| Al Galbraith and Associates, a real estate | | | | contrast, imagine the costof producing and |
| marketer who turns dyingindustry towns into | | | | delivering 30,000 videotapes around the world. |
| thriving recreational and retirement | | | | STREAMING VIDEO POSITIONS YOU AS |
| communities,commissioned a promotional video as | | | | LEADING EDGE. Many customers see acompany's |
| an added feature for hiscompany's website. The | | | | innovation as evidence of its ability to be creative |
| video has been down loaded 30,000 times by | | | | andeffective. Taking the technological lead in your |
| Internet users. In fact, Galbraith's Internet | | | | sector may give alead in sales. |
| campaigns to sell homesfrom Tumbler Ridge, | | | | >From a public relations perspective, however, |
| British Columbia to Plattsburgh, New York are | | | | there are a few thingsto remember to ensure |
| sosuccessful, the company has cut back its | | | | your video does what you want it to. |
| traditional advertising. | | | | THE HEAVY SELL MUST BE KEPT TO A |
| Here's how streaming video promotes your | | | | MINIMUM. Despite appearances, yourstreaming |
| organization online. | | | | video is not a commercial. At least it shouldn't be |
| IT IS A GREAT USE OF INTERNET | | | | a hard-selling pitch for business. The Internet is still |
| TECHNOLOGY. Greater numbers of webusers | | | | an environmentwhere overt commercialism is |
| have the capability of downloading video and find | | | | frowned upon. Take a journalisticapproach and |
| it a novelty. | | | | create a video in the style of a news or |
| Short videos of less than five minutes can be | | | | documentaryitem that might play on the six |
| downloaded in a shorttime, depending on | | | | o'clock news. Users want informationand won't |
| bandwidth. | | | | take kindly to downloading hype. |
| YOU CAN TRANSPORT POTENTIAL CLIENTS | | | | THE PRODUCTION QUALITY MUST BE HIGH. |
| TO YOUR PRODUCT. As a customers,you don't | | | | This not the time to bring outthe family video |
| need to fly across the country to see real estate | | | | cam and become a filmmaker. Hire video |
| when youcan get a 3-D perspective on the | | | | producers whoknow what they are doing. And a |
| homes, the community and thegeography as well | | | | word about budget. You need not spendtens of |
| as meeting residents and buyers from an | | | | thousands of dollars for the finished product |
| onlinevideo. | | | | especially ifyou take the journalistic approach |
| VIDEO IS PERSUASIVE. Because video can | | | | mentioned above. |
| incorporate the spoken word,music, maps, digital | | | | Through streaming video, Galbraith reaches |
| effects and moving images, the user experienceis | | | | customers he might notthrough traditional |
| much more intense and when, well designed, very | | | | advertising and he touches them in ways |
| compelling. | | | | abrochure could never do. His streaming videos do |
| Testimonials have more punch when spoken by | | | | all the talking and,for the price of a single full-page |
| the happy customers. | | | | ad in the local daily paper, hehas produced a tool |
| THE COST OF DISTRIBUTION IS NEGLIGIBLE. In | | | | that can close the sale all by itself. |