This Nike video stands out from the crowd - it's elegantly simple, compelling and powerful.
It's got serious cred and clutter cut-through.
It's a tutorial for video marketers everywhere.
- The voice over starts out talking about "greatness" - pulling you in. It's compelling.
- The imagery in the video is not a super model or superstar. It's a young boy fighting to keep his weight under control. It's a real image that resonates with the viewer.
- The road and landscape around it are reflect a less is more approach with the visuals.
- At under one minute, the video is compelling enough to get your attention but not long and boring.
- Brand placement for Nike at the end is minimal and doesn't get in the way of the story being told via the video.
- Nike recognizes the power of the imagery: there is no obtrusive text embedded in the video.
Porsche is another astute brand that understands how to sell with an image.
This print ad stands out - it's in your face, conveys some humor, fires a shot across the bow of their direct competitors and most importantly, cuts through the clutter.
What Visual Rules for Brand Marketers are Inherent in these Ads
- They both convey a sense of brand confidence, driving credibility and authority.
- As David Ogilvy famously conveyed and advised: the ad copy drives 80% of the interest - both ads have wonderful compelling headlines.
- There's a real sense of humor in each - it drives the visitor into and engages them with the inherent "story" in the ad.
- In the age of "infobesity" you have 7-10 seconds to capture the attention of your consumer - both of these ads grab the visitor quickly.
- Nike and Porsche took a certain amount of risk - Nike's minimalist visuals aren't sexy and attractive (the landscape is barren) and Porsche went with a black and white ad. #lessismore
- Pixar's 22 rules for storytelling success are implicit in both of these visuals, especially for the Nike ad, which has a compelling message and story inherent in the visual.
- A consumer is involved with both of these ads almost immediately - they draw the viewer into the ad.
- Both brands recognize the human brain processes images 60K times faster than text and went for an image that has high impact.
Seven Key Metrics for using Visuals to Drive Brand Engagement
Don't be afraid to experiment with visual communications - creativity drives engagement with your brand. Start slow and measure back end conversions with your imagery to understand what's working and what isn't.
When/where possible share useful content that addresses the needs of your target market. Use visuals to capture the attention of a visitor and then couple this with text that's linked out to other sources and/or informs and engages.
You Don't Need Martin Scorsese's Production Values to Get Started!
Admittedly, these are two storied brands that have refined their marketing strategy over the years.
Your business may not have their resources and staff. But, dig in to your DNA and find a message that's unique and elegantly simple.
Start wi! th a basic YouTube channel and interview your customers. All m! arketing is iterative.
Remember, half of your market is on a smartphone. You don't need the production values of Martin Scorsese.
Summon your inner muse and just get started. #faith
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Source : http://www.huffingtonpost.com/lee-traupel-/how-find-your-inner-marti_b_5928050.html?utm_hp_ref=business&ir=Business
