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Commentary by Renwick Congdon

RISMEDIA, Feb. 7, 2008-Video has moved online in a big way. Estimates indicate that in 2007 over half of all Internet users watched video online, and that number is increasing every day. So why should you care?

Because video can make a big impact on your marketing program, and of course, the Internet is where the buyers are. A big advantage of video over fixed content is that video involves more of the senses; it sells you and your service using sight, sound and emotion. When you communicate with your prospects through more of their senses, they become more engaged, and therefore, more likely to understand your message.

Television commercials (a form of video marketing) provide many examples of tapping into the senses in very effective ways. Consider all they do in just 30 seconds: they make you feel that GE really does bring good things to life; they bring a tear to your eye over the reuniting of family members, thanks to AT&T; they get you to pick up the phone and buy Ginsu knives. A well-done marketing video can do the same for you.

With video, you can make your “first impression” perfect every time. The quality of first impression, and therefore, the viewer’s perception of your business, will be judged by the quality of the video. So, it makes sense to consider using a professional production company.

While more expensive than doing it yourself, a professionally produced video will go a long way toward establishing yourself as a professional in the mind of your prospect. Companies specializing in video production for real estate include Lenzworks Productions (, Turn Here (, Luxury WalkThru (, and Spot Runner ( Lenzworks also produces television shows, and they have the Emmys to support their client’s claim of outstanding quality. Spot Runner has a slick self-serve application for buying airtime on local television, and Turn Here has an impressive network of contract videographers. Any of these companies are a great place to start.

A marketing video has many advantages (beyond cost) over television commercials-the most important may be that the audience actively chooses to watch the marketing video, while the TV commercial interrupts what they were doing. Customers are motivated to learn more about your service or they wouldn’t have asked to see the video. Also, with an online marketing video you can track how many times it has been viewed, where the views came form, how long they watched it, and even make it easy for the viewer to continue the conversation with you by providing links to e-mail, websites, blogs, or even phone numbers.

Since widespread use of online video is relatively recent, a video introducing your business can be a differentiator that will build trust and create a strong brand impression-the basis for future business. Renwick Congdon is the president and CEO of Imprev.

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