Online video advertising (and why you must do it)
Video advertising creates an opportunity for companies to build an emotional connection between consumers and brands. My favorite example of this concept in action is BMW films. Sure, BMW could have made a video walkthrough of their cars. They could have had mechanics open the hood and tell you about their fantastic engines. They could have had beautiful models sit inside and tell you about the body hugging seats that are upholstered in the finest leather available. What did they do instead? They made me want to own a BMW because secret agent-like drivers use BMWs to escape danger situations and deliver precious cargo. Watching a Clive Owen smirk in the face of danger while behind the wheel of his trusty BMW made me love the idea of owning one…. and I do.
Sure, not everyone can hire John Woo or Guy Ritchie to direct mini films to inspire love for their brand, but it is a lesson for all to follow. If you can make customers fall in love with you brand… if your brand makes people feel fulfilled, cool, or happy, the dollars follow.
