Corporate videos are mostly used for marketing. The target audience is new and repeat customers, the purpose is to create demand, and the result desired is increased sales and revenue. The process sounds simple, but today’s viewer is not so easily persuaded as the ‘gullible housewife’ stereotype of forty years ago. In fact, modern technology has created its own dilemma: it has not only made awe-inspiring graphic effects achievable, but it has also produced a generation of ipad-carrying, internet surfing, block-buster watching consumers who know how to tune out to almost any attention-getting strategy. So getting the customer’s attention, when there are a thousand other voices trying to do the same, has become the domain of experts in the field of sales and advertising.
Of course not every marketing video is retail advertising. Business to business communication and brand awareness can be built by visual productions that inform, explain new concepts and invite response as well as motivate viewers to take action. Contemporary marketing videos more often steer away from insulting and outdated ‘cheesy’ sales pitches, and instead offer a refined, intelligent logic, consistent with the type of industry or product being showcased.
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