The
by Jerry Bader
In The Beginning There Was Marketing
Anyone in Business Who Has Any interest in using the Web to Further histological or gaming business is well aware of “search engine optimization.” Not a day goes by That my email in-box is not is loaded with information on how to get the best search engine results, and not a week goes by That a Client or Potential Client does not request Their Website That Be Not Just Search But search engine friendly fanatical.
For Some time we have been preaching the Importance of Delivering the marketing message and your message That should Not Be the corrupted or Distorted Techniques Aimed at attracting search engine robots well driving away real people who “Actually May Be Potential Customers . Now I Realize That in many circles this attitude is outright Heresy Considered, But Hopefully There are a few marketing types understand websites around That Have to Deliver More than miscellaneous random eyeballs; websites have it and Deliver Message That is memorable, understandable, usable, and if you’re really good at your job, Information That Can Be Incorporated Into your audiences’ a belief system.
With That in Mind We Were pleasantly surprised When Google’s the primary target of this SEO Obsessive compulsive frenzy of technical Slight-of-hand Announced That They Were instituting Google Video Ads and to add a little icing on the cake, They purchased YouTube adding Their’s already considerable investment in Google Video. Somebody at the Big “G” thinks video is a Viable Web-medium Even if the purveyors of search engine Fool’s Gold Would You Believe otherwise have.
The List of Companies, INCLUDING Forbes, Amazon, Wyeth, and Ford, Delivering Web-audio and Web-video grows daily and we are not just talking about Major Corporations. Small companies are using multimedia to get the edge on Their Larger competitors who “still have Their Heads Buried in the search engine optimization sand.
Acknowledging All The Issues
In Developing Our campaign is the promote the use of Web-audio and Web-video as an Effective Method of Delivering marketing messages over the Web, we Identified four key issues That Would Have to Be addressed:
(and ) We demonstrate that snake That website design WAS about Delivering the marketing message and not just search engine optimization.
(b) We demonstrate that snake That Even small and medium-sized companies Could afford professional Web-audio and Web video and That it was not cost prohibitive.
(c) We demonstrate a snake That’s professional Web-audio and Web-video required more then just the ability to use a video camera and That professional multimedia story-telling required a unique set of creative and technical skills Often abilities not found in-house in Bridge Businesses. (d) We demonstrate that snake That the development and production of multimedia, creative marketing and professional content webmedia snake it with the talent and experience, not size. These Were The Challenges That Informed Our all subsequent decisions.
The Concept
In Order To Make People Pay Attention to what we say we snake it and Concept Needed That Was Both Familiar and edgy. Sure We Were sticking a finger in the eye of all the search engine optimizers But You Can not Be Afraid to make a strong statement if you want people to sit-up and take notice, Especially if you are fighting a tidal wave of misconception.
The FACT That We Were Telling People That Delivering Your Marketing Message on the Web using multimedia WAS more important Than Search Engine Optimization WAS Enough To Make What We Were Doing controversial, But we ook and Vehicle Needed That Allowed us It should present the opposing point of view. What We Needed Was a recognizable style That Our demonstrated ability to Deliver a memorable, comprehensible, useable, belief-altering message in the medium We Were Promoting. Since we primarily use Macintosh computers for all OUR work and only use PCs to check for compatibility, we thought Would we pay homage to the brilliant Mac commercials running on television. The format worked for the U.S. Because it Allowed us to create two characters of Our Own That Would Present Opposing points of view over a series of videos That Would compris the campaign. We Knew That Some People Would React to Our unfavorably dry using a familiar format But we figured it Would demonstrate how, Even Small But Talented Production Companies CAN Deliver high quality multimedia Web-based marketing on Tight Budgets.
and Market Primed and Ready
Our our support in advocating the power of using the human voice and image to Deliver Marketing stories over the Web, WAS finally getting through Companies Who Were the fed-up with the cost and ineffectiveness of continually chasing the holy grail of search engine optimization. Marketing Company Presidents and Managers Were starting to listen, starting to Realize There Was Another Way. This WAS Campaign Aimed at Business Executives pushing These act on what it already They Knew: Good marketing is about Delivering the message, not keyword density.
preproduction, Production and Post Production
We wanted to make sure we snake and the Distinctive Sound composing Our own signature theme music and Creating Our own cast of characters with a Distinctive Message Promoting the concept of multimedia. In fact Planned These web commercials really do not sell anything, all the well They make people aware of Search Engine Optimization That Is Not The Only Thing They Should Be Thinking About When They Are Developing a website or webmedia campaign. In short, the medium WAS the message.
The use of Web-audio and Web Video Is The Best Way to Implement this kind of marketing presentation. We sat down and started to write and before we know it we Eighteen snake scripts featuring A Different Each issue in the search engine optimization versus multimedia controversy. The Next Step Finding The Right WAS Actors to play the part. Whereas Web Audio allows us to draw upon a vast number of voice talents Across North American, video is much more limiting, Especially if sami wanted to keep the cost down and the Reasonable amount. Even If We Were Prepared to blow the budget on Actors, we Knew Our Clients Would not having it WAS important to demonstrate That Could we get part of the job and at sensible cost. The casting Proved to Be an interesting Exercise of frustration and humor. We all types of snake Applicants ranging from the Sublime to the ridiculous to the outright bizarre, But ultimately We Were Able to find two fine young Actors who “understood exactly what we Were doing it and Who Took the parts as if They Were Written specifically for Them .
One of Our Greatest Assets and businesses as well That we do everything from concept to implementation, INCLUDING writing, videoing, editing, graphic, motion, and website design; But if you want to produce a campaign at sensible price and you still have to Be Careful You Do not Write That Overly Elaborate scripts require multiple sets, locations or Hard to Acquire props. That said we still find a snake and a cute dog Could we trust he set, links of Various kinds of sausages, and hard to put together toy, and best of all, and a real straightjacket from an interesting website That Specialized In Rather strange items of clothing.
The Shoot Itself Extremely Went smoothly and we ended up shooting all videos in Eighteen Less than two days. We assumed Some of the videos That looked good on paper just Would not translate to the screen, But Our surprise that every one of the scripts worked. We Knew What We wanted to say and were not afraid to say it, Even though We Were Flying in the Face of Conventional Wisdom.
While Josh Bader Our Director of Photography WAS Digitizing, Color Correcting and editing the raw footage, Simon Bader Our Director of Audio Composed and number of theme music compositions to choose from for Our signature sound. Once Were all the pieces put together into a series of videos finished, We Were Ready to Implement the campaign.
Implementation
The first set of six videos Were uploaded to Google Video and YouTube as well as Onto a Webpage ( http://www.mrpwebmedia .com / ads / ) That Was created to house the full campaign eventually Eighteen of videos, each ‘A Different presenting the issue in search engine optimization versus multimedia controversy. Versions of the videos ook Were Used to Create a Google video ad campaign.
Credits
Produced by MRPwebmediaExecutive Producer: Jerry BaderWritten By: Jerry and Josh BaderDirector of Photography and Visual Design: Josh BaderDirector of Audio and Music Composer: Simon BaderSEO Guy Sean Guy KaufmannMultimedia: Erez Bowers
About the Author
Jerry Bader is Senior Partner at MRPwebmedia, and Website Design Firm That Specializes in Web-audio and Web-video. Visit http://www.mrpwebmedia.com/ads http://www.136words.com http://www . sonicpersonality.com . Contact at info@mrpwebmedia.com or telephone (905) 764-1246.
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