Billion dollar company creates $100 video.
20/10/11 15:13
Today, "branding" is everything. Companies spends millions creating and sticking to their brand and everything that goes with it- the correct color palette and fonts, the ideal age, gender, race, class of actors and models, the appropriate channel for distribution whether it be magazine, cable TV, radio, the web, or a mix of the above.
So why would a billion dollar company create a video for what looks like $100? Wouldn't that violate their brand image?
When Netflix changed their tiered pricing, it irritated more than a few customers. Instead of throwing money after the problem, Netflix created a pretty low end, almost homemade web video.
If they would have created a big budget public relations video, it might have added salt to the wound. Instead Netflix opted to use what looks like a consumer HD camera. The audio is decent, so they might have splurged for a professional sound person. And of course, it had to be edited, and pass through a few corporate channels. The effect is an almost personal, apologetic, and most importantly a semi-believable message.
Now, by the comments on Netflix's blog (which they do not seem to censor) and on YouTube, the video itself did not have the desired effect. Personally, I don't think the message seems sincere. As informal as it is intended to appear, it still seems rehearsed.
For local small businesses in Central PA, you can learn from this. If your target market is "regular people" (as is the case with Netflix), then an informal video might work well. If you are sincere and likable it will carry through the video. If you aren't, well then, maybe this format isn't the best option.
If you are targeting a more upscale clientele, a video like this might not work so well.
Some DIY tips: If you are doing you own video production (customer testimonials are a popular DIY way to add content to your website) at least use a lapel microphone and not the on-camera mic. Hire a video editor to clean up the video and compress it for the web. Viewers will forgive video that looks like you did it with your Handycam, but they will not forgive bad audio, or bad editing.
So why would a billion dollar company create a video for what looks like $100? Wouldn't that violate their brand image?
When Netflix changed their tiered pricing, it irritated more than a few customers. Instead of throwing money after the problem, Netflix created a pretty low end, almost homemade web video.
If they would have created a big budget public relations video, it might have added salt to the wound. Instead Netflix opted to use what looks like a consumer HD camera. The audio is decent, so they might have splurged for a professional sound person. And of course, it had to be edited, and pass through a few corporate channels. The effect is an almost personal, apologetic, and most importantly a semi-believable message.
Now, by the comments on Netflix's blog (which they do not seem to censor) and on YouTube, the video itself did not have the desired effect. Personally, I don't think the message seems sincere. As informal as it is intended to appear, it still seems rehearsed.
For local small businesses in Central PA, you can learn from this. If your target market is "regular people" (as is the case with Netflix), then an informal video might work well. If you are sincere and likable it will carry through the video. If you aren't, well then, maybe this format isn't the best option.
If you are targeting a more upscale clientele, a video like this might not work so well.
Some DIY tips: If you are doing you own video production (customer testimonials are a popular DIY way to add content to your website) at least use a lapel microphone and not the on-camera mic. Hire a video editor to clean up the video and compress it for the web. Viewers will forgive video that looks like you did it with your Handycam, but they will not forgive bad audio, or bad editing.
