How to use a Video Brochure DVD

If I asked you to use Video Brochure DVD, you might answer "It's too expensive."
Really?
By the way, Video Brochure DVD cost $1,000.00 per minute of runtime.
To really examine the question we have to look at Video Brochure DVD's roots.
Simplely put, it is the TV commercial. After all, who pays for "free" TV? Right, Commercials.
For 50 years advertisers have been buying TV commercials, so so can we agree they work and are worth their cost?
Media Theory tells us that TV advertisers craft a sales message, of only less than a minute, and set out to have it air to the most number of people.
They hope that this will ensure that the greatest number of people who "ARE INTERESTED AND NEED" the product will see the commercial, hear it's message and then TAKE ACTION to buy the company, product or service.
The ultimate end are Super Bowl commercials, where a 60 second commercial, $1,000.00 worth at $1,000.00 per minute - standard broadcast production fees - is aired for $ 1 million a time.
The advertisers who pay to air these commercials are the ones who appeal to the broadest common audience.
Think of McDonalds. Who isn't a prospect to eat at Mickey Ds? Everyone gets hungry, about 3 times a day.
McDonalds makes a lot of money, I have heard it creates the most millionaires among its franchisees than any other franchise.
McDonalds has the money to invest in MASS MARKET TV ADVERTISING.
This is very effective for mass market products.
What about a small business, one location and a more niche product?
I would recommend a Comcast cable TV spot. A lot of people don't know that you can run a 30 second or 1 minute commercial on Comcast in an area as small as a zip code. The production would be about $1,000.00 to $5,000.00 and the cost to run is low per aired showing (It's negotiable thus no quote) I recommed this method as a way to reach prospects and have them learn of you and your companies offering.
This is the first step of a two part presentation; part 1 is getting someone to want to hear your... part 2 Sales Presentation.
Part 1 is accomplished by advertising, many books out there on it.
Part 2 is the sales presentation, and would typically be done verbally with a sales person and aidded by the printed brochure.
We all know this one: You see a car advertised on TV, you go to the dealership and the sales person shows you the car, hands you the brochure and starts to "SELL" you the car.
Nasty, you are not ready to be "SOLD" or negotiate price, you just want some information and to see if you even like the car.
It is at this stage of the game that there is a huge discontect between what the marketer wants - a sale - and what the customer wants - just to get some information.
You see, Hamburgers are products that a customer can feel comfortable walking in, ordering and buying.
A car or a new home, what I sold, require a longer sales cycle. I never sold a home on the customers first visit.
A pushy sales person goes against what the homebuilding organization wants, which is a home sale.
If you are not selling point of sale products, than how can you best serve your customer?
The answer is GIVE THEM ENOUGH COMPELLING INFORMATION THAT THEY CAN DECIDE ON THEIR OWN THAT YOUR COMPANY, PRODUCT OR SERVICE BEST MEETS THEIR NEEDS, and they will buy from you, the easiest sale there is.
This is where the Video Brochure DVD comes in. It is a very persuasive maketing piece, that when given to a prospect will convince that prospect that you are the right answer to their needs. It just simply is more effective than a printed brochure, it is a TV commercial of a length were you get to say what you need to say, and it is designed so the customer can easily watch it.
So to answer the question of "Is a Video Brochure DVD expensive?" we have to think in terms of all the sales that would have been lost in a hard sell situation and all the customers who might not have bought because they did not get enough information to realize the company, product or service was right for them.
I would think that by using a Video Brochure DVD in the crucial information gathering segment of the sales cycle, a company could expect to increase sales by 100%.
To double sales what would you pay?

The "Wow" Factor

The "Wow" Factor.
The direction, camerawork, audio production and editing will make the Video Brochure DVD an impressive presentation, adding to the client's brand equity.
The use of this new (Video Brochure DVD), but widely accepted (Video) technology positions you as a savvy, forward thinking enterprise to an increasingly tech-savvy marketplace.

Cross-Marketable

Cross-Marketable.
The Video Brochure DVD can be used as an effective cross-marketing tool to drive prospective buyers to another communications channel.
A web address at the bottom of the screen allows the viewer to respond to the call to action 24/7.

Versatile

Versatile.
The Video Brochure DVD can be used as a separate marketing channel or can be used to reinforce another channel.
It can be an impressive first contact, a reinforcement of an initial contact, and can augment the effectivness of a company, product or service presentation.

Precise

Precise.
The Video Brochure DVD can be combined with market research and other marketing channels, to identify and speak to those ready to buy in the near future.

Retentive

Retentive.
The marketing message will be retained by the viewer since she was an active participant in the manner in which the information was presented.
This retention will result in an increased brand/product awareness that could, most likely would lead to more sales.

Controllable

Controllable.
Even as the viewer is deciding which information he will process first, you the marketer control the content and this combination of viewer and content control most closely approximates a one-to-one communications model.
It is the job of every business to know the questions it's customers will ask and the answers they will expect when researching to make a buying decision. The video brochure DVD is the best place to raise those questions and answer them for the prospect.
The business is in control through the material on the video brochure DVD, and it can be any lenght, take your time and show off your business in it's best light, answer questions before they are even raised, show past customer testimonials...it's up to you.
Make the sale, that is what counts.

Convenient

Convenient.
The video brochure DVD will be viewed at the prospective customers convenience, ensuring that she will be receptive to the information presented and will have a desire to hear what you, the marketer, have to say.
With a traditional video tape like VHS, the viewer must watch the whole production to get to the parts she wants to see.
With a DVD designed with menus the viewer can get right to the part she wants to watch.
This makes her many more times likely to watch, thus they have more times to view the marketer's message.

Interactive

Interactive.
Instead of watching passively, as in a linear video experience, the viewer controls the experience and becomes an active partner in the communications model.
As a marketing piece, the audience has many degrees of interest in it's message.
Some will want to watch the whole thing and some might not want to watch any.
The majority will want to watch certain segments that they have an interest in.
The menu and chapter markers make it easy for anyone to choose to watch any part at any time.
Even though the production might be two discs with a total of 200 minutes of video, it is important that the viewer can navigate to exactly the material he wants to watch.
The design is that of a video magazine or brochure, thus the name brochure.
This is why there is always a sub menu in the right hand corner with 5 choices of differant "places" to go, plus the chapter buttons on the DVD player's remote.
My goal is for the DVD to be very interactive.
We don't know exactly what part of the production will cause the viewer to buy the company, product or service, but by making it as easy as possible for the viewer to watch the material, the chances improve that the viewer will find a reason to buy.
The viewer buying is the only goal of a video brochure DVD.

Reasons for Video Brochure DVD - Immersive

Video seems to be the perfect marketing medium, after all, look at television commercials.
With DVD, 2 plus hours of navigateable content are available.
We will look at some reasons for video brochure DVD:
Immersive.
Video brochure DVD draws on the immersive nature of television to deliver a powerful marketing message.
Television is an effective reliable medium and the video brochure DVD takes advantage of it's strenghts.
Motion pictures, in film or video allow the viewer to "immerse" into the picture.
This effect has very powerful implications for a marketer if they are trying to present the company, product or service or a testimonial in the best light. I would say no other medium can match a moving picture.
One note here: I have had this immersion happen for me from a movie screen down to a 13 inch TV.
I have not noticed it happen on a 3 inch X 3 inch square web video screen.
It might just be me, but this is why I feel that DVD video is better than streaming web video for quality of the experience, not because web distibution is cheaper and easier.

Welcome

Hello,
I would like to introduce the topic of video brochure DVD. I have started this blog as well as a google group to try to encourage dialogue between people who are interested in video brochure DVDs. First off, a video brochure DVD is a marketing video produced on DVD that use the DVD menu and chapter functions to act as a multimedia production. A simple example is a production with twenty - five minute videos. The twenty segments would be organized to run from start to finish if the user did not activate a menu. The main menu would be a twenty title screen were the user could click on the five minute video segment she wanted to see. This is my design for an effective interactive multimedia DVD, a DVD Video Brochure.

When I use the search engines for DVD Video Brochures, I don't come up with anyone who is doing what our company is setting out to do.

I welcome anyone who reads this and future posts to comment on the potential of this medium.