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SiteProNews Blogs

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• Jerry Bader
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How To Get A Web Video Campaign and Have Someone Else Pay For It

By Jerry Bader in Featured

Need a Web Video campaign but can’t afford to pay for it? We get approached all the time by small businesses that would love to have a Web Video campaign but their budget is just not enough. Well if that’s a problem, Lady Gaga has the answer.

In a recent article “Product Placement Grows in Music Videos” by Joseph Plambeck in The New York Times (http://www.nytimes.com/2010/07/06/business/media/06adco.html?_r=2&ref=business), Plambeck describes how record labels use product placement to defray costs and create new revenue streams. Check out the Lady Gaga video at http://www.youtube.com/watch?v=EVBsypHzF3U and see how many product placements you can spot.

Additionally, one of the first things you’ll notice is that it resembles a movie which takes the production beyond a mere performance video and places it in the category of branded entertainment (see “Web Advertising’s Future Format: Branded Entertainment” http://www.sitepronews.com/2010/06/27/web-advertisings-future-format-branded-entertainment/). Even in times of tight budgets, there are always ways to get what you need. It just takes thinking out side the box.

Jerry Bader is Senior Partner at MRPwebmedia, a website design and marketing firm that specializes in Web-video Marketing Campaigns and Video Websites. Visit http://www.mrpwebmedia.com/ads, http://www.136words.com, and http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

Statistical Justification for Web Video Is Everywhere

By Jerry Bader in Featured

As a follow-up to the article “Web Advertising’s Future Format: Branded Entertainment” I thought readers might be interested in some statistical justification that arrived in my in-box from two different sources. Check out the Online Media Daily article by Joe Mandese “Internet Emerges As Fastest Growing Segment Of Paid Product Placement” at http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131054&nid=115967and the Wayne Friedman’s article in MediaDailyNews, “Online Ads Surpass TV Ads In Recall, Likability” at http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=126671&nid=113593.

Jerry Bader is Senior Partner at MRPwebmedia, a website design and marketing firm that specializes in Web-video Marketing Campaigns and Video Websites. Visit http://www.mrpwebmedia.com/ads, http://www.136words.com, and http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

10 Tips to Grow Your Business Using Online Video

By Diana D'Itri in Featured

Lacking any information to the contrary, many businesses still think that all they need to do to get new clients is to put their name and face in the Yellow Pages or online social directories, get some professional looking business cards, a website and Voila! It’s the old adage “build it and they will come”.

Trouble is, that’s what their competitors are doing also and in this day and age, it’s just not enough.

Video Microsites – The Brand Story Campaign Solution

By Jerry Bader in Featured

Everyone wants to do more business. Everyone occasionally runs a promotion, a new marketing initiative, a product launch, or a new seasonal lineup. Everyone has a website stuffed with all kinds of content ranging from the important to the useless. But only the truly smart business minds understand that campaigns require their own space and identity if they are to succeed. And when it comes to using the Web as your vehicle for such a campaign, the obvious solution is a Video Campaign Microsite.

Web Entrepreneurs Can Learn From Big Business Mistakes

By Jerry Bader in Featured

The Wall Street Journal reported today that Chili’s restaurant chain brought back their “I Want My Baby Back Ribs” jingle with a new media campaign. In Canada, the makers of the Coffee Crisp candy bar recently started to rerun an almost twenty year old commercial featuring two very amusing card playing senior citizens with the memorable tag, “How do you like your coffee? I like my Coffee Crisp!”

Unlike the movie and music industries that keep recycling the same tired ideas and overpriced performers because (1) they fear their own self-perpetuating financially crippling business model and (2) because they are at heart, creatively bankrupt, some in the commercial marketing industry have realized what branding is about: a consistent message that resonates in the mind of the consumer. If you have a memorable campaign that penetrates the mind of the consumer, you need to push it for all it’s worth, rather than switching messages like you switch your underwear.

McDonald’s runs so many different campaigns aimed at so many different demographics that it no longer has a brand image. Maybe some overpaid marketing guru will remember “two all beef patties, special sauce, lettuce, cheese, etc.”

Small and medium sized businesses can learn an important lesson from this kind of marketing faux pax: once you hit on a brand message the works, one that people not only remember, but take to heart – do not mess with it.

Jerry Bader
MRPwebmedia
(905) 764-1246

Visit Our Sites

http://www.mrpwebmedia.com/ads

http://www.136words.com

http://www.sonicpersonality.com

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About MRPwebmedia

People ask, “What do you do?” You could say we inform, enlighten, innovate, and create; you could also say we deliver our clients’ marketing messages in memorable ways using video, audio, webmedia campaigns and websites; all created in-house from concept to implementation, from graphic and motion design to Web-design, from script writing to video-production to post-production, from music composition to signature sound design.

What do we do? We motivate action by speaking to your audience’s real needs. We tell your story so your brand, your message, embeds in the minds of your clients. We are corporate storytellers; we turn advertising into content, and content into an experience.

How to Make a Transparent “Walk-on” Video, Part 2

By Richard Day in Featured

Website marketing is extremely competitive. If you use videos on your website, you will do much better against the competition. The slickest type of video to use now is the transparent video.

People like to watch short, to-the-point videos. Statistics prove that using video on your site helps greatly.

A transparent video lives in a dynamic html layer. As you can see, you can scroll up and down and the transparent video stays in its position.

Making transparent videos is becoming easier to do. The tools you will use to accomplish this task are becoming more user-friendly.

As a quick overview of how you make this type of video: First, you need to record the video against a green background. Next, you need to key out the background which makes it transparent, or invisible. The process of keying out the background is covered in another one of my videos. The Keylight Keyer(1,2) is simple to use and very effective.

The settings to use when your render your video are very important. Your intent should be to make the file size of the video very small so that it will load quickly.

Most beginners don’t know the secret about how to make the correct settings. They render their video at a high resolution with stereo sound.

Consequently their video is bloated and it won’t load quickly. More importantly, when it does load, it is likely to stop and go. It will need to buffer repeatedly to transfer all those bytes.

Consider the settings you will make in video editing software. It uses the a special codec. What is a codec? This is a compression / decompression type of software product.

In non-technical language, it removes the unessential information from the video file. In a sense, it compresses the video by taking out information that doesn’t show in the video — it isn’t unusual to see a reduction ratio in the range of 100 to 1.

As an example, a walk-on video was saved as an uncompressed AVI file. It was 251,081 kilobytes in size. After this was run through the On2 codec, it was compressed down to 1,567 kilobytes. That reduction was in the range of 160 to 1…quite incredible.

Here is a review of what it takes to make a transparent walk-on video:

We encode the alpha channel that includes the actor but doesn’t include the background. Remember, we don’t want the background.

The frame rate can be reduced to one-half the source’s frames per second without much reduction in quality. By the way, a screen capture video can be shown at 8 or 10 frames per second without noticeable change in quality. The source’s fps was 29.97, which is typical. If we divide that in half, we get 14.987, not 15. If you use 15, you will lose lip synch if the video is long enough.

Don’t concern yourself with the default settings in your software…choose the maximum data rate of about 220 KBS. Consider the audio settings next. We don’t need stereo and we don’t need any more than 32 kilobits per second. If you add the video’s kbps to the audio’s kbps, we get only 252 kbps.

The vast majority of internet users, about 85%, can show a video properly without starting and stopping if you make your video small.

Making these type videos is fun and rewarding. Everybody should be able to make a walk-on video with a little study and work.

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Transparent videos are being implemented more frequently. What are the secrets to making a transparent video? Learn about how to make transparent videos and more at http://www.TrafficBumper.com

How-To Videos Convert Viewers Into Buyers

By Jerry Bader in Featured

One of the fastest growing areas of website marketing is the ‘how-to’ video business sector. With the epidemic of layoffs, plant closings, and cost cutting, the growth of how-to-material covering everything from how to start a business, to how to improve a business, to how to survive bankruptcy, is assured. No matter what the subject matter, how-to-do-it-better is in demand, and it’s big business.

The desire to be the best you can be is one of our innate needs, but the shear volume of demand seems to be the result of rapid and fundamental changes in technology, the economy, and society. This has led to a massive inferiority complex resulting from an, improve or perish, mentality delivered by a constant barrage of information, metrics, and analysis.

The Web is an ideal environment for using a video how-to-sales-strategy to increase site conversions but as always, the devil is in the details; you need to understand the underlying desire in order to make the strategy work. Whether your approach to sales is to sell-by-teaching or, what you sell is teaching, the fact is, the way you do it is what will make or break you.

Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit http://www.mrpwebmedia.com/ads, http://www.136words.com, and http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

About MRPwebmedia

People ask, “What do you do?” You could say we inform, enlighten, innovate, and create; you could also say we deliver our clients’ marketing messages in memorable ways using video, audio, webmedia campaigns and websites; all created in-house from concept to implementation, from graphic and motion design to Web-design, from script writing to video-production to post-production, from music composition to signature sound design.

What do we do? We motivate action by speaking to your audience’s real needs. We tell your story so your brand, your message, embeds in the minds of your clients. We are corporate storytellers.

MRPwebmedia Introduces The ConceptCreator

By Jerry Bader in Featured

MRPwebmedia is pleased to announce the introduction of ConceptCreator©, a preproduction development process that acts as the initial step in creating an engaging, informative, entertaining, and above all memorable Web Video Campaign or Video Microsite; it is the Campaign Concept that states a company’s differentiating marketing message within the context of its brand story. Using the ConceptCreator© process, MRPwebmedia helps companies define their emotional and psychological value proposition, the key element in building a Web-based marketing communication strategy that creates, enhances, and promotes brand personality, the key factor in converting a website audience from passive viewers into enthusiastic clients.

Toronto, Canada, September 22, 2009 — Toronto, ON. ConceptCreator© is a new preproduction development process that acts as the initial step in creating an engaging, informative, entertaining, and above all memorable Web Video Campaign or Video Microsite; it is the Campaign Concept that states a company’s differentiating marketing message within the context of its brand story.
ConceptCreator© is an exclusive MRPwebmedia creative service used to discover the emotional and psychological value that a company or its products promise; it forms the basis of all a company’s marketing communication efforts and is the key to establishing a brand personality, market position, and corporate image. It states a company’s promise and creates appropriate expectations. It is the missing ingredient on most company websites, and in their marketing communication efforts. It is the key to future marketing success. All a company needs is a willingness to think out-side-the-box.
ConceptCreator© is an inexpensive stand-alone service that puts marketing communication efforts on the right track. There is no further obligation beyond the initial ConceptCreator© stage, but if a company decides to go forward with the suggested Video Campaign or Video Microsite the cost of the service is deducted from the cost of the full project.
ConceptCreator© allows business owners and entrepreneurs to get ad agency quality concept development-work for a fraction of the cost, and it allows businesses to get their feet wet without any additional financial commitment.
Contactl Jerry Bader at (905) 764-1246 or email info@mrpwebmedia,com for further details.
About MRPwebmedia

Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit http://www.mrpwebmedia.com/ads and http://www.136words.com 
Contact at info@mrpwebmedia.com or telephone (905) 764-1246

How to Develop a Natural Link Building Strategy

By SEO Sapien in Featured

In SEO, link building is the practice of accumulating relevant links in order to build up site authority, and rank for certain keyword phrases on search engines. However, link building is often associated with questionable practices like link buying and link spamming. Too many businesses focus on buying sitewide static links, and building a specific number of links. Once they achieve that goal, they tend to forget about their link building efforts. What they have failed to discover is that a successful link building strategy is one that is natural, builds your web presence, and strengthens your brand.

Ten Things I Love About Social Media

By Catharine P. Taylor in Featured

As summertime is a period of reflection, in between applications of sunscreen and dips in the pool, thought I’d spend the next two columns pondering the good and the bad of social media, starting with the good part. (You’re right. It is not a coincidence that I’ll be on vacation during the two weeks these run, but a girl’s gotta take a break every now and then, right?)

1. That when you muse online about whether you are experiencing a head cold or an allergy, a Facebook friend comes out of the woodwork and reminds you of a great remedy you had in the back closet, but had totally forgotten about in your Kleenex-filled haze.
2. That my friend Jim can pretty easily raise more than $11,000 for The Leukemia and Lymphoma Society. (If you want to donate, click here.)
3. That, as a blogger/journalist/columnist, now I can take some responsibility for my own distribution, and there are more and more tools with which to do it.
4. That life now is full of more serendipity than it used to be, as old friends from high school and college get in touch (and some of them even like my geeky diatribes about digital media).
5. That as a mom who works from home and can’t get into the city a lot, I’ve still been able to make literally dozens of contacts this year — all while wearing T-shirts and flip-flops (or, in colder months, sweatpants).
6. That David Pogue can not only bring to light the issue of all those time and money-wasting canned voicemail instructions from the cell phone companies, but orchestrate a movement that seems to be getting noticed by those very same companies.
7. That embedding a video on your blog is as easy as cutting and pasting. (I know that’s an oldie, but, really, when I stop to consider that a lot of my early career was spent mailing out huge NTSC cassettes to journalists, that we can do this is still absolutely astounding to me.)
8. That without all of these different social media inputs, I’d never have stumbled across my favorite comedy bit of the last five years.
9. That social media is killing focus groups, replacing them with real dialogue and insight that doesn’t consist of whatever a marketing department thinks it wants to know about a brand.
10. That, Pollyannish as it may sound, sometimes when I’m exploring all of these channels with you guys, it feels like anything is possible.

Feel free to contribute yours below, and look out for next week’s “Ten Things I Dislike About Social Media.”

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Catharine P. Taylor has been covering digital media and advertising for almost 15 years, and blogs daily for BNET Media. Contact her here.

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