Neil Simons, Vice Chair of the MCCC Small Business Committee welcomed a full room of Chamber members eager to network and learn how to “Market through Video.”
Justin Kanner and Heather Roymans of Image Factory DC offered insights about the value of video as a marketing tool. Each serve as Partners and Executive Creative Directors of the Silver Spring-based production company. Justin shared data that the human brain retains more information through the visual medium as opposed to any other method. Effective videos are powerful tools to tell a story, send a message and promote a business. It is important that creative elements showcase the client and relate to the consumer. They showed several videos to demonstrate the ways this is achieved. For example, one video dealt with a way to prevent deaths from malaria and another about Denizens Brewing Co., Inc. Heather mentioned that through the of use creative production elements, the cost of producing a quality video does not have to be expensive. For instance, stock footage, music and the clever use of text can minimize costs, without sacrificing quality. Since screen sizes change according the platform, it is important to know how the video will be viewed. Facebook is the prime platform to showcase videos; YouTube is the prime place to store them.
Annmarie Agnew and Britney Empty of Comcast Spotlight provided information about how to “Succeed on Screen.” Annmarie is the Local Sales Manager and Britney is the Local Account Executive. Annmarie started this presentation with two key questions to answer to start a marketing campaign: Who is the target? How do they consume? Radio, TV, online and mobile are the central and popular destinations for information and entertainment. It is important to understand how your target market receives information. A goal is to increase media awareness about the solution a company provides. It is equally important for your web presence to match the marketing outreach. Britney mentioned that videos banners are a great way to “frame” videos online with supporting information not included in the video. This is a way to minimize production costs while providing a value-add to marketing. For instance, if a company wants to sell house paint, the frame can include a sunny weather report. If the weather is raining, it is a better time to sell interior paint. It is critically important to have a strategic marketing plan, team with experts and be disciplined about updating release with frequency.