Our Greatest Success with Videos
One of the biggest successes we’ve had when creating a promotional video for a business was with a little-known company which had a car refinishing product.
What is CertiStay? from Red+Ripley on Vimeo.
Just like local video production companies, we do the best thing that we can. We worked with the brand owner and marketing manager to build the video based on all the great features, benefits, problems and solutions offered by the product.
The video was much longer than traditional corporate videos or commercial videos with a length nearly 5 minutes. But we found when testing that an audience is willing to spend an hour or even a half-day refinishing their vehicle. Watching a few minutes is no problem.
After launching the product, the small company which had 20 or 30 local locations started with an internal promotion and testing. We also used YouTube and social media publishing to get that promotional video out there.
Business Videos and Organic Promotion
It’s not easy to publish a business video which is a direct promotional video showcasing a product. But we were careful to make the content educational, if not inspirational.
This helped ease and encourage distribution.Within a matter of a month, the video had reached thousands of local customers.
Probably this does not sound much at first glance but it was an all-organic effort and purchases started to see a rise. Later that year the company had to increase prices and limit new applicants, as they were growing too fast.
Video as a Primary Source
Using the video as a primary source of product information, the owner used the video in all of their promotions, which sparked further business growth overseas.
The company continued to double in size each year. So we did several other business videos for their marketing team.
Video Production Scaling Issues
Years later, the company started to have issues when users found a serious flaw in their product. Those initial refinishing’s we’re coming back for warranty and repair.
Tera Brew Craft Beer Dispenser from Red+Ripley on Vimeo.
The same company which had massive growth and an influx of investors based on their product video and promotional work. Suddenly, they had some serious issues and needed to re-manufacture its product.
This is a funny parable as there have been many companies forced into bankruptcy after business. Grew too quickly and not having the ability to handle payroll or cash-flow. Our greatest success in business with this video promotion Vancouver has basically bankrupted this company.
Video Trends and Techniques
It came from carefully understanding the vision, outcomes and viewer for the product video. So, it’s in this careful exploration where we have to ask a variety of questions and built-out a concept before pitching a plan of how to make it happen.
We have continued our work in video editing and production, commercial videos, corporate videos and promotional videos for products for over 10 years now. We had an engaging story line, passionate talent delivery, and lots of visuals showing the product, how it worked and beauty shots of its function.
Some of the major trends we’ve seen are a tightening of cut duration, lengths and intensifying of some images. Even increasing in the volume of videos per budget.
One trend I don’t believe will ever go away is a powerful story which engages the target viewer. The largest trend I have seen is towards higher value communications which won’t have people hitting that skip button.
Even something as simple as a product video or brand with explanation video which has a promotional marketing component, can intrigue the target viewer by cutting to the point, making things novel, engaging and proving a crucial point which brings a viewer value.
A lot of marketing is focused on some form of extraction of value. Indeed, all consumers are even more savvy now than they have ever been and a weak communication. Which doesn’t add value just gets scrolled passed.
Promising Opportunities for Video
All marketers dream of a day when product video had audiences captivated by an unskippable commercial. Also social sites like YouTube, Facebook, Twitter, Instagram and even Vimeo, WordPress and other online websites are proving a great opportunity for digital marketing due to the quick testing and responses.
inTouch – Smartphone Watch from Red+Ripley on Vimeo.
This allows immediate feedback on what’s working, what’s not, and what should have an extra $10,000 advertising push. This is something which can should done in an initial phone call by an experienced Executive Producer, committed to taking a business video to the next steps of production.
If you’d like to learn more about our process, please check out our contact page and send us an email. In this initial Discovery and Exploration which we recommend collaborating, and building out plans and next-steps.
Contact us today to learn more!
About the Author
Colter Ripley is the Executive Producer of Red Ripley and has been film producing and running our commercial video production company in Vancouver for over 18 years.
He’s certified in digital film and worked for many years in the film industry in cinematography. Recently he produces and project manages as a local commercial producer.
Our main focus at Red Ripley is collaborative and custom film and video which guarantee great customer service and an inspired final product!