NEWH - April 2005 - (Page 22)

remember me? using video to have your message remembered by Carol Solomon, Milestone Video If you’re in business, you know that people forget. They forget what you say and they forget what you do. Often, in a proposal, e-mail, marketing letter or ad, they don’t even read what you write. The fact is that to make a memorable impact on an audience, your message must resonate quickly, honestly and persuasively. The Power of Video A report by the Wharton School of Business shows that video boosts comprehension and retention by up to fifty percent over a live presentation. According to a recent Procter & Gamble study, direct marketing that involves video or “V-Mail” can increase response rates by up to 600 percent over brochures or catalog-based campaigns. Media consultant Bill Zeh says that “V-mail” communicates in a way people are used to, respond to and prefer. So, you get their attention, then what? How will you convince employees that the new program being implemented is in their best interest? What emotional tug will compel your audience to invest in you or your product? Why should your customer believe you when you describe the advantages of your offerings? The answer is the truth, but not the whole truth. Video production is the highest form of persuasion. It allows you to choose, shape, refine, amplify, and present the most persuasive aspects of your message in an engaging, entertaining method. When utilized properly, your audience will barely realize that they are on your journey. They will feel as though they have come to your 22 message on their own. In fact, they may even begin to take ownership of your message, believing they’ve thought of it themselves. Capturing Your Style In his book, “The Wisdom of Crowds,” James Surowieki argues that “under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest person in them.” On “Who wants to be a Millionaire,” asking your smartest friend for help with the answer is a good idea. Indeed 65% of the time, your friend is correct. If, on the other hand, you decide to ask the audience for their advice, you might just end up a millionaire. Remarkably, they will be correct 91% of the time. By capturing the wisdom of ‘your crowd’ you can discover and create the most persuasive arguments of ‘your message’. Think of it as Google’s top ten reasons people should believe your message. By asking intelligent people (your employees, customers, experts) about your message, you’ll discover what it is about your message that they find credible. By asking them on camera, you can create a more compelling and persuasive tool than you could ever write in a script. So, why aren’t all videos made this way?

Table of Contents for the Digital Edition of NEWH - April 2005

NEWH - April 2005
Letter From the President
Upfront
Contents
Hospitality News
Lessons From Retail
Conrad’s First Ground-Up Hotel
2005 Leadership Conference
Remember Me? Using Video to Have Your Message Remembered
Woman of the Year
Design Showcase … Under the Tuscan Sun
Spa and Wellness Trends
Brand Perception
NEWH Icon Awards – Anna Perryman
First Canadian NEWH Chapter Chartered
Coming Events
HD at a Glance
HD Plantinum Circle Inductees
Contributors

NEWH - April 2005