Use video, animation, and original photography to give audiences the experiences they want.
Getting your message out is more challenging now than ever before. Social media, search, traditional media (TV, print, radio), direct mail, out‐of‐home… the list of available marketing channels goes on and on and is becoming more and more segmented. As Chris Anderson, author of The Long Tail put it, “Mass marketing is turning into a mass of niches”.
Audiences have changed too. While the ultimate goal is to engage with them, you’re less likely to achieve that goal if there isn’t an element of entertainment in your message. Drawing your audience into an experience increases the likelihood you will have the opportunity to engage in the end. To paraphrase Scott Alexander, Digital Marketing Director at Oakley, your audience should walk away from any brand interaction feeling they took more from you than you took from them. People want your message to be real and relevant and they don’t want to hear you talk exclusively about yourself.
Telling Your Story
While crafting your message and choosing the right channels to broadcast it across may be challenging, the ability to create content continues to get more and more accessible. Technology has given everyone a voice. Sure, you could choose to go with a Hollywood‐style, big‐budget production, but in reality, those days of marketing have largely been replaced by much more affordable options. With the rise in quality and the corresponding drop in cost of DSLR and cell phone technology, more and more people have the power to produce for themselves right at their fingertips. Production values still matter and professionally‐shot photos or videos only enhance the message. But if that phone in your pocket allows you to capture an amazing or spontaneous moment with a client, use it.
Today’s savvy marketers find ways to use video, animation and original photography to produce a complete brand experience. They make it personal, engaging and entertaining. They combine any or all of the mediums to generate authenticity with audiences. The results are shareable, relatable, captivating and REAL, especially when they include clients or customers in the stories.
Tools of the trade
A video is probably the most engaging way to communicate messages. The blend of music, voice, and motion all work together to deliver an entertaining experience. Animated content feeds off our natural instincts. As humans we are drawn to motion — it brings concepts and data to life. Original photography featuring real clients or customers interacting with your brand is the best way to create authenticity.
The following samples showcase some different ways Accurate Creative has helped our clients use video and animation to engage and entertain audiences.
Canadian Blood Services: sharing stories from a personal perspective
Brew Donkey: showcasing the customer brand experience
Public Health Agency of Canada: complementing a key message with animation
Titus: a corporate commercial used to demonstrate product value from the customer’s perspective
Croplife Canada: delivering key messages through the voice of stakeholders
What is YOUR story? How can you bring your brand to life in an engaging and entertaining way? Capturing and getting your message out has never been easier and more affordable, and using original video and photography is the best way to create authentic stories.