There is a lot of buzz in marketing circles about creating brands that appeal to all five senses. “Brands have to be powered up to deliver a full sensory and emotional experience. It is not enough to present a product or service visually in an ad,” advises Martin Lindstrom, Author of “Brand Sense: Sensory Secrets Behind the Stuff We Buy.”
With that being said, one should never under estimate the power of a visual message in conveying that multisensory story. Here are the top five benefits to employing the motion of video in helping you create your own sticky, touchy, feely, aromatic and melodically awesome brand.
1. Video is a Multisensory Experience
If a picture says a thousand words, video speaks volumes. Using video, marketers can create a multisensory experience that communicates their message in a dynamic format.
Unlike a print ad that is visually oriented, or a radio ad that is strictly an auditory message, video has the ability to engage both sight and hearing simultaneously. With carefully crafted scripting, music, sound effects and visuals, video can paint an even bigger picture that expands into our senses of touch, smell and taste.
By virtually touching multiple senses of the viewer, the information is more likely to be retained. According to Geoff Crook, the head of sensory design research lab at Central Saint Martins College of Art and Design in London, “83 percent of the information people retain is received visually.” We can assume that by simultaneously engaging other viewer senses such as taste, the message packs an even more impressive punch.
For example, images of a glass of tea coupled with appropriate audio can make viewers thirsty. We have probably all experienced this at some point in our life. It starts with the senses, but can quickly translate to a deeper connection. Slow motion footage of a father and son reuniting at the airport can evoke tears in the eyes of strangers sitting in their living rooms.
2. Video Evokes Action
Beyond engaging the traditional five senses, professionally produced video messaging has the ability to affect not only emotion, but thought and action. The script, audio features and visual elements all come together to communicate a unique message or set of messages that engages a viewer on an emotional journey and leaves them with a feeling or opinion.
Such consumer engagement is vital when attempting to elicit actionable responses from your audience. An actionable response is anything from a visit to your website or purchase of a product to attendance at an event. When you present engaging audiovisual content, you have a better chance of getting a response than a simple email or printed advertisement.
This is true especially if your viewer makes an emotional connection to your product or company. If a personal connection is made, viewers are more likely to convert into customers and if they are pleased with their experience and still possess that emotional connection and vested interest—you are more likely to create a level of loyalty that multiplies your return on investment (ROI).
3. Video Delivers Brand Consistency
Being mindful of brand consistency is just as important as creating the brand itself. Brand consistency translates into brand recognition and with recognition comes familiarity. With familiarity comes trust. Trust converts shoppers into buyers.
Utilizing video allows a company to deliver a consistent and compelling brand message. By disseminating the same clear, concise message to all constituents, corporations facilitate and build brand trust and equity.
Not only are videos a perfect way to humanize your brand; giving it an identity for consumers to identify with and make a personal connection, video is also the perfect medium for introducing your brand to employees and training them on how to deliver that same message.
As your video is an extension of your brand, you will want to put your best foot forward in terms of content and production value. If your content is sloppy or is even slightly a misrepresentation of your brand, it could cause major damage to your reputation, and eventually, your bottom line. Put on a good show, however, and build your audience while reaping the financial rewards of your investment.
4. Video is User-Friendly
Video is not only a consistent way to communicate; it is also a quick and convenient method for customers to receive sharable information in a timely manner. Given the time constraints of consumers in our culture, concise messaging is no longer just suggested − it is required. With video, you can pack concentrated messaging into variations of images and sounds to engage the senses and make a significant impact.
Lets turn our focus to the ‘sharable’ aspect of video. Video can be readily transferred across multiple mediums through email, DVD distribution, Internet channels and to broadcasted or live events, exposing broader audiences to the brand. This could even be less formal in the form of viral video sharing through YouTube, Vimeo or even through social media sites such as Facebook or Twitter.
There are important implications to ROI when content is easy to share. If a video is interesting, someone may post your company’s video to their social media pages for their followers to see, who may also post it to their page (and so on). Thus, multiplication of shares potentially turns into multiplication of sales as more and more consumers are exposed to your video, and thus, your messaging.
5. Video Translates Globally
In an increasingly diverse world, it is important a brand’s messaging is delivered effectively despite potential language barriers for comprehension. Given the state of modern video production technology, video is easily translated and allows a brand’s messaging to be multilingual.
By translating a video into multiple languages, companies can reach into the global economy and welcome a community of new customers. To accommodate multiple audiences, subtitles can be used to reach various members of a single viewing audience, if necessary.
If we take a second to look past the actual words being spoken, there are certain images and emotions that represent universal themes, understood by all. The feeling of peace, serenity and freedom don’t require a specific language, but can be translated through the power of video to reach a diverse audience.
The need for actual spoken words in a video differs depending on the message, intended audience and nature of the product or service. In the end, one aspect of production is standard – effective video production can elicit real emotion and action that far surpasses any barriers that may exist despite language or location.