Analysis of Corporate Promotional Videos
There are multiple types of corporate videos to promote a company or its business to either a client or another business that all include different codes and conventions. They present a company or business differently to the audience and can show what kind of company it is to the audience.
Company profile is one of the best ways to introduce your company to a consumer. These videos are to reach a common ground with people within and even beyond their target market. In this Alliance Global company profile it uses the codes and conventions of images of the company and shots of the CEO and most important staff at the company. This video also includes a voice over, speaking about the companies history, reputation and much more information. These codes and conventions allow the audience to get a clear idea on what this companies aim is in the market and their purpose. They also show in this video awards they have gained, showing the audience how reliable and professional of a company they are.
Broadcast commercials are the most expensive on the list but can generate the most investment if shown on popular television channels. Repetition for these commercials are key to its success and revenue. When you have a high budget for these videos, they can target the audience better and be higher quality in its production. These videos are also normally restricted to a thirty to sixty seconds time limit.
This broadcast commercial is for Fly board and with the higher budget they made the video with higher quality, travelling and using this expensive equipment. This video also used a wide range of shots and was a lot shorter, aiming to a younger target audience and allowing them to believe they want to try out the Fly board. Although this is a higher budget video, the techniques and camera shots used makes the broadcast commercial more eye capturing and gains them a higher revenue as it is watched over and over again for its professionalism.
Online commercials differ from television advertisements that it is not restricted to a thirty to sixty second time limit. It also doesn't require a large budget to create these videos and simply rely on storytelling to go viral on YouTube. Smaller businesses are finding this the easiest way to grow their company and find this concept useful.
This advertisement is for Yamaha Xabre, a motorcycle company. It tells the story of this middle aged man and how he uses the bike in his everyday life. This sells to the audience as they can see how it affects another positively and how it could affect theirs in the same way. This has shots of the man talking and shots of him out on the bike to get the audience interested in the advertisement.
Industrial corporate videos are aimed to an audience within a certain industry. These are designed to be informative to the audience on products, services and industry trends. It can be used for fundraising to gain more investors involved in the industry and it can be used for business to business marketing.
In this industrial video, they explain the specialization in what they produce and that they work for a wide range of businesses. This video is best fitted for business to business marketing as it can show other businesses what they could get out of this company because it is seemingly aimed at investors in their industry. It focuses on its products and services, showing another company on how they could invest with this company and become more involved between two businesses.
Promotional videos are similar to online commercials but are designed to showcase a product and not necessarily made for online consumption. They can be distributed through DVDs and packaged with other media as well as shared on social media.
In this Cousin Furniture video, they are selling their product to the audience. They use close ups of their products to show detail to the audience. Later in the video, they also show the product being made, showing how their product is made and how much effort they take in just one product. This sells the company well to the consumers and can convince them to buy one of their products.
One of the best ways to connect with consumers is to show them reviews by other consumers who have tested the product. It is quickly becoming part of marketing as online shoppers want quick answers on whether to buy the product and if it lives up to its promotional claims by the business.
In this video by TeamSnap, they have mid shots of people talking to the camera telling the audience how they use the product and how it can help them in their everyday lives. The only problem with this testimonial is that they only have three customers speaking about the product where they should have a wider range of people explaining about the product. It could mean that this video is biased about their product with the small selection and doesn't sell well to the audience with only a small amount of feedback on the product.
Known as an “address to camera,” an internal communication video is directed at staff, vendors or clients. It is an effective way to explain a company policy or other internal information.
This Superdrug internal communication video is aimed at its employees and clients as it explains the company and other information on their company and its policy. This video does well at passing information from the company to the client and staff as it keeps their attention and is helpful information to them.
Staff training videos teach the members of staff how to do their job with the best of their ability. These videos show demonstrations on what the staff will do and can give step by step instructions.
This restaurant training video gives step by step instructions to their staff, telling them how to present their selves to the customers and how to do certain parts of their job. It gives good information to the staff, allowing them to understand this information and understanding how to do their job effectively with this information they were given.
Recruitment videos can help HR departments target specific markets for recruiting the most appropriate talent. They aim to recruit the needed talent for the business and can be done with advertisement on employment websites.
In this video by Amazon, they are trying to recruit more employees in their business through information on what they would do and how they recruit new staff and members. It also has people speaking about what they have learnt, helping people choose whether they want to work in this area or not.
These documentations show what events the company puts on to the public and can document your milestones. It can become achievement evidence and a good video to show on a website or shared through social media.
It’s a compelling visual way to develop an archive of company history.
This video by Nestle shows many of the events they have held for the public from colouring in for children to a small concert, showing shots of people interacting and following out these events. This shows how invested they are to their target audience.
Similar to event videos, conference or seminar videos, they allow your consumers to watch the video without leaving their home. There are no time restraints for these videos and are free to offer content depth that cannot be found elsewhere. Conferences and seminars allow the consumers to learn from home and to develop their skills whenever needed. This is time relevant to the consumers.
There are many other ways to draw the consumers attention to a corporate video, whether that be through animation, jingles or infographics. These can vary in budget and how much they stand out to the audience but if they are followed carefully and are used professionally, they will carry out their purpose.
Our client is Stourhead, meaning that the style that would fit this cooperate video would be promotional or a company profile. This is because it is easier to showcase the land and buildings to the audience through b-roll footage. The lands make it easy to do this style of video because it is mostly gardens that can be recorded and presented to persuade people to visit but these videos may only convince a certain age range to the gardens and house to look around. Information will also be helpful as well as interviews, meaning that this could fit to the company profile style of video as well. Information might come across boring for the younger audience but will convince families and older people to visit. We have been asked to aim for the younger audience, meaning that this may become more of a difficult video to create as it is typical for adults and the elderly to visit the grounds. By using the information and promotional style of video, it may be possible to convince the younger audience, such as teenagers, to visit the grounds and to enjoy what the grounds have for them.
References
Forte, Joe. "Types Of Corporate Videos And Why You Need Them". N.p., 2016. Web. 9 Dec. 2016.
"3 Minute Company Profile (AIM Global)". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Cousins Furniture Promotional Video". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"CRP Products And Manufacturing - Corporate Video". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"EU Talent Acquisition Team". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Flyboard® Broadcast Commercial". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Highlight Video - Nestle Event Documentation". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Restaurant Training Video". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Seminar On Developer Conference 2016 | DW16". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Superdrug Internal Communications Video Showreel". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Teamsnap Customer Testimonials". YouTube. N.p., 2016. Web. 13 Dec. 2016.
"Yamaha Xabre Online Commercial". YouTube. N.p., 2016. Web. 13 Dec. 2016.
