Dobry film korporacyjny? Owszem, to wyzwanie!
Realizacja dobrego filmu korporacyjnego w każdym z przypadków jest poważnym wyzwaniem. Precyzyjne określenie targetu to podstawa sukcesu danej produkcji. W filmie korporacyjnym należy dopasować styl realizacji do określonych wcześniej celów, a jednocześnie, trzymać się tzw. „corporate identity” danej firmy. Film korporacyjny powinien wywołać ściśle określony efekt u odbiorcy. Dlatego też trzeba wiedzieć jakie oczekiwania będzie miała grupa docelowa odbiorców danego filmu oraz jaki efekt zamierzamy wywołać tym konkretnym filmem.
Filmy video, popularne dotychczas jako kanał komunikacji głównie wśród serwisów rozrywkowych i społecznościowych, coraz odważniej są wykorzystywane w sektorze korporacyjnym. Dlaczego tak się dzieje? Otóż dlatego, iż technologia video jest znacznie łatwiejsza w odbiorze niż tekst.
Dotychczas firmy korzystały z niej za pośrednictwem różnych serwisów społecznościowych. Była to innowacja w komunikacji, jednakże takie rozwiązanie niesie również ze sobą pewne ograniczenia, jak np. zła jakość obrazu, dźwięku czy też obecność niepożądanych reklam a co najważniejsze: brak kontroli nad grupą odbiorców.
Użytkownicy Internetu doskonale już wiedzą czego szukają, więc nie można dzisiaj stosować wobec klienta sztuczek i wciągać go w niepotrzebną grę. Dla klienta liczy się czas, a jeśli zmarnuje go na bezskutecznym poszukiwaniu wartościowej dla niego informacji…? Nie można na to pozwolić, dlatego tak ważne jest, by przy realizacji filmu pamiętać o kilku podstawowych zasadach, a najważniejsze z nich to: zgodny i logiczny przekaz, dynamika, ścieżka dźwiękowa.
Przekaz ma za zadanie sprawić, by prezentowany materiał miał profesjonalny charakter. W związku z tym należy pamiętać o doborze odpowiedniej grafiki, czyli takiej, która zwróci uwagę kolorystyką, ale i motywem. Bardzo istotne jest, by była ona zgodna z tym, co już jest na stronie internetowej, bowiem klient musi otrzymać reklamę przemyślaną, więc taką, która jednocześnie jest częścią jakieś całości i nawiązuje do wizerunku czy charakteru firmy.
Video musi być dynamiczne! Należy pamiętać bowiem, iż pierwsze 5 sekund filmu decyduje o sukcesie reklamy.
Ścieżka dźwiękowa jest kolejnym narzędziem pracującym na odbiór całości prezentowanego filmu. Dobrze dobrana skutecznie przyciągnie uwagę przyszłych klientów. Jaka jest dobra ścieżka dźwiękowa? Otóż, taka, która podkreśli ważne informacje, ale jednocześnie będzie tak skonstruowana, by osoby z różnych przyczyn pozbawione możliwości odsłuchania treści, nie poczuły się wykluczone.
Wyniki styczniowego raportu firmy Gemius S.A, zajmującej się badaniem Internetu, pt. „Konsumpcja mediów. Sposoby korzystania z mediów wśród internautów” świadczą o dużej popularności technologii video wśród Internautów. Z raportu wynika, iż aż trzy czwarte, tj. 76% Internautów skorzystało z możliwości oglądania telewizji za pośrednictwem Internetu, w tym również klipów video.
Video korporacyjne jest technologią rewolucjonizującą przekaz treści, bowiem umożliwia szybkie dotarcie do kluczowych grup docelowych w przeciwieństwie, na przykład, do serwisów społecznościowych. Video marketing uzupełnia tę lukę, której wykorzystanie daje firmie nowe możliwości porozumienia się z partnerami biznesowymi oraz klientami. Należy o tym pamiętać!
to Child to jak jakiś teledysk:) a zaczyna się jak horror :)
A może napiszecie o muzyce w reklamach korporacyjnych? Bo to ciekawa sprawa jest – albo poważna albo jakaś katastriofa muzyczna:)
zrobienie dobrego filmu korporacyjnego to sztuka. Szkoda, że sporo polskich korporacji ma male wymagania i w efekcie powstaja zenujace produkcje. Ale na szczescie zmienia się podejscie.
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Owszem dobry film korporacyjny to nie lada wyzwanie, to wrecz sztuka przez duze S.
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