not in kansas

Toto, I’ve got a feeling we’re not in Kansas anymore.

Wise words Dorothy.

Advertising and Marketing have changed and I was again reminded of that fact only a few days ago. So I was walking by the Colorado Convention Center on Stout in Denver after finishing filming a member spotlight video for BMA Colorado.  To my right is an Embassy suites and to my left is a parking garage with a rather large billboard (it covered almost 5 floors vertically and roughly 70-80 feet horizontally). Now the billboard wasn’t what surprised me, but rather what it was promoting. A video game, but not the latest flavor of Call of Duty or the new release of Fallout 4, no an iPhone game. However this particular game is FREE to download and play, but has in app purchases. The game is Boom Beach.

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Now on the surface this might not seem too unusual, but let me draw a 3 things to your attention.

First- Boom Beach is FREE. Granted the in app purchases and in game advertising are big money makers ($165,380 per day), but the actual game is free to play if you are patient enough to earn the needed resources to buy the upgraded weapons of war.

Second- This billboard is advertising a completely electronic product. So a completely electronic product is expanding its advertising arsenal to include a completely print based advertising route for gaining and retaining players. Granted this is nothing new, Microsoft has used billboards before and their main product, the Windows operating system, is entirely electronic and is now being delivered via automatic downloads to their customers. But Microsoft is an international brand that reported 93.6 billion in revenue in 2015 and 90.85% of computers use their product to work.

Third- The ad space surrounding the Boom Beach billboard advertised national brands like Chick-Fil-A. Also, the previous occupants of that exact billboard space were the American Thoracic Society (a non profit founded in 1905 that spent $720,000 on lobbying in 2015) and REI (a national sporting goods retailer founded 1938 with revenue of 2.2 Billion in 2014). So you have these two rather large ad spaces, previously held by a national retail chain earning billions of dollars per year and a non-profit that lobbies for and against bills on a national level, that is now occupied by a FREE iPhone game that you play while on break. Don’t wait for a punchline, because I don’t have one. Just wow.

 

Advertising and marketing are changing and have changed, not just in the number and type of channels but who is utilizing those channels. Do you have other examples? Post a comment below with your example or thoughts, I would love to hear from you!

Testimonial Study

You are about to participate in a study and don’t worry, this won’t hurt a bit. Really.

When thinking about testimonials I have often wondered what creates a powerful and effective testimonial. I have my theories about this, but I am going to keep those to myself until the results come in. Those of you who sign up for our twice monthly newsletter by entering your email in the below form will also be entered into a drawing for a $25 Starbucks gift card. 2 weeks after posting this article, I will post the results of the study and the winner of the $25 Starbucks gift card.

Now, there are a total of four testimonials (3 text and 1 video) below for four different B2B service companies that provide the same service at the same price. Read or watch the testimonial, then using the below form, give it a rating of 1-10 (10 being the best) on how likely your are to work with that company. At the end of the form you will also choose which company you would use over the the other three. Now, I have removed the company names and the service type from the testimonials to make sure that brand recognition, etc don’t affect your decision. Ready, set and go!

 Company A

“I probably spoke to about 5 different companies before deciding on Company A. It’s challenging finding skilled reliable people to do this service so I wanted to be confident that I found the right team. As expected, they delivered everything I was looking for and on time. We definitely plan on using them again in the future!”

– Happy Customer

Company B

 

 Company C

“Company C took on the task of pulling together a product for an upcoming event and did it with integrity. When (my) travel plans got messed up, they readily took over the whole process for me. My clients gave very positive feedback from their experience talking with them and I saw the same too as we talked through our plans. The resulting product was something we were all proud of. I’ll hire Company C again next time I need similar services, I didn’t have to worry about a thing through the whole process.”

– Happy Customer

 Company D

Company D did an amazing job bringing to life my vision for the product.  Company D and their team carefully listened to my ideas and gently suggested alternatives.  They was very responsive to alterations and patient during the creation process.  The synergy created a fantastic and powerful product that exceeded my original vision.  I highly recommend that you consider working with Company D on your next project.

-Happy Customer

Time to vote!

 

Thanks for participating and if you have any comments about what you think makes a great testimonial, feel free to leave a comment below!

How long is too long

How long is too long?

When I am talking with business owners, I am often asked how much I charge for producing a web video. In order to answer this I ask how long do they want the video to be and if they want dancing unicorns. You know, the usual stuff. Generally, they say 2­-3 minutes and no. Is 2-3 minutes too long for a web video? I tell them it generally is and here’s why.

These days people have an increasingly shorter attention span (thank you Twitter) and 2­-3 minutes isn’t effective in getting more views. I did some research and found, thanks to labnol.org, this chart based on a study done by Wistia.com.

How long is too long

The results? Shorter videos get more views, generally. People are more likely to keep watching your video if it is shorter. Basically you want a video that is short and to the point. Now a video can be short, but if you don’t state the purpose within the first few seconds, you will have a hard time keeping an audience. Now another very interesting result of the chart is this. If you make a video that is 3-5 minutes long you will have roughly the same percentage of viewers (provided the content is good) as a 2-3 minute video. Why you ask?

My unproven theory is a gut reaction I have when watching a video. 2-3 minutes can portray a good bit of info but 3-5 minutes can give more info, but it doesn’t seem to be much longer when watching. Can I prove my theory? No, not at this time.

So the takeaway from this is:

  • Shorter is better in most cases
  • Get to the point/front load your information
  • Content is king

Want the full scoop on the results? Here is the full article by Wistia.com