Why the Majority of Marketing Video Don’t Work

So by now you know that we have high standards, extol the virtues of using video in web design and promotional material and can provide such services to our clients. We have spent many posts telling you what does work, how to do things and how to make the most of what you have.

Let’s change tack a bit and talk about why the majority of video made for marketing and advertising doesn’t work.

The biggest reason for failure as far as we’re concerned is poor production values. It takes skill to create a compelling video that people will want to watch. A considered, measured and professional approach is needed to get the most out of the medium, even if it is only for a company website.

The purpose of a video is unimportant, the goal and the target audience are the things you need to worry about. To produce a good marketing video you need good equipment and good skills. Without these you are bound for failure, and could damage your brand in the process. Grainy pictures, poor audio levels, wobbling camera, poor angles, jarring cuts and many other mistakes abound in more corporate video productions that we would mention.

Another failure is bad scripting. If there is dialog in the video it needs to be short and punchy. There is nothing more boring than watching a CEO standing stiffly in a suit droning on about how good he and the management team are, and what an excellent job they’re all doing. All that video will achieve is soothing their own egos, it won’t endear them to a wider audience.

A CEO standing in a suit using smart, concise and punchy lines delivered with gravity, humor or something else is much more effective. A short speech delivering the message with the minimal of fluff will be much better received, and will show the CEO and the company in a better light. Considering the audience and pitching to them is what sales is all about. Match the company and the character to the product and service and the video should be a success. Take a look of some of Steve Jobs video podcasts if you need more convincing.

The other major failure of a marketing video is that it tries to spread itself too thin. By trying to appeal to the widest possible audience, it risks missing them all. Target the video to its direct audience, make others for other demographics and make each feel the video is just for them, or talking directly to them. The whole idea of a video is to appeal and create an emotional link with the audience. By not appealing to them, or missing them completely the only link involved will be the one to the next website or video.

There are many ways to make a video fail and we don’t want that. If you or your company wants a corporate video either consult an expert or learn the skills necessary to do it justice.

WASHINGTON, Jan. 20 /PRNewswire-USNewswire/ — Today, an Alliance of 17 national education associations representing over ten million parents, educators and policymakers called for swift reauthorization of the Elementary and Secondary Education Act. “The Learning First Alliance strongly supports the reauthorization of ESEA in the current legislative session,” wrote Alliance Chair William Bushaw in a letter to President Obama and U.S. Education Secretary Arne Duncan. “We believe the stakes for our nation's children — particularly low-income students and students of color, who have been ill served — are far too high for us to delay this important work.”

Alliance leaders pledged to work with President Obama and Secretary Duncan to expedite ESEA reauthorization.

The Learning First Alliance is a permanent partnership of 17 leading education associations with more than 10 million members dedicated to improving student learning in America's public schools. Alliance members include: the American Association of Colleges for Teacher Education, American Association of School Administrators, American Association of School Personnel Administrators, American Federation of Teachers, American School Counselor Association, Association of School Business Officials International, Council of Chief State School Officers, National Association of Elementary School Principals, National Association of Secondary School Principals, National Association of State Boards of Education, National Education Association, National Middle School Association, National School Public Relations Association, National Staff Development Council, National PTA, National School Boards Association and Phi Delta Kappa International. The Alliance maintains www.publicschoolinsights.org, a website that features what's working in public schools and districts across the country.

SOURCE Learning First Alliance

RELATED LINKS

http://ww.publicschoolinsights.org

President Barack Obama will highlight his commitment to education reform in his State of the Union address Wednesday, highlighted by a 6.2 percent increase for the Department of Education, a senior administration official tells CBS News correspondent Peter Maer.



The president will also tout his plan to improve outcomes for students at every point along the educational pipeline, the senior administration official said.



Despite the increased funding, the budget will reflect tough choices and many existing K-12 education programs will be consolidated, the official said.



Special Report: Obama's 2010 State of the Union



The boost in education funding may be part of the president's attempt to soothe middle class anger over the economy. As Maer reports, the past few days have seen Mr. Obama pivot from an emphasis on health care reform to a razor sharp focus on jobs and the concerns of the middle class. He will use his speech to elaborate on modest initiatives for the middle class including proposals to double the child care tax credit and an effort to cap student loan payments.


However, Maer adds, the White House has also set the stage for the president to announce a budget freeze on some domestic programs. State of the Union followers should monitor the congressional response to that idea. Many lawmakers, especially those up for re-election are likely reluctant to sign on to cutting some of their favorite programs.

Foundation announces $50K drive to put technology in classrooms

Hot on the heels of installing SMART Board technology in all classrooms at Neosho Middle School last spring, the work of the Neosho R-5 Charitable Foundation and its supporters is not done yet.

During a press conference Monday morning at Neosho High School, Kim Wood, president of the foundation, announced that its members would begin a campaign to raise $50,000 to install SMART Board technology in classrooms starting at the junior high school, and then moving into the high school.

Attending Monday’s press conference were members of the Neosho R-5 Charitable Foundation, Neosho R-5 School Board, and administrators of the district, as well as Neosho Junior High School students who would benefit from having SMART Boards in their classrooms.

SMART Boards are interactive computer boards, where a projector puts an image on an interactive white board. With that board, students can touch, write and move items on the screen through a connected computer.

“We are here today to celebrate our final push to install SMART Boards in every classroom in the district,” Page said. “It is quite an achievement. I am very proud of the Neosho R-5 Charitable Foundation for taking on such a monumental task. I don’t know of another school that is blessed with school-minded, dedicated individuals than those who serve on the foundation board. They have had a monumental task of not just getting ready to do what they are going to do this year, but last year they raised $75,000 for technology at the middle school.”

Page said technology has become imperative in its use in the classroom.

“Technology continues to expand in its beneficial influence and interaction between teachers and students from across the globe,” Page said. “We have a chance and opportunity to be on that cutting edge today as we kick off this campaign.”

Kim Wood, president of the Neosho R-5 Charitable Foundation, said the foundation will begin to seek donations, and more information on the campaign can be found on the foundation’s Web site at www.neoshofoundation.org. She said all donations are tax-deductible.

Dr. Jenifer Cryer, principal at Neosho Junior High School, said having SMART Board technology in all classrooms will help teachers prepare students in the 21st Century.

“We plan to use the SMART Boards in a number of ways that will help us,” Cryer said. “SMART Boards save a lot of time in the classroom with instruction.”

Darren Cook, principal at Neosho High School, said SMART Boards can help teachers open up a new world to students that can’t be done as easily with a simple workbook and pencil.

“There are so many different Web sites that can help bring learning to life,” Cook said. “With SMART Boards, the students can see it and interact with it. I think what we will be able to do is to use different instructional strategies in the classroom.”