Video trailers for business

Promotion through video trailers

Film studios do it. TV channels do it. YouTube ads do it. Even authors do it. Trailers. Generating advance public awareness of a forthcoming product, service or event. Setting the marketing machine in motion, warming up the buyer, getting people interested, loosening the purse strings. It sounds like it might be a decent idea for a business to try. With the growth of social media, and the ease of communicating quickly to the masses – and at negligible cost – is there a place for the trailer to be adopted as a valuable marketing tool for non-media companies? At London Corporate Media we shoot a lot of conferences and events, and the aim for many of them is the same – to get a promo video which is both a retrospective and an opportunity to generate advance publicity for the next time around. The key – as with any video marketing – is to get the promo in front of as many eyes as possible. With the event promo it is about 2 shots at that – getting the video online as soon after the event as possible so that is not ‘old news’, and showing those who weren’t there what they missed. The big win is then saving the video and releasing it (or re-showcasing it) in the lead up to the next instance of the event – e.g. 9 months later in the case of an annual event. This year we are taking last year’s video of a trade expo and amending the closing portion as a call to action to get footfall this year. We also shot an invitation from the organizer to potential attendees and standholders. These feed into the online and social media marketing effort. In 2011 we shot a ‘behind the scenes’ video promo for a rugby club calendar. The first thing released was a 20-second teaser trailer to grab people’s attention. Then the full version came later, when the calendar had been printed and gone on sale. Not only that, we alluded to the forthcoming UK Olympics to pique viewer interest at the start of the video. Video trailers for business are short, engaging, and much more likely to stick in the mind than a posted invitation or email newsletter. They can be very inexpensive to produce, and you can afford to cut loose a little with the approach. Then they can be pushed through many online and social channels. A word of warning though – be mindful to remove the content when it is no longer applicable. Viewers clicking away from irrelevant content can damage both your SEO and your reputation. How could you use trailers in your business?