Why a Business Video Trailer?
Why a movie trailer? Studios have known for years that building excitiement about an upcoming film is key, even if the film is a year out until release. They also know they can control how you percieve that upco,ing film through use of speed, pause, sound, music, black space, titling, voiceover ( in a world…) and mostly emotion and connection,
Sure, other industries jumped into the trailer business like books, television and games. Some did a better job that others. The ones that succeeded created the key connection, engagment and connection that the film industry learned through years of trial and error ( including subliminal popcorn and coke ads) .
There is a recipe that works and one that does not. This is why so few businesses use video trailers. They cannot get the recipe right. Where they commonly fail is by missing very critical aspects of developing the business trialer. Here is a partial list of where a business trailer can go south.
Make it in house with an inexperienced team and a smart phone.
Find the cheapest videographer shooting industrial videos or weddings as their primary business.
Don’t develop a strong script or a sense of how you want to leave your audience feeling.
Hire an editor that doesn’t understand textures and quick cut editing to be able to pack a lot of storytelling in a short space,
Make your trailer long - fact is you have about 30 seconds to deliver your message.
Don’t use high quality foley and music to deliver a tactile one-two hit.
Ignore the third sense. Video is a good medium to deliver sound and images, but if you ignore that third primary sensory dominance of feeling (kinestetic) chances are it is just going to be another video not an experience.
Don’t have an idea up front of where you will use this video. Having a distribution plan to use this fantastic asset reduces it’s cost across platforms.
Don’t use it at the beginning of your webinar - no reason to get the crown energised by your business.
The recipe that works is an exceptional product that incorporates:
Excellent writing and known outcome and emotion
Excellent video team
Great editor who understands quick cuts and texturing of content
Great sound and foley ( use of environmental sounds to create drama and texture) Foley sounds are used to enhance the auditory experience of a movie.
Packaging of the video for mutiple channels
Sweetening and tightening of contnet to deliver maximum effect.
A call to action
Ideally, a business trailer is followed by accessory pieces which drop to continue developing and shaping the brand in the eye of the consumer amd potential customer.
When is the best time to create a business trailer? The correct answer is when you are committed to elevating your brand. When you want to step above your competitor, develop higher margins, drive more business and do it more consistently. It is a mistake to think your rbanding is under control and that your clients know who you are and what you believe.
Help your clients fall in love with who you are, what you do and how it will make their lives better and how they can not just attract to the brand but create passionate alliance to the brand as something where they adopt your value of quality and share it.