Building Your Ideal Audience in the Digital Age

The Dynasty Difference

Driving Successful Online Lead GenerationThe information contained in this document is commercially sensitive and considered confidential to the parties. Its contents, either in part or in whole, is not permitted to be disseminated or shared, in any form whatsoever, without the express written permission of Dynasty Digital Marketing Inc.Dynasty Digital Marketing Inc.Spokespersons and the Web - ThePower of Video in the Digital AgeCheck Us Outwww.dynastydm.comwww.facebook.com/dynastydmwww.google.com/+Dynastydmwww.twitter.com/dynastydmEmail: info@dynastydm.comTel: (416) 855-2069By Chris LeFrancoisToronto, Ont.

1

1

The Dynasty DifferenceDriving Successful Online Lead Generation2To say that humans are a visually-oriented species is a great understatement. While all creatures with a sense of vision use that trait to varying degrees as a tool to identify and interact with their surroundings, the degree to which what we see informs our emotional and intellectual condition, and our motivations and desires is unique among earths creatures. Weve all heard the expression every picture is worth a thousand words. Indeed, it has become such a commonplace saying that we no longer pause to consider what it means. The human brain contains an estimated 800 million synapses directly related to processing visual data, and the neural activity triggered by the viewing of a single item is vast. A simple image can set off an incredibly complex network of brain activity its a safe bet that if we attempted to catalogue all the activity generated by looking at something as everyday as a bowl of fruit, it would actually take a lot more than a thousand words.

The power of visual information is not lost on marketers, and has been used as a motivating tool for as long as people have been buying and selling products. The importance placed on corporate and product logos the main visual representation of a company is a good example of this. Take the Nike swoosh as an example. It is one of the most recognized logos in the world, and whether or not youve ever bought a pair of running shoes, a simple glance at the swoosh sets off a floodgate of associations in your conscious and subconscious mind. The sight of the logo itself immediately brings to mind ideas that Nike has cultivated over decades of advertising excellence in athletic achievement, self-motivation and hard work, and a kinship with your favorite professional athletes through a shared love of physical exercise. We do not consciously choose to associate Nike with these things, any more than we choose to salivate when we see an ice cream cone on a hot summer day. It is a conditioned response, and the savviest marketers use the motivating power of visual cues whenever possible to reinforce their brand and message.

An even more powerful way of using visuals to motivate is combining imagery with movement and sound. If I am asked to read a very compelling argument outlining why I should purchase product X, it will have some effect. If the same argument is made verbally by a person in the form of a video, it has much more emotional resonance, and feels much more personal and interactive regardless of how many others will view the exact same piece. If the person in the video sets off positive associations - appeals to someone in my demographic, seems trustworthy, even something as simple as having a nice smile - the message becomes that much more powerful. Many of you are familiar with Search Engine Optimization, and theres a reason that Google and other search engines stress how important incorporating video elements is to the success of your website it is one of the best means of capturing and maintaining the interest of web surfers. Countless marketing studies have borne this out, and one of the most sure-fire ways of improving your ranking on Google and others is through the effective use of video.Ideally, every business would love to have a celebrity spokesperson promoting their brand. On an intellectual level, we may realize that they are merely being paid to promote a product (and may not even need or use it), and that a celebrity endorsement says much more about the size of a companys advertising budget than it does about the quality of the product. This does not mean that the endorsement doesnt work as mentioned above, our brain reacts in a vast and complex manner to the imagery and sound presented, and is not limited to our intellectual understanding of the video. Successful marketers employ this tactic for one simple reason it works.For those of us who cant quite afford to hire Lebron James as a pitchman, there is still great value in using a video spokesperson on your website. A button on your homepage asking visitors to navigate to another page on your site will have limited impact, no matter how effectively it is designed. A video that appears automatically and asks visitors to visit another page, submit their product inquiry or any number of calls-to-action is much more powerful. The Dynasty DifferenceDriving Successful Online Lead Generation3

The spokesperson you employ need not be a recognizable face, but the following questions are important to ask when considering how your message is delivered:

Is the message conveyed in a positive, friendly manner, that motivates the visitor to take action without the request seeming too aggressive? Is the spokesperson representative of the type of individual you want your product or service to be associated with? It is unlikely that youd employ a 15-year-old skateboarder to promote home insurance, or a 70-year-old to promote skateboards. Considering your target demographic and whether or not your video spokesperson reflects that market is a crucial step.What are the costs associated with using a spokesperson video? The cost of services offered by Digital Marketing companies varies widely, and diligence in determining overall value can make a real difference in terms of marketing budget.How easy is the video to set up on your site? Can the digital marketing company create the video for you and place it on your site? This can have a real impact on the amount of time spent setting this up, and reducing or eliminating video production costs that can be very prohibitive.There is nothing more important than the value of your product or service, but how you capture peoples attention is key in increasing awareness of your business. Youve spent precious time and money creating your website, and making a video spokesperson part of your online marketing can help ensure prospects linger longer on your site, navigate to the sections that are most compelling, and creates a personal touch that has a much stronger impact than static text and images.

- C.L., August 2015The Dynasty DifferenceDriving Successful Online Lead Generation4

Tel: 416-855-2069Email: info@dynastydm.comCheck Us Out

LETS SCHEDULE SOME TIME TOGETHERWERE BEHIND YOU!www.dynastydm.comwww.facebook.com/dynastydmwww.google.com/+Dynastydmwww.twitter.com/dynastydm

5

5

KalimbaMr. ScruffNinja Tuna, track 12008Electronic348081.66eng - Ninja Tune Records - Ninja Tune Records