small Business Promotion Tips
We all know that television advertising is not typically used by the Small Business market, but why is this when studies indicate that people remember only 20% of what they hear, 30% of what they see, but 70% of what they both see and hear? Shouldn’t video be the major component in the marketing mix for converting shoppers to buyers?
For the vast majority of small businesses (SBs), television advertising carries too much risk due to the high costs of production and media, the lack of ability to target behaviorally and demographically, and its lack of accountability. SBs are less interested in the long-term benefit of brand awareness and more interested in reaching the “shopper” with their value proposition. The old adage that “50% of my advertising works; I just don’t know which 50%,” is especially true with television advertising and represents an unacceptable risk to Small Businesses with limited marketing budgets and the need for short-term results.The Barriers Tumble Down
The Internet now provides a video platform that not only has critical reach but is accountable, economical and reaches a high density of active shoppers. More than 65% of U.S. households now have a broadband connection and 68% of Internet users now watch online video advertising at least monthly (Online Publishers Assoc. Online Video Advertising, Content and Consumer Behavior, June 2007). Combine this with the fact that 52% of online video ad viewers take action and 16% saying they purchased2, and you have the arrival of a compelling video advertising platform.
We think a new term is needed to describe this rapidly emerging form of video promotion that is largely used online and displayed in directories or search results. We call it a video “searchmercial;” that is, a video commercial designed specifically for online search and directories. Unlike online video display ads or in-stream video ads that are designed to demand attention and create a brand preference, the purpose of the searchmercial is to appeal to the active shopper by providing the information sought. There is no need to cut through the clutter or generate effective reach; you simply need to tell your story and communicate value.
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