Re: [bbshop] "Do It Yourself" DVD for Marketing Performance to Convention Planners
- Thanks, Stephen, that was helpful!
Sent from my iPad
On Apr 26, 2013, at 6:55 AM, "Stephen Rafe" <rapport1@...> wrote:
> Hi Folks --
> If you are planning to put together a video for marketing your chorus's
> services to convention planners, here's a format you might consider.
> (I've worked with several corporate and association clients on developing
> the content for their videos and coaching their narrators -- including
> Fortune 100 CEOs and Board Chairmen.)
> The video should be no longer than 60 seconds.
> 1 -- Start with a "banner" on screen with the chorus singing but not seen.
> 2 -- Fade down the singing volume as narrator begins a 20-second "sales
> pitch" geared 100% to convention planners' needs and interests.
> 3 -- Gradually bring up "live" image of chorus singing in performance
> 4 -- Continue that for at least a full music phrase.
> 5 -- Fade down the singing (still onscreen) and bring up the narrator's
> voice (off screen).
> 6 -- Narrator's dialogue tells the convention planner how to contact you for
> more information.
> 7 -- Fade down the visual of the chorus singing (with volume low) as you
> bring up the contact information on screen in full visual.
> 8 -- Fade out the audio and the video.
> It's important to have a professional label on the DVD as well as a
> professional insert for the case. First impressions, you know.
> Caution: It's a mistake to try to use one DVD for more than one purpose. If
> you want to use a DVD for recruitment, make a separate one. A shortcut for
> doing that is to keep all of the above but change the narrator's text at #2
> and #6 and change the onscreen text at #7. It should be geared totally to a
> potential member's needs and interests. (I.e., It should "tell" what's in it
> for the viewer if he were to become a member. It should use a "you"
> approach, rather than a "we/us" approach. And the content should focus their
> key, internal motivators -- The desire to make a difference. The desire to
> serve. To master a challenge. The desire to do something just for the fun of
> it or the mere satisfaction of doing it.
> Hope this is helpful.
> STEPHEN RAFE
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