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Credit cards
If gold medals were awarded for marketing consistency, the credit card industry would be the Sarah Hughes of the business world. Major players Visa and MasterCard, who have maintained their steady rates of spending and commitment to their...

How To Double Your Profits -- Peter's Way
Peter worked hard. Damned hard. All day he toiled to sell blueberry muffins. And they were special muffins with forty blubberies each. But he only sold so many. Everyday, he'd fight a losing battle just to sell them all. At the end of the day,...

Make your Mark by building your reputation
If you have to part with your hard-earned money for some goods or services, who would you rather trust: a novice provider or an expert one? The answer to that question is what makes branding so much important. Branding is the process, nay,...

Want More Money and Less Stress?
At 2pm last Wednesday, I got a call from one of my clients. Before I could barely utter my "hello," she launched headlong into her story - "I am so frustrated! I have this client who has been dragging her feet at every stage of our...

Why free business cards just don't cut it
If something sounds to good to be true, it probably is. In our world of rampant consumerism and endless freebies, it's good to keep this old adage in mind - especially when you're a small business owner looking to make a splash with new...

 
Creating Value With Streaming Video Content


Having a corporate or promotional video for your company is often viewed as something of an expensive luxury – useful, but rarely considered to be an essential marketing tool. Whilst many businesses can understand the benefits of having a corporate video, all too often they are put off by the perceived cost and subsequently find it hard to justify commercially. Furthermore, the process of making a video can at times, appear complex and intimidating, with an array of technical terms and processes.

Streaming video provides a number of useful opportunities for maximising the potential of an existing corporate video. And compared to other distribution media such as DVD or CD-ROMs it also offers a cost-effective solution for broadcasting a new corporate presentation to a wider audience.

Although streaming video is certainly not a new concept and has been around for some time, it’s now easier than ever to add streaming video content to your website. The technology required to enable video streaming is widely available, it’s relatively inexpensive and with the dramatic growth in high speed, broadband internet connections, a growing number of internet users can now view high quality, streaming video on their computers.

In this article, leading corporate video & business television producer, John Howarth, explains some of the ways in which streaming video content can be made to work effectively for your business and produce tangible results.

Provide Compelling Content

Try to provide content that creates a real interest for the viewer. Instead of simply informing them of your key corporate values – the typical narrative being ‘how successful we are, the great products & services we offer, our featured clients’ - why not turn the message into something that is actually useful and engaging to watch.

Take for example a company that manufactures kitchen products. Whilst you could produce a video to establish company values by highlighting such areas as quality of craftsmanship and original design of the product, this information is almost certainly available more easily on the web pages. It could be far more interesting for the viewer to provide them with a series of recipes, which feature the products being used in context.

Another technique is to provide content that is not centrally focused to your company’s core products & services. For example, your company sponsors a sports event or art exhibition. How about showing some clips from the event, with company branding around it? By using more recognisable and popular content, you are creating a wider ‘reach’ for the


video, with the added possibility of gaining increased website traffic.

Re-Package Content

Lets say you already have a corporate video, it’s around ten minutes long and you currently distribute it on a video tape format or DVD. The most obvious solution would be to have it transferred to a streaming format in it’s entirety and loaded up onto your website. Whilst a ten minute corporate video sequence may be useful as a backdrop display in a trade exhibition or screened to a captive audience in a conference, it’s often far too long to use as a streaming video clip on your website. Who really has the time to sit and watch a corporate video clip for this length of time? It’s often far more useful to break the sequence down into a series of individual clips or re-edit into a shorter, condensed version that has greater impact.

Following on from this, you might also want to distribute streaming video clips around different areas on your website. This way, the clips featured can be targeted to match – and complement - the page content. For example, on a page detailing company clients and case studies, the video clip could feature customer testimonials; situated on a contact details page, the video sequence could feature some generic shots of company locations and building exterior shots.

Brand The Video

Whatever streaming video clips you use, try to ensure they are branded with your corporate identity. This could be a small logo in the top corner of the screen or a ‘picture frame’ wrapped around the moving images. Taking it a step further, you may want to add an introduction sequence with animated corporate logos at the beginning and end of every sequence. Another option is to create an HTML or Flash ‘player’ customised with your corporate identity. The video clip would then play within this frame and could be complemented by some animated product or service information around it.

When reviewing website statistics, it is frequently pages featuring streaming video content that are the most ‘sticky’ and have the longest viewing times by site visitors. Use this factor to your advantage - it’s an ideal opportunity to get your core brand values, products and services across to the site visitor.

John Howarth is creative director of Blue Tuna Limited, a leading UK-based corporate communications & multi-media production agency. Past projects include live streaming for leading online bookmaker, Blue Square and the launch of the UK’s of the first club soccer channel, Boro TV for NTL.


www.bluetuna.tv


 

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Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
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AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
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An international online exchange and resource about brand marketing and branding.
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Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
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The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
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See all blog posts tagged with branding on Technorati.
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Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
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Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ...
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Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
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Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
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Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
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iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
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Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
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Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
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