Using the Internet in the 21st Century
There is no doubt that the next wave of media in terms of marketing will be the internet. If you look at the modern communication trends, the Smartphone has taken hold of a vast majority of the population and despite what many of us may think, it is a good instrument for communication.
We have all seen the endless jokes about couples lying side by side in bed texting each other. But if you can create a marketing message which is accessible via a smartphone and is catchy so people want to share it, you have arrived in advertising nirvana. So what makes these clips work. Firstly, no matter what you put up it has to look professional. If it looks like an AmDram production, it will be dismissed very quickly. It has to have images and sound which will make the potential viewer look and listen. It mustn’t be long, the international total length of individual productions (Before people switch off) is 03:40. This is the average length that people watch statistically. However, an interested party may very well watch up to 07:30 before switchingoff, it depends on the clip that has been created and whether it hold the viewers attention.
And finally, it needs to have sufficient and recognisable branding, accompanied by a call to action. As they say in Sales School, don’t forget to ask for the order. If you are inviting people to attend an auction, let them know when and where. If you are selling a product, let them know how to buy. This example of a short form production advertising an exhibition.
From an Arts event perspective, I offer a quick turnaround service, as usually these events are time bound. There is no point in advertising the event after the gallery door is closed. The turnaround from opening to on internet is usually in the region of 24 hours. In our case, we are making a lot of different internet based media. For events, we highlight the event and give dates and times. For real estate auctions we show the property and invite people to the auction.
Don’t be left sitting in the sun with your pina colada getting hot imagining that your business is going to suceed because you have arrived. You need to keep an ongoing interest in your business, or people will look elsewhere.