The Video Micro-site is an economical solution for businesses or organizations that have a need to market products or educate viewers. Marketers will be able to quickly post a video and highlight a product while educators can present content and deliver accreditation 24 hours a day, seven days a week around the globe.

                   
                       See the Blind Skateboards micro-site LIVE!!!


Truly smart business minds understand that campaigns require their own space and identity if they are to succeed. And when it comes to using the Web as your vehicle for such a campaign, the obvious solution is a Video Campaign Microsite.

These sites benefit from removing all the corporate clutter and irrelevant information that inhabits most business websites and generally gets in the way of an effective marketing presentation. Video Microsites are often implemented by means of a direct emaíl campaign or depending on the budget, magazine, television, or radio advertising. You can also channel corporate site traffic by means of a graphical home page link.

* New Product - Video Microsites
The launch of a new product or a seasonal line should be an event, and there is no better way to attract attention and generate public and media interest than to create a brand new website environment dedicated to that launch.

* Promotional - Video Microsites
A sale is just a sale, and today's sophisticated buyers have seen it all before, so unless you make a big event out of your promotion, all you'll end up doing is selling your regular customers the products they would have bought anyway but at a lower markup.

* How-To - Video Microsites
There is nothing more damaging to your brand or your bottom line than customers who hate you, and who tell their friends and colleagues. A surefire way to make people angry is to sell them something they can't figure out how to use properly, and a buried FAQ, or a complicated list of instructions in twelve languages and 9 point Times Roman is just not going to cut it. A how-to video site can show people how to use and get the most out of your products or services in a way they will understand and appreciate.

* Documentary - Video Microsites
Where the Video Mocusite takes an entertaining, humorous, and satirical approach to communicating your marketing message, Video Docusites takes a look at the history, longevity, innovation, and success of a company in order to build confidence, loyalty, and brand identity. Ford's Bold Moves Docusite was a good example of this kind of campaign.

* Demographic - Video Microsites
When a company has different campaigns for different demographic markets, it should present them separately to avoid confusion, mixed messages, and a dilution of the brand identity, image, and personality.

Microsites Help You Clarify The Message

Skateboarder apparel companies, for example, all have unique product lines that need to be promoted in a current, if not trendy, manner. Dumping such a campaign into your regular corporate Web environment gets in the way of achieving the campaign's marketing goals: the audience looking for new products and promotions is not interested in your Investor Relations or Career Opportunities, and likewise, the people looking for jobs and investment information aren't interested in your holiday specials. It doesn't matter how good your presentation is if you bury it so no one ever sees it. If website visitors can't find what they're looking for fairly quickly, they're gone.

Why should a Skateboarder apparel company use video at all? The answer is simple: there is just no better way to present how a clothing line and product look but how they are really used. This includes how it looks on a real person from all sides and angles, and when they move. Add a little voice-over description and you've got your little apparel show designed to move product whether online or in-store. Too many companies, especially e-commerce companies, still 'think print' even when they are using the Web as their main marketing communication vehicle.

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Rioforma Media Group