Effective and affordable marketing video: An example.

Posted by Mike Coombs on December 30,2014
Online video content is powerful for marketing, selling, training and brand building.

Check out our latest video, produced for our client, Fiberon Decking.  Fiberon makes Veranda ArmorGuard® decking and railing for The Home Depot. It’s the premiere product in its category.

This video is a selling/value proposition video. We combined beauty shots of the product, with an expert customer testimonial, and just a hint of “how to,” to make this video an effective "sell" to the target persona.

The video will live on the composite decking page at www.homedepot.com, a page that gets multi-hundreds of thousands of views. Check it out.

Why is this an effective and affordable video?

1. The value propositions are clear and believable.

2. The product’s beauty is shown throughout the video.

3. It's evident that the product cuts and installs just like wood.

4. Our claims are believable because we used a credible expert who is not scripted and therefore far more believably authentic.

5. It looks, sounds, and feels easy.

And finally...

6. The video was shot and edited entirely in-house.  In this case, the director, the  video crew, and the edit staff are all… just me.  I shot with my little (but great!) Panasonic pro-sumer camera and edited on my MacBookPro laptop running Final Cut. 

That means I can shoot lots of raw video, very cost effectively, and I have huge flexibility in editing. This "one man band" technique will not always be desireable or appropriate. But it speaks to knowing what's possible and what works successfully.

If you are still reading…

Shameless self promotion: It's not my first video rodeo. MikesPhoto-691167-edited

I bring extensive real world video experience in many styles, levels and techniques. I combine that with business, marketing and sales experience. My “palette” is very broad and I believe, thoughtful.  You’ll get the right video at the right price.

The hook? There’s much that can go awry in making video. Some creative techniques are better than others depending on the business goal. Some techniques can be done well cheaply if you have good direction.  By contrast, some techniques are a disaster waiting to happen without a larger budget or experienced craft people. Knowing what's really possible and matching the style, and technique to the business and communication goal, is absolutely crucial.

That’s a big advantage for Coombs Marketing customers.
Creating business value and advantage is what matters.

Watch television commercials tonight.  I guarantee you will see lots of (huge budget) spots with fantastic production value and technique. I would argue that many of them fall flat as brand selling messages. And I know you have seen lower budget stuff that is cringe worthy.

Clarity of purpose, and matching message, budget, and creative production technique, are crucial to creating video that is truly powerful. And video really does "work".

Maybe you need to hit a home run with high end on camera talent, a big creative and video crew, and high end effects, editing and audio post score.

Maybe. Maybe not.

I'd love to help you decide.

That’s enough shameless self promotion for now.  Happy New Year!  Let's make video in 2015.

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