If the cheeseburger could talk, what would it say?

If the cheeseburger could talk what would it say?  Would it have a special message?  Would you trust the cheeseburger?  The truth is cheeseburgers don't talk but product focused video can be an invaluable instrument to driving more traffic to your website.  Product focused videos can help to  introduce new products and most importantly sell more product than any other media.  If product videos are done right they can turn your website into a selling machine and you don't even have to pay the salesperson's commission.  In this blog I will be getting you more familiar with using product focused video and explain to you the importance of taking this prime opportunity to super size your online consumer data base by utilizing video.
The eTailing Group found that 73% of online retailers used video on product pages in 2010, up from 55% in 2009 and only 20% in 2005. 74% of the top 50 retailers used product videos, 40% used category videos, and 38% used other types of informational videos. (eMarketer, February 2011).  So rather than reading about your product, your clients can now experience the product.  This is a much more affective way to build trust,  gain confidence, and drive sales than all those darn words.   If done right, video will leave them salivating for your goods.  Now let's look at some guidelines for creating the perfect product focused video.
Whether you are working with a production company or creating your own video's yourself; these simple guidelines will help you in the conception process.  First you will want to set a product strategy and vision.  It's best to make sure that everyone in the creative process is on the same page and has the same goal in mind.  Everyone involved needs to be a creative problem solver and should be ready to do some solid planning.  This will not only save you time and money putting a video together it will also show in the final product.  Next you will want to prepare a simple solution to a complex problem.  If it's selling more product, how will you do that?  Will you demonstrate how it works, will you ask your favorite customer to testify about the results using this product?   Either way it's not a quick trip to the drive-thru.  Take your time with your team and really plan it out.  Use story boards, when in doubt sketch it out.  Even stick figures are better than explaining to the camera person what angles you want to see rather than telling him.  Use a 10/3/1 rule to innovate your ideas.  Write about 10 ideas,  take a week or two to think about it and narrow it down to 3 ideas, then select the one that would be the most appealing in solving your problem.  Carefully create copy with your main goal and audience in mind.  Humor and Sex sell,  but it may not always appeal to your clients.  It might be a little inappropriate to use humor and sex to sell wheelchairs...I'm just saying. Whether you are selling widgets or Stealth Aircraft, planning is essential to success.  The more prepared you are before warming up the video camera the more impressive your project will be.  
In order to develop a video that will have lots of sizzle focus on areas that show off the product.  Use professional lighting for the beauty shots, Demonstrate how the product works, ask for a testimonial.
Your goal should be to optimize by showing off the product.  The video should be 2-3 minutes long and no longer.  Any longer it will be like old bread...Stale.  Engaging and interactive content can make a piece of tape appear miraculous.  Remember if the client feels emotionally drawn in somehow they will be more likely to pick up that phone to place their order.
In order to draw a client in emotionally remember that video is using two of the most important senses,  seeing and hearing.  Choose audio that is interesting and compliments the visual images not only aids the clients experience will also connect with their feelings.    Audio such as music or spokesperson's voices can really create mood.  Think of how James Earl Jones would sound if he were talking about the product while someone demonstrates it versus the Guido juice heads at your local garage.  Audio is just as important as the images caught on tape.  Quality sound is a must if you're focused on creating something that has the potential to go viral.
If you are focused on attempting to make your project go viral seek humor and sex appeal.  All markets don't require this,  however, if you are planning for a large amount of hits to your site why not make something that people are entertained by.  Remember the "I've fallen and I can't get up" line on the commercial.  Do you remember the product that was being sold?  Chances are you remember the line delivered more than the product that they were selling.  With close to 600,000 hits on the original commercial posted on YouTube, the idea wasn't meant to be funny but certainly got some laughs.
Laughing or not; consumers that view product videos are over 85% more likely to purchase than those who don't.  These statistics can be found at Internet Retailer in the 2010 postings.
So if you want to sell more cheeseburgers and get more cheese into your bank account, try creating a product focused videos that will help brand your product,  and give your clients direct connections to the benefits.
Join me next time when I talk to you about Digital Signage and it's various uses.  Thanks for reading!

For more information on use of video as a business tool please visit my website to set up a free consultation www.evegrey.com or you can schedule a Skype Appointment at evegreyproductions.

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