Sensory Appeal, in Video Form

In a world where it’s easy to experience sensory overload multiple times a day just from our smartphones, it’s almost ironic to suggest that you add to it with your marketing programs. But you should.

VideoIn a world where it’s easy to experience sensory overload multiple times a day just from our smartphones, it’s almost ironic to suggest that you add to it with your marketing programs. But you should.

With all of the media consumers consume daily — about 11 hours a day, for all channels combined — we’ve become dependent on interactive digital experiences that take little more effort than listening and watching. And we don’t even like doing that for more than two minutes. Our media usage has changed our interest levels, or maybe its our willingness to read or watch long documentaries — as we are now used to getting news, and now possibly the State of the Union, in Twitter posts.

Rising to fill the gap from our changing media consumption is video — short, entertaining snippets of two to three minutes that entertain, inform and, hopefully for those who produce them, inspire us to engage, inquire and buy something. It’s working.

HubSpot shares some powerful statistics showing how video is impacting consumer behavior and why you need to jump on this bandwagon, too. Here are just a few:

  • Videos in email lead to a jump in clickthrough rates of between 200 and 300 percent
  • Videos on a landing page can help your conversions increase by 80 percent
  • Videos combined with a full-page ad can boost engagement by 22 percent
  • Videos can increase likelihood of purchase by 64 percent among online shoppers
  • Videos included in a real estate listing can up inquiries by 403 percent
  • Video inspires 50 percent of executives to seek more information about a product
  • Video inspires 65 percent of executives to visit a marketer’s website, and 39 percent to call a vendor

I could go on … but I think the point is clear: You need to create videos if you want to engage customers and sell more products. And because YouTube is the second-largest search engine, next to Google. Enough said.

I’ll Say More

Another reason you must include video in addition to all of the above is most of your competitors are doing it and that can leave you out in the cold if you are not. Okay, so more stats from HubSpot:

  • 87 percent of online marketers use video content
  • 22 percent of small businesses in the U.S. plan to use it
  • 96 percent of B-to-B organizations use it

Most importantly, 90 percent of video watchers say they help them make purchase decisions and 92 percent of those viewing them on mobile devices share videos with others.

The one challenge is that there are a lot of videos competing with each other, as evidenced by yet another statistic: On average, users are exposed to 32.3 videos a month, or roughly one a day.

So how do you create videos that build your business and use them effectively in your marketing mix?

Like all things you do in any medium — print, digital, mobile — your content needs to have value, and that value can be improving someone’s circumstances, inspiring them to live a better life, or guiding them to do their jobs better, so they achieve their goals and advance their careers. Your videos need to create an emotional reaction that drives them to contact you for further information.

Here Are Some Tips

Regardless of your business genre, keep videos short and to the point. This is not your attempt to produce a Hollywood blockbuster. It is simply a way to tell your story with a medium that appeals to our senses and makes your brand come to life. Your videos should not be more than two to three minutes long. Go more only if your content justifies it.

Before you debut your videos publicly, test them. Ask non-employees and even non-customers to sit through your videos and give you feedback. Good questions to ask include:

  • Did it keep your interest?
  • What was the main message you took away from this video?
  • Did it inspire you to inquire more about our product or service? If yes, why? If not, why?
  • Was the length appropriate?
  • Did you think the production quality of this video was in line with other brand videos you have watched?

Like any marketing communications, always include a call to action and a response mechanism. Stay away from promotions, as they’ll expire before you’re ready to stop using the video. Make it clear how to contact you for more information through your email, website, phone numbers and social channels.

Keep your videos short. No one wants to spend more than two to three minutes watching a video that they know is intended to sell them something. Use their time and yours wisely, and keep your content on-task.

Use professional footage and images. Your video can be a slide show, with text fading in and out, or it can be a true video with all of the moving parts. Regardless of the format you use, use the highest resolution and quality possible. Your reputation is on the line, per the quality you project. If you are a high-tech company and you use low-tech video, that transfers to the perceived quality of the products you sell.

Create a YouTube channel to house all of your videos. You can archive videos on YouTube and on your website. For either option, include a transcript of your video to help you achieve higher SEO.

For B-to-C, you can add a little more fun and focus on life messages, not just brand messages. Coca-Cola does a great job of this. Its channel has more than 1.2 million subscribers and its views have topped more than 22 million for a single video. Coke’s “Happiness Truck” video, which shows a Coke truck dispensing gifts to people on the streets in Rio, has more than 1.6 million views — another inspirational message that worked to build the emotional equity of the Coke brand. Interestingly enough, its video with 22.3 million views as of this writing is about spending more time offline and enjoying the journey of life in the real world.

https://www.youtube.com/watch?v=oiu9PcEyQ5Y

B-to-B Video Tip

For the B-to-B world, here are some tips:

  • Create product demo videos to showcase the features that set your products apart.
  • Show how your products compare to competitors, when applicable, and how your products fulfill the needs of your viewers.
  • Include statements from your company leaders to show their vision and help tell your brand story.
  • Include customers talking about their experiences with your product and your team. Video testimonials are powerful, because viewers can see the body language, the smiles, the looks of relief and hear the excitement in voices that written testimonials do not provide.

Again, consumers like to see brand stories in which they can see themselves. They want to be the proud father, or the mom being thanked by her Olympian child as shown in Proctor and Gamble’s “Thank You, Mom” ad series that makes many moms cry, no matter how many times they watch the videos. Consumers want to be the vacationers on the beach, the newly engaged couple, the happy family.

https://www.youtube.com/watch?v=MQ3k6BFX2uw

Find ways to associate your brand with what matters most to your consumers and then get creative and start writing video scripts that tell your story in conjunction with the goals they have for their lives.

Can Brands Really Make Us Happy?

Can brands really make us happy? If you ask any brand marketer, the answer is clearly “yes.” And even more so if you ask marketing staff from Coca-Cola, McDonald’s, Dove and now LuLuLemon, all of which have spent substantial marketing resources on associating their brands with “happy.”

Can brands really make us happy? If you ask any brand marketer, the answer is clearly “yes.” And even more so if you ask marketing staff from Coca-Cola, McDonald’s, Dove and now LuLuLemon, all of which have spent substantial marketing resources on associating their brands with “happy.”

But do consumers consciously purchase products with the sole purpose of achieving happiness? And if so, it is a conscious drive or among the 90 percent of our thoughts that drive our behavior from our unconscious mind?

According to Steve Quartz, professor at California Institute of Technology, we do, but mostly unwittingly, as emotional purchases are often unconscious. Quartz, a one-time believer that consumerism or the drive to buy stuff did not generate happiness, changed his tune after creating a consumer neuroscience project to further explore the psychological impact of buying. As stated in his article, which appeared on PBS.org, here’s what he learned:

We found that asking people to merely look at products they considered “cool” sparked a pattern of activation in a part of the brain known as the medial prefrontal cortex.

Quartz continues to explain that the brain activity resulting from seeing something deemed to be cool, and contemplating owning that coolness, is similar to how the brain responds when we receive a compliment, or feel that someone else values the brands or they have gone up in social status or peer approval. These are the same feelings we get when we anticipate love or rewards, or feel connectedness as we actually experience hormonal rushes of dopamine and oxytocin.

If the above is true, then it makes sense that adding visual and social coolness to your product packaging will increase attention and sales to even failing products as the cool score can actually trump other decision influencers. A case in point is that this very approach made big dollars for Proctor and Gamble when it redesigned the packages for Clairol Herbal Essences, a failing brand it bought in 2001 and decided to reinvent, per its packaging appeal in 2006.

P&G added a total happy appeal to its product, replacing the clunky dull pink rectangle bottle with vibrant-colored, shaped bottles that actually nestled together, making the purchase of the shampoo and conditioner pair more attractive – visually and emotionally. In addition to creating a more energetic shape, they added fun, happy language and changed the names of each product to reflect that new, inviting energy. P&G also uses fun language that reflects the persona of its target consumers and added riddles to the bottles. If you wanted the answer to the riddle on the shampoo bottle, you needed the conditioner, too. Post-repackaging, with a more vibrant, fun, shaped bottle and adding elements of happiness through language and interaction, sales soared. Products like Color Me Happy and Hello Hydration rose to the Top 10 products for shampoo sales in 2014, according to research from Statista.

In recent years, McDonald’s jumped on the happiness bandwagon with its 2014 Super Bowl advertisement, “Pay With Lovin.”Instead of focusing on its products or building appeal for new products, the entire 60-second TV spot showed cashiers surprising customers by telling them to pay for their purchase with gestures of love toward another instead of money. The impact of happy customers doing happy dances and calling home to say “I love you, Mom” produced some happy results for McDonald’s, as well as happy customers. In just two weeks of running the ad, the McDonald’s brand perception rating went from 30 percent positive or neutral to 85 percent positive or neutral, per a March 2015 article on adweek.com.

Aligning with happiness seems to be working well for Coca-Cola, too. It has a website dedicated to happiness quotes, music and tips. Its corporate social responsibility program is built all around giving people free gifts out of Coke vending machines at shopping malls, the Happiness Truck in underprivileged communities worldwide, and so much more. I’m pretty sure the marketing team and shareholders alike are happy with the brand’s 96 million likes on Facebook and sales of more than 1.7 billion servings of its product daily.

How you can add happiness to your brand’s marketing:

1. Learn What Moves Your Customers: Every personality has style, color, energy, art and more preferences. What are those associated with your target consumer? I was working with an agency that creates ads for auto dealers. We did a psychology-based marketing audit of its customers for a specific car and learned the creative was spot-off in its ads. The psychology profile for potential buyers was bright colors, high-energy visuals, and action/adventure-oriented themes. Its ad featuring a white car, sitting still in a parking lot, was doing nothing. We changed it up and changed response.

2. Know Your Data: Skip the transactional data and focus on behavioral data that is aligned with emotions. As mentioned earlier, we learned from neuromarketers that 90 percent of our thoughts and subsequent actions are driven by emotions, not conscious thought processes upon which our past transactions are based. Invest in programs that help you understand patterns, attitudes, emotional needs based upon behavior science, generational and cultural influences.

3. Share the Love: Remember, customers are people with strong emotional needs that go far beyond the products they purchase. And they are more than a name on a data field with a dollar value assigned to it. Create customer journeys that provide joy, relief and comfort along the way with your brand, and put in place return policies and customer service protocols that make them “Happy” when working with you vs. frustrated or anxious.

Most importantly, have fun creating opportunities for your customers and speaking with them on their terms, and from their own persona. When you have fun and create happiness on the job, it is simply contagious. And that’s a good thing to spread.