Cache is an example of a branded video host delivering talking head style marketing insight in an entertaining, memorable, and often oddball style. Cache is a slipstreamed digital reinterpretation of the Max Headroom character originally introduced in the 1980s and created to introduce music videos. The presentation of tips and techniques can often be pedantic and boring. Cache was created to present informative content in a style that is informative, refreshing and humorous.
It’s pretty much taken for granted today that video is the most efficient and effective method of delivering a sophisticated marketing message to an audience. Video incorporates images, motion, and sound design into a presentation package that surpasses all other communication vehicles. That said, the advent of the cult of amateurism has fostered an abundance of poorly conceptualized and inadequately executed video content. Video requires creative, conceptual, and technical expertise.
In a world of Twitter, texting, and emoticons, we often forget the importance of how to use language as a communication tool. Words have meaning and if you do not know how to use them effectively, you will ultimately pay a high price for your inarticulate communication. Most marketing today concentrates on “the what” when it’s “the why” that’s the motivating trigger. Answer “why” your audience should care about your product and your competitor’s “what” will become irrelevant.
Sound design is one of the most powerful yet least understood psychological tools marketers have to deliver their brand messages. Sound design includes on-screen character voices, voice-over, music, digital sound effects, Foley, sound tags and audio logos. Music and voice provide the emotional context and subtext, while sound effects punctuate, emphasize, and focus attention on key presentation elements. Audio logos and sound tags are branding tools used to embed signature visuals into your audience’s memory.
Like it or not, people are driven by hardwired desires, desires that can be defined by Maslow’s Hierarchy of Needs. Far too many businesses try to motivate desire with logic when in fact emotion and hardwired survival instincts found deep in the reptilian portion of the brain govern people’s behavior. Purchase decisions generally start with one of Maslow’s survival instincts that are then supplemented by seemingly rational justification, when in fact emotion and psychological need are the real purchase triggers.
The Law of Dissatisfaction is simple: people do not buy things they already have and are happy with. Therefore, if you want people to buy your product or service, you have to make them unhappy with what they have, or better yet, make them unhappy that they don’t have what it is you’re selling. The Law of Dissatisfaction may at first seem counterintuitive but it is in reality quite logical. Marketing is psychological persuasion and the main effort is to get your audience to see your product as a solution to their dissatisfaction.
There’s a reason people go to the movies, watch TV, and respond to commercials. These presentations connect to an audience using a formula that creates a brand universe, where a brand hero represents audience hopes, dreams and aspirations. The audience lives out their desires vicariously through the actions of the brand hero. Since the time of Aristotle people have responded to story and if you want to connect to your audience, you have to understand what brand story is, and how to use it properly.
Give us a minute and we’ll deliver your marketing message. 136words is approximately the length of a script that will result in one minute of video. That is all it takes to grab your audience’s attention and motivate them to action. The key to success is understanding that each video should deliver one idea. If you need to deliver multiple ideas, create multiple videos. Companies go wrong when they try to cram too much into a single presentation and that only results in audience confusion and frustration. For more check out 136words.com.
If you want your customers to remember who you are, what you do, and why they should care, you have to provide them with something more than a new feature benefits attached to a buy button. Competition is just too stiff to get away with a just-the-facts approach. In a highly competitive Web business environment where dozens of companies all sell the same thing in the same way, the difference-maker boils down to branding, and the essence of branding requires you to turn your marketing into an experience.
The talking head is an opportunity to establish a brand image that reflects a company’s personality and distinguishes it in a memorable way from its competition. Unfortunately, most business implementations are weak and boring. A talking head should be a Branded Web Host that connects to an audience while conveying your message in an informative and entertaining manner. The Cache Closed project serves as an example of how to implement these talking heads with style, substance and panache.
Media hype and trendiness often leads to a lot of costly marketing mistakes. Take for example viral video. The idea of viral video is simple: create something that is cool enough to prompt people to share it with their friends, family, and colleagues. The problem is viral marketing must also have purpose, it’s not good enough to just be cool, there must be a point. Video without purpose has no memorable branding factor. It’s the commercial you remember without remembering what’s being sold.