The commercial world is just catching on to what a few exceptional nonprofit fundraisers have already figured out; that telling a story through short videos connects with people in a powerful way.
Now the commercial marketing world is working to humanize brands. As one of them said, “Practically no one is going to share a video that’s nothing more than a typical commercial featuring a new Mustang or other new car, but they might share a touching story of how someone felt about their first Mustang 10, 20, or 30 years ago, and how they felt that first day cruising down the highway with the top down.”
Here are what commercial marketers say are the unique benefits from video stories for brands: The video comes across as authentic. They are real people sharing real memories that reflect positively on the brand. Then, there’s the endorsement by a satisfied customer expressed in a warm, friendly, non-salesy manner. And finally, these stories personalize the brand.
I’m not saying marketing people can’t use every tool in the box to promote products . . . but they are going to be out there making the kinds of videos that your organization should be making. And instead of the subject being the poor and homeless, trafficked girls, the hungry, the mentally ill or retarded, or the marginalized, the subject will be Clorox, jewelry, a new car or motorcycle.
Your stories will REALLY connect because they are not contrived. They are real.
Tell your story in video.
And if you need help finding the right videographer, call or email me and I’ll send you a short list of some of the best.
If you want to see what I am talking about, click on the link below and then click on Rachel’s Wish:
http://www.charitywater.org/?gclid=CKfr1JuDwLICFS-RPAods24AMw
-Mike
Welcome to BIG's Blog! Please feel free to forward this post to your friends and coworkers...and email me a comment at: mike@big-db.com
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