memorable viewing experience, and involve them physically by prompting direct-response action. On the other hand, broadcast does provide a mass audience, but not necessarily an attentive one like your website.
It's easy to misread a commercial's true marketing effectiveness and assume the big flashy special effects and grandiose production stunts are what makes a commercial work, but in fact those kinds of things generally only make a commercial more expensive. True the big-deal aspects of a production may attract attention, but it's the small things that are the most important, the most effective and the most affordable. It's the things you hardly notice like writing, casting, music, performance, and campaign consistency that have the most impact on a presentation's ability to communicate, influence and persuade. It's the production techniques to which the audience pays little attention that maximizes sale-conversions and increases the bottom-line. Take nuts for example. Watch the: Pistachios Newly Weds Do It Video
The campaign's consistent use of a signature color palette, green and black, combined with a great tagline and a series of clever sketches deliver the kind of memorable impression that prompts instant recognition and impulse-purchasing when seen on store shelves. Watch the: Pistachios Dominatrix Do It Video One video is not a campaign, so Paramount Farms had seven different videos created, all following the same formula so the audience's recognition and retention was enhanced and re-enforced every time they watched a new video segment. Watch the: Pistachios Mobsters Do It Video This technique is not new; in particular Danone uses color co-ordination effectively in their television commercials to distinguish their various brands of yogurt: Activa uses a green color palette, DanActive uses yellow, and Silhouette uses purple. The Danone commercials don't have the edginess of the pistachio campaign but their use of color is well thought-out and effective even though the messaging is pretty standard.
These commercials were shot on a white background in black-and-white, a technique that draws special visual attention to the yellow-and-black Edward Jones logo. The whole package is very clever from the way the videos are shot, to the dialog, the music, and of course the clever use of color, or lack-there-of. About The Author  Printer Friendly Version of this Article
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