Get a message out there, build consumer trust, cut through noise… Mintox Media helps clients achieve these goals on a daily basis. Every successful video starts with one very important question: why should this story be told? There are infinite ways to present your product or service on screen, but understanding the video’s direct benefit to you–and your audience–is crucial to every creative decision that follows.

Find out about common types of promotional videos below.

Company Overview

So, you want a promotional video that ticks multiple boxes: attract investment, boost team morale, induct new staff and position the company’s brand for future success? The challenge is to condense years of work into a clip shorter than five minutes. How do you decide what to include and what to leave out? First, focus on what differentiates you from your competitors. Also, consider the FAQs you’re often faced with and make sure these are addressed–either directly or implied–somewhere in the video.

As a gold miner experiencing rapid growth, Saracen Mineral Holdings needed a multi-purpose promotional video to demonstrate their unique production model and friendly corporate culture. The resulting 750-word script highlighted their open pit and underground operations, processing flowsheet, innovative technology, community support and core values. To reinforce the company’s focus on staff wellbeing, the video was predominantly filmed handheld, creating an intimate, personal tone. Rather than clog the voice over with facts and figures, this data was included as on-screen titles… which also makes it easy to update the video as future milestones are achieved.

Customer Information

Let’s make a sale! When making a promotional video about your product or service, be sure to tell the viewer (potential buyer) about the benefits to them. Here’s a tip: don’t waffle on about the history of your company. Pick just three main selling points and let the viewer’s imagination do the rest.

This video for Signature Circle Estate was developed in conjunction with an ad agency. As well as emphasising the family-friendly nature of the estate, it was important to feature drone shots to showcase the unique “island” geography created by the surrounding golf course. The full video runs over a minute long, but shorter versions were edited for online use.

Investor Relations

For ASX-listed companies, attracting new investors and reassuring existing shareholders is a daily duty. A promotional video is the perfect way to present your compelling business proposition and celebrate key milestones. Always be aware of your audience’s level of knowledge about your industry and tailor the script to suit. Also, if you’re screening at a conference, make sure the video runs the correct length for your presentation.

As part of its acquisition strategy, Sandfire Resources needed to highlight its admirable corporate diligence which provided the foundation for its rapid growth and financial success. Going for a crisp, graphic look with dot points quickly conveyed technical information while reinforcing the company’s no-frills, results-focused methodology.

Product Demonstration

If a picture speaks a thousand words, imagine what 25 pictures a second can do! Showing your product being used by real people in a real place is a powerful testament to your ability to deliver a genuine experience. A promotional video forces the viewer to imagine themselves interacting with your product in a way that no pamphlet or powerpoint ever can.

Curtin-Monash Accident Research Centre needed to demonstrate the convincing quality of its driving simulator’s animated environments and the ease with which drivers of various ages could operate the controls. The video was intended to screen primarily at conferences where sound may not always be audible, so on-screen titles were used instead of a voice over.

Case Study

If your project has received funding, a promotional video deliverable is often required to demonstrate that prescribed outcomes have been met. Case study videos often take on a documentary flavor. Mintox Media has the award-winning experience to objectively present your achievements while ensuring the video reassures donors that their dollars have been well spent.

The Department of Education’s Stronger Smarter pilot program had clearly made a difference at Dawul Remote Community School, located near Kununurra. By capturing examples of learning improvement and featuring interviews from a wide range of people–principal, staff, students and parents–the video demonstrated that the program had been embraced at all levels.

Testimonial

Today’s consumers are resistant to sales spin and it can be difficult to override inbuilt skepticism. Good promotional videos build trust, and the simplest way to do this is by recording a brief testimonial from a satisfied customer. Testimonial videos need to strike the perfect balance of candid tone with technical polish, but the ability to edit a clear story from a potentially long interview is essential.

After earning near-perfect online reviews, builder Wilson+Hart wanted to capitalize on its growing fan base by letting past clients do the selling for them. A variety of lenses were used to capture the spacious living areas and attention to detail that made each home unique. Most interviews lasted 30 minutes, but each video was edited to focus on a particular aspect of the build.

Social Media Post

As companies embrace social media as a sales platform, short promotional videos keep followers updated and engaged. Although authenticity is crucial, companies with a brand to nurture still need online videos to look and sound professional, and raw footage uploaded from a smart phone just won’t cut it. Be sure to focus on just one topic, and try something outside the box.

After filming an ad campaign with brand ambassadors Manu Feidel and Rob Palmer, Home Group discovered a slew of comedic moments in behind-the-scenes footage. By repackaging this unrehearsed content, they generated five social videos, giving followers an insight into the commercial production process while simultaneously promoting key features of Home Group’s designs.

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