Media Choices
Different media offer different capabilities and audiences. A mystery novel might be more enjoyable as a paperback book than it would onscreen on a sunny beach. Online, you can present video, but not the accurate color or fine detail of an archival print, or even a book. So that leaves you with choices, and an important question: Should you use a capability just because you can?
These animated fireworks, for example, might helpfully inform you that we can do animation, but they might just as easily annoy you as an unnecessary distraction. It depends.
Sometimes the choice is easy. With regard to the video below, a small manufacturer of masonry building products created a new kind of coating for professional masons and painters. They have all heard “new, “easy to use, “high-quality, “cost effective” and “more profitable” many times before, so we need to show them how the product does all that.
The problem is that it is impractical to demonstrate in person and too costly to film in live-action detail. We solved those problems with an efficient point-of-purchase animation loop.
The video below succeeds because it quickly shows painters how this new masonry product can generate profitable new business for them, then drives that message home with a deal-closing value statement. It also shows masons how to retain customers who want stucco but only have a paint budget.
The biggest benefit may be that it all happens in a minute, while the clerk is completing a transaction at the check-out counter....
What do you want to accomplish and how can we best do it?
