![]() End your video with a “direct response” call-to-action That way, you’ll have a much better shot at hitting the mark when you produce a “Dollar Shave Club” video. Most small business owners would know the kind of message that would resonate with their audience.īut if you don’t, the best option would be to spend $20k – $30k in creative and media spend to test what works. ![]() If you’re a small businesses owner, my intuition is that you’re so deeply in-tune with your customers and what they want that you’d know where to go with the direction of video and the creative messaging. There are a couple of different ways to create an anchor video:Ĭreate a “day in the life” video based around you, the founder.Ĭreate a funny, creative, “hero” video similar to Dollar Shave Club or Purple Mattress. Here are a few things to think about as you’re creating an anchor video for your small business: Decide whether you want an emotional or literal viral video Purple mattress did something similar too with their video. Their “anchor” video went viral on social media, and resulted in 12,000 new signups in the first 48 hours after the debut. ![]() And if done right, it could change the trajectory of a business.ĭollar Shave Club is one of the best examples. Small businesses won’t have budget to run an actual Super Bowl commercial, but they can create an iconic, hero, or “anchor” video around their company, and distribute it across social media for virality.Īn “anchor” video is a signature video that’ll play a key role in defining what people think of your company. This is why you see so many brands come up with creative, funny, iconic commercials for the Super Bowl - because they know virtually all of America is watching, and that their ad would play a huge role in defining how people view their brand.īut what a lot of people don’t realize is, the same concept applies for small businesses. Here’s the cost graph for the price of a 30-second Super Bowl spot over the last decade: Super bowl commercials are the most underpriced ad buy in all of advertising.Įven though it costs over $5 million, everyone’s attention is on it.
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