What Your Marketing Video Needs to Succeed
Think about some of your favorite TV commercials. Do you have a one in mind? Now, think about a common connection between most, if not all of them. Chances are, that connection has a lot to do with making you feel something, and that’s not a coincidence. That’s the power of emotional marketing.
Did you know that the average person sees 5,000 advertisements a day, in some form or another? Whether it’s a commercial, a YouTube ad, a billboard, or just about anything in between, we are being fed ad after ad, most of the time without even realizing it every single day. Why do you think they really invented things like TiVo? So we could skip through commercials, of course. The fact that we are inundated with so many ads each day has made us sort of ‘immune’ to them, most of the time.
That is, until someone does something different.
The Passion of Great Marketing
Remember those commercials you thought of? Keep those in mind, and take a look at a couple we’ve selected. Maybe they made your list, maybe they didn’t. But if you’ve seen them at least once before, there’s a good chance you remember them.
The ‘Best Buds’ commercial from Budweiser became one of the most popular commercials of all time, as well as a viral sensation, mixing a few key components that people couldn’t get enough of: First, it had a storyline. In one single minute, this commercial managed to tell a story that felt like it could have been a movie. Second, it tells a story of true love and friendship – even between an unlikely pair like a puppy and a horse. Throw in the perfect song, and the right timing, and this commercial is a marketing dream.
But, it also stays completely on brand for Budweiser’s marketing plan. Granted, the beer giant has released plenty of commercials and ads over the years strictly made to sell their drinks. But people typically recognize their marketing efforts as something that connects with them; emotional stories, beautiful animals, a love of country, etc. That, in turn, makes people proud to buy their product.
Have the tears started flowing yet? Well, we might get you with this one. If you watched the 2012 Olympics in London, you probably remember this great ‘Thank You, Mama’ commercial from P&G. The really important thing to remember about this commercial is that P&G hosts a bunch of different brands and products, but they are mostly household items for cleaning, etc. So, they’re not just selling one thing here, they are selling a handful of well known brands. And they don’t mention a single one of them until the very end of the commercial.
Instead, the company chooses to focus on the family, and the relationships between mothers and children. From the marketing standpoint, it’s likely that the company is suggesting mothers are the ones using these products on a daily basis, which is probably true. But it’s not trying to sell any more products to those mothers. Instead, it’s thanking them for what they do, and how they use those products to give their children everything they need.
Any marketing that uses a familial theme will always likely connect with people on a deeper level. Everyone has some kind of family, so by creating marketing that can related to as many people as possible, a brand can seem more approachable, and trustworthy.
These are the kind of advertisements we don’t try to remove ourselves from, and the kind of marketing we feel comfortable supporting, as a society. Emotional marketing works for a reason, and it’s fair to say it will never stop being effective.