June 22, 2015
PR explains the importance of using videos for increased visibility
How will you introduce your next new product to the world? Will it be a voice-over actor in an advertisement, a newscaster reading from a script on the news or one of your salespeople? These are the routes most modern companies take.You would find more success having someone who is already respected by your target audiences to tell them about your latest product and how it will add value to their lives, using the technology they like to use to do it. For many technology-based startup companies, that someone is increasingly Adam Lisagor. With help from PR, you can learn why he is important and how you can use his techniques to increase your company’s profitability.
What you should know about Lisagor
Lisagor is founder of the video production company called Sandwich Video. He has garnered attention for personally appearing in the commercials he creates. Some of the companies he has successfully helped include eBay, Groupon and Airbnb.
As a tech geek himself, he comes across as believable and authentic in his videos. Admirers describe him as an everyday, guy-next-door type who can tell you about the next cool new gadget or app in language his target audiences understand. Just working with him or his company can catapult a business to instant notoriety.
He has turned app demonstration videos into super visibility vehicles for more than 100 companies (and appears in dozens of those videos). This has become big business, since there are now thousands of apps competing for consumer attention and dollars.
How you can achieve the same kind of recognition for your company
Even if you don’t run a techie startup or can’t get Lisagor to star in your next production, there are ways you can position your company and CEO as a thought-leader in your industry and create videos to attract more attention and help turn prospects into leads.
Insist on someone who believes in your product for the video. If he’s just acting or reading from a script, even if you think he sounds natural, the public will see through the charade. When people talk about things they truly like and use, their enthusiasm is apparent. It doesn’t have to be a big Hollywood star; anyone recognizable to your target audience – from a local sports figure to your popular CEO – will do.
Promote and publicize. You must go beyond the App Store and take promotion into your own hands. However, creating a fantastic video means nothing if no one sees it. Use influential thought-leaders in your industry to help spread the word about your product and video. This can include popular bloggers, industry journalists or a legion of satisfied customers.
Create a video that is also a good representation of your brand. Your video shouldn’t be so different from your normal materials that people don’t associate it with your company.
Use the right vehicle for your message delivery. If you’re putting videos on YouTube while your target audience uses Vine, it won’t do you much good. It is vital to do your homework and learn where your customers are and what they want to hear and see.
Hire the right PR firm to take care of all of this for you. Axia Public Relations can work with you to define your brand and develop videos and materials that speak to your target audiences and coincide with your strategic goals. Contact us today to learn more about our special projects services.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr.
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