Ever wonder why businesses use online video? That was a survey question recently posed by PermissionTV.com, and the results may surprise you. By far, the number one reason…cited by over 70% of respondents…was increasing brand awareness.

Advertising experts tell us that developing brand awareness is critical in today’s marketing. So you may ask…what exactly is a brand? Simply stated…it’s something that conveys the personality and image of your company or product. Its primary goal is to trigger immediate, positive recognition…and set you apart from your competition.

Modern day examples of visual branding are numerous. McDonald’s golden arches or Apple Computer’s display of an apple on their products are prime examples. Phrases can also be used in branding. Remember United Airlines urging you to “fly the friendly skies”…American Express reminding you to “don’t leave home without it”…or All State Insurance assuring its customers that they’re in “good hands”?

If you don’t have a brand, and aren’t sure where to begin…ask yourself a simple question. If you were to stop a hundred strangers on the street and ask them the first thing that comes to mind when they hear your company’s name…what would you want them to say? Quality…integrity…experience? Or how about value, creativity, or friendly service? The list could go on and on…but identifying the image you want to publically project is a great place to start. Reviewing your company’s Mission Statement, if you have one, might be a good first step.

And if you’re a bit embarrassed because your company hasn’t identified what your brand …or value proposition…really is…don’t despair. You’ve got lots of company. For brokers and agents….it usually centers on things like customer service, experience, market knowledge, reputation, teamwork, and a host of others. If you’d like to know how to use video to reinforce your brand…whatever it is…join us next time and we’ll pass along some helpful suggestions. Thanks for watching!

Whether you’re in real estate, tourism, marketing, or even fund raising…your video camera can become a powerful tool for recording interviews of all kinds. From testimonials and product reviews to endorsements and instructions…interviews can be highly effective for getting the job done. Here are a few tips to make conduction interviews easier.

Begin by putting the interviewee at ease. Let them know your questions well in advance, and allow them time to practice giving clear, concise answers. Remind them if mistakes are made, you can simply ask the question again.

Next…save time and tighten the focus by having them be the only one on camera. Ask your questions in a way that the listener will know what the question was by the way it was answered. For example, if you ask them what they liked most about the Grand Canyon, they would begin their answer by saying…”What we liked most about the Grand Canyon was….”. That way, there’s no need for you, or your question, to be part of the presentation.

When you begin recording, have them look slightly off camera…as though they are looking at you as you are seated to the immediate right or left of the camera…much like you see on television news interviews. Do not have them look into, or even glance at the camera, during recording. Also remember the so-called Rule of Thirds. Mentally divide the viewfinder evenly into nine equal squares…using two horizontal and two vertical lines. Then position the eyes of the interviewee at or near where the top horizontal line intersects the nearest vertical line in the upper right or left hand corners of the screen.

Avoid using the camera’s built-in mic whenever possible, opting instead for an external lapel mic. Wear headphones while recording to make sure you detect any popping or scratching from the mic. Record some so-called B-Roll as well, to use as a patch when editing between segments of the interview. Stuff like the person talking on the phone, looking through a folder, shaking hands with someone, or walking through a doorway….anything that would reflect normal business activity for a few seconds while you transition to the next answer. And finally, remember to always use a tripod, and make certain the interviewee doesn’t have a window or bright light behind them.

And last but not least, keep your questions interesting, concise, and well planned. While the mechanics of recording the interview are important, in the end, it’s all about content.

Adding video to your social media recipe is like adding butter and salt to popcorn..it takes things to a whole new level. Countless companies are capitalizing on the new found benefits of using video to market themselves effectively on everything from Face Book and Twitter to YouTube and My Space.

But in return for the widespread exposure, they’re also discovered that in some cases, it also means giving up control over some of their carefully crafted branding. After all, the power of social media lies in the fact that everyone can put in their two cents worth…including dissatisfied customers.

But before you gasp in horror at the very idea…maybe it’s a good thing. Why? Because it’s a win-win. The would-be customer learns about what others think after using your product or service. It’s almost like “try before you buy”. After all, our conventional marketing is a bit biased, isn’t it? Consumers appreciate a source for real life, first hand information. That’s why using video testimonials has become so popular.

If someone posts an occasional bad review, remember to give the audience a little credit. Most of us realize that even the best products occasionally have their critics, regardless of how good they are…because some people are simply impossible to please. What’s important is the consistent, overall impression people have of doing business with you. An occasional malcontent isn’t going to scare everyone away. And when problems do occur, view them as an opportunity to provide outstanding customer service.

The other half of the win-win formula involves your product or service. Simply stated, it keeps you sharply focused on the importance of quality in everything you do. Social media has become a billboard for corporate transparency and public scrutiny. Other people can hang our dirty laundry on the line for all to see, so we best keep on top of things. In the end…it’s a win-win. The accountability keeps you sharp, and the consumer feels more confident about buying your product or service. Thanks for watching!