 Multimedia
Best Practices
You’ve Got
Mail (Turn on your speakers)
by
Vera Burianek
The effectiveness of video
is indisputable: it uses full color, rich sound, action
and testimonials. Today we are highly dependent on the
Internet for communication and research. Email is an
easy, global way to communicate. New technologies and
electronic devices seem to sprout up every day like
mushrooms after the rain. Who can keep up with all the
technology? But either we keep up with it, or lose our
business to the younger entrepreneurs who have grown up
with all the developing technology.
Imagine an e-mail message
that you no longer have to read. As you open the e-mail,
video pops up and a person starts speaking. Your
customer gets a personal message with a short memo from
you. You can promote your business, advertise specials,
thank customers, and send holiday greetings. Since this
method is audio-visual and also employs graphics, more
information is conveyed and better retained. Video
e-mail is swift. You can send a message within hours; it
is effective, since people underutilize this technology;
and it can be an element of surprise. How is it done?
You simply sit in front of a camera, record your
message, and then use someone’s server to preserve that
message. You send messages to your clients from the
privacy of your PC.
Streaming video e-mailing is
a trend that is developing steadily, but is still
largely underused. Unlike a TV advertisement, video
email can be targeted to a specific audience. While a TV
ad is seen by everybody, e-mail may be sent to either
existing customers, a list of businesses, or individuals
in need of your service. Video email is readily and
conveniently available, can be replayed at will, has an
unlimited number of screenings, and endless
possibilities. Once your message is recorded it can be
sent to an unlimited number of people. Unlike cable TV,
which is limited to a small geographic area, video
e-mail can be sent globally to all possible geographic
regions at any time of day. Video e-mail remains at your
service as long as you need it, forever, if you wish.
Video e-mail recipients
spent more time - 9 minutes- on the message, then
recipients who received an ordinary text message - 5
minutes. Video email encouraged more visitors to a web
site and made them stay longer. It also helped increase
branding.
Video e-mail packages are
typically sold for $500-$800, inclusive of an
inexpensive camera. Subscribers log onto a site that
provides templates and know-how. Packages are sold by
independent reps. Customers not only write their own
script, but have to look presentable, deliver a pleasing
message, and be a little technically savvy to use the
templates. Some small business owners are resourceful,
and they will be able to do at least some of the above.
The number of e-mails in the package is also limited.
For a monthly fee entrepreneurs can send this email to a
limited number of their customers from their PC. Like
most “do it yourself jobs”, your video will inevitably
look unprofessional. What’s more, since low cost video
and audio recording equipment is used, this will be a
low quality recording, and your customers will see and
hear it. This might not be the most attractive way to
promote your business. As we all know, the glossier and
more attractive the advertisement is, the more customers
it pulls.
Some companies custom record
and store your e-mail professionally. Since they are
using sophisticated equipment, the video and audio
should be perfect. They should help you with scripting;
provide talent, a teleprompter, and a variety of
backgrounds; custom design your graphics; and
incorporate video clips and testimonies into the e-mail.
You should be able to choose a package to suit your
budget. The cost can be as low as $100 for a simple
recording. All videos produced should be tailor made for
you, never generic. Diversity is a key to advertising.
We want to stand out in the crowd, and be different.
Considering the cost, not
only small business owners make use of video e-mail.
People can send private messages to family, communicate
with military personnel on active duty, and send custom
cut holiday greetings. Imagine the tears in the
serviceman’s eyes when he sees his newborn for the first
time, his kid’s first steps, or words. Video email is
unquestionably cost effective, targets an audience, and
is available 24/7.
Video resumés are fast
gaining importance, and since not many employment
seekers use this opportunity, this method will
indisputably create a buzz, and highly increase chances
of employment.
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Vera has assisted hundreds
of companies to project their best image on video. Her
clients know her for attention to detail, and effective
videos that generate results. She has produced many
fascinating national and cable TV programs. She owns
VBPS TV and VERA Multimedia. Contact her at
Vera@vbpstv.com. |
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Published September 2007,
Bay
Area Business Magazine
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