Saroeung, one of the UMass Lowell's Strategic Management students, already posted a comment to Notes from UML's Strategic Management Class - Jonroy. I responded there that I'd be getting to her email soon and here it is.
"Your visit to our Strategic class on Thursday has taught us a lot about the important elements of an effective video. In order for our video to capture the students’ mind we have to weigh the time and tone of the speaker very carefully in which for the first couple of seconds the students will be connected with the message we’re trying to say, thus drawing a straight line with the audience.
"Furthermore, your article on “You’ve Only Got 3 Seconds” advised us on the importance of how far we would go in order to know our consumer, which of course psychology comes in handy.
"Thank you for attending our class and we hope to see you again in the near future."
No problem, Saroeung.
Saroeung is correct. The first moments of interaction, whether in video, brochures, websites, whatever the marketing material is, is crucial. This is something I'll be covering in more detail in my Quantifying and Optimizing the Human Side of Online Marketing presentation at the San Francisco Emetrics Summit in May '07.
One of the ways to insure interaction between marketing material and target audience is, as Saroeung writes, to make sure the tone of the material -- in this case, the video's narrator -- matches the tone normally used by the target audience and matching the pacing ("time") of the material to match the normal cognitive, behavioral/effective and motivational matrix of the target audience.
Very good, Saroeung. I hope to see you folks again soon, too.
More from this class to follow...
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- Media Strategies blog posts
- Social Network blog posts
- UMass Lowell blog posts
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