Marketing in Video Production

Transcription

1 Marketing in Video Production ACCT-BVP2-13. Students will explore the importance of marketing in video production. a. Identify various marketing techniques and strategies. b. Research and develop various marketing strategies and techniques.

2 Marketing Video Production Marketing video production uses key marketing strategies to advance the sale and creation of videos. There are several steps involved invideo production. This includes writing a script, editing a script, production work, and post-production work.

3 What are the new realities of Marketing in the 21st Century? The digital age has literally transformed the way companies operate. Traditional marketing solutions don't work anymore. You must have Internet marketing strategies that include a high-profile website, a high-visibility Internet advertising plan, and electronic communication capabilities if you want to succeed in today's business world. Even if your primary business goals haven't really changed much over the years, your marketing strategies and practices should look very different. The way you communicate internally and externally, the way you transact business, the way you project your image, the way you advertise to new prospects these can all become big problem areas if you've lost sight of the big picture.

4 Get started with a solid marketing plan Good strategic planning is the most critical contributor to the success of any business. It helps you look at all angles of your operation and pinpoint (A) the current position of your company, and (B) where your company needs to be positioned for growth and profits. Strategic planning draws the roadmap to guide you from A to B to success. If your strategic plan is a good one, it will include: a definitive outline of your objectives and goals an in-depth evaluation of your operational practices, internal and external a hard look at your products and services and their unique selling features a comprehensive analysis of your target customers and new customer acquisition plan a review of your top competitors and an aggressive reduction plan a thorough audit of your current marketing mix, and a plan for growth Every company needs to define its own objectives and goals.

5 Corporate Identity A company's "corporate identity" once loosely referred to their logo, letterhead, business cards and the sign outside the building. Then came the Internet and the World Wide Web. As information technology evolved, the definition of "corporate identity" became vastly more complex, and its value has become vastly more important. Today, a company's name, logo and look are only the foundation layer of its corporate identity. Today, a company's corporate identity embodies its entire persona and every contributing factor.

6 A Company Website is a Key Element of a Corporate Identity Package In today's highly competitive business arena, if you don't have a website or you have a poorly perceived website you're making a costly marketing mistake. Not only are you missing a huge opportunity to build your market share, you're eliminating the most effective corporate branding tool available today. Your website can provide unlimited branding opportunities if it is designed, developed and managed efficiently Your Corporate Identity Depends on Digital Technology

7 Advertising and Marketing Your company must be experts in advertising, masters of digital technology, and discerning about the realities of Marketing in the 21st Century. By merging these areas of knowledge and expertise, Your company must develop a comprehensive offering of the most efficient, effective, and affordable digital marketing and advertising solutions available today. Your company must be efficient in the areas ofwebsite marketing and Internet advertising, business-tobusiness and consumer marketing,corporate identity packages, lead generation,strategic planning,new product launches and promotions, and much more.

8 Advertising and Marketing Print Solutions Brochures Direct Mail Calendars Catalogs Trade Advertisements Logo Designs Sell Sheets Product Packaging Post Cards Business Cards Posters Graphic Solutions Illustrations Animation Product Prototypes 3D Modeling Photo Realism Virtual Reality CD-ROM/DVD Solutions CD & DVD Video Production Corporate Presentations Duplication/Replication Catalogs, Manuals, Training Tools Product Launches and Direct Promotions PowerPoint Presentations Internet and Website Solutions Website Hosting, Design and Development Programming Search Engine Optimization Content Development & Management E-Commerce Research and Metrics Site Support & Maintenance Intranet/Extranet Portals E-marketing Consulting and Program Development

9 Advertising and Marketing Digital Photography Solutions Studio or On Location Product, Live Model and Culinary Scanning Photo Manipulation Video Solutions Editing and Production VHS, CD, DVD Duplication Corporate Videos Instructional Videos Streaming Videos Script Development Solution Experts on Staff Digital Designers Webmasters Programmers Photographers Videographers Copywriters Optimization Specialists Animators

10 Internet Marketing A Must in the 21st Century At no time in history have consumers had more access to as much information, from as many sources, so continuously and instantaneously than they do today. The Internet has literally transformed consumer shopping and spending behaviors. Likewise, it impacts the way companies market their goods and services. It is estimated that by the year 2007, Internet advertising will exceed all print advertising, by 2008 it will exceed radio advertising, and it will all exceed all cable and broadcast television advertising by 2009.

11 Product Launch and Promotion For any new product launch to succeed, it must be the right product at the right time with high visibility, good credentials and clean delivery. The investment in a new product launch can often be large, the risk substantial, and the price of failure catastrophic.

12 Realities of New Product Launches in the 21st Century Even the best new products from the most well known companies don't stand a chance in today's marketplace without valiant launch introductions and strong promotional continuity. With 91% of buyers using the Internet to shop, you no longer have a choice. You MUST maximize your launch impact with a bold online presence if you want to succeed. About 85% of all visits to websites originate from search engines. If your website doesn't rank high enough on the various search engines, potential customers won't find you. If you allow your website and your new product to fall into the "lost" category, your new product launch is doomed to fail. Rivaling fierce competition and the barrage of promotional messaging, your product launch communiqué has to be strong, unique, memorable and useful. It has to be timely, informative and purpose driven. Your presentation, in all formats, must be qualitative, quantitative and far reaching.

13 Lead Generation It seems like a pretty basic concept identify qualified customers who are ready to buy what you are trying to sell. Yet no issue is more important and less understood in the digital age than Lead Generation. It's certainly not a new idea. Sales professionals have always practiced lead generating techniques. Trade shows, telephone surveys, cold calls, direct mail, workshops and seminars these approaches have all been somewhat historically successful at producing qualified leads, albeit slowly and sometimes very costly.

14 The New Reality of Lead Generation For successful Marketing in the 21st Century, it is critical that companies understand the profile of their digital-age prospects. Buyers today have far more choices, much more control, and much better communication tools than even a few years ago and the tool consumers use most to make informed buying decisions is the Internet. The Internet, and our growing reliance on it, has raised the value of website traffic to lofty heights. That's why affordable lead generation initiatives are so important to an overall marketing and sales plan. Unfortunately for many companies, such initiatives are still undervalued, poorly implemented and misunderstood.

15 What Lead Generation Programs Are Right for Your Company? Many companies invest time and money in creating websites that don't help with online lead generation and don't result in the amount of sales they should. So, your first step is to maximize your website's marketing potential.

16 Improved ROI through Communication & Productivity Enhancements Over the past two decades, many companies have seen improved ROI ratios due to increased productivity resulting from the tremendous advancements in digital technology. Streamlined manufacturing processes, more efficient operational procedures, automated workflow controls all have contributed to lower expenditures and increased productivity, thus higher returns. But few companies realize the full gains they could achieve if they applied the same effort to communication improvements and productivity enhancements possible through CRM tools as well as Internet, Extranet and Intranet portals.

17 Get Bigger Returns on Smaller Investments with Dynamic Digital Advertising Customer Relationship Management (CRM) programs are critical in today's competitive climate. High priority should be placed on shortening sales cycles, improving customer satisfaction, and building customer loyalty. DDA can show you how to maximize the value of your CRM and communications efforts with affordable digital technology, lead generation programs, business-to-business marketing tools, corporate communications, and enhanced employee and customer relations initiatives. Many companies boast that their people are their greatest asset, yet they neglect to nurture and protect employees at a peak level. You must know how to find the time and resources to improve employee communications and your corporate culture. With refined training, education, communication and recognition programs and enhanced interaction capabilities, employees can measurably impact a company's ability to generate customer satisfaction and profitable growth.

18 Internet + Intranet + Extranet = Net Profit In today's marketplace, if your company doesn't have a strong Internet presence with asearch engine optimizedcorporate website, you are omitting a critical communication tool for both your customers and your employees. The absence of a companyintranet sitecan adversely affect your internal communications resulting in a trickle-down negative impact to your corporate culture, and your profit potential. Likewise, Extranet sites are becoming more common and will soon be expected tools for information exchanges in the digital age.

19 STUDY QUESTIONS & VOCABULARY 1) Come up with a production company identity for YOUR OWN video production company. (Mr. Keith s is Sorry Productions ) 2) Develop 5of the following items to represent your company ANDyour end of course video production project. (Example: Mr. Keith In association with Sorry Productions presents the Motion Picture When Good Students Go Bad. This may be on a movie poster, website, brochure, movie trailer, commercial, post card, flyer, etc Print Solutions Brochures Direct Mail Calendars Catalogs Trade Advertisements Logo Designs Sell Sheets Product Packaging Post Cards Business Cards Posters Graphic Solutions Illustrations Animation Product Prototypes 3D Modeling Photo Realism Virtual Reality CD-ROM/DVD Solutions CD & DVD Video Production Corporate Presentations Duplication/Replication Catalogs, Manuals, Training Tools Product Launches and Direct Promotions PowerPoint Presentations Internet and Website Solutions Website Hosting, Design and Development Programming Search Engine Optimization Content Development & Management E-Commerce Research and Metrics Site Support & Maintenance Intranet/Extranet Portals E-marketing Consulting and Program Development

20 STUDY QUESTIONS & VOCABULARY Digital Photography Solutions Studio or On Location Product, Live Model and Culinary Scanning Photo Manipulation Video Solutions Editing and Production VHS, CD, DVD Duplication Corporate Videos Instructional Videos Streaming Videos Script Development Solution Experts on Staff Digital Designers Webmasters Programmers Photographers Videographers Copywriters Optimization Specialists Animators