Posts Tagged Video Production
Sales Video Intros
Posted by SEO SERVICES in Video Production on October 13th, 2010
Classic sales video models talks about an intro that presents, in story form, the problem the product is going to solve. Aesthetically, there is another type of video intro that often appears in the first few seconds of a sales video. This intro introduces the product through a short positive visual and musical mood piece that seeks to entertain and entrance the audience. It is a kind of relaxer before the selling starts. And it often presents the beauty or excitement of the product.
An example of this type of intro is found in the Plasma Cam sales video seen at: http://video.google.com/videoplay?docid=8123545773270295339# . Before the selling starts, the video offers visual examples of the beautiful products the Plasma Cam computerized metal cutter can make. The visual images are set to the backdrop of pleasant music. Whereas the intro in a traditional sales video seeks to gain the audience attention through a storyline, which presents the problem the product will fix, this type of intro initially appeals to the viewer through presentation of the beauty, which the product creates.
The HSSF sales video, found at http://vimeo.com/3903828, is another example of the same phenomena. The product this video is selling, is getting people to view a televised high school sports show. The video’s introduction is an exciting montage of shots of high school sporting events complete with live crowd noises, and appropriate motion graphics. If the product being sold is getting more people to view the show than the intro is not a traditional story telling event which informs viewers about a problem the product can solve. On the contrary, the video starts out by presenting the pure fun and excitement of the television show’s content. If the story of a problem is presented at all, it is only by way of implication, i.e., that you will be missing a lot of excitement if you don’t watch this show.
So while the traditional sales paradigm is story of problem, solution, this more positive paradigm is beauty fun and excitement of the solution, how to get the beauty.
There is a lot to be said for this more positive oriented paradigm. Even researchers in the effectiveness of operant conditioning to change behavior found that positive reward is a greater stimulus to change than negative punishment. So why punish viewers with a vision of negativity at the start of a sales video when you can jump right to the positive?
Alternative Sales Video Templates
Posted by SEO SERVICES in Video Production on October 6th, 2010
The standard paradigm for a sales video incldues showing a problem, and demonstrating that the product being offered has the solution. However, sometimes sales videos alter this paradigm and use a different technique to sell their product. The Cool SAP CRM Marketing Video Throw the Ball, found at http://www.youtube.com/watch?v=GchfVy6hgVA&NR=1 , is an example of a sales video that distorts the normal sales presentation template by giving exaggerated amounts of time to the presentation of the problem, and to the equally important task of holding viewer attention, at the expense of demonstration of how the product solves the problem.
The SAP video exaggerates the emphasis on one of the crucial elements of any sales video, which is to hold the attention of the viewer. SAP CRM does this by presenting a viewer participation game, on screen. Two teams of actors, the whites and the blacks, each pass around a ball and viewers are asked to determine how many times the ball is passed among the white team members. While attention is riveted on counting the passes of the ball, a black belt gorilla walks among the participants, and most viewers fail to see him until the narrator reminds them and then replays the video.
Once the video has made its point, the narrator informs the viewers to “make sure your marketing team doesn’t miss the obvious.” A solution to this challenge, they are told is to use the SAP new CRM, which will allow them to identify hidden marketing trends that lurk beneath the surface of day to day fluxuations in the market.
In a sense, this video did not change the normal sales template, it merely compresses it.The captivating intro, which spans most of the presentation, introduces the problem, i.e. the danger of missing hidden trends in the market. The short narration at the end tells us that SAP provides the solution, the ability to help the sales team find the hidden trends. What are the advantages and possible disadvantages of this template?
The very apparent positive quality of this video is its powerful ability to rivet audience attention on the screen As the actors dance around, counting the number of passes is difficult. Viewers attention is riveted on the video, as they seek to count the number of passes. Many people probably got the count wrong, and then felt sheepish. But then when viewers find out that they missed seeing the black belt gorilla walking amidst the teams, they feel really foolish. And now they felt obligated to listen to the rest of the message, The video then succeeds, albeit briefly in making one point about their product, it is designed to help sales people spot marketing trends so they know where to focus their efforts.
What are the disadvantages of this template? The expansion of one task of a sales video, namely holding the audience’s attention, has forced compression of two other major tasks of a sales video. The video presents only a brief explanation of how this complex technology will help spot trends. And additionally, it merely tells us that the software does this. It shows us what some of the graphs on the software look like, but it doesn’t show the software in action. And normally, showing a product being used by someone else is a good inclusion in any sales video. So the video compresses presentation of the product features, and compresses an explanation as to how the product will solve the problem being presented.
Additionally, the video says nothing about pricing, or contacting the company. So while the video is touted as a “sales video,” in many respects, it is more like a branding video, which gets the name of the company out to the public, but does little to actually sell the product.
What is the take away lesson from this video? While there are several well accepted components of any sales video, producers have the option to emphasize or deemphasize any component. In doing so, however, they need to consider the advantages and disadvantages of their strategy to be sure that the gain is greater than the sacrifice.
Sales Videos That Hide The Negatives Till The Sale If Over
Posted by SEO SERVICES in Video Production on October 6th, 2010
The Seasonal World Sales Video Chapter 3 Part 2 is the last part of a series of videos introducing the Seasonal World in the ground vinyl pools, to perspective clients. As a whole, the series lasts for slightly over 19 minutes.This is consistent with the finding that the greater the cost of an item being sold, the longer the sales video needs to be.
Generally, the style of a sales video selling a more expensive product is different than that of a video selling an inexpensive item. People planning to spend a lot of money for a product want to know a lot about it. Also, they want the information presented in a detailed orderly way. Sales teams try hard to give perspective clients the feeling of what it will be like to own and enjoy the product, and that makes lots of sense.
The background, real or graphic, and music contribute tremendously to the sales power of a video. This video presents an appropriate muted blue background, which is made to appear like pool water as large white bubbles continually pass upwards. Transitions and backdrops for the onscreen narrator consist of a muted blue with large whitish bubbles that continually rise to the top. The background music consists of pleasant popular zylophone background music with a nice beat.
Each segment of this video series presents different information to the potential buyer. The last segment introduces some of the most popular pool features.
Some sales videos produced by companies that are totally self confident, seek to encourage the viewer to have complete thought about their product. They know they have a great product, and when the public knows enough about it they will buy. Other companies skew their presentation a little bit towards the positive feature side and encourage potential customers to put off consideration of the negatives until they are so much in love with the product and so desirous of having the experience of buying it that they will put up with the cost and or negative features.
The Seasonal World Video is a bit skewed towards the positive feature type of presentation. However, it does it artfully and is worthy of note. The pool features which the company presents in Chapter 3 Part 2 are features recognized as the best on the market. Presentation of these features look very invitingly on the video screen. For example, the company presents the Vanquish in floor cleaning system, which is guaranteed to clean 99% of the pool floor or money back. The company also presents their heat pump, the only pump on the market with a heat sensor that automatically shuts down and thereby saves on energy costs. Video segments of each of these features present the clean underground sides and floor of the pool, and views of family members snorkeling through the water.
Additional exciting pool features, which are presented in the video include the pool’s passive solar heating capability and the superior MBX anti-entrapment drain, which is rated as the safest drain on the market. With all five levels of anti entrapment devices, this drain insures that no one can become trapped underwater.
The strength of the video is denhanced by the narrator.She is an attractive, very cheery and friendly young woman with a friendly smile, and appears both on and of screen throughout the video series.
What does this video teach about sales videos ? It teaches us that to consider the video length versus cost of the item being sold curve. It teaches that videos selling more costly items should present more precise and technical details about the product. It reminds us that the sales video should provide an inviting environment throughout which gives the potential customer the sense of owning the product. The video also suggests a dichotomy between videos that strive to intellectually convince perspective customers to buy their product versus videos which strive to make customers buy the product because they love it and must have it. Regarding this last dichotomy, a company producing a video should decide where they stand on this continuum. If they are going to leave out certain details until the end of the selling process or beyond, they should do it artfully as this video did.
Corporate Videos That Grab Attention By Employing Fantasy Themes
Posted by SEO SERVICES in Video Production on October 5th, 2010
Corporate videos may be internally focused, if they present the true story of the company, and in that way seek to win users and financial supporters for the company products. Or corporate videos may be externally focused if they present images and facts about the company, and dress them up in a way that is expected to impress the public.
The corporate video from Tetra Pack, found at http://video.google.com/videoplay?docid=-3746615746129582317#docid=3573471230342398082 is a video of the second type. It presents facts about the development and future potential of the compressible Tetra Pack fiber made food containers, and intertwines them with a futuristic type of high tech crime story line in which invaders seeking to know secrets about Tetra Pack break into corporate headquarters, but are finally caught. The Hollywood footage is meant to entertain the public and grab their attention. The effect is enhanced by a presentation of the Tetra Pack information in the form of a futuristic type briefing of tetra pack employees, in sterile well lit, sound proof steel tunnel, where a researcher clad in a white lab coat addresses four young assistants.
As the video progresses the researcher presents the essence of the video message, namely that Tetra Pack came up with a great idea in 1952, a compressible fiber food container that takes up almost no space when empty. This scene is followed by another one, showing a subject participating in product testing. The testing shows the subject becoming more and more enthralled with the food containers as they progress from older to more modern and sophisticated Tetra Pack designs.
In the third segment, the invaders have broken into room where they watch a hologram display showing how Tetra Pack has developed new containers, which imitate the curvilinear shapes found in the contour of a cows body, in order to imitate the beauty found in nature.
I wondered why Tetra Pack chose the sci-fi scenes they did to attract attention, and I got the impression that the company is worried about other businesses stealing their ideas.This fear is symbolized by the invasders seeking to learn Tetra Pack’s secrets. The capture of the invaders indicates Tetra Packs determination to prevent others from using their ideas, It is also apparently meant to inform the public that Tetra Pack was the original inventor of the paper food container, and others are imitators of their ideas.
So how will this video work? It does grab attention at the beginning, as we see the three bandits rappelling down from the ceiling to a large room in the building. When the video switches to the briefing, it still holds are attention because of the futuristic type of briefing scene. The presenter seeks to relate the development of the Tetra Pack to other crucial developments that changed life, such as the cell phone and the safety razor. The presenter begins to talk about the Tetra Pack itself and the video transitions from an entertaining Hollywood Sci-Fi to a sales video. At this point it holds attention for a few seconds, as viewers seek to know who is behind this video. Then attention is liable to start to flag.
The second segment is imaginative and again holds viewer attention in that the testing subject is very histrionic and exaggerated in his approval or disapproval of the prodct designs being tested. Viewers making it to the third second, coast through the presentation of the company’s new shapes that imitate nature, much like a marathon runner coasting through the final segment of his run with his resources nearly used up. Viewers that reach the end see that the invaders have been captured.
I would judge this video in terms of the amount of information actually passed onto viewers. I believe most viewers will come away with the sense that the company invented a useful product and has developed it through product testing to come up with more imaginative container shapes that please the public. The name Tetra Pack is effectively presented to the vieewer. However, the video suffers, in my opinioni, in that the themes added in as attention grabbers, only serve to alert the public to the fact that other companies are imitating Tetra Pack. And if Tetra Pack is so worried about this imitation then maybe the imitation products are good and even cheaper.
One of the lessons I learned from this video is that when companies use fantasy material to attract attention to their message, they need to consider how the fantasy themes relate to the main message. Images of the fantasy segments will contribute as much to company branding as segments talking about the product. And in time, viewers will link the themes together in a way that makes subjective sense to them. Also, when the fantasy sections do not mesh well with the segments of the video presenting the company message then there is bound to be an audience letdown when the video begins to seriously present the products and the company.
Sales Videos; Tips On How To Make Yours Effective
Posted by SEO SERVICES in Video Production on October 5th, 2010
Adding proven sales video strategies to your corporate sales video can boost sales and boost the video’s conversion rate. Here are some tips you should follow before and during production of your company’s sales video.
Before beginning production, define the exact products and services your company is presenting to the public. Write down the need you are fulfilling or problem you are solving.Then determine the types of viewers who will be interested in your product. You should be as specific as possible including their age, marital status, male, female and income status, the kind of shows they like to view. Determine their psychological profile and determine what will likely motivate them to make a purchase.
The next pre production step is to determine the format of your sales video. There is more than one way to construct a sales video, and I will give an example of what I mean. Perhaps the most common sales video format is the problem, solution, price and call to action structure. In this format, the video, start off by presenting the problem to be solved or need to be fulfilled by the company product. This can be accomplished through an entertaining story format. This can be very brief. In fact, one very successful infomercial that sold wrap around blankets, presented the problem by implication. They started right out showing family members sitting around the home at night in their warm slip on blankets. The problem, by implication was the chill that creeps into homes on winter evenings, or at sporting events or other places where the product can be used.
Having presented the problem or need you should now show how your product solves that need. This is best done by presenting your product in action, on screen. The blanket commercial, for example, showed members of the household wearing the product and comfortably sitting in the living room at night reading or watching TV or knitting. Simultaneously, an off screen narrator described how the blanket effectively and conveniently protected family members from the cold. When they got up to go to the kitchen, the blanket went with them. Viewers got to see the benefits of the product in action. And could relate the benefit to their own personal need or problem, which the benefit is solving.
Next present the price while being sure to lessen viewer concerns about shelling out money for the product. This can be done by pointing out that the product costs much less than similar products on the market and also it comes with a money back guarantee. A third way to downplay cost is to itemize what you get for the money, i.e. your product costs a little more than some other products because?. However, it is much much better to simply show how your product costs a lot less than similar products on the market!
Another important conversion rate boosting ingredient of a sales video is customer testimonials about the effectiveness of the item, or nitche specific experts who praise the product.
A sales video should close with a specific call to action. Decide ahead of time what your call to action will be, and ask viewers straight out to take that action. Videos seeking to get viewers to give their contact info can be shorter than videos going for the immediate sale.
Here are some additional general tips you can incorporate into your sales video production:
1. Stay focused on selling, but don’t try and oversell.
2. Be personable and human. Viewers, in the end, will always want to do business with someone they perceive as being human.
3. Make your video helpful useful and sincere and not merely eye catching and gimmicky.
4. Hold viewers attention. While providing useful information be sure to do it in a way that holds attention. One extreme approach are videos that begin with “killer intros.” Killer intros are Hollywood style intros with unusual effects and background music that command attention.
5. Introductions can actually be merged with visual material showing the need the product is solving, to grab attention right away. In any case, they should be short. An on screen narrator can briefly introduce himself and the product he is selling. An off screen narrator can go right to the product introduction.
6.Length. The length of a sales video depends on the predefined goal. A video seeking to grab viewers contact info can be several minutes. A video seeking sales may need to be longer, 10 minutes or more. A key rule, however, is never to be repetitious and never to include extraneous information. And always to be direct and to the point.
How A Corporate Video Can Effectively Present A Company To The Public
Posted by SEO SERVICES in Video Production on October 2nd, 2010
One sure way that a corporate video can sell its company to the market is to paint a completely inviting picture of the company and what it does, in a manner that is interesting and entertaining. The video should invites the viewer to take the corporate vision with him, and make it part of his life. {/spin]In other words, the vision has to be something the viewer feels comfortable living with.
Requisites for accomplishing this task include presentation of a vision which is all inclusive, realistic and believable. The visual content, the background music and the images should describe a world that the viewer could live in and present it so as not to leave any gaps in the picture.
The characters on screen, company employees or others involved in the common task, must passionately believe in what they are doing, and that commitment needs to come across to people viewing the video The self confidence and personal belief of the participants can then act like a magnet drawing the viewer’s attention, if the product on screen is something he feels he needs.
The characters in this type of corporate video are focused on the undertaking of the corporate goal, as opposed to sales videos where the online characters are clearly playing up to the viewer in an effort to win his business, In a corporate video, such as I am describing, the characters are like figures in a pastoral painting; they are immersed in the scene before our eyes and they sell the product through their own natural unassuming charm and the beauty of the product.
The organic India corporate video, found at http://www.youtube.com/watch?v=NHeWHcVlrBg is an example of this type of approach to corporate video production . The characters, mostly employees who work for Organic India, they all believe wholeheartedly in the their company mission to foster a large network of Indian farmers who are growing herbs and teas using certified organic techniques. We meet them on screen as they talk about the company, its work and the foods they ship. They are interesting, above and beyond the message they are presenting, because many of them are westerners who have apparently given up their entire way of life to become immersed in India culture and spiritual life and they are dedicated to their dream and mission of creating a large cooperative of Indian farmers willing to grown their crops organically. Organic India, teaches the farmers how to use organic techniques and then ships the products around the world and sells them. The approach is interesting, because it does away with potentially harmful pesticides, and appears to work, as company sales appear to have grown. The corporate video is pleasant to view, and likely to have created many friends of the corporation and perhaps even future investors.
The interesting concept which this corporate typifies is that there are two poles within corporate and sales video production. This video stands at one pole where characters are passionately immersed in the goal of their company, which they present to the public. The other pole represents sales videos, which, for example are specifically designed, to get viewer response and viewer sale..
Use Interactive Website To Seek The Marketing Advantage
Posted by SEO SERVICES in Video Production on September 29th, 2010
One of the largest trends currently circulating in the online environment is found with website videos. The idea of what is often called the viral video tells the story of a video which springs up immediately and is circulated and considered so quickly that it receives the status of being viral.
It could be found on many business websites, online patrons stick them on their various social pages, e-mails are sent with the embedded code and popular video watching websites feature them on their home page. These website videos successes offer a unique opportunity for the people posting them. While several are posted by random online patrons, some have been created by businesses looking to tap into the marketing potential surrounding website videos.
Needless to say, the term website videos in regards to viral videos, is very narrow as this topic includes many opportunities. Whilst the introduction of these videos could do a great deal to increase client attraction, it’s essential to discover a means to capture customer interest once your target audience visits your website.
This is best achieved when you begin to seek the opportunities which surround operating an interactive website. These websites create a unique opportunity for businesses to tap into the newest form of direct online marketing so as to capture customer attention and boost online sales. With this interactive website there are many roads which can be pursued so as to fully capture the possibilities which are available to aid your business.
The online avatar representative is the first opportunity. An online avatar serves as a greeter to your site, helping to show human interaction as your avatar goes through a short presentation, highlighting your business and the many features your website provides. The online environment is usually viewed as a cold mechanical entity and with your avatar you could generate the sense of human interaction which several long for.
In addition to the avatar possibility, you can even feature informational videos with your interactive site. When an individual is provided the opportunity to read two pages on a product or view a brief informational video, nine times out of ten the video is selected. This provides a unique opportunity for your business, because not only could you offer the information the client is looking for, you even have the opportunity to provide a sales spin that could increase the odds of making a sale.
Website videos offer a lot to an online business, particularly when you invest in the opportunities that surround interactive websites. Investing in this marketing opportunity now will permit you to tap into a resource which is lately developing and become a leader in your business environment.Investing in this marketing opportunity now would allow you to tap into a resource that is lately developing and become a leader in your business environment.
Implement Video Marketing To Aid Your Success
Posted by SEO SERVICES in Video Production on September 29th, 2010
It is common to find the lack of video production utilised in online videos when you look at the present popularity surrounding it. The truth is many of the videos circulating the internet are for entirely entertaining factors, taken with personal cameras and videos. This is not a problem in the online environment till you discover businesses utilising the same low video production quality found in their online videos.
As the online environment is highly competitive market you would find several businesses which are providing the same products and services that you?re providing. Businesses turn to online videos to try to deliver a message to clients that they are the best business for their purchases.
This movement to the online video message is known as video marketing and offers great potential in discovering an efficient method to deliver your message and capture customer attention. Although, when done improperly these same videos could serve to damage your business and drive away consumers who may have purchased your goods or services. Poor video production says lots about a company as it displays to clients the lack of effort or finances you were willing to spend so as to deliver your important message. When a company displays online videos with high video production quality, it shows the value this company has in its business and the lengths it’s willing to go to attract the customer base. So, when a business invests in the high quality of video production, what are the opportunities which are open to them?
Most professional video production agencies will support three main versions of video marketing and they include the informational video, the advertising video and the interactive video. The information video is designed to educate individuals on a company or a specific company product in order to expand brand recognition and encourage sales. With advertising videos, a company will turn towards the video production opportunities of viral marketing and look towards capturing customer’s interest while educating them on their company. Finally, the interactive video of video marketing would allow a company to use advanced features like online avatars and website highlighting to grab your visitor?s attention and increase your sales opportunity.
Video production done professionally provides many opportunities where a business could send the right message to clients while increasing brand recognition and sales. With video marketing you are taking advantage of one of the most advanced forms of online advertising that would allow you to stay competitive in the high competition market of the Internet. However, while good video marketing would help your business, low quality marketing can do just as much to damage your business. Of course, while good video marketing will help your business, low quality marketing could do just as much to damage your business.
Some Tips For Getting The Most Out Of Your Corporate Video
Posted by SEO SERVICES in Video Production on September 28th, 2010
Corporate video is a broad term which subsumes any type of video that helps serve a corporate need. The Nike Corporate Presentation Video is an example of a corporate video that was made to present shareholders and investors the conceptual plans for construction of the new Nikke corporate headquarters plant in the Midwest.
The video is creative in that it precedes documentation of the plans for the new headquarters with a 1 minute segment dedicated to presenting the spirit of what Nikke is. This is a pleasant interlude, and artfully done as well.
The videographers who produced the intro segment present a parallel between athletes preparing for a contes, then beginning the contest and then finishing it, to the Nikke Corporation which is preparing to create a new corporate headquarters. At the beginning of this segment we see athletes who are concentrating and preparing themselves mentally to begin a contest. These clips are accompanied by other images illustrating the theme of beginning something, including a flower unfolding and a baby preparing to emerge from the womb. Subsequent to that we see scenes of athletes starting a contest. Finally towards the end of the segment we see images of athletes who have finished their contest, collapsing at the finishing line, in some cases, or simply being helped along by friends after crossing the finishing line.
The message is clear and well presented. Nikke is preparing for a major endeavor, and has to employ the same strengths that successful athletes, users of Nikke shoes, employ during their athletic contests. At the end of the project, Nikke like athletes who use their shoes, will have used all their resources, and will be dependent on loans musch like athletes who are held aloft by friends after crossing the finishing line.
The video precedes and concludes the one minute intro with important messages, which Nikke wishes to impart to their shareholders. The message at the beginning is “A legacy of innovation.” The message at the end is ” Nike design refining endurance plus sustainability.”
The effect Nikke wishes to impart is enhanced by background music created by the corporation. The tune is short catchy and repetitive, without being domineering, qualities which together make very effective background music. The one line verse is ” I got a sole but I’m not a soldier.” The vocal line uses a pun between soul and sole to convince viewers that Nikke has a “soul.” This is a powerful branding concept. But Nikke are not soldiers. Images in the film show men and women involved in powerful contests of strength, but for whatever reason, we don’t see scenes of military combat, rather the healthy wholesome peacetime combat that takes place in athletic contests.
Videos with background music that have a beat have been proven to be effective in holding audience attention, and presumably that is true of this video. At the end of the intro interlude, the video transitions to the presentation segment which displays floor plans and concepts about the new corporate headquarters.
What useful concepts can we take away from this video?One concept is that well chosen and well placed short theme messages can be effective when used in a video. The second concept is that presentation of corporate images can be enhanced by the inclusion of similar types of images taken from life in general, i.e. images of speedy athletes who use Nikke shoes, are juxtaposed with speedy animals. A third concept is the power of unity of concept and presentation. This video doesn’t merely present images of athletes who use Nikke shoes, it presents these images in a way that speaks about the effort of Nikke to prepare to undertake a major corporate endeavor. The fourth concept is that a company song or jangle can be very effective when the words are well chosen and appropriate to the message of the video. In this video, “I’ve got a sole but I’m not a soldier,” is pleasant to listen to. Of course, it might not be appealing to veterans, and this could be a negative factor affecting the popularity of this video. Finally, while corporate videos are neatly divided into different categories, depending on their function, as this video has shown, sometimes you can creatively combine two corporate video categories into one. This video has an intro, which functions much like a general Corporate branding video, followed by a presentation video, all combined into one package.
Features Of A Successful Infomercial
Posted by SEO SERVICES in Video Production on September 20th, 2010
As the term implies an infomercial is a type of corporate video that is somewhere in between an informative news documentary and a commercial. Typically, infomercials attract attention by using a news interview format. The video may include a “newscaster,” a backup person he is playing against and an on the scene interview to make the commercial seem even more news documentary like.
Most infomercials run at least 5 minutes or more and usually at some point will post a toll free call in number where people can purchase the product being featured. A significant difference between infomercials and commercials is that infomercials go for the direct sale whereas commercials are trying to push up sales at retail outlets that carry the featured product. A significant difference between infomercials and news casting is that infomercials won’t be presenting any negative information about the product, whereas news documentaries are usually likely to present both positives and negatives of any product that they are describing in the news cast.
At 1 1/2 minutes, The Hawaii Chair Infomercial is shorter than the standard length of an infomercial, yet it exhibits most of the selling techniques is therefore a good example of the genre. The Hawaii Chair Infomercial is selling the Hawaii chair. What features does this short infomercial like video have that are worth remembering.
First off, this infomercial provides atmosphere. The “newscaster” is dressed in an attractive short sleeve Hawaiian style shirt. As the video opens gentle strums of Hawaiian music play in the background. As he speaks, narrator is flanked by two attractive young women who are using Hawaiian chairs. The electrically drive chairs constantly move in a circular fashion so that a person sitting on one looks a bit like he or she is dancing the Hula.
Behind the two women is a studio created backdrop gives the impression that the interview is taking place in a studio overlooking the Pacific Ocean in Hawaii. .
Next the video enlarges its imitation of a regular newscast, by shifting to its correspondent in the field, Aaron Lee. Aaron introducing herself as a correspondent for “Perfect USA.”Aaron is seated in a Hawaiian Chair, across the table from a well dressed executive. Before they have a chanace to talk, the scene shifts to an office where several employees, whoa re sitting in HAwaiian chairs, describe the experience in glowing terms, for the viewers. They all love it. Then we see some more shots of employees while Aaron talks, and subsequently we see a 4 square collage of people sitting in Hawaii Chairs and then
one final shot of an elderly person sitting in a chair.
As the infomercial drawas towards the close, Hawaiian music plays in the background, and the lyrics tell us that “If you can sit, you can get fit?the Hawaiian chair! Finally the video shifts back to the initial correspondent who thanks Aaron Lee for her report.
The essential strategy of the infomercial is to seem as realistic as possible, while at the same time presenting positive information about the featured product.Added to that is an on screen air of excitement, which attracts viewers, as well. This video did just that by presenting an openining scene with a newscaster in a broadcasting studio flanked by two models. When the video shifts to the on scene correspondent, the shot is enhanced by having her sitting across from a dignified well clad executive. Even though he doesn’t speak in the corporate video, his presence creates the sense of the video’s importance.